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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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Ted Cruz Blasts Tucker Carlson for Plan to Buy Home in Qatar, Conduct at Doha Forum
Tucker Carlson speaks at Indiana University in Bloomington, Indiana, Oct. 21, 2025. Photo: Gage Skidmore/ZUMA Press Wire via Reuters Connect
The ongoing foreign policy feud between US Sen. Ted Cruz (R-TX) and anti-Israel podcaster Tucker Carlson continued over the weekend, with the legislator responding bluntly to the former Fox News host’s conduct and declarations at the Doha Forum in Qatar.
In reply to Carlson’s announcement on Sunday that he intended to purchase a home in Doha and reports of anti-Israel sentiments at the event sponsored by the country’s ruling monarchy, Cruz asked, “I thought fellatio was illegal in Qatar?”
Carlson had a sit-down discussion with Qatari Prime Minister Mohammed bin Abdulrahman bin Jassim Al Thani during the forum, during which the far-right media provocateur referenced widespread speculation that he was receiving Qatari money. Analysts have revealed in recent reports that Qatar, a longtime supporter of the Palestinian terrorist group Hamas and the Muslim Brotherhood’s global network more broadly, has spent tens of billions of dollars to influence US policy making and public opinion in Doha’s favor.
“I have been criticized as being a tool of Qatar, and I just want to say – which you already know – which is I have never taken anything from your country and don’t plan to,” Carlson said over the weekend. “I am, however, tomorrow buying a place in Qatar. I like the city; I think it’s beautiful. But also want to make a statement that I’m an American and a free man and I’ll be wherever I want to be. I have not taken any money from Qatar, but I have now given money to Qatar.”
Carlson later confirmed his views of Qatar to the Doha News, saying that “I like it here a lot.” He previously told his fellow far-right podcaster Steve Bannon that “they know I’m not working for Qatar.”
Cruz also responded to an X post by Carlson’s longtime business partner Neil Patel which had tagged him and featured the podcaster extending a middle finger with the text, “Greetings from the booodthirsty, terror-supporting slave state of Qatar.”
The senator affirmed the sarcastic taunt, writing, “Fact check: true.”
Conservative talk radio host Mark Levin, also a frequent critic of Carlson who has previously deployed the epithet “Qatarlson,” wrote on Monday that “Neil Patel was top policy adviser to Dick Cheney. Tucker Carlson worked for Bill Kristol. Now they’re both monarchists — Qatar first lapdogs for a terrorist dictatorship.”
The Al Thani family monarchy has run Qatar since the 1800s and has long supported the Muslim Brotherhood. The country has provided the Hamas-run government in Gaza with an estimated $1.8 billion and allows the terrorist group to host an office in Doha.
The US State Department has affirmed severe human rights abuses in Qatar, including “enforced disappearance; arbitrary arrest; political prisoners; serious restrictions on free expression, including the existence of criminal libel laws; substantial interference with the freedom of peaceful assembly and freedom of association, including overly restrictive laws on the organization, funding, or operation of nongovernmental organizations and civil society organizations; restrictions on freedom of movement; inability of citizens to change their government peacefully in free and fair elections; serious and unreasonable restrictions on political participation; extensive gender-based violence; existence of laws criminalizing consensual same-sex sexual conduct, which were not systematically enforced; and the prohibition of independent trade unions and significant or systematic restrictions on workers’ freedom of association.”
US Rep. Marjorie Taylor Greene (R-GA) defended Carlson from Cruz’s criticism.
“Canadian born Zionist Texas Senator Ted Cruz has lost his mind over Tucker Carlson,” Greene wrote Sunday on X. “You would think a United States Senator would be gravely concerned about affordability for Americans, the looming healthcare crisis, and actually passing appropriations with another government funding deadline coming end of January. But instead he’s gone mad with Tucker living rent free in his head.”
On Monday, Greene shared graphics on X critical of the American Israel Public Affairs Committee’s (AIPAC) support for President Donald Trump, writing, “I AM AMERICA FIRST. Thank you for your attention to this matter. -MTG.” One green image of a smiling, colorful Greene from “TrackAIPAC” affirms $0 in donations. This juxtaposes with a red image of a black and white, scowling Trump who has allegedly received over $230 million.
AIPAC, a prominent American lobbying group, seeks to foster bipartisan support for a strong US-Israel alliance.
In a Sunday interview with “60 Minutes,” Greene defended her decision not to vote for a measure condemning antisemitism, saying, “We don’t have to get on our knees and say it over and over again.”
