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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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Are you there Hashem? It’s me, Clara

“I can complain no more of what brutal tongue-abuse I suffered today. I have exhausted all manners of expression for my grievances.”

I wish I could tell you I don’t recognize those words. I wish I could say they were written by a beleaguered 19th-century governess, or a soldier in the Continental Army afflicted with gangrene. Unfortunately, they were written by me. The day was May 20, 2016. I was 12 years old and full of spite.

I am not sure what, exactly, provoked me that day (since I had exhausted all manners of expression for my grievances), but judging from other angry rants found in this deceptively cute, panda-covered journal, it probably had something to do with: A) My obsession with school, B) My enemies, let’s call them Kyle and Reese, C) My parents’ attempts to discipline me, and D) My conviction that the whole world was conspiring against me. These were heavy burdens for a sixth-grader to bear. Fortunately, the school year was almost over. Reform Jewish summer camp was just around the bend, and I was praying for change. Literally.

“Those pandas look so blissfully unaware of what’s going on beyond that cover,” remarked my editor Adam Langer. Photo by Clara Shapiro

“God, if you can hear me, please let me have an amazing camp-experience,” I wrote a few weeks before the session started. “It’s my only escape.” Also, while I had His ear, could He make sure I got a really good part (preferably Belle) in the summer musical, Beauty and the Beast?  The previous year, in Aladdin, I’d been relegated to some sadsack ensemble role that clearly did not make use of my incalculable dramatic potential. Please, Hashem!!

But God had His work cut out for Him.

During my first summer, I had established a reputation for myself as a puritanical hardass thanks to my clashes with the popular girls of Bunk 15. Let’s call them Samantha, Madison and Lindsey. Lindsey slept in the bunk bed next to mine, and every night she would amuse the other girls by pretending that she was singing Taylor Swift hits in her sleep. This enraged me. I hung up towels around my bed so I could silent-scream in private. Soon, the trio began to whisper that I was “gossiping” about them. I don’t think the counselors bought that story, though, since successful gossiping requires you to spread lies to many people, and I knew around three. I spent seven weeks in non-stop kvetch mode, writing pathos-ridden letters home, crying a lot, and making petty demands on God in a prior journal that I am scared to open. It got so bad that the camp director had to call up my parents on vacation.

Yet when the long-awaited last day came and my parents loaded up the car with all my musty-smelling camp stuff to take me home, something inexplicable happened: On my first night back in my own bed, I cried that I missed camp. Maybe I had been wrong all along! Send me back!

I don’t know how I got sucked back into another year. Maybe I’d been hoodwinked by ritual — the s’mores, the songs, the tie-dyed shirts, the crying around the lake as we promised to come back  — or the fantasy that next year, I would finally be accepted. In any case, nostalgia had caused me to keep secrets from myself. “When does the memory keep secrets?” the Italian writer Alda Merini asks cryptically in her 1989 book Delirio amoroso, or Amorous Delirium, a collection of poems inspired by her experiences with love-induced madness. “When it forgets.”

I had forgotten, and now I was going to pay the price.

On my first day back, I arrived to find that all my complaining to the camp director had backfired: I’d earned an exile worthy of Napoleon, except instead of Elba, I was going to Bunk 20, where I knew nobody. I had no foes, and also no friends.

According to 12-year-old me, I spent the next seven weeks fighting back an unstoppable tide of hostilities. In reality, I probably spent just as much time swimming, kayaking, trying to play volleyball, hanging out with my new friends Lana, Hannah and Sabrina, painting clay pots, and pretending I wasn’t spending Shabbat services writing installments of a bleak tale called “Gertrude’s Life,” about a long-suffering Victorian girl with a mangled left leg. But 12-year-old me was fluent exclusively in “kvetch.” A couple of times a week, a cadre of rabbis with guitars tried to counteract my natural crankiness by teaching us key principles of Reform Jewish wisdom: Shalom (keeping calm), Tikkun Olam (repairing the world), and Hineini (present awareness). Unfortunately for the rabbis, I was too far gone. I had braces on my teeth and eczema on my skin, an intimidating combination of blood and steel.

