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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 Iran war ended terribly for the US, and even worse for Israel
A war that began with immense ambition has ended with profound setbacks for both the United States and Israel.
With an emerging U.S.-Iran peace agreement, what initially appeared to be a historic demonstration of military dominance evolved into a vivid illustration of the limits of both Israeli and American power. The conflict also exposed profound failures in strategic competence within that alliance. Washington and Jerusalem planned effectively for the initial decapitation strikes, but were unprepared for the economic and geopolitical consequences that followed.
The result is a war that may ultimately strengthen the Iranian regime politically, despite the damage it suffered militarily; has weakened international perceptions of American military might; and has diminished both Israel’s own strategic circumstances and its most important alliance.
The opening phase of the war appeared spectacularly successful. Israeli intelligence and airpower decapitated large portions of Iran’s military and security leadership with astonishing speed, including by assassinating Supreme Leader Ali Khamenei. Key military infrastructure suffered major damage, and for a brief moment, it seemed plausible that the Iranian regime might genuinely face collapse or surrender on terms dictated by Washington and Jerusalem.
That perception proved short-lived.
Iran shifted the battlefield away from conventional military confrontation and toward economic coercion. Its closure of the Strait of Hormuz exposed the extraordinary vulnerability of the global economy to relatively inexpensive forms of pressure. Energy markets panicked almost immediately. Governments across Europe, Asia, and the Gulf pushed urgently for de-escalation.
The central strategic reality became impossible to ignore: the U.S.could not tolerate sustained economic disruption, and the Iranian regime has a strong stomach for suffering. The overwhelming military superiority of the U.S. and Israel effectively ceased to matter.
That asymmetry changed the balance of the conflict. And the resulting agreement appears to preserve much of Iran’s architecture of mischief, which the regime’s many critics had hoped to see dismantled.
Iran’s ballistic missile capabilities have been harmed but can be rebuilt; long-term reductions to that firepower are reportedly not on the table in a planned 60-day negotiation. The regime’s regional proxy network — including Hezbollah, the Houthis, Iraqi militias, Hamas, and Islamic Jihad — survives, even though Hezbollah and Hamas have been battered.
And as Israel is not a party to the ceasefire, it cannot advocate for more stringent terms on this front.
The regime itself remains firmly in power and may receive enormous sanctions relief and renewed economic access. Demands for democratic reforms seem to have been set aside, as has any kind of punishment for the regime’s massacre of thousands — and by some reports tens of thousands — of domestic protestors in January.
The latter aspect is especially galling given that President Donald Trump was driven to intervene because of the January massacre, after he promised Iranians that “help is on its way.” Upon launching the war, he declared that it would enable Iranians to “take your country back.”
Ironically, Trump in his first term pulled out of former President Barack Obama’s 2015 nuclear deal over objections that it provided funds for the regime while allowing it to run riot. Now, he is settling for an effective reconstitution of that deal — except one with substantially less American leverage.
The implications extend far beyond Iran itself. The war demonstrated that Tehran can generate immediate global economic panic through relatively cheap tools and can leverage that panic into diplomatic concessions. Before the war, fears about Iran’s ability to blackmail the world economy remained somewhat theoretical. After the war, those fears became a demonstrated geopolitical reality.
There is little evidence that either the American or Israeli governments understood in advance the degree to which the global economy had become vulnerable to this form of coercion. This, even though the blocking of the Strait of Hormuz was completely predictable and indeed expected by every strategist I’ve spoken to for decades.
This outcome may be most devastating for the Iranian people themselves. Many Iranians who despise the regime interpreted the opening phase of the conflict as evidence that the dictatorship might finally face genuine collapse. Instead, the regime not only survived but also regained leverage. The machinery of repression remains intact.
But this result is damaging for every party to this war aside from the Iranian regime.
The war has transformed perceptions of American power. For decades, the U.S. has anchored a global system built on the assumption that Washington could manage regional crises with some strategy in mind. That strategy wasn’t always brilliant, but it was rarely clueless. With the Hormuz confrontation, the world watched the U.S. confront a regional adversary with vastly inferior capabilities and fail to control events.
For Israel, the alliance Prime Minister Benjamin Netanyahu has spent years cultivating with the American right and with Trump personally has become dangerously fragile. As pressure mounted to stabilize energy markets and prevent wider regional escalation, Trump increasingly presented himself not as a partner coordinating with Israel but as a superior authority managing Israeli actions. He repeatedly framed Israeli military action as dependent on his approval. He cursed Netanyahu in public. He presented Israel as a vassal doing his bidding — something no U.S. president has previously done.
