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A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah?
(JTA) — For millennia, Jews have eaten matzah. And for years, Jewish patrons of Trader Joe’s have been able to purchase matzah off the shelves of the tiki-themed grocery chain — which has gained its own quasi-religious following.
Now, for the first time ever, Trader Joe’s will be selling matzah under its own famous private label.
The question, even among the store’s diehard Jewish fans, is what makes Trader Joe’s-branded matzah different from all other matzah.
The grocery chain with more than 500 stores nationwide, and known for characteristically friendly, Hawaiian shirt-clad employees and a limited selection and high turnover of products, has gained a cult-like following in its 56 years of operation. An Instagram fan account boasts nearly 2 million followers; the internet is abound with memes about falling in love with Trader Joe’s cashiers; and dozens of Facebook groups with thousands of members each exist to cater toward the specific dietary needs of loyal shoppers.
Those loyalists include no small number of Jews who keep kosher. The store stocks a number of Jewish, Israeli and Middle Eastern foods — from an “everything but the bagel” spice mix to spicy zhoug sauce to kosher-certified turkeys ahead of Thanksgiving, and frozen latkes. Trader Joe’s caused a small uproar in 2012 when it stopped stocking kosher pareve semi-sweet chocolate chips. After a campaign by Jewish customers, the chain brought the product back to its shelves in 2021.
But whether that loyalty will extend to the store’s matzah is unclear. Some shoppers said they were excited about the new offering, while others wondered whether it would be any different from the matzah Trader Joe’s has sold in previous years. Still others said that by putting its name on one of the most quintessential Jewish foods, Trader Joe’s “signals that Pesach products have gone mainstream,” in the words of Susan Robinson, a member of Kosher Trader Joe’s, a Facebook group with more than 63,000 members.
The decision also demonstrates that Trader Joe’s takes its kosher-observant customers seriously, said Rachel B. Gross, a professor at San Francisco State University who teaches a course on U.S. Jews and the history of food.
“My understanding is that they’ve never wanted to do everything,” Gross said. “But they have had a really strong kosher game because that worked really well with the way they approached the niche markets in general.”
For years, Trader Joe’s sold matzah made by a brand called Holyland, and it’s unclear whether the chain’s new boxes hold the same old product. The company — which is secretive about who produces its private-label foods — told the Jewish Telegraphic Agency only that the new private label matzah is made by “one of the largest and oldest matzo-making bakeries in Israel.”
Whether the Holyland once sold by Trader Joe’s is made by the same company as Holyland Shmura Matzo — a circular handmade variety — is similarly unclear. But there are hints, beyond the name, that they come from the same company, which is based in Israel. Both share the same distributor, and both include a logo on the front bearing the web address NaturallyBetterWithYouInMind.com, a site that boasts “high quality, all natural, kosher foods.”
A representative of the distributor of both Holyland products, a New Jersey company called Kayco, did not know whether the current Trader Joe’s product is the same as the Holyland matzah. The new Trader Joe’s matzah box says only that it is distributed and sold by Trader Joe’s, which is headquartered outside of Los Angeles.
That confusion has led to an ambivalent reaction among some members of Kosher Trader Joe’s. Multiple members of the group shared photos of the new boxes at their local stores, encouraging each other to buy the matzah in order to press the company to produce it again next year.
Some commented on the new box design, while others remarked on the price — $2.69 per box, a slight increase over the $2.49 Trader Joe’s charged for the Holyland boxes last year, according to an Instagram fan page. (Name-brand boxes of matzah at the same weight cost slightly more at other retailers, ranging from about $3.22 for a 16 ounce box of Yehuda Matzos to $4.49 for Manischewitz’s version of the unleavened bread.)
“Trader Joe’s has sold Holyland Matzah for at least a decade, if not longer,” wrote one member. “I’m surprised that it has taken them this long to put it under the Trader Joe’s private label.”
Others were just happy to have access to matzah at all. Another member recalled that supply chain delays and restrictions related to COVID-19 led to shortages of Passover products, and that in Manhattan’s East Village, where he lives, “TJ – and the Holyland Matzo – became a Pesach saver. That’s what the commotion is all about.”
(Members of the group who adhere to strict kosher laws may not have tried the new matzah yet due to a tradition of not eating matzah between Purim and Passover, although a few customers remarked that it feels thinner than Holyland matzah.)
In addition to matzah, Trader Joe’s will sell Teva Glatt kosher-for-Passover Angus beef brisket and a few kosher-for-Passover wines including Sara Bee Moscato and Baron Herzog chardonnay and cabernet. The company will publish a complete list of its kosher-for-Passover offerings closer to the holiday, which begins the night of April 5.
Gross said the conversation over Trader Joe’s matzah fits in with the way Americans celebrate Passover, which she said is intimately tied to brands. She cited the proliferation of well-known Passover products like the haggadah published by Maxwell House coffee, which was first printed more than 90 years ago, or Manischewitz’s many Passover foods. The way the holiday has been shaped by brands, she said, is “in some sense, a traditional American Jewish experience.”
