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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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The Forverts is on vacation. Here’s how to access our content while we’re away.
From Thursday, Aug. 13, till Friday, Aug. 21, the Forverts will be on vacation.
During this time, you can continue to read our English-language articles here; our Yiddish articles here and our Tidbits column of easy-to-read Yiddish news briefs accompanied by audio here. You can also play Vertl (Yiddish Wordle) or view one of our many videos by clicking on one of the following:
- YIDDISH WORD OF THE DAY: Check out our playlist of Yiddish Word of the Day here.
- OUR COOKING SHOWS: Watch a variety of cooks make all sorts of recipes in Yiddish with English subtitles, including Rukhl Schaechter, Eve Jochnowitz, Sender Glasser, Gitl Schaechter Viswanath and Roza Jaffe here.
The post The Forverts is on vacation. Here’s how to access our content while we’re away. appeared first on The Forward.
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Israel’s enemies say it is anti-Christian. Jewish extremists are helping them make the case
One of the more damaging charges against Israel now circulating in the United States portrays the Jewish state as increasingly hostile to Christianity and Christians. The accusation has acquired considerable prominence in American media, where stories about attacks on clergy, harassment of worshippers, restrictions around Christian holy sites and violence against Christian communities have accumulated into a broader portrait of a country becoming inhospitable to one of the faiths born in the Holy Land.
The Washington Post recently devoted a major article to attacks on Christians in Israel and the government’s lackluster response, while other reporting has focused on Jews spitting at Christian clergy and pilgrims in Jerusalem, vandalism of Christian property and the April assault on a Roman Catholic nun near the Old City.
The nun’s case was particularly appalling: according to the subsequent indictment, a Jewish Israeli man chased the 48-year-old French Catholic sister, pushed her to the ground and kicked her after identifying her as a Christian nun. Israeli police arrested the suspect and prosecutors charged him with an assault motivated by religious hostility.
The Armenian Christians of Jerusalem have become another symbol of the phenomenon. Their community predates almost every modern political dispute over the city, with a continuous presence stretching back some 1,700 years. Yet Armenian clergy and residents have described repeated episodes of spitting, intimidation and abuse.
Israeli media in recent weeks described Israeli teenagers arriving at the headquarters of the Armenian Apostolic Church in the Old City and asking whether Christians were inside because they wanted to spit at them.
Scenes like these travel instantly around the world and provide ready-made material for anyone seeking to portray Israel as a place where Christians are despised. In fact, Israel’s Jewish extremists have no particular beef with Christians – but rather a conflict with, and often a hatred for, Arabs in general, of any religion.
Overall, the incidents are not representative of Christian life inside Israel. About 200,000 Christian citizens lived in the country at the end of 2025, most of them Arab Christians, and the community has continued to grow. Arab Christians have exceptionally high educational attainment and are disproportionately represented in Israeli higher education. Christians serve as judges, diplomats, doctors, academics and public officials, and their churches and institutions form a recognized part of Israeli public life. Moreover, the assault on the Catholic nun produced an arrest and indictment rather than tacit approval, and Israeli authorities regularly proclaim their commitment to Christian worship and the protection of Christian holy places.
Yet a radical Jewish fringe appears determined to furnish Israel’s enemies with the pictures, anecdotes and headlines required to transform an inflammatory accusation into a plausible story. The latest damaging example comes from Taybeh, the last predominantly Christian Palestinian village in the West Bank (and home to its only beer brewery).
Taybeh has endured months of tension and violence. In June, Israeli settlers obstructed Palestinians attempting to extinguish a large fire near the village, according to Palestinian firefighters and a local priest. Residents have complained of arson, vandalism, incursions onto private property and intimidation.
“The settlers can do whatever enters their heads,” said the Rev. Jack Abed of Taybeh’s Greek Orthodox community. “And every now and then we have rioting from settler youth who come into the village. They bring sheep with them to graze in our fields.”
This week the Israeli military responded by closing the village to Israelis, saying the measure followed violent attacks by Israelis in the area and was intended to protect local residents and maintain order.
The order illustrates two realities at once. The Israeli army is using military power to protect a Palestinian Christian community from Israeli Jewish extremists. This tells a very different story from the sweeping claim that the Israeli state has embarked upon a campaign against Christians. At the same time, the necessity of such a measure shows the extent of the problem Israel has permitted to develop.
Indeed, Israel Radio this week reported that there have been 660 cases of “nationalistic crime” by Jews in the West Bank in the first six months of 2026 – a 50 percent increase over the same period last year. The report, citing military sources, said six Palestinians were killed and 140 injured in these attacks. There are rarely long-term arrests and no settlers have been convicted in the deaths.
I recently wrote in these pages about Jewish terrorists in the West Bank after extremists torched two mosques, burned cars and fields and attacked Palestinian motorists. One mosque in Qusra was burned and covered with revenge graffiti; another in Kur was set ablaze.
