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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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Tidbits: For the first time, a kosher restaurant has won a Michelin star
Tidbits is a Forverts feature of easy news briefs in Yiddish that you can listen to or read, or both! If you read the article and don’t know a word, just click on it and the translation appears. Listen to the report here:
צום ערשטן מאָל געווינט אַ כּשרער רעסטאָראַן אַ „מישעלין־שטערן“
ייִט״אַ. — ווען מע האָט באַשאָטן דעם ישׂראלדיקן קוכער רז שבתי (ראַז שאַבטײַ) מיט קאָנפֿעטי האָט ער זיך ממש צעוויינט — און זײַנע מיטאַרבעטער האָבן אים וואַרעם אַרומגענומען.
מיט עטלעכע מינוט פֿריִער האָט מען געמאָלדן, אַז זײַן רעסטאָראַן אין מיאַמי, וואָס הייסט „מוטראַ“, איז געוואָרן דער ערשטער כּשרער רעסטאָראַן צו באַקומען אַ „מישעלין־שטערן“ — דעם גרעסטן כּבֿוד אין דער רעסטאָראַן־אינדוסטריע.
„דאָס איז אַ מאָמענט פֿון שׂימחה און פֿון שטאָלץ,“ האָט שאַבטײַ געזאָגט דער ייִדישער טעלעגראַפֿישער אַגענטור. „דעם שטערן באַקומט נישט בלויז ׳מוטראַ׳, נאָר דאָס גאַנצע ייִדישע פֿאָלק.“
שבתי, וואָס האָט שוין געאַרבעט אין אַ צאָל קיכן איבער ניו־יאָרק און ישׂראל, האָט געעפֿנט „מוטראַ“ אין פֿעברואַר 2025, געבנדיק דעם רעסטאָראַן אַ נאָמען נאָך זײַן ירושלים־געבוירענער באָבען, וועמעס קאָכן האָט אינספּירירט זײַן מעניו.
„איך האָב ליב צו באַצייכענען דאָס עסן אין דעם רעסטאָראַן ווי ׳ירושלימער מאכלים׳ אַנטקעגן ׳מיטל־מיזרחדיקע אָדער ישׂראלדיקע מאכלים׳ ווײַל די טעמען וואָס איך פּרוּוו ברענגען צום טיש זענען די טעמען וואָס זענען פֿאַרבונדן מיט מײַנע זכרונות און מיט מײַנע עקסקורסיעס אין מאַרק מיט דער באָבען,” האָט שבתי געזאָגט. „איך דאַרף זײַן געטרײַ די פּאָטראַוועס וואָס די באָבע האָט מיך געהאָדעוועט.“
אַ באַשרײַבונג פֿונעם רעסטאָראַן אויף דער „מישעלין“־וועבזײַט לויבט זײַנע „פּרעכטיקע בוריקעס אין ‘אַהאָ בלאַנקאָ’ (אַ קאַלטע זופּ געמאַכט פֿון מאַנדלען, קנאָבל און עסיק)“ און „שאָפֿנפֿלייש־קאָבאַב מיט גערייכערטן פּאַטלעזשאַן־קרעם און פּאָמידאָרן־בוימל“.
אַ דאַנק דער אָנערקענונג איז „מוטראַ“ געוואָרן איינער פֿון די אָנגעזעענסטע רעסטאָראַנען און באַטרעפֿט אַן אמתן ווענדפּונקט פֿאַר דער כּשרער קיך. פֿאַר שבתי, וואָס האָט אָנגעהויבן היטן כּשרות מיט מער ווי 10 יאָר צוריק, איז די פּרעמיע אַ קלאָרער באַווײַז, אַז קולינאַרע אויסגעצייכנטקייט קען בליִען אין די ראַמען פֿון דער כּשרער קיך.
„איך האָף אַז די דערגרייכונג וועט אינספּירירן אַנדערע כּשרע קוכערס,“ האָט ער געזאָגט.
צו זען דעם אַרטיקל אויף ענגליש, גיט אַ קוועטש דאָ.
To see the article in English, click here.
The post Tidbits: For the first time, a kosher restaurant has won a Michelin star appeared first on The Forward.