This will destabilize Israel, where much of the governing right previously viewed Trump as a uniquely reliable ally who would support Israeli military objectives without hesitation or conditions.
Previous American presidents pressured Israel privately while still preserving the outward presentation of a relationship between sovereign allies. Trump discarded much of that convention. The new perception weakens Israel’s deterrence dramatically. Plus, with bipartisan support for Israel in Washington even more completely collapsed than after the deleterious war in Gaza, and relations with much of Europe — Israel’s top trading partner — similarly deteriorated, Israel finds itself at a new peak of dangerous international isolation.
This strategic shipwreck bears no resemblance to the sweeping regional transformation that supporters of the war — myself included — initially envisioned. I assumed, partly because of the first days’ successes, that Trump and Netanyahu had a plan. This is not a mistake serious people are likely to make again.
The post The Iran war ended terribly for the US, and even worse for Israel appeared first on The Forward.
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Would Judaism have an issue with ‘Disclosure Day?’
Steven Spielberg is in his aliens exist era — but in truth, he’s been there since at least 1977. That’s when the director said NASA sent him a 20-page letter objecting to the release of Close Encounters of the Third Kind, fearful the public might take to watching the stars the way they did beaches after Jaws. Did this indicate there was something to hide?
“I really found my faith when I heard that the Government was opposed to the film,” he said.
Spielberg’s fascination with UFOs goes back even further. In 1964, five years before the moon landing, he made the 8 millimeter alien invasion flick Firelight, a 17-year-old’s dry run at the topics he’d later handle with Roy Neary and his mesa-like mound of mashed potatoes and the world’s loudest game of Simon.
He’d return to aliens again, with E.T., War of the Worlds and the critically reviled Indiana Jones and the Kingdom of the Crystal Skull. But the 79-year-old director has never been so forthcoming with his views on alien life as he has been on this current press tour for Disclosure Day, where he made the controversial claim that first contact might pose a problem for the faithful.
“Is God, our God only on this planet, or is God a God for every system where there’s civilization, intelligent life, and even developing life?” Spielberg asked on CBS Sunday Morning. This is one of the questions posed by Disclosure Day, which is about the tug of war between a group dedicated to broadcasting the truth about intelligent extraterrestrial beings, and the shady agency determined to keep it under wraps.
Many in the church — meaning Christians, who are represented in the film by ex-novitiate Jane (Eve Hewson) — have said such a disclosure would be a nonissue for their belief. But what of Spielberg’s own coreligionists?
“Within the classic Jewish perspective is the idea that to embrace reality is to embrace our creator,” Rabbi Josh Breindel, whose teachings on speculative fiction earned him the moniker “sci-fi rabbi,” said in an interview. “So, if we were to have irrefutable proof of alien life, then that’s an opportunity for us to celebrate our creator in whose image we were made, and then maybe to probe and say, ‘Where do we see echoes or resonances of that image in this other life form in their sentient discourse?’”
We need not only take Rabbi Breindel’s word for it. The question pops up as early as the Middle Ages.
Writing in the 14th Century, the Spanish philosopher Hasdai Crescas claimed life on other planets wouldn’t be an issue for Jewish faith. Our texts feature many apparent allusions to other worlds in which God has dominion.
A place called Meroz, mentioned in the Book of Judges, has been interpreted as being another planet. The school of Merkabah mysticism, inspired by Ezekiel’s vision of the wheel, is a sort of Judaism-forward UFO watcher group. If we’re talking biblically accurate angels, or even the revelation at Sinai, there’s plenty in the Hebrew Bible that appears otherworldly.
Disclosure Day, written by David Koepp from a story by Spielberg, is a chase film about Danny Kelner (Josh O’Connor), a whistleblower for a U.S. government-aligned group called Wardex, intent on studying alien life and technology and keeping their findings suppressed. Danny is a math genius, and in a relationship with Jane, the ex-nun played by Hewson. He’s carrying sacred cargo: a backpack full of flash drives with evidence of spacecrafts and a weird rod made by the alien life forms whose precise capabilities include, but are not limited to, letting you turn invisible or allowing you to control someone else’s body and swap eye colors with them in the process.
In an effort to explain why men in black SUVs are chasing them, Danny shows Jane footage of an alien interrogation. Her response to seeing a small creature tortured by humans is an odd one: She thinks people will worship them as deities.
Here the film stumbles. Jane’s concern about a breakdown in belief may be justified in the realization that we’re not alone, but her leap to calling extraterrestrials “supreme beings” feels unwarranted. Yes, they have impressive technology. Also yes, a human can wield their magic baton MacGuffins, provided they’re wearing surgical gloves.