Mark Dubowitz, CEO at the Foundation for Defense of Democracies, reflected on Carlson’s remarks in Doha by recalling the man’s father: “Watching Tucker in Doha, I think of Ambassador Richard W. Carlson — my former @FDD colleague and mentor. A true American patriot. A steadfast friend of Israel and the Jewish people. A fearless opponent of Islamists and Communists. May his memory be a blessing.”
While many observers both within and outside the American political right have expressed concerns about increases in antisemitic sentiment, Vice President JD Vance pushed back on the claim over the weekend.
“I think it’s kind of slanderous to say that the Republican Party, the conservative movement, is extremely antisemitic,” he said. “Do I think the Republican Party is substantially more antisemitic than it was 10 or 15 years ago? Absolutely not.”
Vance, who employs one of Carlson’s sons in his office and is reportedly friends with the podcaster, added, “I just don’t see the simmering antisemitism that’s exploding that some people claim.”
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French Nanny Faces Trial for Poisoning Jewish Family in Case Stirring Outrage Amid Rising Antisemitic Attacks
Sign reading “+1000% of Antisemitic Acts: These Are Not Just Numbers” during a march against antisemitism, in Lyon, France, June 25, 2024. Photo: Romain Costaseca / Hans Lucas via Reuters Connect
An Algerian woman residing illegally in France is set to stand trial on Tuesday on antisemitism-aggravated charges after admitting to poisoning the food of the Jewish family that employed her as a nanny, in a case that has intensified public outrage amid a surge of antisemitic attacks across the country.
The 42-year-old nanny, who has worked as a live-in caregiver for a family with three children aged two, five, and seven since November 2023, will now appear at the criminal court in Nanterre, just west of Paris, accused of poisoning them by contaminating their food and drinks with toxic substances, according to French media.
She is expected to face multiple charges, including “administering a harmful substance that caused more than eight days of incapacity for racial or religious reasons.”
The nanny, who has been living in France in violation of a deportation order issued in February 2024, is currently in custody and faces additional charges for presenting her employers with a forged Belgian identity document.
The shocking incident, first reported by Le Parisien, in January last year occurred just two months after the caregiver was hired, when the mother discovered cleaning products in the wine she drank and suffered severe eye pain from using makeup remover that had been contaminated with a toxic substance, prompting her to call the police.
After a series of forensic tests, investigators detected polyethylene glycol — a chemical commonly used in industrial and pharmaceutical products — along with other toxic substances in the food consumed by the family and their three children.
According to court documents, these chemicals were described as “harmful, even corrosive, and capable of causing serious injuries to the digestive tract.”
When the mother explained that only her family and the nanny had access to the house, she was promptly taken into police custody for questioning.
Even though she initially denied the charges against her, the nanny later confessed to police that she had poured a soapy lotion into the family’s food as a warning because “they were disrespecting her.”
“They have money and power, so I should never have worked for a Jewish woman — it only brought me trouble,” the nanny told the police. “I knew I could hurt them, but not enough to kill them.”
According to her lawyer, Solange Marel, the nanny has withdrawn her confession, maintaining that there is no proof of an antisemitic motive and that jealousy and a perceived financial grievance were the primary factors.
She also emphasized that the substances were found only in the parents’ drinks, not the children’s.
Yonathan Arfi, president of the Representative Council of Jewish Institutions of France (CRIF) — the main representative body of French Jews — is set to appear before the court on Tuesday as a witness for the family.
He described the case as “revealing of structural violence, whose singular severity should neither be minimized nor concealed.”
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Pennsylvania Gov. Josh Shapiro Vows to Fight K-12 Antisemitism in Philadelphia
Pennsylvania Gov. Josh Shapiro delivers remarks at a bill signing event at Cheyney University, an HBCU in Cheyney, Pennsylvania, US, Aug. 2, 2024. Photo: Bastiaan Slabbers via Reuters Connect
Administrative officials representing Pennsylvania Gov. Josh Shapiro have vowed to place K-12 antisemitism in Philadelphia public schools among its top priorities, citing rising incidents of hatred in schools across the city.
“Governor Shapiro takes a back seat to no one on these issues, and as he has repeatedly spoken out about antisemitism, and this kind of hateful rhetoric is unacceptable and has no place in Pennsylvania — especially not in our classrooms,” Rosie Lapowsky, a spokesperson for Shapiro, said in a statement first shared with Fox News Digital. “This is a matter the governor has made clear the district needs to take very seriously.”
Lapowsky’s comments come days after the US House Committee on Education and the Workforce began investigating antisemitism in the School District of Philadelphia (SDP), as well as other districts in Virginia and California, following reports of antisemitic invective, bullying, and inciting language regarding the murders of two Israeli embassy staffers earlier this year.
