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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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For Orthodox women, or those who find men in yoga studios ‘gross,’ a refuge in Brooklyn
It’s Friday morning in Hasidic Crown Heights, just two blocks away from the Chabad-Lubavitch World Headquarters, and we are doing cat-cows. In cat pose, I hunch my back and pull my chin to my chest, letting gravity pull my ponytail to the ground. In cow, I pull my shoulders back, look up, and scan the room. For some, this class at Vessel Studios is a final meditative moment before a hectic day of shopping, cooking, and otherwise preparing for Shabbat. But as I look around, it’s impossible to tell which of my fellow cows is Orthodox and which is not. Save for the headscarves that some of the Hasidic women are wearing, heathens and believers alike are dressed in more or less matching uniforms of leggings and sports bras.
Ordinarily, this class would be taught by the owner of the studio, Riki Rosenthal, but she is extremely pregnant and has thus joined as a participant rather than a teacher. A Crown Heights native, Rosenthal grew up Hasidic and took her first yoga class when she was 19, an age where wearing leggings at the Crunch Gym in Prospect Heights without a skirt on top still felt like a rebellious act. Now, she identifies as a “non-frum Lubavitcher” — a phrase that captures the dual reality that she no longer conforms to an Orthodox lifestyle, but still identifies strongly with the culture in which she grew up.
“Chabad supersedes being religious in a way; it’s a culture that I will always connect to,” she said. Aside from a stint in Manhattan in her 20s, she has never lived anywhere other than Crown Heights. By founding a yoga studio that caters to women only, she has created a space where students, regardless of their religious beliefs or lack thereof, can exercise without the influence of men, whether for tznius, for the sisterly environment, or simply because, like Rosenthal, they believe “yoga studios with men are gross.”
In September 2020, 12 years after she took off her skirt to work out at Crunch, at a time when many studios were still closed because of COVID, Rosenthal started teaching yoga in her apartment. Two years later, she opened Vessel in the basement of a townhouse on Eastern Parkway. Signing a lease for her own studio was a big move, she said, but “there’s this part of being Chabad that makes you feel invincible.”
The studio has a soothing, sage green aesthetic, small lamps placed around the room provide soft lighting, and instructors often burn incense. There’s even a drawer with extra tichels — headscarves — in case anyone forgot theirs (though recently it had been emptied in anticipation of heavy rain and possible flooding, and hadn’t been restocked when I visited).
Rosenthal sometimes hears from would-be yoginis wanting to know if yoga is “kosher.” She feels unqualified to answer that question, especially since she “doesn’t totally subscribe to kosher.” Still, what she teaches is an Americanized brand of yoga that goes light on the Sanskrit, so that students don’t feel like they’re committing the sin of worshipping a false idol. “None of my teachers really talk about any of the yogic deities,” she said. “I try to keep it very neutral because I don’t really want to piss anyone off.”
Still, here on Eastern Parkway, as our Friday morning class comes to a gentle close, our instructor, Rachel Sherman, ends it with a “namaste” along with a “Shabbat shalom.”
For Sherman, who grew up Reform in Dallas, teaching yoga at Vessel has challenged the stereotype of Hasidic women — at least, Lubavitcher women — as quiet and demure. “A lot of my students speak, like, five languages. Most of them have careers,” she said. She admires what she views as their extreme confidence: “Total beginners will come to yoga and go straight to the front row,” she said. “No one’s afraid to tell me if they hate the incense, or if they need the temperature of the room different, and as someone who leans a little more people-pleasy, I appreciate a straight shooter.” She said she’s also impressed by how quickly women start doing yoga again after giving birth.
Maia Levy, a member of the Crown Heights Lubavitch community, was a near-total beginner when she started coming to Vessel. She said she wasn’t intimidated, though; she understood quickly that Vessel was the kind of place where “everyone is at their own pace” and “if you need to be in child’s pose for, like, 20 minutes, that’s fine.”
Earlier this year, Levy gave birth to her first child. She attended prenatal yoga at Vessel while pregnant, and returned to class a mere six weeks after giving birth. Sure, she might spend a little more time in child’s pose than before, but in a women’s-only yoga studio in a community that puts a heavy emphasis on motherhood, no one bats an eye. “I was, like, itching to get back,” she said.
The post For Orthodox women, or those who find men in yoga studios ‘gross,’ a refuge in Brooklyn appeared first on The Forward.
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The measles outbreak and the skepticism about vaccines
אַ פּאַציִענט מײַנער אין מײַן קליניק האָט מיר געװיזן אַ בילד פֿון אַ פּלימעניק מיט אַ מאָדנעם אױסשיט. „קען דאָס זײַן מאָזלען?“ האָט ער געפֿרעגט, אומבאַרויִקט. מיט פֿינף יאָר צוריק, מיט צװײ יאָר צוריק, װאָלט איך אים געזאָגט אַז דאָס איז שיִער נישט אוממעגלעך. הײַנט אָבער לײענט מען קאָשמאַרן װעגן קינדער װאָס שטאַרבן אַװעק פֿון אַ קראַנקײט װאָס האָט פֿריִער געהאַלטן בײַם עלימינירט װערן. װאָס איז געשען?
