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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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A Jewish audience applauded when this speaker called for Muslims to leave America. Here’s a better response.
A video from the Jewish American Summit in Los Angeles shows a speaker using wildly inflammatory, dehumanizing language to describe Muslims — as the Jewish American audience members stay silent, or applaud.
“I don’t want Muslims in America,” the activist Mosab Hassan Yousef said at the sold-out event last Sunday. “Get the f— out of the United States. Go back to the s—holes where you came from and reform your own countries.” Yousef, the son of a Hamas co-founder, converted from Islam to Christianity and worked for the Israelis for 10 years.
His words were horrifying. But the cheers arising from some in the room were even more jarring, as was the refusal of the event’s organizers and most of its sponsors and speakers to condemn Yousef’s hate speech.
As leaders of NewGround, an organization dedicated to building healthy relations between American Muslims and Jews, we know that the grief of Oct. 7, the days before it, and every day since in Gaza and elsewhere, is too much to bear. But we also know that when we choose to amplify or excuse rhetoric that dehumanizes our neighbors, we don’t just jeopardize their safety, we jeopardize our own.
We fuel a cycle of hatred that makes everyone less safe — including our loved ones. The impact isn’t necessarily direct, and it isn’t immediate. But it sets the stage for escalating rancor which can easily slip into violence.
Both our traditions teach that life is sacred. The Quran (5:32) and the Mishnah (Sanhedrin 4:5) concur: To take a life — or destroy the dignity of a human being — is to destroy all of humanity; to uphold that dignity is to save all of humanity.
When we sit silently or applaud rhetoric that erases the humanity of the “other,” we are participating in a dangerous, destructive feedback loop: You hurt me, so I must hurt you to keep myself safe. Circulating exaggerations, expelling our neighbors, silencing and deporting our political opponents in the pursuit of security will only leave us all increasingly isolated, vulnerable, and broken.
That is why relationships across communities matter, especially when they are difficult. Meeting one another, challenging false claims, letting go of our rigid certainty, holding our own leaders accountable and refusing to let fear define entire groups are not symbolic gestures. They are active practices to keep isolation from hardening into hostility.
At the same time, we need to confront those who deliberately exploit fear and misinformation to pull communities further apart. If we want others to stand up for us, we have to stand up for them, especially when hateful rhetoric comes from within our own circles.
That didn’t happen when Yousef made his vile remarks at the Jewish American Summit. As Louis Keene reported in the Forward, there were no boos, only applause. Afterwards, only two co-sponsoring organizations — the Anti-Defamation League and the Jewish Federation Los Angeles — criticized his remarks.
But our communities need even more than just condemnations of hate speech. We need a substantial, structural response. We need teshuvah — a process of self-reflection and return to integrity in which many Jews engage as Rosh Hashanah approaches.
This is not a theoretical exercise, nor a process limited to Jews. It is a human endeavor. The Quran echoes similar teachings — “Indeed, God does not change the condition of a people until they change what is within themselves.” (Quran 13:11)
At NewGround, we see this work happening on the ground every day. The people in our programs challenge one another. They engage in a rigorous, often agonizing process of naming their truths, navigating anti-Palestinian racism and antisemitism, and honoring the humanity of the person sitting across from them. They communicate through their disagreements — especially when it is difficult.
The recent shooting at the Islamic Center of San Diego took place the day after our current fellows’ Israel Palestine intensive. Our fellows rallied around our Muslim community members, as they had around the Jewish fellows during our first intensive when news of the Bondi Beach massacre hit. Several of our current fellows and alumni mobilized networks in solidarity gatherings at Friday congregational prayers at the Islamic Center of Southern California and Masjid al-Thoir in Koreatown. Fellows traveled to vigils and to the mosque in San Diego to show support. After the vandalism of a mural this summer at the Pasadena Jewish Temple Center, NewGround fellows showed up to stand in solidarity, once again.
Real teshuvah requires more than just responding to harm. It requires taking steps to prevent harm from occurring again. It means asking ourselves: Why do we uplift speakers who stoke hatred? What safeguards can we implement to ensure we are not providing a platform for division? In pursuit of our own safety, are we inadvertently endangering other communities, and can we change our approach to foster mutual care? If we are not exceptionally thoughtful, we will undermine the shared society we seek to build.
The two of us have spent 20 years convening Muslims and Jews who can do the deep, courageous work of truth-telling and listening. We know that real change only happens when we don’t shy away from challenging perspectives, but instead dive deeper into them.
This work requires the courage to stand in one’s truth while respecting and listening to those who may hold opposing viewpoints. It requires the grace to acknowledge the anger and grief we all carry, and the discipline to channel that energy into building — rather than destroying.
