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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?”


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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Like Trump, Hitler also wanted to build monuments to himself — so did Franco, Gaddafi and Alexander the Great

As the leader of Nazi Germany, Adolf Hitler laid out plans for structures that would serve as monuments to himself. His grandest scheme was predicated on his absolute certainty Germany would conquer the world: rebuilding Berlin into a Wagnerian monument to Teutonic superiority and renaming the city World Capital Germania.

Just as Hitler sought to inscribe himself onto Berlin’s skyline, Donald Trump has been pursuing his own form of self-mythologizing — having his name added to the Kennedy Center façade; proposing an arch larger than the Arc de Triomphe; floating other grandiose ideas meant to ensure the world doesn’t forget him.

All around the globe, wherever you find megalomaniacs you will find monuments to their egos. Among them are Francisco Franco’s “Valley Of The Fallen,” a colossal bust of Ferdinand E. Marcos on a hillside in the Philippines, Joseph Stalin’s Stalingrad, streets in Syria named after the Assads, a Libyan square named after Muammar Gaddafi, North Korean streets and institutional buildings named after the Kim dynasty, and a Turin stadium that bore Mussolini’s name.

It is clear that Donald Trump envisions himself as a member of this rogue’s gallery.

Alexander the Great is among the best-known world figures to immortalize himself in this way, by founding a city in Egypt and naming it Alexandria. He was followed six centuries later by Constantine the Great, who founded a new Roman capital on the Bosporus Strait and named it Constantinople. A 100-foot column topped with a gold-encrusted statue of the emperor dominated the city’s forum.

European wars in the 18th and 19th centuries sprouted multitudes of monuments to victorious leaders — glorious and otherwise. After Kaiser Wilhelm I’s armies defeated Denmark, Austria and France, the Germans raised gargantuan memorials that blended modern triumph with mythic antiquity. Many are still standing: towering figures of Germania, medieval emperors and legendary warriors.

An equestrian statue of Emperor William I at the Kyffhaeuser Monument, also known as Barbarossa Monument or Kaiser Wilhelm Monument, near Bad Frankenhausen, eastern Germany. Photo by JENS SCHLUETER / AFP) (Photo by JENS SCHLUETER/AFP via Getty Images

“Herman the German,” an 82-foot-tall tribal chieftain in a winged helmet, and mounted atop an 88-foot temple-like pedestal, looms over the north German countryside with his sword raised as if daring anyone to challenge him. The figure is actually Hermann — the Germanized name of Arminius, as the Romans called the Cheruscan leader who annihilated three legions in the Teutoburg Forest in 9 A.D.

At the Deutsches Eck in Koblenz, an enormous bronze statue of Kaiser Wilhelm I astride his horse rises above the confluence of the Rhine and Moselle, announcing Germany’s arrival as a great power. Forty miles upstream, on the east bank of the Rhine, stands the Niederwalddenkmal, a 125-foot colossus celebrating Germany’s victory over France and the founding of the Reich in 1871.

On the other side of Germany, perched on a mountain in Thuringia is the Kyffhäuserdenkmal — 266 feet of terraces, arches and towers built to celebrate Kaiser Wilhelm I and the new German Empire he presided over. At its base sits a massive stone figure of Emperor Frederick Barbarossa, the 12th-century ruler who, according to legend, never died but sleeps inside the mountain, waiting to return when Germany needs him.

All of these monuments, bespeaking the glory of Germans and their ancestors, were repurposed by the Nazis to project a sense of historical inevitability — as if Hitler’s regime were the next chapter in a lineage stretching from Arminius to Barbarossa to Wilhelm I.

Long before Hitler became chancellor, Berlin already possessed grandiose monuments to Teutonic greatness: the Siegessäule (Victory Column) and the Brandenburg Gate, crowned by a bronze quadriga driven by Victoria, the Roman goddess of victory. Hitler and his architect, Albert Speer, envisioned even grander transformations.  The centerpiece of World Capital Germania was to be a structure called the Volkshalle (People’s Hall), a domed monstrosity that would be able to hold 180,000 people. Also on the drawing board was a Triumphal Arch, so large that the Arc de Triomphe would have fit within its opening.

After France’s defeat in 1940, Hitler signed a decree asserting: “In the shortest possible time Berlin must be redeveloped and acquire the form that is its due through the greatness of our victory as the capital of a powerful new empire.”