אין די שפּעטע 1950ער און פֿריִע 1960ער יאָרן, זײַנען צװײ מאָל אַזױ פֿיל קינדער געשטאָרבן פֿון מאָזלען װי פֿון פּאָליאָ. די ערשטע פּראָבע פֿון אַ מאָזלען־װאַקצין האָט מען אַדורכגעפֿירט אין 1960. אַז מע קוקט אױף דער דאָזיקער טאַבעלע, אונטן, זעט מען אַז די צאָל פֿאַלן זײַנען היפּש אַראָפּגעפֿאַלן בײַם אַדאָפּטירן דעם װאַקצין. (מע קען אױך פֿאַרגלײַכן מיט בריטאַניע, װוּ דעם װאַקצין האָט מען אײַנגעפֿירט מיט אַ 20 יאָר שפּעטער, און די צאָל פֿאַלן איז געבליבן מער װײניקער אַ הױכע ביז דעמאָלט, אין פֿאַרגלײַך מיט די פֿש״אַ.)
הײַנט זעט מען װידער מאָזלען: נישט נאָר די בולטסטע סימנים דערפֿון — דעם אױסשיט װאָס הײבט זיך אָן אױפֿן קאָפּ און גײט װײַטער אַראָפּ, ביז די פֿיס, אָדער די בלױלעכע פּינטעלעך אױף דער אינעװײניקסטער הױט פֿון מױל — נאָר אױך די סכּנות װאָס זײַנען גאַנץ רעאַל כאָטש קומען פֿאָר װײניקער, מוח־אינפֿעקציעס און טױט. אין 2023 זײַנען געװען 58 פֿאַלן מאָזלען אין די פֿאַראײניקטע שטאַטן; אין 2024 — 285; אין 2025 — 2,289, און אין 2026, ביזן 27סטן אױגוסט — 2,903 פֿאַלן.
אין 2025 זײַנען דרײַ קינדער אין אַמעריקע געשטאָרבן פֿון מאָזלען, און ביז איצט אין 2026 זײַנען צוויי קינדער געשטאָרבן, כאָטש די טראָמפּ־אַדמיניסטראַציע, בײַנאַנד מיט דער דירעקטאָרין פֿון פֿעדעראַלן סי־די־סי, עריקאַ שוואַרץ, האָבן אָפּגעמעקט יענעם ציפֿער פֿון פֿעדעראַלן װעבזײַטל.
די סיבות פֿאַר װאָס מע װאָלט געװאָלט באַהאַלטן יענעם ציפֿער דעקן זיך מיט די סיבות פֿאַרן נעגאַטיװן צוגאַנג צו װאַקצינען װאָס הערשט אין דער איצטיקער רעגירונג. װאָס אַן אמת, כאָטש מע האָט ליב צו באַשולדיקן דעם פּרעזידענט אין אַנטי־װאַקציניזם, איז אַזאַ צוגאַנג אױך אַ סך מער פֿאַרשפּרײט אין אַנדערע לענדער. אױך אין קאַנאַדע שטײַגט די צאָל פֿאַלן מאָזלען און דעם אַנטי־װאַקציניזם שטיצט מען מער אין דער עפֿנטלעכקײט. הײסט עס אַז טראָמפּ, און דער נעגאַטיװער צוגאַנג פֿונעם געזונט־סעקרעטאַר ראָבערט קענעדי לגבי װאַקצינען, זײַנען נאָר סימפּטאָמען פֿון אַ ברײטערער גלאָבאַלער טענדענץ.
בכלל װילן אַ סך הײַנטיקע רעגירונג־פֿירער איבער דער װעלט אײַנצױמען די מאַכט און דעם גרײך פֿון דער מלוכה. זײער טענה גײט אין דעם, אַז די מלוכה מישט זיך כּלומרשט צו פֿיל אַרײַן אינעם לעבן פֿון מענטשן. דאָס איז געקניפּט און געבונדן מיט אַן אַזוי־גערופֿענעם פּאָפּוליזם. אַזעלכע אָנפֿירערס װילן שטיצן „דאָס פֿאָלק“ קעגן „דער עליטע.“
צום באַדױערן רעכנט „די עליטע“ אַרײַן מענטשן װאָס זײַנען יאָ מומחים אין געװיסע געביטן װאָס דאַרפֿן יאָ אַ ספּעציאַליזירטן צוגאַנג. און „דאָס פֿאָלק“ װאָס די דאָזיקע אָנפֿירערס שטיצן איז אָפֿט מאָל נאָר דער טײל פֿאָלק װאָס שטיצט יענע פֿירערס. (מע זעט נישט קײן איניציאַטיװן פֿון די דאָזיקע אַנטי־װאַקצין־רעגירונגען צו שטיצן אַנדערע אַספּעקטן פֿון עפֿנטלעכן געזונט. פֿאַרקערט, די קאַמפּאַניע לטובֿת געזינטערע שפּײַזן פֿון קענעדי איז מערסטנס אַן אופֿן צו באַשלדיקן יחידים אין זײערע דיִעטעטישע טעותן.)
