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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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Trump nominee defends college cartoon of Jewish student with devil horns at Senate hearing

(JTA) — President Donald Trump’s pick for general counsel of the agency that oversees federal workers’ labor rights testified in Congress on Wednesday that he does not believe a cartoon he published in college that depicted a Jewish student with devil horns was antisemitic.

Charlton Allen appeared at the Senate Committee on Homeland Security and Governmental Affairs for his confirmation hearing Wednesday afternoon. There, Sen. Ruben Gallego, the Arizona Democrat, pressed him about the cartoon.

“If you look behind me, you’ll see the front cover of an edition of the Carolina Review depicting Aaron Nelson, a Jewish candidate for student body president. Your magazine altered Nelson’s photo depicting him with the horns and a pitchfork. Inside the article says, ‘The difference between Aaron Nelson is simple. He’s Jewish.’” Gallego said. “Yes or no, Mr. Nelson. Do you stand by this depiction?”

The cartoon ignited a firestorm when it was published in the Carolina Review, a campus conservative magazine that Allen founded as an undergraduate at UNC. The magazine’s faculty advisor said he resigned after it went to print against his advice, and nearly two dozen Jewish faculty members pressed UNC’s chancellor to denounce the cartoon and censure the magazine, which he did.

Allen fended off allegations of antisemitism at the time and again during a 2014 hearing to confirm him for a position in North Carolina. He did so again on Tuesday.

“I would not say that it’s antisemitic,” he said. “We were the group that was calling for the equal treatment of all student religions.”

“If I were 30 years ago advocating for The Review, I would say, ‘don’t run that cover,’” he testified. “I think it was a mistake.”

According to reports from the time, Nelson had been accused by the Carolina Review of discriminating against a Christian campus group by voting not to fund it. He had voted in favor of funding a “majority” of other campus Christian groups while he was a representative in the student congress.

Facing backlash, Allen denied at the time that the depiction of Nelson with horns was meant to channel longstanding antisemitic stereotypes.

“Our cartoonist lampooned [Nelson] as such because her perception was that Aaron was evil,” Allen told the Duke Chronicle in April 1996. “Newspapers in the past few weeks have run cartoons lampooning public figures such as Gingrich, Pat Buchanan and even myself as ‘devils’ with horns and pitchforks. Where’s the public outcry over these cartoons?”

On Wednesday, Allen offered a slightly different explanation. He said the picture was meant to channel UNC’s historic and enduring rivalry with nearby Duke University, whose mascot is the “Blue Devil.”

“The cartoonist’s intention was to make an analogy to that,” he said.

In 2014, during his confirmation hearing ahead of his appointment for commissioner of the state Industrial Commission of North Carolina, Allen addressed criticisms of the cartoon by saying his grandfather had helped to liberate Jews in Europe from concentration camps during World War II, the Indy Week reported at the time.

Trump nominated Allen to the Office of the Special Council — the agency that protects whistleblowers from unlawful conduct — in May 2025 but withdrew the nomination less than a week later. In September, he nominated Allen to the Federal Labor Relations Authority.

Nelson, meanwhile, won the election handily to become UNC’s student body president. Now president of The Chamber, Chapel Hill’s chamber of commerce, Nelson did not respond to the Jewish Telegraphic Agency requests for comment.

The post Trump nominee defends college cartoon of Jewish student with devil horns at Senate hearing appeared first on The Forward.

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Former antisemitic activist Lucas Gage explains to Jewish podcast why he left the movement

(JTA) — In July 2024, X suspended antisemitic influencer Lucas Gage for six months for making “repeated and clear calls for violence.”

This month, Gage was in Lakewood, New Jersey, explaining to two Jewish interviewers why he no longer considers himself an antisemite.

“It’s like a disease. I’m serious. It was like this compulsion and look, it comes from a justified place in some, but then it’s like what have I become honestly and it’s like I was sick of myself,” Gage told Yaakov Langer and Jake Turx on the podcast “Inspiration for the Nation.” “Looking back at the videos that got me knocked off of Twitter … I was out of my mind.”