Hitler added: “I expect that it will be completed by the year 1950.”

Obviously, Hitler didn’t last that long. Neither did work on “World Capital Germania.” And all across defeated Germany, the thousands of street signs bearing Hitler’s name came down and were replaced.

The Valle de los Caidos (The Valley of the Fallen), a monument to the Francoist combatants who died during the Spanish civil war and Franco’s final resting place. Photo by OSCAR DEL POZO / AFP) (Photo credit should read OSCAR DEL POZO/AFP via Getty Images

Donald Trump, perhaps glimpsing his own mortality, seems to be in a hurry to leave an indelible and grandiose imprint on the nation’s capital and beyond. Much of the country watched in disbelief as heavy equipment tore into the White House East Wing to clear ground for a super-sized new ballroom designed in the gilded idiom of America’s 47th president. His name newly affixed beside JFK’s on the façade of the Kennedy Center only amplified the sense that Trump is racing to secure the permanence he has long craved.

And he is far from finished.

His most extravagant project is one reminiscent of Hitler’s ideas for World Capital Germania — that “triumphal arch” that the White House has cast as a defining pillar of Trump’s legacy.

“The arch is going to be one of the most iconic landmarks not only in Washington, D.C., but throughout the world,” White House spokesman Davis Ingle declared.

But even as Trump pursues these monumental ambitions, he keeps running into the limits of democratic resistance. In one of the more brazen episodes, he told Senate Majority Leader Chuck Schumer that he would release long-delayed federal funds for a critical rail tunnel between New Jersey and New York if Dulles International Airport and Penn Station were renamed for him. Schumer refused, and the gambit collapsed.

The only way Trump managed to get his name onto the Kennedy Center was by replacing multiple board members with loyalists and then having himself appointed board chair. His newly installed board approved adding his name to the building’s façade — a move that cannot legally alter the institution’s official name, which only Congress can change. This particular gambit backfired, prompting a long list of prominent performers to cancel appearances in protest.

Trump’s plans for a grand arch could also face some obstacles, because of laws designed to protect the capital’s commemorative landscape.

Who knows how much of Trump’s ambitions to remake Washington, D.C. in his own image will come to fruition. But even if a Trumpian analog of Germania never arises, with the way he has disrupted this country and the world, he’s already molded himself into something like a menacing monument in human form.

 

The post Like Trump, Hitler also wanted to build monuments to himself — so did Franco, Gaddafi and Alexander the Great appeared first on The Forward.

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Jeremy Carl is latest Trump nominee facing Senate pushback over history of antisemitic remarks

(JTA) — A key GOP senator is opposing the appointment of a Trump nominee over his past remarks about Jews, the Holocaust and Israel, potentially dooming Jeremy Carl’s bid for a top State Department post.

Carl, who is seeking the role of Assistant Secretary of State for International Organization Affairs, drew scrutiny during his Thursday confirmation hearing for past writings and statements about Jews. Those included a 2024 interview on a podcast called “The Christian Ghetto” in which the first-term Trump official said, “Jews have often loved to play the victim rather than accept that they are participants in history.” On the same podcast, he opined that there was “an extent to which the Holocaust kind of dominates so much of modern Jewish thinking, even today.”

Following his appearance, Utah Sen. John Curtis, who chairs the Senate Foreign Relations subcommittee, announced he would not be supporting Carl’s nomination.

“After reviewing his record and participating in today’s hearing, I do not believe that Jeremy Carl is the right person to represent our nation’s best interests in international forums, and I find his anti-Israel views and insensitive remarks about the Jewish people unbecoming of the position for which he has been nominated,” Curtis said in a statement.

Carl, however, is continuing to push for the post on X. Since the hearing, he has used the platform to defend his performance and repost allies, including some who responded directly to Senate accusations of his antisemitism. Vice President JD Vance this week also shared a post of Carl’s, though not one directly related to his confirmation bid.

Carl also denied accusations from Democratic Sen. Chris Murphy that he is a white nationalist, though he continued to insist that “white culture” is under threat.

A Claremont Institute fellow, Carl was born Jewish but has since converted to Christianity. He served in the first Trump administration’s Interior Department and has argued that “white Americans are increasingly second-class citizens in a country their ancestors founded.”

The White House also continued to defend its pick of Carl after the hearing in a statement to the New York Times late Friday.