די דאָזיקע אידעאָלאָגיִעס העלפֿן דערקלערן פֿאַר װאָס „פּאָפּוליסטישע“ אָנפֿירערס אין אַ צאָל לענדער טרעטן אַרױס קעגן דאָקטױרים, קעגן פֿאָלקסגעזונט, קעגן װאַקצינען, נאָר פֿון דער אַנדערער זײַט, ניצן זיי יאָ די מאַכט פֿון דער מלוכה זיך אַלײן צו באַרײַכערן און באַשיצן.
די דאָזיקע טענדענצן שפּיגלען זיך אױך אָפּ אין די מײנונגען נישט בלויז פֿון די פֿירערס, נאָר אױך פֿון סתּם מענטשן פֿון אַ גאַנץ יאָר. יעדע װאָך זע איך אַ סך פּאַציענטן אין מײַנע קליניקן אין באַלטימאָר װאָס זײַנען סקעפּטיש לגבי װאַקצינען אָדער זײַנען אַקטיװ דערקעגן.
פֿאַר װאָס װיל מען זיך נישט װאַקצינירן? װעגן דעם האָט מען אַדורכגעפֿירט אַ צאָל שטודיעס, נאָר אױף אײן פֿוס איז װיכטיק צו דערקענען אַז דאָס נישט װאַקצינירן זיך מײנט נישט אַז מע װיל נישט. דאָס לעבן איז קאָמפּליצירט, אַ סך פֿאָדערונגען קאָנקורירן איינע מיט דער צווייטער, און אױב מע דאַרף פֿאָרן צום דאָקטער, אין אַ געװיסער שעה, און צאָלן אַפֿילו בלױז אַ פּאָר דאָלער, קען דאָס אױך זײַן אַ מניעה. (שטעל זיך פֿאָר אױב מע האָט קלײנע קינדער אױך, אָדער עס פֿעלט אַ טראַנספּאָרט־מיטל, אָדער די ריכטיקע שפּראַך.) מיט אײן װאָרט, מענטשן טוען וואָס ס׳איז זיי גרינגער.
אָבער עס זײַנען אױך דאָ מענטשן װאָס זײַנען נישט זיכער אַזױ צי אַזױ װעגן װאַקצינען, זײ פֿילן זיך אין אַ קאָנפֿליקט. מע האָט נישט קײן צוטרױ צו דער רעגירונג, מע האָט מורא פֿאַר די בײַ־עפֿעקטן (װאָס עקזיסטירן יאָ), מע האָט זיך אינאָפֿרמירט מיט פֿאַלשע ידיעות.
אַ בײַשפּיל װאָס קער אינטערעסירן די פֿאָרווערטס־לײענערס איז אַנשי שלומנו, די חסידישע קהילות אַרום דער װעלט, װוּ װאַקצין־סקעפּטיציזם איז אױך אַן ענין. כאָטש מע זאַמלט נישט קײן דאַטן אין די אַמעריקאַנער צענזוסן באַזירט אױף רעליגיע, קען מען זען, למשל, פֿון די מאַפּעס בײַם ניו־יאָרקער געזונט־דעפּאַרטמענט, אַז אין די געגנטן װיליאַמסבורג און באָראָ־פּאַרק, למשל, איז דער פּראָצענט װאַקצינירטקײט װײניקער.
די סיבות פֿאַר װאָס טײל חסידים זײַנען נישט איבערצײַגט צו װאַקצינען זײערע קינדער זײַנען ענלעך אױף סיבות פֿון אַנדערע אַזעלכע איבער דער װעלט: אַ שטײַגנדיקן אומצוטרױ צו דער רעגירונג אין אַ תּקופֿה פֿון עקאָנאָמישער און געזעלשאַפֿטלעכער אומזיכערקײט.
װען עס רעדט זיך וועגן געזונט־באַשלוסן, פֿאָלגט מען אָפֿט מאָל נישט די עצה פֿונעם דאָקטער, נאָר גיכער וואָס עס זאָגט אַ קרובֿ אָדער אַ גוטער־פֿרײַנד. אױב עס מאַכט זיך אַ שװעריקײט אָדער אַן אומבאַקװעמלעכקײט אַרום װאַקצינען, קען געמאָלט זײַן, אַז מע װעט נאָכמאַכן די מענטשן װאָס מע קען פּערזענלעך און מיט װעלכע מע פֿאַרברענגט אַ סך צײַט.
