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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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When does criticizing Israel become antisemitism? Ask Mark Ruffalo
American actor Mark Ruffalo on Saturday denied that he is antisemitic, one day after Paramount accused the actor of invoking antisemitic tropes in his campaign against the studio’s $111 billion bid to acquire Warner Bros. Discovery.
The clash lands as Paramount is trying to clear the last major obstacle to closing the Warner Bros. Discovery deal: a lawsuit filed by California and 11 other state attorneys general seeking to block it on antitrust grounds.
“The accusation that I am antisemitic is appalling and fundamentally dishonest,” Ruffalo said on Saturday. “Criticizing the actions of the Israeli prime minister, a military technology contract, or the executives who supply it is not the same as criticizing Jewish people.”
Now, what started as a celebrity spat has turned into a stand-in for a much bigger fight: When does criticizing Israel’s government turn into hating Jews?
Ruffalo and his defenders say targeting a defense contractor’s technology and a media family’s wealth is ordinary corporate criticism. Paramount and its allies say invoking Israel in a business dispute imports old tropes about Jewish power and money into a fight that has nothing to do with Jews. The same argument has played out over campus protests, in Congress and across the globe since the Oct. 7, 2023, Hamas attacks on Israel.
The dispute began Friday, when Ruffalo posted a 2024 clip of former Oracle CEO Safra Catz reportedly discussing “profoundly scary technologies” the company built for the Israeli military after Oct. 7. Along with the clip, Ruffalo wrote that the war in Gaza was “a genocide, which was built on an apartheid system of oppression powered by Oracle.”
Larry Ellison, who co-founded Oracle and has an estimated net worth of around $200 billion, has personally backstopped $40.4 billion in equity financing for his son David Ellison’s Paramount to acquire Warner Bros. Discovery.

Ruffalo called the elder Ellison a “classic Oligarch” and warned that the “most destructive and inhuman forces in the world” would soon sit inside an important media company if the merger succeeds. The deal would give the family control of CNN. It already owns CBS News.
Paramount fired back. “We are, as always, troubled when antisemitic tropes are invoked in purported service of a business dispute,” a company spokesperson told The Wrap, a Hollywood trade publication. “Words like ‘genocide’ and ‘apartheid,’ applied to a corporate transaction, aren’t just wrong — they’re a bridge too far, and they cheapen the very real suffering those words are meant to describe.” The company added that the episode “exposes the true motivation of some who have advocated opposition to this transaction.”
It’s not the first time Paramount has made that argument. Axios reported in June that company executives believed antisemitism was fueling opposition to the merger more broadly, pointing to the Ellisons’ Jewish identity and Larry Ellison’s friendship with Israeli Prime Minister Benjamin Netanyahu.
Ruffalo pushed back on social media Saturday refuting the accusation that he is antisemitic and adding: “Everything I know about acting, activism, and humanism has been profoundly shaped by the Jewish friends, colleagues, and loved ones who have been integral and family throughout every point of my life.”
An advocate and activist
Ruffalo, 58, is best known for playing the Hulk in the Marvel cinematic universe and has been nominated for four Academy Awards, for his performances in The Kids Are All Right, Foxcatcher, Spotlight and Poor Things.
He has also built a reputation as one of Hollywood’s most consistent activists, campaigning for environmental causes and protesting against the Trump administration. This fight is the latest flashpoint in the actor’s history of pro-Palestinian activism.
Since the Hamas attack on Israel, he has frequently called out Israel’s military action in Gaza, notably wearing an Artists4Ceasefire pin to the 2024 Oscars. In September 2024, he was among more than 700 SAG-AFTRA members who signed a letter demanding the actors’ union publicly call for a Gaza ceasefire and protect pro-Palestinian members from what they described as industry blacklisting.
In September 2025, he said he supported efforts to “boycott, divest, sanction, and prosecute” Israel. And just 10 days before the Oracle post, he joined Javier Bardem, Susan Sarandon and other artists in a statement arguing that despite the U.S.-brokered truce in place since October 2025, “there is no ceasefire in Gaza.”
That history is why three prominent voices in the fight against antisemitism sided with Paramount over the weekend.
“Words matter, and so does the willingness to draw a line when legitimate debate gives way to antisemitic tropes,” wrote Jim Berk, CEO of the Simon Wiesenthal Center, praising the studio for “refusing to allow prejudice to masquerade as political or corporate criticism.”
He went on: “Invoking Israel in an issue where it is completely irrelevant is a textbook case of obsession and demonization.”
Creative Community for Peace, a Hollywood group that pushes back on boycotts of Israel, went further, with executive director Ari Ingel accusing Ruffalo of fusing “hostility toward Israel and Zionism with Jewish-associated wealth, media ownership, oligarchic power and ominous warnings about concentrated control into a single narrative.”
