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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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How Jesse Jackson changed his mind about Jews — and what Abe Foxman made of it

As Reverend Jesse Jackson navigated a tricky relationship with the Jewish community in the late 1980s and early 1990s, former ADL chief Abraham Foxman had a front-row seat.

“I was very critical of him publicly, with his meeting with Arafat, with Farrakhan,” Foxman told me in a phone call, referring to Jackson’s public meetings with PLO leader Yasser Arafat in 1979 and Nation of Islam Minister Louis Farrakhan in 1984. And “with ‘Hymietown’” — Jackson’s infamous reference to New York City using a slur for Jews during his ’84 presidential campaign.

But as Jackson changed in the face of Jewish uproar, so did Foxman’s criticism of him. In the late 1980s, when the Jewish Telegraphic Agency reported that Jackson had been taking pains to grow closer to the Jewish community, Foxman told them that “It is a different Jackson in 1988 than in 1984.”

“One has to recognize and welcome that certain sensitivity he is now showing,” he said.

Things still weren’t always rosy between the duo. In 1990, Foxman accused Jackson of using a prayer service for then-New York Mayor David Dinkins as an occasion to “attack Israel”; at the event, Jackson had said “the birthplace of Jesus the Christ is under occupation.” But still, the two leaders developed a cordial relationship over the years — so much so that Jackson spoke at a 2015 dinner marking Foxman’s retirement.

In a phone interview after Jackson’s death this week at age 84, Foxman held much the same line as he expressed in 1987. The following conversation has been edited for length and clarity.

What did you make of the arc of Jackson’s relationship with the Jewish community?

Look, we’re a strange people. We want people to love us. We want people to come around, and when they do, we don’t trust them, and we’re not always willing to accept people’s change of heart. Now, people would always say to me, you don’t know what’s in the kishkes. True. You don’t know. But it’s also very important what’s on the tongue.

He was a politician, and as a politician, he was smart. At least pragmatically, not only did he say the right things, but you know, he was the guy who couldn’t pass the synagogue without going in. He was available to the Jewish community. He stood up on Soviet Jewry, on Iranian Jewry, on Syrian Jewry, on Ethiopian Jewry. He couldn’t miss a minyan.

He was there for us, which was very important. Because in the struggle to get freedom for Jews in all these places, we needed more than just the Jewish community.

What lessons do you think we as a community should take from his turnaround?

We have to learn that people can change their minds and hearts. I think Jesse Jackson is a great example for us, having gone from “Hymietown” to Arafat, when Arafat was really a terrorist, and to Farrakhan, who was probably the most significant antisemite all these years. If people can understand that they can come around from being a bigot, then I think it serves us. It serves them. It serves the community.

What was your personal relationship like?

Basically, when we needed him, I would pick up the phone and say, “Listen, can you be at such and such a rally on behalf of Soviet Jewry,” or “we need you to reach out to the president of Syria.” He said to me, “Abe, if you need me, call me.” And so when I felt we needed him, I called him. And there were no excuses. He said, “I’ll look on my calendar, if I can be there, I’ll be there.” And most of the time, he was there.

What would you say to people who are still skeptical about whether he really did change his perspective on Jews?

We’ll never know. The fact is, he was a symbol. People would ask me, “well, how do you know what he really feels?” And I’d answer, “I don’t know.” I don’t know what a lot of people think, you know, especially when they’re politicians, but it’s important that they’re on your side.

We live now in a time where there’s no civility. There’s no truth. If you get people to be civil to each other, to respect each other, to stand with each other, we’re ahead.

I think these are tougher times to get people to change their minds and hearts, because we don’t talk to each other. But we shouldn’t hesitate to reach out if we think there is a chance to change people’s hearts and minds.

The post How Jesse Jackson changed his mind about Jews — and what Abe Foxman made of it appeared first on The Forward.

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The dark message behind Tucker Carlson’s attempt to drum up drama in Israel

Tucker Carlson’s visit to Israel lasted only a few hours — not long enough to experience the country, but sufficient to stage a performance.