We invite our community leaders, especially those who organize and sponsor meetings like the American Jewish Summit, to join us in this work. Stop choosing animosity. Choose instead to interrupt it. The safety of our children and grandchildren depends on whether we continue to build higher walls, or commit to building resilient bridges.
The post A Jewish audience applauded when this speaker called for Muslims to leave America. Here’s a better response. appeared first on The Forward.
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‘You would have thought Jews were being targeted, but no, Mom — It was America.’
Dear Mom,
The anniversary of 9/11 falls on Rosh Hashanah this year. It’s hard to believe it’s been 25 years since you’ve been gone when you are constantly on my mind. Even though you’re buried next to Dad in Florida, I don’t need to visit your grave on the anniversary of your death; I talk to you almost daily. We had a special relationship, you and I, one that didn’t include Dad or little sister Ellen. We protected one another and shared potato pierogies and corned beef sandwiches even until the very end.
Mom, I cannot understand what the hell happened that day. In a way, I’m glad you weren’t alert and had no clue because you would have freaked out. I know you would have thought Jews were being targeted, but no, Mom. It was America.
I saw the planes go into the buildings and watched the towers come down. We ran when they told us to get out. You, thankfully, were at Village Nursing Home. I couldn’t imagine wheeling you up Greenwich Street fast enough to get away from that ball of dust.
When I returned the next day, our building was in lockdown. You wouldn’t have been able to go home. And where would I have put you?
I didn’t want you to be moved into hospice; I fought tooth and nail to keep you at Village Nursing. The staff knew you and had become comfortable with our family’s deafness and how to communicate with us. I wished I could take care of you myself. I knew what you liked, what you would eat, how to bathe you. But you couldn’t eat anymore, and I could barely lift you.
Every day after volunteering a few hours at Ground Zero, I came to see you. I hoped you would open your eyes or talk to me, but you lay motionless. Even when I lay beside you, you didn’t respond. You could feel me. I knew that. I watched you wither away day after day.
And now it’s Rosh Hashanah. I remember how you placed the scarf on your head, lit the candles and in silence, said your prayers. You always told me Rosh Hashanah was the time to forgive and not carry baggage into the New Year. Easier said than done, right, Mom?
I also remember how you would break your fast with a Hershey’s Kiss or peanut M&M’s. You’d hide them in your pocket and, when you thought no one was looking, pop one into your mouth.
On Oct. 6, I came to see you after Ground Zero. That night, I lay beside you and put my hand on your arm. You pushed it away.
I thought I was dreaming. I tried again. With all the strength you could muster, you moved my hand away.
I knew you were telling me to go. It was time to say goodbye.
I held you in an embrace and left.
Not long after I returned to my hotel, the nursing home called. You had passed.
Today, you would be wowed by all the changes and development around the old Twin Towers. I know you would still want to head over to our favorite pierogi place on Second Ave. So much has changed, but it’s still there.
The post ‘You would have thought Jews were being targeted, but no, Mom — It was America.’ appeared first on The Forward.
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How Warsaw became the center of Yiddish culture
אױפֿן שװעל פֿונעם צװאַנציקסטן יאָרהונדערט האָט װאַרשע געהאַט די גרעסטע צאָל ייִדישע תּושבֿים אין אײראָפּע, בערך אַ פֿערטל מיליאָן נפֿשות. אָבער די דאָזיקע באַפֿעלקערונג איז באַשטאַנען פֿון דרײַ פֿאַרשײדענע סאָציאַלע און קולטורעלע גרופּעס: אַסימילירטע פּױלישע ייִדן, חסידים און ליטװאַקעס. צװישן זיך האָבן זײ גערעדט ייִדיש, פּױליש, רוסיש און אַ ביסל דײַטש.
יאָאַנאַ נאַלעװאַיקאָ־קוליקאָװ (היסטאָרישער אינסטיטוט בײַ דער פּױלישער װיסנשאַפֿט־אַקאַדעמיע) באַװײַזט אין איר בוך „דאָס רעדן אין אונדזער אייגענעם נאָמען: ייִדישע פּרעסע און דאָס שאַפֿן פֿון דער ייִדישער נאַציאָנאַלער אידענטיטעט אינעם לאַנגן נײַנצנטן יאָרהונדערט“, אַז דװקא די טעגלעכע ייִדישע פּרעסע, װאָס איז אַנטשטאַנען אין די ערשטע צענדליק יאָר פֿונעם צװאַנציקסטן יאָרהונדערט, האָט געמאַכט ייִדיש פֿאַר דער כּלל־שפּראַך פֿון עפֿנטלעכע דיסקוסיעס אין דער ייִדישער סבֿיבֿה.
זי רופֿט דאָס אַ „סאָציאַלע רעװאָלוציע“ פֿאַר ייִדן אין דער רוסישער אימפּעריע בכּלל און אין פּױלן, װאָס איז דעמאָלט געװען אַ טײל פֿון דער אימפּעריע, בפֿרט. אַ דאַנק די צײַטונגען „האָבן די מאַסן גענומען לײענען, און זײ האָבן אָנגעהױבן צו לײענען אין זײער אײגענער שפּראַך“.