“Jews have really learned over the last 110, 120 years how to trust brands, and trust brands around kashrut, especially around Passover,” Gross told JTA.
“We know that the people who keep kosher are such a small minority,” she added. “And we know that the number of people who look for heckshers are not primarily Jews, which makes me wonder how many non-Jews buy matzah, or [how many] they expect to buy matzah.”
But for at least one member of Kosher Trader Joe’s, brand loyalty was not enough to make the new matzahs stand out.
“Most articles written about this Matza as well as online comments make it out to be something earth-shattering and revolutionary, and fail to mention that Trader Joe’s has carried matza around this time, in every single store, for years and years under the Holyland Brand,” wrote Yoseph Goldstein. “Have folks easily forgotten this? Is it really the ‘coolness’ of the box?”
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The post A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah? appeared first on Jewish Telegraphic Agency.
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Iran Expected to Ramp Up Chemical, Biological Weapons Programs
Symbolic mock-ups of Iranian missiles are displayed on a street, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 22, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Amid sustained international scrutiny of Iran’s nuclear program, missile development, and regional proxy network, new assessments point to a quieter and more troubling front as allegations grow that Tehran may be expanding work related to chemical and biological weapons capabilities.
According to a new report from the Begin-Sadat Center for Strategic Studies at Bar-Ilan University in Israel, the Islamist regime in Iran may be advancing efforts to significantly develop its chemical and biological weapons programs — a move experts warn would pose serious risks not only to Israel but also to the wider region and the Iranian population itself.
Iran’s chemical and biological research programs allegedly focus on a range of toxic agents, including blister agents like mustard gas, nerve agents such as sarin and Novichok, and substances that attack the lungs or blood and can cause suffocation.
These reportedly also include biological threats such as anthrax, ricin, and botulinum toxins, as well as certain viruses, all of which can cause severe illness or death by disrupting the body’s nervous system, organs, or immune response.
Israeli officials have previously warned that the Iranian government has been developing dual-use chemicals, with both civilian and military applications, and may be channeling them to its regional proxy terrorist forces, raising fears they could be used to intensify proxy conflicts and destabilize the wider Middle East.
Tehran is also suspected of having used such agents to help suppress the nationwide anti-government protests earlier this year, which were violently crushed by security forces in a crackdown that left tens of thousands of demonstrators tortured, imprisoned, or killed.
Similar allegations have repeatedly emerged in the past, adding to a wider pattern of reported abuses against civilians and violations of human rights.
According to a report from Iran International, a medical staff member in Karaj said some detainees released during the January protests had reported body aches, lethargy, weakness, loss of appetite, nausea, and vomiting — all symptoms that may indicate possible drug-related poisoning.
Iran first began developing chemical weapons-related capabilities in the 1980s. In recent years, those efforts have reportedly evolved to include pharmaceutical-based agents and other compounds designed for incapacitation or riot control.
US government assessments have indicated for decades that Iran has been researching and developing chemical agents, including anesthetic compounds designed to incapacitate individuals by targeting the central nervous system.
These reports point to Iran’s academic sector playing a key role in this area, with Imam Hossein University and Malek Ashtar University of Technology — military-linked institutions associated with the Islamic Revolutionary Guard Corps and the Ministry of Defense — reportedly conducting research since at least 2005 into chemical agents designed for incapacitation.
Since the start of the war earlier this year, the Israeli Air Force has carried out sustained strikes targeting sites linked to chemical weapons research, development, and production, aiming to disrupt facilities embedded within Iran’s broader military-industrial infrastructure and associated pharmaceutical-based programs.
Even though Tehran has long denied pursuing chemical or biological weapons and remains a party to the Chemical Weapons Convention, Western governments continue to accuse the regime of violating international norms.
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Germany Reports ‘New Normal’ of Antisemitism as Islamist and Left-Wing Extremist Networks Fuel Rising Threats
Graffiti reading “Kill all Jews” was discovered on a residential building in Berlin-Pankow on April 26, 2026, part of a wave of antisemitic vandalism reported across the German capital over the past week, including swastikas and other hate-filled slogans scrawled on multiple sites. Photo: Screenshot
Germany is confronting what Jewish leaders describe as a “new normal” of antisemitism, with nearly half of Jewish communities across the country reporting incidents and officials warning that Islamist and left-wing extremist networks are driving a surge in hostility amid ongoing Middle East tensions.
According to a new survey released on Friday by the Central Council of Jews in Germany, 46 of more than 100 Jewish communities nationwide have been targeted in antisemitic incidents, underscoring the growing scale and urgency of the crisis.
Among the most commonly reported incidents were verbal abuse, threatening phone calls, hate speech, property damage, and antisemitic graffiti, with 68 percent of respondents saying they feel “very unsafe.”
“Following the explosive rise in antisemitism after Oct. 7, a ‘new normal’ has emerged,” Central Council President Josef Schuster said in a statement, referring to the Hamas-led invasion of and massacre across southern Israel over two years ago.