מעדיצינישער עטיקערס הײבן אַרױס די װיכטיקײט פֿון „פֿרײַען אױסקלײַב“ װעגן געזונט־באַשלוסן, נאָר אַ סך פֿירעכצן װאָס זײַנען אָנגענומען אין אונדזערע געזעלשאַפֿטן און קהילות זײַנען נישט גוט דורכגעטראַכט — אַרײַנגערעכנט פֿירעכצן װאָס שטיצן דעם עפֿנטלעכן געזונט. דאָס טראָגן שיץ־פּאַסן, למשל, אָדער דאָס פֿאָרן פּאַמעלעכער ווי די מאַקסימאַלע גיכקײט, אָדער דאָס נישט רײכערן אין עפֿנטלעכע ערטער, דאָס פֿאַרזיכערן געזונטע שפּײַזן און װאַסער־קאַנאַליזאַציע — דאָס אַלץ זײַנען דערגרײכונגען פֿון פֿאָלקס־געזונט װאָס זײַנען באַזירט אױפֿן מבֿינות פֿון רעגירונג־עקספּערטן, נישט יחידישע באַשלוסן װאָס מע דאַרף װידער נעמען יעדן טאָג פֿון דאָס נײַ.
ווען מע לעבט אין אַ געזעלשאַפֿט דאַרף מען, פֿאַרשטייט זיך, אָננעמען געװיסע אַחריותן לטובֿת דעם כּלל. װען איך װאָלט געדאַרפֿט איבערצײַגן אַלע מײַנע פּאַציענטן אײנציקװײַז װעגן װאַקצינען װאָלט געװען אוממעגלעך צו דערגרײכן די באַשיצונג װאָס מע דאַרף פֿאַר דער גאַנצער באַפֿעלקערונג. לאָמיר האָפֿן אַז דעם עפֿנטלעכן געזונט, באַזירט אױף װיסנשאַפֿטלעכע פֿאַקטן, װעט אונדזער געזעלשאַפֿטלעך װײַטער שטיצן.
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Poll shows two-thirds of U.S. Jewish voters will favor Democrats in November
(JTA) — Two-thirds of Jewish voters plan to vote for Democrats in the coming midterms, according to a poll published Wednesday, in a sign that roiling tensions in the party over Israel have barely budged its status as the political home favored by a substantial majority of Jews.
The poll by the Jewish Voters Research Center, which is led by prominent Jewish Democrats, showed that 67 percent of respondents planned to vote for Democratic congressional candidates in November, and that 26 percent said they would vote for Republicans.
Itreflected other polling since the Oct. 7, 2023 deadly Hamas attacks on Israel, showing increased concern about antisemitism and about Israel.
Asked to rank their top two issues going into the voting booth, respondents made antisemitism third, after affordability and the future of democracy. Israel ranked fifth.
Much of the recent Jewish community anxiety about antisemitism and Israel has been directed at Democrats, who have elevated a number of strident Israel critics in primaries this season, including a number who refuse to recognize Israel’s right to exist as a Jewish state. Additionally, a number of candidates have faced Jewish community criticism for appearing with social media influencers accused of peddling antisemitic tropes.
Still, the high ranking of concerns about democracy are huge unfavorables for President Donald Trump – and his vice president, JD Vance – who at times has been hostile to Israel and who has maintained close relationships with figures who have drawn accusations of antisemitism – suggests that Republicans are stumbling in seizing the moment of Jewish disaffection with Democrats.
Asked to rate candidates on an unfavorability scale, Trump scored 75 out of 100; Vance scored 82.
Israeli Prime Minister Benjamin Netanyahu, who has been fiercely criticized by Democrats for his conduct of the war in Gaza, scored 67 on the unfavorability scale.
Since the 1930s, Jews have voted consistently in two-thirds majorities for Democrats, with peaks in the 2000 election, when some polling showed close to 80 percent of Jewish voters favored a ticket that had the Jewish senator, Joe Lieberman, as running mate to Al Gore.
There was some movement toward Republicans in 2012, when moderate Mitt Romney was the GOP presidential nominee facing President Barack Obama, but Trump’s election in 2016 reversed those gains.
The survey was conducted by GBAO Strategies, a polling firm that works with liberal groups and with Democrats. For this poll, it reached 800 Jewish voters via text from Aug. 26-Sept. 1 and has a margin of error of 3.5 percentage points.
This article originally appeared on JTA.org.
The post Poll shows two-thirds of U.S. Jewish voters will favor Democrats in November appeared first on The Forward.