You probably won’t be shocked to learn that I didn’t get Belle. Instead I got cast as something more fitting, the wicked crone who turns the Prince into the Beast to begin with. It seemed unfair to me that such an important catalyst didn’t have any lines, just menacing gestures. Later in the summer, our bunk went on a camping trip where I broke a glow-stick on myself and my sleeping mat, and I became convinced that I was going to die. I briefly developed “enamorous feelings” for a young fellow before concluding that “he was really into cursing and being a general idiot.” On the bus back from some field trip, a kid named J.T. said he wanted to kiss me, which was repugnant and secretly flattering.

And of course, I somehow still managed to scrap with my tormenters from the year before. On a visit to Bunk 18, the lair of my enemies and also a few friends, Madison told the counselors that she felt “uncomfortable” changing out of her swimsuit in front of me. For my part, I felt uncomfortable that she was framing me as a pervert.

An excerpt from “Gertrude’s Life,” written during Shabbat services “filled with drugery.” Photo by Clara Shapiro

Looking back on this journal, I may have had myself to blame for the isolation I spent so much time complaining about. How would anyone make friends with a 12-year-old nudnik who wrote things like “I had to go to the compost bin thrice during breakfast” and “I started off the morning by crying the equivalent of Taghaza, the city made of salt”? Even Job would not have had the patience.

One way or another, by summer’s end, I was ready to leave camp forever. Or so I claimed. “At the moment, our bunk is creating a plaque to commemorate the summer. Everyone’s laughing, sharing inside jokes I’ll never be a part of,” I wrote. “To be honest, I’m rather sick of this camp thing and going home in two days is perfectly fine with me. Camp days are too frivolous. I need something with which to occupy the mind.”

But if I wanted “something with which to occupy the mind,” I was about to get it. Two days later, I was back home. Camp was no longer tormenting me with its frivolity, and I missed it. Memory had worked its hazy rearview magic on my mind once again. I thought about my friends, about singing the evening prayer and swaying back and forth, about the wooden float we’d burned in the middle of the pond like a Viking ship to commemorate the summer. I thought about ice cream sandwiches. “It’s been so fun, and now it seems like it had all been a dream,” I wrote.

A day or so later, missing camp had become a dream, too. I never went back.

It’s been ten years since I was twelve. That time of life is increasingly dream-like. When I reread the cursed document that is my camp journal, I feel the misery. I feel it churn in my stomach sure as suspicious falafel. Yet in photos taken at camp, I see myself smiling, entwined with other girls, my braces glinting in the sun. I cannot tell which person is real. Both girls — the one in the journal and the one in the pictures — seem unknowable.

I don’t know if I’ll ever figure out what I really thought. Memory is made of such blobby, malleable stuff that you can’t touch it without changing it, reshaping it in some way. And since memories make up our “sense of self,” whatever that is, this must mean that we are constantly morphing, too.

The last thing I wrote about camp at the summer’s end was that it seemed like another life, “as if it had all happened to someone else.”

Maybe it did.

The post Are you there Hashem? It’s me, Clara appeared first on The Forward.

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Cornell condemns student’s viral antisemitic remarks, but won’t bar him from campus

(JTA) — Cornell University is condemning viral antisemitic remarks made by an undergraduate student who appeared on “Piers Morgan Uncensored” earlier this week, but the school’s president says no further action is planned against the student.

During his appearance, the student, Austin Franco, defended his statement in June that he did not want to work with Jews, saying that he did not like most of the Jews he had met. The remark was made in a private message that the company that received it publicized.

