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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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Trump has no vision for what comes next in the Middle East
Buried within the long, maudlin, combative, occasionally moving and never modest verbiage of President Donald Trump’s Tuesday State of the Union address was this uncomfortable truth: Trump has no idea what comes next in the Middle East.
In discussing two conflicts that have drawn intense attention over the past year — those in Gaza and Iran — he offered a downright confusing picture of what the future has to offer.
When the president finally touched on foreign policy, after he had already been speaking for nearly an hour and a half, he credited himself with ending eight wars — a figure that’s worth questioning.
“The war in Gaza, which proceeds at a very low level, it’s just about there,” he said.
The Gaza war is over, maybe
There is no doubt Gaza is closer to peace than it was when Trump took office. The deal he forged between Israel and Hamas is so far the greatest foreign policy accomplishment of his second term.
But “just about there?”
Israel has killed about 600 Palestinians, including many civilians, since the ceasefire. Meanwhile, Hamas has not disarmed, and in fact, according to the Times of Israel, has begun inserting itself in new Trump-backed governing bodies in Gaza.
More than 80% of the structures in the Strip were destroyed in the conflict that began when Hamas attacked Israel on Oct. 7, 2023. Rebuilding will take many years, and billions of dollars. Of the 200,000 temporary housing units humanitarian agencies estimate the enclave needs, only 4,000 have been delivered or on their way.
The much-heralded Trump peace plan, in other words, is on shaky ground.
That explains why Trump thanked Hamas, as he has done in previous speeches this month, for helping to find the bodies of dead hostages.
“Believe it or not, Hamas worked along with Israel,” Trump said, “and they dug and they dug and they dug. It’s a tough, tough thing to do, going through bodies all over, passing up 100 bodies, sometimes for each one that they found.”
Why not mention that Hamas wouldn’t have had to do such hard, noble work if it hadn’t attacked and killed Israelis in the first place? Because the odd compliment — thanking murderers for returning their victims’ bodies — was Trump playing to reality. If his signature diplomatic initiative is to succeed, he needs Hamas and its patrons to go along. So far, the group is stalling when it comes to disarmament. If he can’t persuade them to take that step, his signature peace effort is done for.
An awareness of just how treacherous this situation is explains why Trump’s Gaza comments focused largely on his success at negotiating the return of Israel’s hostages, both living and dead.
“And those parents who had a dead son,” Trump said, “they always told me that boy, they wanted him as much as though he were living.”
Trump didn’t offer a vision, as he has in the past, of a prosperous Gaza; of Saudi Arabia joining the Abraham Accords; and of Israel at peace with its neighbors. He didn’t even mention his pet initiative, the Board of Peace — surprising, given that the body met for the first time just last week. The Middle East has a way of lowering expectations, and in the State of the Union, Trump wasn’t selling anything but the successful return of the dead.
The Iran war that isn’t, yet
On Iran, Trump was, if possible, even more confusing.
The United States has sent its largest military force in decades to the Middle East, which means we are once again — maybe — on the verge of a Middle East war. But Trump’s case for conflict — and explanation of how things got to this point — was lackluster.
He claimed that Operation Midnight Hammer, the June 2025 U.S. strike on Iran’s nuclear facilities, “obliterated Iran’s nuclear weapons program.”
But evidently, a program that was “obliterated” is somehow, less than a year later, an imminent threat. In the very next sentence, Trump said Tehran is now trying to rebuild its nuclear facilities and develop missiles that could reach the United States. (The simpler and more factual explanation: actually, nothing got obliterated in the first place.)
While claiming that the Iranian regime recently killed 32,000 of its own people during nationwide protests — an exact death toll is still elusive — he offered the country a path to survival: give up nuclear weapons.
But what sounds like a clear demand really isn’t. Nuclear diplomacy takes a long time and great delicacy. Trump, who favors swift resolutions, has backed himself into a corner: The military is already there, and the world is waiting with baited breath.
Plus, Americans don’t want to go to war. Some 49% of Americans oppose an attack on Iran, with just 27% in support of one, according to a YouGov poll this month. Independents oppose the idea by 54%, and Republicans support it by only 58%.
What’s a president who has staked his second-term reputation on his ability to win big and make peace supposed to do?
For now, the lack of specificity gives Trump room to waffle on whether or not to go to war — and try to make a case for what specific, achievable aims he would have in doing so.
In a clear sign that he doesn’t yet have answers for those questions, Trump’s language on Tuesday sounded awfully familiar. “I will never allow the world’s number one sponsor of terror to have a nuclear weapon,“ he said. “My preference is to solve this problem through diplomacy.”
Compare that to former President Barack Obama’s 2012 State of the Union.
“Let there be no doubt: America is determined to prevent Iran from getting a nuclear weapon,” Obama said, “and I will take no options off the table to achieve that goal. But a peaceful resolution of this issue is still possible, and far better.”
Maybe Trump has a clear idea of what comes next for Gaza and Iran. Or maybe we’ve just gone back to the future.