Jonathan Greenblatt, the CEO of the Anti-Defamation League, called Ruffalo’s posts “cynical and sickening.”
Antisemitism vs. anti-Zionism
The fight lands amid the worst stretch of global antisemitism in decades. Researchers at Tel Aviv University found that 20 Jews were murdered in antisemitic attacks worldwide last year, the highest toll in more than 30 years — a count that includes a gunmen who killed more than a dozen people at a Hanukkah celebration on Sydney’s Bondi Beach in December.
As incidents rise, and amidst Israel’s ongoing campaign in Gaza and its war with Iran, the country’s standing in the world has cratered.
A Pew Research Center survey of 36 countries this spring found a median of 67% hold unfavorable views of Israel, with opinion growing more negative since 2025 in most countries where Pew has trend data. Even in the U.S., Israel’s staunchest ally, Americans no longer clearly side with Israelis over Palestinians for the first time since Gallup began asking in 2001 — a reversal driven largely by independents and voters under 35.
Where the merger stands
Representatives for Paramount and California are expected to meet Monday for preliminary talks, at Paramount’s request, though people briefed on the discussions cautioned there’s no guarantee they will lead anywhere. The Writers Guild has also sued to block the deal.
The stakes of delay are real: if the deal doesn’t close by October, Paramount would owe Warner Bros. Discovery shareholders hundreds of millions of dollars in fees. If there is no resolution, a trial is set for March.
The post When does criticizing Israel become antisemitism? Ask Mark Ruffalo appeared first on The Forward.
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AIPAC wants to defeat Abdul El-Sayed in Michigan Senate race. Mike Rogers would rather it stay out.
In the race for Michigan’s open U.S. Senate seat, both candidates are trying to turn a narrow margin into victory.
Republican Mike Rogers is trying to win as the more moderate alternative to Democratic nominee Dr. Abdul El-Sayed, a progressive and an outspoken critic of Israel. El-Sayed, who narrowly defeated Rep. Haley Stevens in the Democratic primary, hopes to repeat a strategy that worked for him: campaigning against AIPAC and its political influence.
The pro-Israel lobbying group’s super PAC, United Democracy Project, spent more than $30 million trying to defeat El-Sayed in the primary. Now, with $60 million in cash on hand, according to the latest FEC filings, it is eager to keep a fierce Israel critic out of the Senate. There is just one problem: Rogers would rather AIPAC stay out of the race.
Allies of the Republican nominee have reportedly asked AIPAC not to run ads to boost him, fearing that the group’s involvement would backfire and give El-Sayed the same political foil that helped him overcome its massive spending in the primary. Axios reported that AIPAC officials didn’t take that rejection easily. However, after Rogers spoke with AIPAC chair Michael Tuchin, the group shelved an ad it had already produced attacking El-Sayed.
AIPAC spokesperson Deryn Sousa told Axios that its members “are highly motivated to be involved in this race and we will be looking at every option to make the case that El-Sayed’s policies are bad for Michigan and bad for America.”
Rogers did not outright reject support from pro-Israel donors. His campaign reportedly suggested ways AIPAC could help without putting its own name front and center. The disagreement is over whether having the group attached to the campaign would help him win or make his job harder.
Michigan’s narrow margins
Recent Michigan elections leave little room for error. Trump carried the swing state in 2024 by about 80,000 votes. In the Senate race that same year, Democrat Elissa Slotkin defeated Rogers by fewer than 20,000 votes. Four years earlier, Joe Biden carried Michigan by about 2.8 points.
A recent AARP poll found El-Sayed at 48% and Rogers at 47% among 877 likely voters, well within the poll’s 3.3-point margin of error. El-Sayed leads among independents by six points. To close the gap, Rogers would need more independents and some dissatisfied Democratic primary voters.
For Rogers, that creates an important distinction: He wants to run against El-Sayed’s positions on Israel and his associations with controversial Israel critics without allowing El-Sayed to turn the election into another fight over AIPAC.
AIPAC has already become increasingly controversial among mainstream Democrats for backing pro-Israel Republicans who joined President Donald Trump’s crusade to question the 2020 election results. The wars in Gaza and Iran have only intensified that backlash, as Democratic voters have increasingly rejected U.S. policy supporting Israel.
Michigan has one of the largest Arab American populations in the nation, and it is the birthplace of the “uncommitted” movement to protest the Biden administration’s handling of the Gaza war in the 2024 presidential primary — making the politics of Israel and Gaza particularly complicated. A recent Fox News poll showed that 55% of Michigan voters opposed continuing U.S. aid to Israel.