“As a university built on the solid foundations of our nation’s democratic freedoms, Cornell has an obligation to fiercely defend freedom of speech — even when we find that speech abhorrent,” Cornell’s president, Michael Kotlikoff, said in a statement issued late Wednesday, shortly after the Jewish Telegraphic Agency reached out to the school for comment on Franco.

“The student’s public comments invoked hateful generalizations and uninformed tropes with a long, ugly history of harm,” Kotlikoff said, adding that “antisemitism generally” is “detestable, ignorant, and fully at odds with the values of the Cornell community.”

Kotlikoff, who is Jewish, did not mention Franco by name in his statement, citing federal privacy law, nor did he specify which of Franco’s comments about Jews the school found objectionable.

His comments once again place Cornell on the front line in tensions over antisemitism at colleges and universities. The school reached a $60 million settlement with the Trump administration last year to resolve antisemitism claims and regain $250 million in funding that had been frozen over campus unrest in the wake of Hamas’ Oct. 7, 2023, attack on Israel.

Cornell was one of the earliest schools to face antisemitism allegations after Oct. 7, 2023, when a professor spoke at a pro-Palestinian rally and said he had been “exhilarated” by the Hamas-led attack against southern Israel, in which more than 1,200 people were killed and 250 taken hostage.

But the latest incident involving Franco had little to do with the subsequent war in Gaza until Tuesday, when the student told Morgan on his YouTube show that he objected to Jews in part because of Israel, which he deemed “a genocidal country.”

The controversy over Franco, a rising junior at the Ivy League university in Ithaca, New York, began in June when he wrote in an internship application that he was “not interested in working for a jew.”

His name and remarks were publicized by the Jewish co-owners of Handshake, the tech company to which Franco had applied for an internship, though Franco has claimed he’d already turned down an offer. His comments prompted online backlash — including from Leo Terrell, the Trump administration’s antisemitism czar, who posted dozens of times about the 19-year-old.

Franco has garnered significant support from the far right, including through a crowdfunding campaign initiated by a YouTuber who had previously drawn criticism for saying he hoped to see “another Hitler.” Franco’s comments to Morgan included positive references to “America First,” the Trump-led nativist movement embraced by the far right.

Cornell had announced it was opening an investigation into Franco when his comments were first publicized. He remained in the headlines after he was secretly filmed by an apparent sting operation led by Accuracy in Media, a right-wing activist group that has targeted pro-Palestinian students and university heads the group deems antisemitic on other campuses. Franco told a hidden camera interviewer connected to the group last week that the university’s investigation had amounted to little and that he would be returning to Cornell.

Asked by Morgan Tuesday to explain his beliefs, Franco said that a Jewish friend of his at Virginia Tech University, where he was enrolled before transferring to Cornell, “said we should genocide all Palestinians.” He named other “bad experiences with Jews” he claimed to have experienced in college, focusing on Jewish campus figures he said had “made things up about me,” and said Jews had “made my life a living hell.”

As Morgan pushed Franco to admit he was antisemitic, the student insisted he was not.

“Not wanting to be around Jewish people does not mean you don’t like them,” he said, adding that one of his exes “was half-Jewish.” He returned to Israel later in the conversation, chargingthat it is a Jewish-led “genocidal country” that insists upon “killing Palestinians and reporters and dragging America into wars abroad.” He concluded, “No, I am not going to want to associate with those people.”

“This is a common sentiment that is held,” Franco said. “If you think this is just me, you are completely wrong.”

Morgan, for his part, concluded, “You kind of made yourself unemployable.”

Franco is facing more immediate consequences, he announced on X on Wednesday. “My parents are kicking me out,” he tweeted, drawing offers of support from a handful of prominent far-right personalities.

Like many other schools that faced unrest after Oct. 7, Cornell has taken steps aimed at countering campus antisemitism while attempting to balance academic freedom concerns, in part as a result of its settlement with the Trump administration. The university commissioned an antisemitism task force and has undertaken several initiatives, including new campus climate surveys and stricter Title VI enforcement. It has also enforced a range of disciplinary actions against pro-Palestinian students.