די ייִדישע פּרעסע איז געװאָרן אַ קולטורעלער שטח, װוּ די אינטעליגענציע האָט זיך געטראָפֿן מיט די מאַסן. די פּרעסע האָט אױך געשאַפֿן דעם עקאָנאָמישן יסוד פֿאַר דער ייִדישער ליטעראַטור און דערלאָזט ייִדישע ליטעראַטן ציִען פּרנסה פֿון זײערע װערק. אָבער די ייִדישע פּרעסע איז ניט געװען סתּם אַ געשעפֿט. אַלע צײַטונגען האָבן זיך אַקטיװ באַטײליקט אין פּאָליטיק.
ערבֿ דער ערשטער װעלט־מלחמה האָט דער טיראַזש פֿון „הײַנט“, דער גרעסטער װאַרשעװער ייִדישער טאָגצײַטונג, דערגרײכט 100,000 עקזעמפּלאַרן, גלײַך מיט דער גרעסטער פּױלישער מאַסן־צײַטונג.
צװישן די, װאָס האָבן געשריבן פֿאַר „הײַנט“, זײַנען געװען די באַרימטסטע ייִדישע שרײַבער: יצחק לײבוש פּרץ, הערש דוד נאָמבערג, הילל צײטלין, דוד פֿרישמאַן, דער קריטיקער בעל־מחשבֿות און אַנדערע.
„הײַנט“ האָט געדרוקט שלום עליכמס ראָמאַנען „מנחם מענדלס בריװ“ און „דער בלוטיקער שפּאַס“, װי אױך שלום אַשעס „קידוש־השם“ און „פּעטערבורג“.
די רוסישע מאַכט האָט דעמאָלט דערשטיקט די פּױלישע שפּראַך און קולטור. דאָס האָט געשאַפֿן אַ שאַרפֿע פּאָליטישע פּראָבלעם פֿאַר ייִדן. אײניקע האָבן געשטיצט פּאָליאַקן אין זײער קאַמף פֿאַר אומאָפּהענגיקײט, אײניקע זײַנען געװען אױפֿן רוסישן צד, אָבער דאָס רובֿ ייִדן האָבן זיך געהאַלטן בײַ דער זײַט אינעם דאָזיקן שטרײַט פֿון צװײ סלאַװישע פֿעלקער.
נאַלעװאַיקאָ־קוליקאָװ דערמאָנט דעם לײענער אָן אַ װיכטיקן היסטאָרישן פֿאַקט: דאָס רובֿ צײַטונג־מענטשן אין װאַרשע זײַנען געװען ליטװאַקעס, װאָס זײַנען געקומען פֿון שטעט און שטעטלעך פֿון דער הײַנטיקער ליטע און בעלאַרוס. כאָטש מען דאַרף האָבן אין זינען, אַז אַ היפּשע צאָל װאַרשעװער ייִדן האָבן געהאַלטן פֿאַר „ליטװאַקעס“ אַלע ייִדן, װאָס האָבן גערעדט אױף ייִדיש אַנדערש פֿון זײ.
דװקא די ליטװאַקעס האָבן אַרײַנגעבראַכט קײן װאַרשע דעם באַגריף פֿונעם ייִדישן פֿאָלק װי אַ פּאָליטישע נאַציע. די מיגראַציע פֿון ליטװאַקעס קײן װאַרשע האָט גורם געװען אַ פֿײַנטשאַפֿט סײַ מצד אַסימילירטע פּױלישע ייִדן, װאָס האָבן זיך געהאַלטן פֿאַר „פּאָליאַקן פֿון משה רבינוס אמונה“, און סײַ מצד פּױלישע נאַציאָנאַליסטן.
סײַ די, סײַ יענע האָבן געהאַלטן די ליטװאַקעס פֿאַר „שליחים פֿון סאַנקט־פּעטערבורג“ — דאָס הײסט, שטיצער פֿון דער רוסיפֿיקאַציע־פּאָליטיק פֿון פּױלן. די דאָזיקע דעה איז ביזן הײַנטיקן טאָג פֿאַרבליבן בײַ אײניקע פּױלישע היסטאָריקער, באַמערקט נאַלעװאַיקאָ־קוליקאָװ.
זי שאַצט אָפּ דעם ליטװאַקישן בײַטראָג אינעם װאַרשעװער ייִדישן לעבן מער פּאָזיטיװ. זי מאָלט אַ לעבעדיק און רײַך בילד פֿון ייִדישער װאַרשע אין די לעצטע צענדליק יאָר פֿאַר דער ערשטער װעלט־מלחמה. דאָס דאָזיקע בילד שטעלט זיך צונױף פֿון שטיקלעך מיטצײַטלערישע אַרטיקלען און פֿון שפּעטערע זכרונות אױף ייִדיש, העברעיִש, פּױליש און רוסיש.
