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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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Poland’s Jewish museum director returns, 7 years after being pushed out by nationalist politics
(JTA) — The first director of Poland’s leading Jewish museum, squeezed out seven years ago by a nationalist government, is returning to the helm in a symbolic reversal.
Dariusz Stola steered the Polin Museum of the History of Polish Jews in Warsaw from its founding in 2014 to become a breakthrough in Poland’s recognition of its extinguished Jewish past.
But he clashed with the right-wing Law and Justice party, which governed Poland from 2015 to 2023. The former culture minister accused him of “politicizing” the museum through explorations of antisemitism in Poland, and in 2019, he was pushed out despite winning a competition to extend his tenure.
Now, Stola has been reinstated by the new culture minister Marta Cienkowska, who was appointed in 2025 by centrist Prime Minister Donald Tusk. His new term begins on March 1.
“In 2019, the then minister [Piotr] Gliński decided to ignore the results of the competition,” Cienkowska tweeted. “That appointment should have taken place six years ago. Dear Professor, good luck.”
Stola, a historian of Polish-Jewish relations and professor at the Polish Academy of Sciences, called his return to Polin “a victory of justice and rule of law.” When he was not reappointed in 2019, he chose to withdraw so that his deputy director Zygmunt Stępiński could take over. Stępiński will once again be his deputy.
“This confirms that the strategy we took in 2019 was right,” Stola said in an interview. “I lost only temporarily, and we have preserved the autonomy of the museum despite heavy political pressure.”
The Law and Justice government has made controlling Polish-Jewish history a core part of its platform, promising to revive Poland’s pride in its past and eradicate a so-called “pedagogy of shame.” That narrative stifled research on Polish antisemitism and Poles who killed Jews during and after the Holocaust.
Stola drew particular ire from party officials with a 2018 exhibit that documented Poland’s state-sponsored antisemitic campaign of 1968, which purged Jews from their workplaces and forced about 13,000 to emigrate. Former culture minister Piotr Glinski said afterwards that Stola imposed “very aggressive politics” on the museum.
In 2018, the country passed a law that outlawed accusing Poland or the Polish people of complicity in Nazi crimes. The infraction was later downgraded from a crime punishable with prison time to a civil offense, but critics say it had a chilling effect on historical research.
Stola’s reinstatement represents a gradual shift back to investigations of Polish-Jewish history, across cultural and academic institutions, that were dashed by the previous government. Only in the 1990s, after the Soviet Union fell, did Poland begin efforts to reconcile with the murder of 3 million Jews there and the intertwining of Jewish and Polish history.
Though a centrist coalition led by Tusk has governed Poland since 2023, Law and Justice clawed back a sweeping victory with the election of Karol Nawrocki as president last year. Nawrocki, a right-wing historian, has played a crucial role in the party’s efforts to rewrite Poland’s Holocaust history — making Stola’s reappointment a rebuke of the country’s largest political party by its governing coalition.
“The mission of the museum is even more important today, in the face of the dark forces distorting the memory of the Polish-Jewish past,” said Stola.
The post Poland’s Jewish museum director returns, 7 years after being pushed out by nationalist politics appeared first on The Forward.
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India’s Modi Visits Israel, Expresses Support for Jewish State as US-Iran Tensions Mount
India’s Prime Minister Narendra Modi and Israel’s Prime Minister Benjamin Netanyahu attend a welcome ceremony upon Modi’s arrival at Ben Gurion International Airport in Lod, near Tel Aviv, Israel, Feb. 25, 2026. Photo: REUTERS/Shir Torem
India’s Prime Minister Narendra Modi arrived in Israel on Wednesday for a two-day visit that both countries have cast as a chance to deepen relations, as regional concerns mount over the risk of military conflict between the United States and Iran.
In an address to the Israeli parliament, Modi told lawmakers that India stood with Israel “with full conviction” as he shared his nation’s condolences over the October 2023 Hamas attack.
“Like you, we have a consistent and uncompromising policy of zero tolerance for terrorism, with no double standards,” he said.
Both Modi and Israeli Prime Minister Benjamin Netanyahu, who also addressed the parliament, spoke of terrorist attacks that their nations had faced, with Netanyahu saying India and Israel both faced the challenge of confronting “radical Islam.”
Some opposition lawmakers briefly walked out of the special session, protesting at the speaker’s decision not to invite the head of the Supreme Court, but returned for Modi‘s remarks.