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Jewish witchcraft isn’t as weird as it sounds
Madonna, incongruously, may be largely responsible for introducing the public to a mystical, magical image of Judaism — one that went beyond old men bent over books, studying laws for keeping kosher or Shabbat. Her red string bracelet and her studies of kabbalah gave the religion a new air of mystery and occultism.
But Judaism has always been full of mystical, magical traditions. Jews made amulets to protect against the evil eye, or for luck and prosperity. They beseeched and pacified the dead. Rabbis wrote protective charms for their flock. Psychics and palm readers told the fortunes of Jews and non-Jews alike.
A new exhibit, “Jews are Magic: Occult Practices from Palmistry to Psychics” from YIVO and the Center for Jewish History, delves into the history of the occult in Ashkenazi Judaism. The display, which pulls from YIVO’s archives, has examples of occultism drawing from two Jewish communities: the shtetl and the city.
One side of the exhibit showcases letters to great rabbis asking for blessings and remedies, as well as written spells and amulets protecting against demons like Lilith. The other features photos and biographies of professional Jewish clairvoyants and fortune tellers, who worked mostly in urban areas serving both Jews and gentiles with seances, palmistry and the like, advertising in newspapers and performing on stages.
It’s a lot to cover, and it’s complicated not only by the history but by a quote from Deuteronomy, highlighted in the exhibit. It explicitly forbids those who “useth divination” as well as those who are an “enchanter, or a witch, or a charmer, or a consulter with familiar spirits, or a wizard or a necromancer.” It is a comprehensive list, and doesn’t mince words, calling all of these magicians “an abomination.” Yet even great rabbis and Talmudists wrote charms. How could magic be so pervasive in Judaism when it is so expressly prohibited?
This is the fundamental question of the exhibit, but the show is small and has limited space to fully examine the contradictions. Its artifacts span so much time that it is difficult to intuit the connections between, say, Terfren Laila — a traveling psychic born Else Terese Frenkel who wore a ruby-adorned turban and pretended to be from Singapore by way of India (despite her Yiddish accent) — and letters asking a Talmud scholar to heal a loved one.
Thankfully, to open the exhibition, YIVO held a panel discussion between two scholars, Rokhl Kafrissen, an expert in Ashkenazi women’s folk magic, and Samuel Glauber, whose expertise is Jewish occultism in the late 1800s and early 1900s. Moderated by YIVO’s Eddy Portnoy, the panelists discussed the ways that superstitions arose in shtetls and were mined by those looking to make a few shekels.
Kafrissen explained that magic was a normal part of Jewish life for centuries, largely practiced by women; their domain was the home, encompassing everything from health to wealth, including charms and remedies. And just because these women’s rituals weren’t a “normative” part of Judaism — which is to say, institutional or recorded by official religious texts — they were certainly a normal part of life. Women led rituals such as cemetery measuring, a practice in which string was used to encircle the graveyard while praying and later used to make “soul candles” for Yom Kippur, and removed the evil eye from anyone concerned they had been cursed — what Kafrissen called “everyday Ashkenazi magic.”
But over time, these rituals — long central to Ashkenazi life — were pushed out as some Jewish leaders hoped to modernize their religion. Science rose to take the place of folk magic, and people began to dismiss these practices, which were rarely written down, as mere superstition.
This sense that Judaism was full of magic, however, fed easily into Christian suspicions about Jewish witchcraft, and perhaps encouraged some of the urban psychics and spiritualists to lean on Judaism to increase their mystery.
Glauber’s research focuses on this latter, urban category, a far cry from the shtetl folk magic. These Jewish men and women took part in a craze that enraptured far more than just Jews — seances and fortune-telling were trendy throughout the Victorian era and beyond, and its Jewish performers did not only serve Jews. (Though those suspected to be Jewish were covered hungrily by the Jewish press.) They worked magic on stage and sold their services to eager consumers hoping to speak to the dead or know the future.
Some of these performers tried to hide their Judaism, like the turban-wearing Laila, who managed to become famous enough to tell the fortunes of celebrity clients in Los Angeles and London. Another was trusted by Stalin.