אױפֿן סמך פֿון אַרכיװאַלע דאָקומענטן אַנטפּלעקט נאַלעװאַיִקאָ־קוליקאָװ דעם פֿאַרפּלאָנטערטן ביוראָקראַטישן פּראָצעס פֿון קריגן פּובליקאַציע־דערלױבענישן בײַ די הױכע פֿענצטער פֿון דער רוסישער אַדמיניסטראַציע.
נאָך דער רעװאָלוציע פֿון 1905 איז דער פּאָליטישער קלימאַט אין דער רוסישער אימפּעריע געװאָרן מילדער, און אין 1906 זײַנען דערשינען פֿינעף נײַע צײַטונגען.
צװישן זײ איז געװען דאָס „ייִדישעס טאַגעבלאַט“. דער רעדאַקטאָר איז געװען שמואל־יעקב יאַצקאַן (1874־1936), אַ געוועזענער ישיבֿה־בחור װאָס האָט אָנגעהױבן זײַן זשורנאַליסטישע קאַריערע אין דער העברעיִשער פּרעסע. מען האָט געזאָגט אַז ער האָט גערעדט זיבן שפּראַכן, אַלע מיטן ליטװאַקישן אַקצענט.
יאַצקאַן איז געװאָרן דער ערשטער ייִדישער צײַטונגס־מענטש, װאָס האָט זיך געװענדט צו די ייִדישע מאַסן אױף זײער אײגענעם לשון. אין 1908 האָט ער אין אײנעם מיט אַנדערע מיטאַרבעטער פֿון „ייִדישעס טאַגעבלאַט“ געשאַפֿן „הײַנט“. דאָס איז געװען די ערשטע טאָגצײַטונג אױף ייִדיש אינעם מאָדערנעם פֿאָרמאַט מיט ספּעציעלע אָפּטײלן פֿאַר נײַעס, רעפּאָרטאַזשן, עדיטאָריאַלן, קאָמענטאַרן, אַנאָנסן און רעקלאַמע.
אָבער דער סאַמע פּאָפּולערער זשאַנער איז געװען דער „געשפּאַנטער“ ראָמאַן אין המשכים, װי למשל „אין נעץ פֿון זינד“. דער דאָזיקער ראָמאַן האָט שטאַרק געהעכערט דעם טיראַזש אָבער אַרױסגערופֿן שאַרפֿע קריטיק מצד ייִדישע אינטעליגענטן. זײ האָבן באַשולדיקט יאַצקאַן אין פֿאַרדאַרבן דעם געשמאַק פֿונעם ייִדישן מאַסן־לײענער.
אין אַלגעמײן איז נאַלעװײַקאָ־קוליקאָװס אָפּשאַצונג פֿון דער ראָלע פֿון „הײַנט“ פּאָזיטיװ: „עס איז מסתּמא ניט קײן גוזמא צו זאָגן, אַז אַ דאַנק ׳הײַנט׳ האָבן זיך ייִדישע לײענער פּלוצעם אױפֿגעװעקט אינעם צװאַנציקסטן יאָרהונדערט און אַנטדעקט, אַז זײ באַלאַנגען צו דער גרױסער װעלט און ניט בלױז צו זײער שטעטל אָדער קװאַרטאַל“.
אין גיכן האָט „הײַנט“ באַקומען אַ שטאַרקן קאָנקורענט. אין 1910 האָט צבֿי פּרילוצקי געשאַפֿן דעם „מאָמענט“. דאָס איז געװען אַ מער „בירגערלעכע“ צײַטונג, װאָס האָט אױסגעמיטן דעם סענסאַציאָנעלן סטיל און ניט געדרוקט קײן „שונד“־ראָמאַנען.
ניט אַלע ייִדישע צײַטונגען האָבן איבערגעלעבט די שװערע מלחמה־יאָרן צװישן 1914 און 1918. אין 1915 איז װאַרשע געפֿאַלן אונטער דער דײַטשישער אָקופּאַציע און ייִדן האָבן געמוזט זיך צופּאַסן צו די נײַע בעלי־בתּים. אָבער „הײַנט“ און „דער מאָמענט“ זײַנען פֿאַרבליבן די װיכטיקסטע טאָג־צוטײַנגען ביז די סאַמע לעצטע טעג פֿון דער פּױלישער רעפּובליק. זײערע לעצטע נומערן זײַנען אַרױס װען היטלערס חיילות זײַנען אַרײַן אין װאַרשע, אין די לעצטע טעג פֿון סעפּטעמבער 1939.
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