But when it comes to Franco, one Jewish faculty member at Cornell theorized, the administration’s hands were tied.

“You sort of have to live with it,” Menachem Rosensaft, a visiting professor at Cornell Law School and former general counsel for the World Jewish Congress, told JTA. “He is engaging in obnoxious thought that is not harming anyone else.”

Rosensaft has been at the center of other antisemitism-related controversies at Cornell, including in 2024, when he prompted Kotlikoff to criticize another Jewish professor’s planned class on Gaza — an action that the school’s faculty union said was a violation of academic freedom.

In the case of Franco, Rosensaft argued that Cornell shouldn’t “turn him into a First Amendment martyr.”

But Rosensaft added that there could be grounds for discipline if Franco returned to campus and made harmful comments about Jews in the classroom or in other public spaces.

In 2025, Jonathan Greenblatt, the CEO of the Anti-Defamation League, praised Kotlikoff for what he called “a comprehensive approach to countering antisemitism.” An ADL spokesperson did not return a JTA request for comment on Cornell’s latest statement about Franco.

Franco himself has launched a second crowdfunding campaign to support his housing costs.

“I have reiterated that my parents do not share my views, and it seems they no longer wish to provide me with a home to live in,” he wrote in the description. “I know the road ahead will be difficult, but this is the path I chose. I could have lived a more conventional life, as my parents did, and perhaps in a different time I would have. However, that is not the world we live in today, and because of that, I chose a different path than most.”

This story has been corrected to reflect that the original comments Austin Franco made about not wanting to work with Jews were made in a private message rather than publicly.

The post Cornell condemns student’s viral antisemitic remarks, but won’t bar him from campus appeared first on The Forward.

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Netanyahu showcases diplomatic victories that have expiration dates

(JTA) — A rejuvenated Benjamin Netanyahu returned home to Israel Thursday from Washington, having crossed off everything on his diplomatic shopping list.

Grinning photo op with U.S. President Donald Trump? Check. Iran still a top priotiry? Check. Conciliation with U.S. Vice President JD Vance and conflict with New York Mayor Zohran Mamdani? Check and check. Meetings with top-level senators and with salt-of-the-earth pro-Israel Americans? Check, check and Check!

Had he checked his pen, however, Netanyahu might have found that the ink was running out. To the degree that the Israeli prime minister scored public relations victories during his visit to the U.S. this week, they all have impending expiration dates.

Netanyahu, who faces a tough reelection campaign for the elections to be held on Oct. 27, needs to show the Israeli voters that his claimed superpower, influencing Americans to support the Jewish state, is still potent. His rivals are already making the case that his power is spent.

“Netanyahu’s expectation and hope is that Trump will establish, figuratively speaking, a re-elect Benjamin Netanyahu headquarters in Washington for the next three months,” said Aaron David Miller, a veteran Middle East negotiator under Republican and Democratic administrations who is now a senior fellow at the Carnegie Endowment for International Peace.

The prime minister seemed genuinely elated on Tuesday after he and the U.S. president met at the White House. Contrary to reports ahead of the meeting, Netanyahu said he was not seeking to pull the United States back into an all-out war. Instead, he wanted to see eye-to-eye with Trump on what happens if the talks to end the war fail.

He told ABC News in an interview he was in lock-step with Trump over the three options ahead: “One, to indeed succeed making a deal; two, to continue a blockade; three, to take military action,” Netanyahu said. “Anything that will produce the end of Iran’s nuclear program is what we want. That’s our common goal. We talked about it.”

The problem for Netanyahu is that the deal Trump seeks is anything but satisfying to Israel: The Memorandum of Understanding Vance reached in June, just weeks before the war resumed, allows Iran a stake in controlling – and even profiting from – the Strait of Hormuz, the waterway through which  one-fifth of the world’s petroleum transits, a prerogative the Islamic Republic never before enjoyed.