Gage, a longtime white nationalist activist from New Jersey formerly known as Angelo John Gage, spent more than a decade promoting conspiracy theories and hate towards Jews online before publicly renouncing antisemitism earlier this year.

He told Langer and Turx that a pivotal moment for him was seeing antisemitic theories proliferate about the September murder of the conservative activist Charlie Kirk. From there, his conversations changed.

“The more I sit down and talk to Jewish people, the more I realize how maligned they are,” Gage wrote in a post on X announcing the interview. “The lies the JQ crowd now tell about me are similar to those they tell about Jews. I was part of that crowd, but now I’m glad to say I’m no longer an antisemite.”

Gage announced in a March post on Substack that he was “abandoning” antisemitism, explaining that while his declaration was “not an apology,” his “focus on Jewish supremacy alone has become a self-destructive and futile endeavor, which does not even solve the problem.”

“The problem, however, is that I got sucked into the mob—the very mob I identified as ‘my people,’ who are just as problematic as the Jewish mob,” Gage wrote. “With that being said, I do not denounce my beliefs about Jewish supremacy and criminality in certain areas of society nor Jewish overrepresentation, which are all well substantiated.”

When asked by Langer, the founder of Living Lchaim and host of the podcast, why he had the “strength” to publicly renounce antisemitism and meet with Jews, Gage said he felt an obligation to engage with the Jewish community after spending years attacking it online.

Gage told the Jewish hosts that he thought it would be wrong for him “to walk away and not speak to a community I’ve been at war with for 14 years, and to see why I was at war with you guys in the first place.”

Turx, the senior White House correspondent for Mishpacha Magazine, an Orthodox publication, said the meeting took place after he reached out to Langer multiple times.

Langer did not respond to a Jewish Telegraphic Agency request for comment, and efforts to reach Gage were unsuccessful.

During the nearly two-hour interview, Gage recounted his journey from an Iraq war veteran to antisemitic activist and, more recently, to a public critic of the online movement he once helped build.

Gage, who is Roman Catholic, said his descent into antisemitic conspiracy theories began after serving in Kuwait and Iraq, when he became obsessed with identifying who was responsible for sending him to a war he described as “a lie.”

“I went through all the conspiracy theories until I ran into the Jews and that was in 2012 when I read ‘Mein Kampf’ and I was like ‘whoa,’” Gage said.

That year, Gage began posting on the racist Web forum Stormfront that he had recently found out about “the real Jewish question” and that “EVERYTHING connects and leads back to the jews — the evil jews,” according to the Southern Poverty Law Center.

Stormfront played a role in one of the best-known recent conversion-from-white supremacy stories, in which the child of the site’s founder renounced extremism and antisemitism after being invited to Shabbat dinners in college.

For Gage, Stormfront was a site of his radicalization. After beginning to post there, he became a regular fixture in white nationalist circles, appearing on far-right podcasts, organizing activists and eventually taking a shot at elected office.

In 2014, Gage ran unsuccessfully for the House in New Jersey’s 7th Congressional District under the far-right white supremacist American Freedom Party but was disqualified before the campaign season began because of incorrectly filed paperwork. Following that bid, he served as the chairman of the National Youth Front, the youth wing of the party.

Gage’s online presence and influence within white nationalist circles grew rapidly, appearing alongside former grand wizard of the Ku Klux Klan David Duke and Stormfront founder Andrew Anglin on their platforms. He also frequently promoted the “Great Replacement” conspiracy theory, which is widely considered antisemitic and claims that Jews are orchestrating the replacement of white people in Western countries with nonwhite immigrants.

Following Hamas’ Oct. 7, 2023, attack, Gage said that he shifted the focus of his online accounts to railing against Israel, posting on X over the ensuing months that “every supporter of Israel is a terrorist” and that “Zionists are worse than pedophiles,” according to screenshots of his account posted by the Anti-Defamation League.