In addition to the Michigan primary, AIPAC had some setbacks in other midterm races across the country. Last week, progressive candidate Aisha Wahab defeated AIPAC-backed Melissa Hernandez in the closely watched California special election to replace former Rep. Eric Swalwell, who resigned after allegations of sexual assault. Earlier this year, Analilia Mejia prevailed in a New Jersey special election for a House seat, after an AIPAC-associated super PAC spent more than $2 million targeting another Democratic candidate. Many congressional candidates, including some Jewish Democrats, have promised not to take contributions from AIPAC.
AIPAC has also become increasingly controversial on the right. Prominent America First voices, including Tucker Carlson and former Rep. Marjorie Taylor Greene, have attacked AIPAC’s influence over American foreign policy.
Winning over Jewish Democrats
Last week, Rogers launched a “Democrats for Rogers” effort to target voters who are uncomfortable with El-Sayed, in particular Jewish Democrats who remain uneasy with his rhetoric on Israel — including his calling Israel “bloodthirsty.” Jewish voters make up 1.4% of the electorate in Michigan.
Rabbi Asher Lopatin, a Modern Orthodox rabbi in suburban Detroit who backed Stevens in the primary and usually votes Democratic, endorsed Rogers at that event and urged others to do the same. Lopatin focused his criticism not only on El-Sayed’s positions on Israel but on his relationship with Hasan Piker, the popular left-wing pundit who has been accused of antisemitic rhetoric and who appeared with El-Sayed on the campaign trail.
El-Sayed “has shown contempt for the Jewish community and, frankly, for American values by making Hasan Piker, a vicious antisemite and racist, his campaign surrogate and someone he buddies up with,” Lopatin said.
The Democratic nominee understands that vulnerability. Since winning the primary, El-Sayed has sought to reassure Jewish voters that his opposition to Israel is not hostility toward Jews. “I love and revere Judaism and the Jewish people,” he said in a recent TV appearance. “They are not the same as AIPAC and Israel.” In that interview, El-Sayed also disavowed some remarks by Piker, though he did not commit to ending campaign appearances with him.
That helps explain why Rogers prefers AIPAC to remain out of the spotlight. The Republican nominee would rather spend the fall forcing El-Sayed to defend his positions on Israel, his relationship with Piker and distrust among Jewish voters than spend it answering attacks over millions of dollars in AIPAC money pouring into his campaign.
The post AIPAC wants to defeat Abdul El-Sayed in Michigan Senate race. Mike Rogers would rather it stay out. appeared first on The Forward.
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The note Netanyahu would never write
George H.W. Bush left the Oval Office on January 20, 1993, after losing his bid for reelection to Bill Clinton. On the desk, he left his successor a handwritten note wishing him well with obvious sincerity and ending with an expression of democratic grace: “Your success now is our country’s success.”
It is hard to imagine a sentence further removed from Benjamin Netanyahu’s conception of political power. When Naftali Bennett replaced him as prime minister in 2021, Bennett arrived at the traditional handover expecting a serious transfer of responsibility for a country facing Iran, Hezbollah, Hamas and other threats.
In an interview this weekend with Israel’s Channel 12, Bennett said he cleared his day, and was shocked when Netanyahu gave him about 30 minutes, volunteered little, asked to keep living in the prime minister’s residence and for state funding for his wife’s car, and otherwise was eager to end the encounter.
The contrast goes far beyond manners. Netanyahu treats political defeat as something closer to dispossession, and those who threaten his hold on power as enemies whose legitimacy must be destroyed. Bennett said Netanyahu had warned him before the new government was sworn in that if he went ahead with it, he would deploy “all the heavy artillery” to brand him a traitor. Bennett says Netanyahu, whom he called an “anarchist,” kept his word, via a “poison machine” – a sophisticated social media influence operation featuring mass Whatsapp groups and bot accounts amplifying talking points – such as the theory, now popular on the right, that the Shin Bet helped Hamas attack Israel on Oct. 7, 2023, in order to harm Netanyahu.
Five years later, the target has changed: It is former military chief Gadi Eisenkot. The method has not.
Eisenkot is now Netanyahu’s most dangerous electoral challenger, an extraordinary target for such a campaign. Eisenkot spent four decades in the IDF and rose to its chief of staff. After the Hamas attacks, he joined Netanyahu’s war cabinet for a few months, despite their political disagreements. His son Gal was killed fighting in Gaza in December 2023, and two nephews were killed during military operations in Gaza. Yet even Israel’s increasingly brutal politics seem unable to leave room for a measure of respect.
Instead, Eisenkot is portrayed as dangerous, weak and somehow beyond the bounds of acceptable government. His military record itself becomes evidence against him. His willingness to construct a governing majority that might depend on an Arab party – something that is essential for the societal health of Israel, whose population is 20 percent Arab – is presented as something inherently disqualifying. The objective is larger than defeating his arguments. It is to make his accession to power appear intolerable.