Carlson claimed he had experienced “bizarre” treatment at Ben Gurion Airport, a description that Israeli and U.S. officials dismissed. What actually happened: He underwent routine security questioning on his way to interview United States Ambassador Mike Huckabee.

In Israel, Carlson’s outrage was widely received with a mixture of indifference and eye-rolling. But Israelis with their ears to the ground understood that his attempt to stir the pot means they have a problem brewing in American public opinion — and a more immediate problem with public relations.

Because Carlson’s airport drama was never about Israeli airport procedures. It was about American politics, an arena in which Carlson has built a lucrative post-Fox career selling a particular worldview: one suspicious of alliances, contemptuous toward interventionism, and invested in the conspiratorial belief that shadowy forces distort American sovereignty.

Israel, in this rhetorical universe, functions as a convenient prop in a broader narrative of elite manipulation and national victimhood.

Carlson and Huckabee, the man he traveled across the world to interview, now personify two increasingly incompatible strains of MAGA politics. Huckabee represents something recognizable to mainstream conservatives: he’s traditionalist, evangelical, instinctively pro-Israel and broadly aligned with America’s historical posture as a global power.

Carlson speaks, instead, to a newer faction defined by nationalist retrenchment, hostility to foreign entanglements, and an often startling indifference to liberal democratic norms. He has been scathingly critical of U.S. support for Israel in its war with Hamas and has backed far-right conspiracy theories about whites being “replaced” by people of color. And when he attacks evangelicals like Huckabee for supporting Israel too much, there is extra value in the antisemitic dog whistle for the white supremacists with whom he is popular.

Call it deep MAGA: a coalition that regards alliances as burdens, admires strongmen — including and especially Vladimir Putin — and deeply disdains anyone who cares about democratic values and their promotion around the world. This large and growing constituency within American conservatism is eager for narratives that recast foreign policy debates as struggles against manipulation rather than disagreements over strategy. And Israel fits neatly into that story.

Carlson’s brief airport encounter was therefore not a journalistic episode, but content generation. The grievance was the product.

Nothing about the incident requires serious factual dispute to achieve its purpose. Its value lies in symbolism, not accuracy. Whether Carlson genuinely subscribes to every element of this worldview is, at this point, almost irrelevant. His extraordinary success after leaving Fox News suggests he understands his audience perfectly. He is not drifting toward obscurity by embracing this kind of stunt; he is responding to market demand.

In doing so, he is illustrating a story about a Republican Party negotiating an identity crisis.

President Donald Trump, widely seen in Israel as a huge friend, is not a reliable ally. If the wing behind Carlson becomes clearly stronger than that behind Huckabee, there’s no telling whether he would hew to their demands. His loyalties are famously contingent, and he has shown little hesitation in entertaining figures once considered radioactive within mainstream Republican politics.

In a movement defined by power, primacy will belong not to the most coherent worldview but to the most electorally useful one.

For Israel, the implications are uncomfortable. The country has long relied on the assumption that American support is both durable and bipartisan. Prime Minister Benjamin Netanyahu badly upset that applecart by so clearly aligning himself with the Republican Party at large, and Trump specifically.

In growing sections of the progressive left, Israel is framed as a colonial antagonist, and Israel’s support on the Democratic side of the public is in free-fall. On parts of the populist right, it is cast as an entangling liability or worse. The political center sustaining the relationship is shrinking.

Carlson did not invent this shift. But he is capitalizing on it. Netanyahu’s outrageous behavior — including his alignment with the fascist underbelly of Israeli politics and ennabling of the ultra-Orthodox establishment — is causing a rift with U.S. Jews, and giving pundits like Carlson tailwind.

If a media entrepreneur of Carlson’s sophistication believes there is a vast audience for rhetoric that treats Israel as suspect, burdensome, or undeserving of American backing, Israeli policymakers would be unwise to dismiss the signal.

Carlson’s Ben Gurion theatrics were undeniably entertaining. What they reveal about the trajectory of American politics — and Israel’s place within it — is rather less amusing.

The post The dark message behind Tucker Carlson’s attempt to drum up drama in Israel appeared first on The Forward.