The violence belongs to a larger pattern of attacks on civilians, destruction of property and vigilante incursions into Palestinian communities. I described this as both a moral failure and a national-security disaster because every such episode creates another security problem for the Israeli soldiers and police who must contain the consequences, while simultaneously providing Hamas, Iran and Israel’s other enemies with propaganda more effective than much of what they could manufacture themselves.
The Christian dimension makes the strategic stupidity even more breathtaking. Israel depends upon deep reservoirs of sympathy among Christians around the world, especially in the United States, where tens of millions of evangelical Christians have provided some of the most consistent political support for the Jewish state. Christian attachment to Israel also extends far beyond evangelical politics to people who regard the survival of ancient Christian communities and access to the holy places of Jerusalem, Bethlehem and the Galilee as matters of profound spiritual importance.
Every video of an extremist spitting at a priest, every report of an Armenian Christian being harassed and every attack on a Christian Palestinian village chips away at that reservoir of goodwill. These extremists are weakening Israel’s security, staining Judaism and turning potential friends of Israel into skeptics and existing skeptics into enemies.
The military’s action in Taybeh is therefore welcome, and it is also woefully insufficient. Israel’s Oct. 27 election offers the possibility of a different approach. Should Netanyahu be defenestrated and a new government take office, a comprehensive crackdown on Jewish terrorism in the West Bank should rank among its first priorities. The task requires arrests, prosecutions and enforcement rather than declarations of concern after each fresh outrage.
The post Israel’s enemies say it is anti-Christian. Jewish extremists are helping them make the case appeared first on The Forward.
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A Democratic upset in Connecticut — but Israel was not a factor
(JTA) — Luke Bronin scored a decisive victory over longtime Rep. John Larson in Connecticut’s Democratic primary Tuesday, marking another defeat for AIPAC which had backed the 14-term congressman.
The pro-Israel lobby group is increasingly viewed as politically toxic in Democratic primaries across the country, with several progressive candidates notching victories after making opposition to the group a centerpiece of their campaigns.
Israel and the American Israel Public Affairs Committee, however, were not at the forefront of the contest in Connecticut’s 1st Congressional District, reflecting a more nuanced picture regarding Democratic voters’ shifting sentiments toward Israel.
Bronin and Larson, the race’s two candidates with more traditionally pro-Israel positions, together won nearly 90% of the vote, with Bronin receiving 53% while Larson received 34%. The two progressive candidates in the race, Jillian Gilchrest and Ruth Fortune, who both accused Israel of genocide in Gaza, finished a distant third and fourth.
Bronin, 46, who has Jewish ancestry on his father’s side, is the former mayor of Hartford and also served in the Obama Administration as the Deputy Assistant Secretary for Terrorist Financing and Financial Crimes. His campaign largely centered on affordability and emphasizing the need for new leadership in the Democratic party.
“If we are going to fix this mess that we are in, we need to build a Democratic Party that is bringing a whole new energy to this fight,” Bronin told supporters following his victory.
Israel was not entirely absent from the campaign. Larson, who first took office in 1999, split with Bronin during a primary debate last month when Larson defended his recent vote in support of U.S. military aid to Israel.
“Yes, I voted in favor of making sure that Israel, our ally, is going to get the aid from the United States that it needs. But the Palestinians need humanitarian aid, and Donald Trump has got to enforce the law,” Larson said.
Bronin pushed back at Larson, replying, “Trusting Donald Trump to do the right thing is a mind-blowing example of putting hope over all of the evidence in front of us.”
While Larson had long supported Israel during his tenure in Congress, he has been critical of Israel’s prosecution of the war in Gaza and treatment of Palestinians and vocally opposed the United States’ war in Iran.
Bronin, meanwhile, has said he is against taxpayer money going toward funding offensive military aid to Israel, though he supports “defenses for civilians that protect civilian life against rockets and missiles and drones.”
“I think it’s hugely important that Israel exists as a safe, secure homeland for the Jewish people,” Bronin said when asked about his views on Israel on The Lisa Wexler Show in May. He also spoke out against Prime Minister Benjamin Netanyahu, explaining that the premier had “done enormous damage to Israel’s security, Israel’s standing in the world,” adding that “we have an obligation as a country to say what’s happening is not okay.”
Bronin slightly outraised Larson on the campaign trail, receiving roughly $3.1 million largely from individual donations from billionaires and large firms, while Larson received $2.7 million and relied more on donations from PACs, according to the Federal Election Commission.
Larson received roughly $120,000 in AIPAC-linked donations during the campaign cycle, according to the campaign finance database Open Secrets.
Bronin will now face Republican Amy Chai, a physician and mental health advocate, in the general election for the state’s first congressional district. The district, which spans Bristol, Hartford and Torrington, is home to 27,800 Jews, representing 3.9% of the total population, according to the Berman Jewish Data Bank.
The post A Democratic upset in Connecticut — but Israel was not a factor appeared first on The Forward.