“Today, SDP employs numerous educators who allegedly promote antisemitic content in their classrooms,” education committee chairman Rep. Mark Wahlberg (R-MI) said in a letter to the district which announced the action. “One such teacher has allegedly threatened Jewish parents and students alone. She and other Philadelphia educators also allegedly use lessons from an effort called Teaching Palestine, whose class materials rationalize terrorist violence and advocate for the destruction of Israel.”
He added, “In addition to failing to exercise oversight of antisemitic materials in the classroom, SDP’s partnerships with external organizations raise concerns about whether antisemitic ideology is being taught in Philadelphia schools.”
In July, a bipartisan group of Pennsylvania state lawmakers called on Shapiro to intervene in what they described as a deepening crisis of antisemitism and political extremism within SDP.
On Monday, Dr. Mika Hackner, director of research at the North American Values Institute, told The Algemeiner in a statement that antisemitic “rot” in SPD runs “deep” and that “changes have to be made.”
“There is a very big problem in the School District of Philadelphia; not just with antisemitism but with extremism,” he said, citing “revelations of a private Signal chat in which teachers expose students to radical political actions like marches in support of Hamas or the idea that ‘all resistance is righteous.’”
Jewish civil rights advocates have been clamoring for lawmakers to address K-12 antisemitism in schools in Philadelphia and throughout the state of Pennsylvania, as previously reported by The Algemeiner.
In July 2024, the Anti-Defamation League (ADL) filed a civil rights complaint accusing SDP of allowing Jewish students to be subjected to a slew of antisemitic abuses. According to the complaint, antisemitic bullying at SDP is so severe that one Jewish student, after being told “f—k you and free Palestine” as well as “Praise Hitler,” left the school district entirely, according to the complaint. In another reported incident, an anti-Zionist student used the Halloween holiday to appear at school costumed as a terrorist and attempted to “drape a Palestinian flag over a Jewish student.” Their principal later allegedly “praised the costume.”
Discriminatory behavior is also rampant in the classroom. However, the ADL charges, at SDP, teachers contribute to intimidation and shaming, using their power and monopoly on class discussions to denounce Israel as “exterminators” and stream videos accusing the Jewish state of “making Palestinians homeless.”
Outside of Philadelphia, in Amber, Pennsylvania, the Wissahickon School District (WSD) is presenting as fact an anti-Zionist account of the Israeli-Palestinian conflict to its K-12 students by using it as the basis for courses taken by honors students.
“On May 14, 1948, Israel declared itself an independent nation: Based on a [United Nations] Mandate but not supported by other countries in the region; Recognized by the US and much of the non-Arab world; Expelled up to 750,000 Palestinians from their land, an event called ‘al-Nakba,’” says the material, provided by virtual learning platform Edgenuity, which implies that Israel is a settler-colonial state — a false assertion promoted by neo-Nazis and jihadist terror groups.
“Nakba,” the Arabic term for “catastrophe,” is used by Palestinians and anti-Israel activists to refer to the establishment of the modern state of Israel in 1948. Based on documents obtained by The Algemeiner, the material does not seemingly detail the varied reasons for Palestinian Arabs leaving the nascent State of Israel at the time, including that they were encouraged by Arab leaders to flee their homes to make way for the invading Arab armies. Nor does it appear to explain that some 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, especially in the aftermath of Israel’s declaring independence.
Another module reviewed by The Algemeiner contains a question based on a May 15, 1948, statement from The Arab League — a group of countries which adamantly opposed Jewish immigration to the region in the years leading up to the establishment of the State of Israel and refused to condemn antisemitic violence Arabs perpetrated against Jewish refugees — after Israel declared its independence. The passage denies that Jews faced antisemitic indignities when the land was administered by the Ottoman Empire, a notion that is inconsistent with the historical record, and asserts that “Arab inhabitants” are “the lawful owners of the country.”
Wissahickon reemerged in the news cycle following reports that during a recent demonstration at Wissahickon High School a Muslim student group festooned signs which said, “Jerusalem is ours,” offered cash prizes related to anti-Israel activism, and swayed school principal, Dr. Lynne Blair, into being photographed with them, a feat which, according to concerns members of the community, created the impression that anti-Zionism is a viewpoint held by the administration.
“Wissahickon leadership keeps insisting this was just a cultural event, but the community sees it for what it was — intimidation wrapped in keffiyehs and candy,” NAVI told The Algemeiner. “Even a blind squirrel occasionally trips over a nut, and in this case, the nut is the explosive reality that schools are no longer neutral grounds. When a superintendent publicly supports one side of a geopolitical conflict inside a public high school, it stops being education and starts being indoctrination. Jewish students deserve better, and every school district in America should take notice.”
Follow Dion J. Pierre @DionJPierre.