“A situation in which Jewish communities require constant protection and antisemitism has become normalized as part of the public sphere,” he continued.
In the wake of the recent war with Iran, 62 percent of respondents said their sense of insecurity has further intensified.
“This finding clearly shows that the war in the Middle East was always just a pretext, never a reason for antisemitic attacks and hate speech in Germany,” Schuster said.
Only 35 percent of respondents reported feeling a sense of solidarity and support from broader society, underscoring a widespread perception of isolation.
Even though religious and communal life continues largely with only minor restrictions in most communities, many Jews increasingly avoid displaying visible signs of their identity in public.
“Things that used to be taken for granted — openly wearing religious symbols, walking carefree to the synagogue — are now often accompanied by caution and more conscious consideration. At the same time, the emotional strain has increased significantly,” said one unnamed survey participant, according to the Central Council.
Amid a sharply deteriorating security climate in Germany, officials warn that surging antisemitism and hostility toward Israel are increasingly being driven by Islamist networks and left-wing extremist groups, with threats against Jewish and Israeli communities intensifying nationwide.
According to a study by the Hessian State Office for the Protection of the Constitution, Islamist and left-wing extremist actors are exploiting the Middle East conflict and rising regional tensions to spread antisemitic rhetoric, contributing to an increase in violence and harassment against Jews and Israelis.
The newly released report warns that such antisemitic narratives have become a central mobilizing force since the Oct. 7 atrocities, shaping public discourse and being used to justify acts of violence and intimidation.
“Antisemitism is no longer an isolated phenomenon, but a cross-cutting issue that connects various extremist groups,” the study notes.
After more than two years of escalation, German officials warn that the threat to Jewish life has risen dramatically, with antisemitic hate speech surging as extremist actors deliberately exploit the war in Gaza for propaganda.
The report points to extremist groups merging anti-imperialist ideology with entrenched antisemitic narratives in their propaganda around the Israel–Hamas war, including claims of a “genocide in Gaza,” depictions of the Jewish state as a “colonial power,” and labels such as “child murderer.”
These narratives are being used to justify violence against Israel and to exploit the humanitarian crisis to increase hostility and advance their agenda.
German Interior Minister Roman Poseck, who commissioned the report, warned of a deteriorating social climate, saying that “antisemitic sentiments are becoming increasingly intolerable, even in public spaces.”
“Antisemitism is one of the greatest threats to our social cohesion – especially from Islamism and the left-wing extremist spectrum,” the German official said in a statement.
“I am deeply ashamed of what Jews in Germany have to endure 80 years after the end of the Second World War,” he continued. “We Germans, in particular, bear a lasting responsibility never to forget what happened.”
According to Germany’s Radicalization Monitoring System and Transfer Platform, 45 percent of Muslims under the age of 40 in the country show an inclination toward Islamism — defined as support for Islamist ideas, preference for Sharia-based principles over the constitutional order, and the presence of antisemitic prejudices.
Among those surveyed, 23.8 percent view an Islamic theocracy as the most desirable form of government.
Even though right-wing extremism may be less normalized in mainstream discourse, the study warns it “remains a danger, as antisemitic prejudices and conspiracy myths continue to be deliberately spread there as well.”
The western German state of Hesse has seen a particularly visible surge in antisemitic expression, with chants such as “Child-murderer Israel,” “From the river to the sea,” and “Resistance is international law” heard at pro-Palestinian demonstrations, across social media, and on university campuses.
The study notes that these narratives act as a unifying thread, bringing together Islamist, left-wing, and right-wing extremists who adopt similar rhetoric to reinforce shared enemies and legitimize violence.
Notably, the German Left Party has repeatedly been at the center of controversy and public outrage over its continued use and promotion of anti-Israel rhetoric, reinforcing a recurring pattern of incidents within its ranks that have sparked allegations of antisemitism.
Last year, the party’s youth wing passed an anti-Israel resolution labeling the world’s lone Jewish state a “colonial and racist state project.”
More recently, Andreas Büttner, the commissioner for antisemitism in the state of Brandenburg in northeastern Germany, resigned from the Left Party, citing a rise in antisemitism within the ranks, relentless personal attacks, and a party climate that has become intolerable.
Beyond extremist circles, the report also points to antisemitism extending across segments of society, finding resonance in mainstream discourse where it is often disguised as legitimate criticism of Israel.
“This is shifting the boundaries of what society considers acceptable, normalizing antisemitic thinking while trivializing, legitimizing, and in some cases even glorifying violence against Jews,” the study says.
Earlier this month, the Hesse government introduced new legislation that would criminalize denying Israel’s right to exist, as authorities move to confront a surge in anti-Israel demonstrations and a growing tide of antisemitic rhetoric and attacks that have intensified pressure on Jewish communities across the country.
The proposed legislation would close what officials describe as a legal loophole by explicitly criminalizing the denial of Israel’s right to exist, with penalties of up to five years in prison or a fine, aligning it with existing provisions that punish Holocaust denial.