Privately, Israeli officials have said they don’t expect the deal to happen, and that Trump will eventually turn to options two and three, which the Israelis favor. But Trump’s popularity is cratering ahead of critical midterm elections, inflation is not abating and even as Iran takes shots at ships in the Strait of Hormuz and  its U.S.-allied neighbors, Trump keeps banking on a deal.

“There are very friendly negotiations going on,” he said Monday, the day Netanyahu arrived. “I think there’s a good chance that something could happen.”

But diplomacy wasn’t the only concern during Netanyahu’s visit. Domestic politics dogged Netanyahu in the U.S. capital. Opposition leader Yair Lapid was also in town. Both were ostensibly there for the funeral of South Carolina Republican Sen. Lindsey Graham, a pro-Israel stalwart who backed the Iran war. Lapid in a talk to The Atlantic Council took shots at Netanyahu’s public diplomacy, saying his attacks on Democrats who were critical of Israel were making the country more isolated.

Press releases from Netanyahu’s office sought to reinforce his status as the explainer in chief: He met with prominent senators, he met with Cabinet officials, he met, above all, with Trump.

Yet these releases undercut any claim Netanyahu might have had to the prominence he once enjoyed in the American mind.

The single Democratic senator he met with was John Fetterman of Pennsylvania, whose robust support for Israel makes him an outlier in his party – something Fetterman repeatedly emphasized in the chat Netanyahu’s office posted. “It’s been disappointing as a Democratic politician, how our party continues to behave,” Fetterman said.

Lapid, by contrast, posed for a photo with Democratic senators, including some who have recently criticized Israel stridently, like Sen. Tim Kaine of Virginia. “Boycotting those who oppose you is not the way,” Lapid said on X. ”Repair relations with both parties. It’s not always fun, but that’s what it takes. Not by whining and not by boycotts.”

Netanyahu’s failure to engage with the American left also was evident in video of his meeting with evangelicals. “I’m very grateful to you for your consistent support, for the constancy of your friendship, and now it’s time to fight, fight, fight,” he said, evoking Trump’s famous call when he escaped an assassin’s bullet in 2024.

That prompted Mike Evans, an author who is an outlier among evangelicals for his stridency in advocating for extreme right positions, to lash out at the left using apocalyptic language. “We are fighting right now against the dark side, the leftist, godless dark side, but by the grace of God, we’re going to win this battle,” he said.

Netanyahu also took on Mamdani, who has called for Netanyahu’s arrest, likening his administration of the city to the Nazi era in an interview on Fox News. Mamdani’s wish was never going to come through – he ultimately acknowledged he had no power to arrest Netanyahu – yet his sentiment had staying power: A poll showed 49% of Americans agree that Netanyahu should be arrested.

Linsey Davis, the ABC reporter who interviewed Netanyahu, pressed him on Israel’s plummeting popularity. Netanyahu blamed the rise of social media and said it concerned him – but notably he did not explain how he planned to counter what he described as a propaganda threat to American and Israeli interests.

“I think there’s been a change because of the proliferation of social media and the fact that sovereign countries have manipulated bot farms and other things, and we can see a direct relationship between the proliferation of the social media and the decline in support for Israel,” he said. “Does it concern me? Yes, yes it does. And I want bipartisan support for Israel because I think that’s the fundament of our national security.”

Netanyahu could point to one seeming public diplomacy success: He met with Vance, likely to be a frontrunner for the GOP presidential nomination in 2028, and the vanguard of the sector of the GOP that is growing disaffected with Israel. A U.S. official told Axios the meeting was “cordial and productive,” diplomatese for not warm.

As for the flurry of photo-ops the prime minister’s office sent out from the trip, the one on one with Vance was not among them.

The post Netanyahu showcases diplomatic victories that have expiration dates appeared first on The Forward.

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