Gage said his departure from the movement was driven in part by frustration with what he called “low-IQ antisemitism,” or conspiracy theories that reflexively blame Jews for unrelated events.

“What was the final straw? Charlie Kirk. Okay. Why? Because I keep talking about low IQ antisemitism. What is that? It’s when you blame Jews for things they haven’t even done,” Gage said, explaining that he couldn’t agree with conspiratorial claims swirling on the far-right that Israel had been behind the Turning Point USA leader’s murder.

Gage said that he believed even if it was proven that the man accused of Kirk’s killing, Tyler Robinson, had committed the crime, the far-right crowd he had surrounded himself with would have still blamed the Jews.

“There’s no hope for these people, and then they’re turning on me just for disagreeing,” Gage said.

Gage’s shift quickly earned him the ire of antisemitic influencers he had once aligned himself with, including far-right antisemitic media personalities Jake Shields and Stew Peters.

“Imagine if Lucas Gage had never existed. What a beautiful world it would be. The world would be a much better place if Lucas Gage did not exist in it,” Peters said during a podcast appearance with Shields last month. “I mean, that guy singlehandedly destroyed the most cohesive movement in modern history.”

Looking ahead, Gage stressed the importance of engaging with figures who hold antisemitic views, citing the deadly terror attack at a Hanukkah celebration in Australia in December.

“I want to talk to different groups of people and say, look, yeah, we have to sit down and have these conversations, because if we don’t, if we isolate the antisemites, ‘oh, they’re just maniacs, they’re jealous, we don’t care,’ they’re going to go crazy,” Gage said. “I didn’t, but someone else did. Remember the guy who shot up the beach in Australia?”

Since announcing the interview, Langer said that his inbox had been “flooded” with messages asking him if he believed Gage was sincere, to which he responded “100%.”

“I wish more people were as authentic and honest as he is,” Langer said. “While it wasn’t easy to make change in his life, he did it.”

The post Former antisemitic activist Lucas Gage explains to Jewish podcast why he left the movement appeared first on The Forward.

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This year’s biggest World Cup upset came from its most Jew-ish team

Cape Verde, an island nation of about 530,000 people off the coast of Africa, shocked soccer fans around the globe by holding Spain without a goal in their debut World Cup match this week. But Carol Castiel saw it coming.

For the better part of four decades, Castiel has been working to document and preserve the island nation’s rich but little-known Sephardic heritage. And while there are no known practicing Jews in Cape Verde today, Castiel said connection to Jewish identity remains in the country and in its soccer team.

The proof, she said, was in the team’s first result.

Cape Verde’s stout defense — led by 40-year-old goalkeeper Vozinha’s seven saves — shut out the team FIFA ranked second-best in the world, and a country whose GDP is 600 times greater than its own. Cape Verde, ranked 67th, didn’t buckle as Spain fired shot after shot on the goal. The game ended in a 0-0 stalemate.

“In the face of hardship, they just keep going, and they find ways,” Castiel said. “They’re the underdog.”

But there was also a Jewish genealogical connection on the Cape Verde team sheet: Reserve forward Gilson Benchimol’s surname dates back some 150 years to Sephardic Jews on the island.

The 2026 World Cup’s biggest upset to date has put the spotlight on the 10-island archipelago about 350 miles west of Senegal. Castiel, an American Jew and ex-journalist who is obtaining citizenship in Cape Verde, is also hoping it brings attention to her effort to preserve Jewish memory there.

Jewish surnames like Cohen and Levy are not uncommon on Cape Verde. Photo by Carlos Rodrigues/Getty Images

An island nation’s Jewish roots

Jewish life on Cape Verde dates back to the 16th century, when the Portuguese Inquisition caused Jewish converts to Christianity — known then as “New Christians” — to emigrate en masse from the Iberian peninsula. (The Portuguese Inquisition started a couple decades after the Spanish Inquisition.)