And at least one of Carl’s defenders is Jewish: Michael Rubin, a conservative historian and longtime government advisor on Middle East affairs, called the campaign against his former Yale classmate a “lynch mob” in the Washington Examiner on Tuesday.

Carl, Rubin wrote, “is a man whose record of action and allies belie any serious consideration that he is antisemitic, anti-Zionist, or racist.”

Carl’s grilling came days after Republicans booted another Trump appointee from the administration’s religious freedom commission over her remarks about Israel and Zionism during an antisemitism hearing.

If Carl’s bid fails, he would not be the first Trump nominee with a history of questionable comments about Jews to fail to clear the Senate — though other Trump officials remain in their positions despite histories of antisemitic posts.

On the “Christian Ghetto” podcast interview, Carl also gave advice to Christians “looking to convert Jews” like him. He did, however, reject certain conspiracy theories about cabals of Jewish power. “I’m very critical of, overall, the political stance and the sociology of the Jewish community, particularly in this century. It’s been very destructive overall. But I don’t think that that’s a result of a conspiracy,” he said. His other podcast appearances include Tucker Carlson in 2024.

His new role — if confirmed — would put him in a critical position of influence over U.S. policy related to the United Nations, at a moment when both Israel and the U.S. are highly critical of that governing body over its perceived anti-Israel bias.

That concerned Curtis, who said that Carl’s past comments that the U.S. “spends too much time and energy on Israel, often to the detriment of our own national interest” would damage his credibility at the UN.

“Share with me specifically, what in the US interest has been harmed by sustained American support of Israel?” Curtis asked. Carl did not directly answer the question, instead pivoting to criticizing the UN for antisemitism.

“In the UN context, I wish the UN would stop being antisemitic all the time, and so therefore we could stop — there’s a million other problems, like the Rohingya,” he said. Upon Curtis’s repeated questioning, Carl added, “I think diplomatic support of Israel in the UN context is absolutely critical.”

Curtis also noted that Carl seemed to agree with a podcast host’s remarks that Jews were “claiming special victim status because of the Holocaust” and that “the state of Israel is not a victim but instead a perpetrator,” among other remarks.

“This was your response: ‘Right, right, yeah, no, I mean, I think that’s true,’” Curtis said, of Carl’s appearance on the “Christian Ghetto” podcast.

“I do a lot of podcasts,” Carl responded, adding that he was “sure” his quotes were “accurate.”

Democratic Senators, including some Jews, were more forceful in condemning Carl’s remarks about Jews.

Sen. Jacky Rosen of Nevada, quoting a recent American Jewish Committee study that one in three Jewish Americans have experienced antisemitism, produced placards of some of Carl’s past pronouncements on Jews, including that “the Jews love to see themselves as oppressed.”

“To my colleagues that may consider voting for Mr. Carl’s nomination, understand what the vote signals,” she said. “It tells Jewish Americans they simply don’t matter.”

The post Jeremy Carl is latest Trump nominee facing Senate pushback over history of antisemitic remarks appeared first on The Forward.

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Spike Lee says his pro-Palestinian NBA All-Star Game fit wasn’t meant as a dig against Deni Avdija

(JTA) — The director Spike Lee says he was not targeting the first Israeli NBA All-Star when he wore a pro-Palestinian outfit to the All-Star Game on Sunday.

Lee’s outfit which featured a keffiyeh-patterned sweater and flag-themed bag strap. Some of his critics charged that he had chosen the outfit especially because Deni Avdija, the Israeli star of the Portland Trail Blazers, was taking the court.

Lee put that idea to rest in a post on Instagram late Tuesday, saying that he had not known Avdija was Israeli because the Trail Blazers are a West Coast team. (Lee is a New York Knicks superfan.)

“There has been some conjecture about what I wore to the games on Saturday and Sunday. The clothes I wore are symbols of my concern for the Palestinian children and civilians, and my utmost belief in human dignity for all humankind,” Lee wrote. “What I wore was not intended as a gesture of hostility to Jewish people or to support violence against anyone, nor was it intended as a comment on the significance of Deni being an an All-Star.”

About his lack of familiarity with Avdija, whose World Team fell short in the round-robin contest featuring 28 NBA stars, Lee added, “He can BALL. NOW I DO KNOW.”

 

The post Spike Lee says his pro-Palestinian NBA All-Star Game fit wasn’t meant as a dig against Deni Avdija appeared first on The Forward.

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