Others, such as Abraham Hochman, were open about their Judaism; Hochman helped the Jewish immigrant community in New York by using his supposed psychic abilities to help women who had arrived in the city find runaway husbands. (The problem was so pervasive that the Forverts had a “Gallery of Missing Husbands” column to do the same.) One branded himself a mystical rabbi, leaning into Judaism’s mystique, which led to an audience, Glauber said, made up mostly of Christian barmaids.
Much of this information discussed by Glauber and Kafrissen is not included in the exhibit, which largely consists of fragments of papers from YIVO’s archives. The end of their discussion touched briefly on yet another rich source of magic: modern Hasidism. But neither the discussion nor exhibit had space to expand on this topic, making it hard to find the throughline between demon-warding amulets and today’s Judaism.
Still, no exhibit or discussion can capture the subject in its entirety. What “Jews are Magic” does best is spark curiosity, and a desire to learn more. That, in itself, is a kind of Jewish magic.
The exhibit ‘Jews are Magic’ is on display from May 26 to Dec. 31 2026 at the YIVO Institute for Jewish Research in the Center for Jewish History in New York City.
The post Jewish witchcraft isn’t as weird as it sounds appeared first on The Forward.
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Staunch Israel critic and Gaza trauma surgeon Adam Hamawy wins NJ-12 primary
(JTA) — Adam Hamawy, the staunch Israel critic who served as a trauma surgeon in Gaza, is expected to join Congress after winning the Democratic primary in New Jersey’s 12th district on Tuesday.
The political novice held a 12-point margin ahead of second-place candidate Brad Cohen with 86% of the vote in, even as he faced questions over his past ties to Omar Abdel-Rahman, the “Blind Sheikh” convicted on terrorism charges in 1995. Hamawy’s camp had called the questions “gross and bigoted” and said the attacks against him were “getting more desperate than ever.”
At a time when Israel is becoming increasingly unpopular among Democratic voters, Hamawy’s victory makes him the latest in a string of vocally pro-Palestinian progressives to win Democratic elections in blue districts in this year’s midterms, following fellow New Jersey candidate Analilia Mejia and Chris Rabb in Pennsylvania.
“The Democratic establishment just got a wake-up call!” wrote PAL PAC, a pro-Palestinian group that had endorsed Hamawy, on X. “This victory proves what we have known all along: Standing firmly and unapologetically for Palestinian freedom is a WINNING platform.”
Hamawy, who is credited with having saved Sen. Tammy Duckworth’s life during the Iraq War, was also boosted by $2 million in spending by American Priorities, a super PAC that aims to counterweight the pro-Israel lobbying group AIPAC by installing pro-Palestinian progressives in Congress. He was endorsed by a slew of left-wing politicians and campaigned alongside the streamer Hasan Piker, who’s been accused of antisemitic rhetoric. He is set to succeed Rep. Bonnie Watson Coleman, who is retiring at the end of her term.
As an opponent of Israel’s Iron Dome missile defense system and a supporter of a complete arms embargo and the right of return for Palestinian refugees, Hamawy will become one of Congress’ sharpest Israel critics if he wins November’s general election, which he is expected to do in the deep-blue district.
Hamawy said that he finds antisemitism “abhorrent” and that he is “deeply worried about its continued rise” in a statement to the Jewish Telegraphic Agency last week.
“As a Muslim, I understand what it feels like to face bigotry, to feel unsafe in your community and to have your loyalty to this country questioned,” Hamawy said. “In this country, we have seen recent attacks at both synagogues and mosques. I see our safety as intertwined.”
Asked about Jewish constituents who disagree with his stance on Israel, Hamawy told JTA, “I hope we can still connect on shared values and goals, including peace, justice, safety and dignity.” He added that his door “will always be open.”
Ken Martin, chair of the Democratic National Committee, did not mention Hamawy’s pro-Palestinian advocacy in a statement congratulating him on his win.
“As a veteran, combat surgeon, and small business owner, Adam Hamawy has continually served his community and our country. He is a proven fighter for working families,” Martin said. “We look forward to welcoming him to Congress, where he will continue the fight to lower costs, expand access to healthcare, and make life more affordable for New Jersey families.”
This article originally appeared on JTA.org.
The post Staunch Israel critic and Gaza trauma surgeon Adam Hamawy wins NJ-12 primary appeared first on The Forward.