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Rediscovering the ‘Dybbuk’ composer Henokh Kon

When the 1936 Polish Yiddish feature Al Khet (I Have Sinned) screened at the New York Jewish Film Festival last month after a decades-long restoration process, seeing the film was cause for celebration.

Hearing the soundtrack was my greatest joy. It was scored by one of my favorite Yiddish composers, Henokh Kon, who created the music for the 1937 film classic The Dybbuk. In his heyday between the world wars, Kon was already renowned as a prolific creator of catchy songs and sophisticated multi-genre instrumental repertoire, even years before his first film commissions.

My ears perk up for Kon’s distinctive, eclectic sound textures (as well as ingenious folk-stylized song repertoire) — from the iconic dance sequences of The Dybbuk, to angst-driven passages in the Bundist quasi-documentary Mir Kumen On (called Children Must Laugh in English), to darkly ironic background cues for the low-budget Freylekhe Kabtsonim (Jolly Paupers).

I heard a signature sonic palette: Brightly dissonant chords, off-kilter rhythmic patterns on moody drums, frantic flurries of plucked violins, haunting exotic double-reed instrumental leads (played by the oboe’s English horn cousin, or by bassoon) alternating with more klezmer-standard clarinet, flute or fiddle.

Kon soundtracks often juxtapose traditional Jewish modal scales with more angular chromatic passages. An opening scene in Al Khet features a lovely subdued range of his orchestration punctuated by a triangle chiming downbeats as though to clarify the air during a montage of shtetl vistas. Later in the film, Kon crafts a vibrant, sultry tune for Ruth Turkow (the real-life daughter of actor-directors Zygmund Turkow and Ida Kaminska) to sing from her parlor keyboard: “Zing zhe mir a lidele” (“Sing me a little song”) with a tango lilt.

I admire Kon the alchemist, infusing Hasidic melodies with both modernist expressionism and baroque techniques, as well as Kon the entertainer, gifted at popular singable hits. (He also set “Yosl Ber” — a humorous song about a Jewish soldier — and even led a jazz band for a secular New Year’s Eve Jewish ball.)

Kon was equally in demand for dramatic and satirical stage projects in an ever-shifting constellation of visionary writers, artists, production teams and performers that propelled Yiddish cultural movements of the 1920’s and ’30s.

Like many artists involved in interwar Jewish Poland’s kleynkunst (cabaret-style entertainment) and experimental performance scenes, Kon had himself grown up “between two worlds” (which, by the way, was the original title of the Dybbuk author An-sky’s groundbreaking play). Born in 1890 into a religious household in the Polish industrial city of Lodz, Kon was sent at age 12 to live with his grandfather, a rabbi in Kutno, since his family hoped the boy would become a yeshiva scholar.

Instead, intrigued by listening to klezmer musicians and badkhns (wedding entertainers), Kon followed a more creative path, and was sent as a teenager to Berlin to study at a royal music academy for several years. But homesickness for his Jewish roots led him back to Poland.

Arriving in Warsaw in 1912, he found creative encouragement and connections through the literary salons hosted by the classic Yiddish writer Y.L. Peretz and the Yiddish playwright and actress Tea Arciszewska. Peretz insisted that Kon compose settings for his poetry, and later Kon scored the premiere of Peretz’s groundbreaking expressionist stage play A Night in the Old Market.

In the cultural upheaval and ferment following WWI, Kon garnered various commissions from the Vilna Troupe, but more regularly partnered with the charismatic writer and impresario Moishe Broderzon for a series of collectivist performance projects, often with a leftist political edge.

All these productions used titles referring to radically reimagined Jewish culture. Their popular 1922 puppet parody company “Khad Gadye” — a Passover reference — was followed in 1924 by their ambitious yet low-budget, biblically-based modernist opera Bas-Sheve (Bathsheba, King David’s lover and future wife). When a lead singer fell ill, Kon sang his bass part from behind the piano.

Courtesy of Alyssa Quint

Two visionary variety-show format “revue” theater collaborations by Broderzon and Kon came next. The first collaboration was the  mid/late 1920’s variety theater collective Azazel (Scapegoat), famously rhyming with shlimazel which you hear in Broderzon and Kon’s “Azazel Shimmy” — a song that all of Jewish Warsaw used to hum. The Yiddish actress and playwright “Totshe” Arciszewska, whom Kon knew before WWI, was another key player in this group.