The islands were far from the center of the Inquisition, perhaps allowing some of the exiled to resume practicing Judaism in secret. They also offered New Christians the chance to pursue commercial opportunities in international trade. These New Christians lived under surveillance even in Cape Verde, though, and one of the islands had a Jewish ghetto in the 16th century.

That first wave of migrants eventually assimilated through marriage or out-migrated, and the archipelago’s Jewish footprint largely disappeared. Some historians suggest that last names on the island related to trees and animals, like Carvalho (oak) or Pinto (chick), hint at possible Jewish ancestry. (Some Sephardic Jews and conversos adopted or were assigned last names during the Inquisition.)

Cape Verde became a popular Jewish destination again in the second half of the 19th century, after the Inquisition ended. The territory was still a Portuguese colony with a powerful grip on transatlantic trade, and Jewish emigres — many from the northern Morocco city of Tetouan — found success in agriculture and international shipping.

“They were key to the economy in those days,” Castiel said.

Some of the primary exports from that era, like coffee and rum, continue today. (The islands were also a hub of slave trade, and historians believe New Christians were among the slave traders.)

Few in number and mostly male, the latter wave of Jewish immigrants also married out of the religion, Castiel said, and their descendants today are Catholic. But their Jewish surnames remain prevalent on the islands. Castiel said names like Cohen and Levy, as well as variations on common Sephardic names like Ohayon and Benchimol, show that “the blood of Jews is running through the veins of a lot of people there.”

The Ponta do Sol cemetery on the island of Santo Antão in Cape Verde, following its restoration in 2018. Courtesy of The Cape Verde Jewish Heritage Project

Castiel said she did not believe the national team’s Benchimol — who plays professionally for the Russian club Akron Tolyatti — identifies as Jewish. (The Forward has reached out to the player for comment.)

Though the Cape Verdeans with common Jewish surnames don’t tend to identify as Jewish, many embrace their Jewish ancestry.

One of them is Jose Levy. His great-grandfather, Fortunato Levy, emigrated from Morocco in the late 19th century and started a business doing sea-transportation around the islands. His father worked for the Portuguese government until Cape Verde won independence in 1975.

Levy, who worked for the United Nations before retiring recently, said many Jewish Cape Verde families returned to Portugal after independence. But to this day, many of his friends in Praia — the Cape Verde capital, where he lives — have Jewish names.

“Neither me nor my father were directly exposed to Jewish religion,” Levy, 68, said in an interview. “But our grandparents and great-grandparents were proud Jews, and they made a great contribution to what Cape Verde is now.”

Historic preservation

There are no known synagogues on the islands — even historic ones — and Cape Verde is one of the rare places in the world without a Chabad. But there are at least four small Jewish cemeteries spread across three islands, Castiel said. Modeled after Moroccan cemeteries, each has white horizontal stones with inscriptions in Hebrew and Portuguese — but they were overgrown, eroding or otherwise disarrayed when Castiel first visited.

“In Judaism, the most important thing is to create burial grounds to rest the souls,” Castiel said. “In that regard, these Jews did that. It’s just that they couldn’t sustain it.”

The nonprofit she founded in 2007, the Cape Verde Jewish Heritage Project, aims to restore the sites and expand the documentation and of Jewish life on the island through research, oral history and tourism. In 2018, the nonprofit installed a series of plaques to commemorate the 19th-century Jewish settlers interred at the cemeteries.

According to Castiel, the nonprofit’s primary funder is Morocco’s King Mohammed VI, whose Jewish historic preservation efforts in Morocco — the ancestral homeland of many Cape Verde migrants — are well-documented. Levy sits on the board.

“We carry the last name, but the religion aspect was not transferred, so we are Catholic,” Levy said. “But we are very proud of our Jewish ancestors.”

The post This year’s biggest World Cup upset came from its most Jew-ish team appeared first on The Forward.

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