The post Trump has no vision for what comes next in the Middle East appeared first on The Forward.
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Memories of a subway passenger
דערצויגן געוואָרן אין דער שטאָט ניו־יאָרק, בײַ אַ משפּחה וואָס האָט נישט פֿאַרמאָגט קיין אויטאָ, האָב איך אַ גרויסן חלק פֿון מײַן לעבן „אויסגעלעבט“ אויף דער אונטערבאַן („סאָבוויי“). הגם הײַנט פֿאָר איך בדרך־כּלל מיט מיט דער מחוץ־שטאָטישער באַן „מעטראָ־נאָרט“, מוז איך מודה זײַן, אַז מײַנע יאָרן אויף דער אונטערבאַן האָבן זיכער געהאָלפֿן צו אַנטוויקלען בײַ מיר דאָס געפֿיל פֿון אַן עכטן ניו־יאָרקער.
אין עלטער פֿון 11 יאָר, למשל, זענען איך און מײַן 10־יאָריקע שוועסטער, גיטל, יעדע וואָך, נאָך די קלאַסן, געפֿאָרן מיט דער אונטערבאַן פֿינף סטאַנציעס צו אונדזער פּיאַנע־לעקציע. וואָס איז דער חידוש, פֿרעגט איר? איר קענט זיך אויסמאָלן, אַז צוויי אומשולדיקע מיידלעך, טראָגנדיק קליידלעך און צעפּלעך, זאָלן הײַנט פֿאָרן, אָן שום באַגלייטונג פֿון אַ דערוואַקסענעם — אויף דער אונטערבאַן? איך — נישט. פֿונדעסטוועגן, מיין איך, אַז דאָס האָט אונדז געגעבן אַ געוויסן נישט־באַוווּסטזיניקן קוראַזש, וואָס פֿעלט הײַנט די קינדער, וואָס זייערע עלטערן מוזן זיי פֿירן אינעם אויטאָ פֿון איין אָרט צום צווייטן.
איך האָב ליב געהאַט צו לייענען די רעקלאַמעס אין וואַגאָן. איך געדענק, למשל, די מעלדונגען וועגן דעם יערלעכן שיינקייט־קאָנקורס, „מיס סאָבווייס“. עטלעכע וואָכן פֿאַרן קאָנקורס, איז אין יעדן וואַגאָן געהאָנגען אַ בילד פֿון די זעקס פֿינאַליסטקעס. פֿלעג איך מיט גיטלען איבערלייענען זייערע קליינע ביאָגראַפֿיעס — בדרך־כּלל, סטודענטקעס, סעקרעטאַרשעס, זינגערינס, און טענצערינס — און דיסקוטירן מיט איר, ווער ס׳וואָלט געדאַרפֿט געווינען די „אונטערערדישע קרוין“. איך פֿלעג זיך אָפֿט מאָל חידושן, ווי אַזוי איינע מיט אַ גרויסער נאָז אָדער געדיכטע ברעמען האָט דערגרייכט אַזאַ מדרגה, אַז איר פּנים זאָל באַצירן יעדן וואַגאָן פֿון דער ניו־יאָרקער באַן־סיסטעם.
איך האָב זיך אויך געלערנט מײַנע ערשטע שפּאַנישע זאַצן אויף דער אונטערבאַן. אין יעדן וואַגאָן איז געהאָנגען אַ וואָרענונג אויף ענגליש און אויף שפּאַניש: „די רעלסן פֿון דער אונטערבאַן זענען געפֿערלעך. אויב די באַן שטעלט זיך אָפּ צווישן די סטאַנציעס, בלײַבט אינעווייניק. גייט נישט אַרויס. וואַרט אויף די אינסטרוקציעס פֿון די קאָנדוקטאָרן אָדער דער פּאָליציי“. גיטל און איך האָבן זיך אויסגעלערנט אויף אויסנווייניק די שפּאַנישע שורות, און זיי איבערגעחזרט אַזוי פֿיל מאָל, ביז די ווערטער האָבן זיך בײַ אונדז אַראָפּגעקײַקלט פֿון דער צונג ווי בײַ אמתע פּוערטאָ־ריקאַנער. און ס׳איז אונדז צו ניץ געקומען: אַז מיר זענען געשטאַנען ערגעץ צווישן מענטשן, און געוואָלט אויסזען ווי אמתע שפּאַניש־רעדער, האָבן מיר אויסגעשאָסן די שפּאַנישע שורות מיט אַזאַ טראַסק, אַז אַ נישט־שפּאַניש רעדער וואָלט געקענט מיינען, מיר טיילן זיך מיט עפּעס אַ זאַפֿטיקער פּליאָטקע.