Broderzon next established the theater collective Ararat, the acronym for the Artistic Revolutionary Revue Theater, but also referring to Mt. Ararat, the place where Noah’s ark landed after the flood, signifying a fresh start.

Through the legendary 1930’s Ararat kleynkunst ensemble, Kon became well-acquainted with several cultural figures he would also soon write for in celluloid format. Dzigan and Schumacher, the comedy duo, first known to Polish-Yiddish audiences through live shows with Ararat, played supporting roles in the film Al Khet, adding humor to the screen melodrama.

The following year the pair starred in Freyklekhe Kabtsonim, scripted by Broderzon, the same guy who had discovered them.

Most significantly for Kon himself, the dancer Judyta [Judith] Berg joined Ararat. Kon encouraged her choreographic innovations, accompanying her solo dance concerts and using his established celebrity to draw elite Warsaw audiences for her in 1934. By the time the prestigious cinematic version of The Dybbuk was cast, Berg was not only recruited as choreographer, she also performed in white skull mask and tallis for the toytn-tants (Dance of Death) accompanied by Kon’s evocative music, the indelible Dybbuk scene for which she and Kon are best known. Kon and Berg became a romantic couple as well, though it’s not clear whether they ever married.

Like Kon, Berg had grown up influenced by Hasidic culture around her and then studied in Germany. At various Jewish celebrations, her grandmother led women’s dancing and told Judith about older traditional dance forms like the toytn-tants, while her brother would hold open the door so she could watch the men’s group dancing.

Later Berg went to Dresden, Germany, for intensive classes with modern dance pioneer Mary Wigman. (During the rise of Hitler, Judith and other Jewish dance students left Wigman’s school and Germany altogether.) In the late 1930’s, she and Kon escaped the Nazis separately, but Berg’s niece Yvette Metral told me she recalled seeing Kon once in 1948-49 when he came to visit her aunt at the dance school Berg established for Jewish survivor children in Wroclaw.

Kon’s legacy is being rediscovered in numerous recent cultural explorations. “Bas-Sheve,” the opera he wrote with Broderzon, was performed in 2019 at Yiddish Summer Weimar, based on a rediscovered partial piano score, with major arranging and re-imagining by klezmer performer Josh Horowitz and added libretto portions devised by the writer and Yiddish translator Michael Wex. This piece will soon be performed again by the UCLA Symphony.

Also in recent years, much research and revival effort has focused on two works that Kon composed for the avant garde leftist theater troupe Yung teater, both based on landmark American trials which galvanized political movements. One composition, called “Boston,” is about Sacco & Vanzetti, and the other, “Mississippi,” is about the Scottsboro Boys. Small wonder that a quote from the leftist anthem “Internationale” found its way into Kon’s score for Mir Kumen On (the Bundist film already under threat by Polish censors).

Last December brought us  the diasporic Yiddish puppet show The Trial of Modicut, directed by Yael Horowitz, who gave a conference presentation on Kon, Broderzon and their Azazel Shimmy in 2025. Splendid music for the Modicut show was performed by the duo of Raffi Boden (cello/music director) and Ira Temple (accordion), which at one point featured a gorgeous adaptation of one of Kon’s most recognizable orchestrated Dybbuk motifs, graced by a fluffy puppet sheep.

While my musician friends who took part in the puppet show seemed unaware of the composer’s name, the spirit of his creation lives on in their fusion of conservatory training, deep klezmer chops, respect for cultural ancestors and antic humor aimed at serving the creative proletariat.

 

Eve Sicular is a cinema scholar, co-curator of the Yiddish New York Film Festival and a former curator of film & photo archives at YIVO Institute. She is also the drummer/bandleader for Metropolitan Klezmer & Isle of Klezbos whose latest album is “Yiddish Silver Screen.”

The post Rediscovering the ‘Dybbuk’ composer Henokh Kon appeared first on The Forward.

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