From smear campaign to security risk
I was reminded of this Sunday while appearing on television with Jonathan Pollard, the former U.S. Navy intelligence analyst who spied for Israel, spent some 30 years in an American prison, and now hopes to enter Israeli politics. Pollard, who over the weekend endorsed a splinter right-wing party and seemingly hopes to parlay that into a Knesset seat or other position, comes at Netanyahu from the ultra-nationalist far-right, but essentially supports him. He explained that he could never support a government headed by Eisenkot because Eisenkot had weakened the IDF as chief of staff.
There is an obvious problem with that argument. Eisenkot served as the IDF chief of staff from 2015 to 2019. Netanyahu was prime minister throughout his tenure. If Eisenkot presided over the degradation of the Israeli military, Netanyahu presided over Eisenkot. It is utter nonsense, but that is how the poison machine works. Responsibility flows away from Netanyahu while culpability attaches itself to whoever threatens him. Institutions that Netanyahu himself headed somehow become the failures of his opponents.
Now this has collided with a matter of security for candidates.
Eisenkot’s campaign says threats against him – from the rabble whipped up by Netanyahu – are increasing as the election approaches, and he has requested state protection. The Shin Bet in recent days declined to provide an armed security detail, although it will provide intelligence assistance.
That decision is astonishing in a country whose domestic security service once failed catastrophically in preventing the 1995 assassination of Prime Minister Yitzhak Rabin – after months in which he was called a traitor, a murderer and a Nazi by a campaign of agitation presided over by the young Netanyahu.
The lesson Israel drew was supposed to be permanent: when serious political incitement converges with a credible physical threat, the state errs on the side of protecting its leaders.
The contrast becomes almost grotesque when one considers whom the state does protect. Netanyahu’s son Yair who has lived in Miami for years, receives Shin Bet protection there. Yair, who is 35, avoided military service and has made himself a regular participant in the same poisonous political media ecosystem that serves his father, especially by attacking his opponents on X. The Netanyahu family successfully pressed to have responsibility for his security transferred to the Shin Bet, over the agency’s objections.
And the entitlement extends into the future. Netanyahu, like other former prime ministers, is set to receive lifelong Shin Bet protection. But a ministerial committee has approved extraordinary post-premiership protection for the Netanyahu family: Sara Netanyahu for as long as her husband is alive, and their sons for at least five years. The state can therefore find the resources and justification to protect a prime minister’s adult son living in Miami during a devastating war, and to plan years of protection for the family after Netanyahu leaves office, while the man currently leading many polls to replace Netanyahu is told to make do without an armed state security detail.
Bennett has issued an even more chilling warning. He says the relentless campaign against Eisenkot and other opposition figures could persuade someone that these politicians are monsters who must be stopped by violence. Bennett himself receives protection as a former prime minister.
The man making the decision at the Shin Bet is David Zini, perhaps the most politically controversial director in the agency’s history. He was a senior officer whose reputation as a far-right firebrand stopped his advancement in the military, and his appointment generated fears that Netanyahu was seeking a loyalist to lead an institution that must serve the state rather than the prime minister. That distinction goes to the heart of Israel’s present crisis.
The lesson Netanyahu still hasn’t learned
A democracy depends on people in power understanding that the state and the government are different things. The Shin Bet serves Israel. The IDF serves Israel. The civil service serves Israel. The prime minister serves Israel. Political opponents remain Israelis, and an opposition leader who may soon become prime minister deserves protection based on the threat against him rather than his usefulness to the incumbent.
Of course, Netanyahu’s entire “judicial reform” effort, which tore Israeli society apart in 2023 before the Hamas attack, was animated by the illiberal and fundamentally anti-democratic proposition that the elected government should be largely unchecked.
The Bush note seems almost quaint from Israel today, but its message is anything but sentimental. Bush understood that Clinton’s safety, legitimacy and success had become matters of national interest because America was more important than George Bush. The 30-minute handover to Bennett and the security controversy surrounding Eisenkot belong to the same story because both reveal what happens when a leader has difficulty separating the interests of the country from his own political survival.
There is an irony here that Israelis should appreciate. Netanyahu has always seemed, in some ways, Israel’s most American politician. He spent his formative years in the United States, lived in the Philadelphia area, studied at MIT and speaks beautiful American English. Yet in his behavior, Netanyahu has almost become anti-American; there is nothing in him that the Founding Fathers could admire.
There is, of course, a final irony. It would be misleading in 2026 to pretend that George H.W. Bush’s conception of political succession describes the current occupant of the White House. President Donald Trump and Netanyahu have far more in common with each other on this score than either has with Bush.
Israel, like the United States, desperately needs a return to the standards and ethics of the past, when the leader’s success actually was the country’s success.
The post The note Netanyahu would never write appeared first on The Forward.