מײַנע דרײַ בנים האָבן שטאַרק ליב געהאַט צו פֿאָרן אויף דער אונטערבאַן. קינדווײַז פֿלעגן זיי צודריקן די פּנימלעך צו די פֿענצטער, סײַ ווען די באַן איז געפֿאָרן אין דרויסן, סײַ אינעם פֿינצטערן טונעל. מײַן עלטסטער, יאַנקל, האָט צוויי מאָל געפּרוּווט צו פֿאַרווירקלעכן זײַנס אַ חלום: צו פֿאָרן, במשך פֿון איין טאָג, אויף יעדער ליניע פֿון דער גאַנצער סיסטעם, פֿון דער #1 ביז דער #7; פֿון דער A־באַן ביז דער Z. (מע דאַרף האָבן אַ מאַטעמאַטישן קאָפּ דאָס אויסצופּלאָנטערן.) ביידע מאָל האָט יאַנקל באַוויזן צו פֿאָרן אויף אַלע ליניעס… אַחוץ איינער. נישט קיין חידוש, אַז בײַ אונדז אין דער היים איז יאָרן לאַנג געהאָנגען אינעם שפּריץ אַ פֿירהאַנג מיט אַ ריזיקע מאַפּע פֿון דער אונטערבאַן.
הײַנט האָב איך אַ ספּעציעלע הנאה צו פֿאָרן אויף דער אונטערבאַן מיט מײַנע אייניקלעך. פּונקט ווי עס האָבן קינדווײַז געטאָן זייערע טאַטעס, קוקן זיי אויך אַרויס פֿון פֿענצטער און קאָמענטירן וועגן אַלץ וואָס פֿליט פֿאַרבײַ. ווער ווייסט? אפֿשר וועלן זיי אויך מיט דער צײַט זיך אויסלערנען די ציפֿערן און אותיות פֿון יעדער באַנליניע און דערבײַ אַליין פֿאַרוואַנדלט ווערן אין עכטע ניו־יאָרקער.
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Trump administration files lawsuit against UCLA, saying it failed to protect Jewish and Israeli employees
(JTA) — The Department of Justice filed a federal lawsuit Tuesday accusing the leadership of UCLA of allowing an antisemitic work environment on campus, intensifying the Trump administration’s long-running scrutiny of the Los Angeles campus.
The lawsuit, filed in federal court in the Central District of California, alleges UCLA failed to protect Jewish and Israeli faculty and staff from harassment following the Hamas-led Oct. 7, 2023, attack on Israel and the protests that spread across American universities afterward.
The complaint was filed the same day President Donald Trump is scheduled to deliver the first State of the Union address of his second term, in which he is expected to cite the administration’s broader confrontations with higher education institutions as evidence of its successes. It also comes roughly three months after nine Justice Department attorneys resigned from the government’s University of California antisemitism investigation, telling the Los Angeles Times they believed the probe had become politicized.
The lawsuit says that antisemitic conduct at UCLA became widespread after Oct. 7 and persisted through the 2023-24 academic year. According to the lawsuit, Jewish and Israeli employees were subjected to threats, classroom disruptions, antisemitic graffiti and, at times, were blocked from parts of campus during protests.
The government places particular emphasis on the spring 2024 Royce Quad encampment, when pro-Palestinian demonstrators established a tent protest in the center of campus. The Justice Department alleges UCLA failed to enforce its own campus rules, allowing protests that disrupted university operations and contributed to what it describes as a hostile workplace.
“Based on our investigation, UCLA administrators allegedly allowed virulent anti-Semitism to flourish on campus,” Attorney General Pamela Bondi said in a DOJ press release announcing the lawsuit. Harmeet K. Dhillon, who leads the department’s Civil Rights Division, described the alleged incidents as “a mark of shame” if proven true.
UCLA officials rejected the government’s characterization, pointing instead to changes made under Chancellor Julio Frenk.
“As Chancellor Frenk has made clear: Antisemitism is abhorrent and has no place at UCLA or anywhere,” vice chancellor of strategic communications Mary Osako said in a statement. She cited investments in campus safety, the launch of UCLA’s Initiative to Combat Antisemitism, the reorganization of the university’s civil rights office, the hiring of a dedicated Title VI and Title VII officer and strengthened protest policies.
“We stand firmly by the decisive actions we have taken to combat antisemitism in all its forms, and we will vigorously defend our efforts and our unwavering commitment to providing a safe, inclusive environment for all members of our community,” Osako said.
Frenk, who is Jewish, has spoken publicly about antisemitism in higher education. In an essay published by the Jewish Telegraphic Agency last year, he invoked the history of German universities under Nazism, warning that those institutions “never recovered after driving Jews out” and urging American colleges to confront antisemitism while preserving academic freedom and open debate.
The new lawsuit follows earlier legal battles over campus protests at UCLA. In July 2025, the university agreed to pay $6.13 million to settle a lawsuit brought by Jewish students and a Jewish professor who said demonstrators had blocked access to parts of campus. Under that agreement, UCLA said it would ensure protesters could not restrict movement or access to university spaces.
Campus tensions over speech and security have continued more recently. Bari Weiss, the journalist and founder of The Free Press, withdrew this month from a scheduled appearance at UCLA as part of the Daniel Pearl Memorial Lecture series. Weiss had been invited to speak on “The Future of Journalism” but canceled the event, citing security concerns ahead of the lecture.
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