Netanyahu’s right-wing government, which the speaker belongs to, has had a confrontational relationship with the court.
Modi, a Hindu nationalist, became the first prime minister in India’s history to visit Israel in 2017, during which he and Netanyahu took a barefoot stroll on a beach in the northern port city of Haifa.
Both still in power nearly nine years later, the two leaders, who describe one another as friends, are expected to hold talks on artificial intelligence as well as defense at a time when Israel is seeking to increase its military exports.
An Israeli government official said Modi‘s visit would “pave the way for new partnerships and collaborations across many fields.” Bilateral ties were on the cusp of a significant upgrade, an Israeli foreign ministry official said.
US MILITARY BUILDUP NEAR IRAN
Modi is visiting as the United States deploys a vast naval force near Iran‘s coast ahead of possible strikes on the Islamic Republic, with the two countries at an impasse in talks over Tehran’s nuclear program. The Pentagon has also deployed an aircraft carrier to the Mediterranean, bound for Israel‘s coast.
A US attack on Iran could draw Iranian retaliation against Israel as well as US military facilities in Gulf Arab countries, where millions of Indians live and work and send home billions of dollars of remittances each year.
In his speech to lawmakers, Modi vaguely spoke about the challenges facing stability in the region, acknowledging that the landscape had become more challenging in recent years, but made no mention of the US military build-up, or of Iran.
He backed the US plan to end the war in Gaza, telling the parliament that it could lead to peace “for all people of the region, including by addressing the Palestinian issue.”
“The road to peace is not always easy. But India joins you and the world for dialogue, peace, and stability in this region,” Modi said.
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CIA Launches Fresh Social Media Push to Recruit Iranians as Trump Threatens Military Action
The seal of the Central Intelligence Agency is shown at the entrance of the CIA headquarters in McLean, Virginia, US, Sept. 24, 2022. Photo: REUTERS/Evelyn Hockstein
The US Central Intelligence Agency has posted on social media new Farsi-language instructions for Iranians wishing to securely contact the spy service.
The CIA recruitment effort comes amid a massive buildup of US military forces in the Middle East that President Donald Trump could order to attack Iran if talks with the US set for Thursday fail to reach a deal on Tehran’s nuclear program.
Trump began laying out the case for a possible US operation in his State of the Union speech on Tuesday, saying he would not allow the Islamic Republic, which he called the world’s biggest sponsor of terrorism, to have a nuclear weapon. Iran denies seeking a nuclear arsenal.
“They [Iran‘s leaders] want to start all over again, and are, at this moment again pursuing their sinister ambitions,” he said, accusing Iran of restarting its nuclear program, working to build missiles that “soon” would be capable of reaching the United States, and of being responsible for roadside bombings that have killed US service members and civilians.
“The [Iranian] regime and its murderous proxies have spread nothing but terrorism and death and hate,” the Republican president said about 90 minutes into his annual address to a joint session of the Senate and House of Representatives.
The CIA posted its Farsi-language message on Tuesday on its X, Instagram, Facebook, Telegram, and YouTube accounts.
The message is the latest in a series by the CIA aimed at enlisting sources in Iran, China, North Korea, and Russia.
The agency urged Iranians wishing to make contact to “take appropriate action” to protect themselves before doing so and avoid using work computers or their phones.
“Use a new, disposable device, if possible” and “be aware of your surroundings and who may be able to see your screen or activity,” continued the message, adding that those who make contact, provide their locations, names, job titles and “access to information or skills of interest to our agency.”
Those individuals, said the message, should use a trusted Virtual Private Network “not headquartered in Russia, Iran, or China,” or the Tor Network, which encrypts data and hides the user’s IP address.
The CIA declined to comment. Iran’s delegation to the United Nations did not immediately respond to a request for comment.
US envoys Steve Witkoff and Jared Kushner are scheduled to meet Iranian officials led by Foreign Minister Abbas Araqchi in Geneva on Thursday for a new round of negotiations on Tehran’s nuclear program.
Trump has threatened military action if the talks fail to reach an agreement, or if Tehran executes people arrested for participating in nationwide anti-government demonstrations in January.
Rights groups say thousands of people were killed in the government crackdown on the protests, the worst domestic unrest in Iran since the era of its 1979 Islamic Revolution.