The faith subplot takes a backseat in the end to a familiar Spielbergian preoccupation: his parents and what he’s inherited from them. We learn the aliens taught Danny math, “the language of the book of the universe,” and made Emily Blunt’s character, Margaret, a Kansas City weatherperson, into a supreme empath, like Star Trek’s Deanna Troi cranked up to 11. As established in The Fabelmans, Spielberg, a product of his engineer father and musician mother, is naturally both. (Gilding the lily of the parental metaphor, there’s a sequence with a train that’s hauling pianos.)
On their phones and on TV, the world will bear witness to “disclosure,” including scenes of emaciated and disemboweled little green men, recalling both images from the Holocaust and current conflicts including Gaza. (Spielberg made it so the coverup for these cruel experiments began in 1947, probably just to align with the year of the Roswell incident, but before that was explained, I was thinking of the UN partition plan.)
Sometime before, Jane makes a call to the abbess at her old nunnery.
Paraphrasing Genesis, she says God made humans his supreme creation, to which the Abbess (Elizabeth Marvel), applies a close reading: “his supreme creation on Earth.”
This view is consistent with rabbinic thought, and the Abbess’ subsequent line, “why would He make such a vast universe, yet save it only for us,” is essentially what the Lubavitcher Rebbe told microbiologist Velvl Greene: “for you to sit here and say there is no life outside of planet Earth is to put limitations on the Creator, and that is not something any of His creatures can do!”
A better question for Jews, perhaps, is if these aliens have a separate covenant with the creator.
If one is interested in the Catholic view, know that Pope Francis said he’d baptize aliens. As for how other sci-fi writers have treated on Jews in Space, Dune scribe Frank Herbert seems to believe the faith was uniquely durable, having made it the only religion from an Earthbound society to survive in an intergalactic reality.
One thing that’s striking about Spielberg’s latest foray into the galaxy is its implications for geo-politics.
The backdrop of Disclosure Day is one of military escalation said to rival the Cuban Missile Crisis. Colin Firth’s foppish Brit bad guy warns that the truth would “tip the balance in an already destabilized world.” This runs counter to works like Watchmen and Independence Day, which posit a great common cause when people are confronted with life forms from outer space.
The difference is that these aliens are no invaders. They come in peace to teach us a lesson in empathy. That, the film seems to say, is the true threat to the world order: that humans behave with humanity.
In the final minutes of the film, the truth comes out and we are given a simple message, conveyed first through click consonants, then a math equation, and finally a single English word: “Listen.”
“I saw that, and I was like, ‘Oh, that’s Shema,’” Breindel said. “If you get it you get it.”
The post Would Judaism have an issue with ‘Disclosure Day?’ appeared first on The Forward.
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14 arrested during rival protests outside Israeli real estate event held at London synagogue
(JTA) — LONDON — Fourteen people were arrested following clashes between pro-Israel and pro-Palestinian groups on Sunday outside an event promoting Israeli real estate being held at a London synagogue.
Seven of those arrested came from pro-Israel groups, while six were affiliated with pro-Palestinian groups, the Metropolitan Police told the Jewish Telegraphic Agency on Monday.
“The Great Israeli Real Estate Event” had drawn controversy for weeks, with multiple organizations including Amnesty International claiming the event organizers were selling “stolen” Palestinian lands in West Bank settlements and politicians including the mayor of London expressing opposition to the event.
The event organizers, meanwhile, told the Jewish News that all the properties being presented were located within Israel’s internationally recognized borders.
The event took place a day before a U.K. appeals court ruled that last year’s ban of a prominent anti-Israel group, Palestine Action, was legal.
The confrontation on Sunday followed similar ones in New York City and beyond over Israeli real estate events in recent months. A demonstration outside a Manhattan synagogue that was hosting such an event in November during which pro-Palestinian activists threatened violence spurred a new law constraining protests there.
London’s Metropolitan Police estimated that 1,000 people showed up to demonstrate outside Edgware United Synagogue, in northwest London. The department said it had coordinated with the Jewish Community Security Trust and deployed officers to deal with any disruptions. It also set up barriers to separate pro-Palestinian and pro-Israel groups.
During the confrontation, 14 arrests were made, including five for violent disorder, six for racial/religiously aggravated offenses, one for assault on an emergency worker, one for Public Order Act-related offenses, and one for common assault.
The Board of Deputies of British Jews’ acting president, Adam Cohen, said the group was “deeply disturbed at the wholly unjustified protest” outside a synagogue in a statement that reiterated that the event organizers had “publicly refuted claims that the event is marketing real estate over the Green Line” separating Israel from the West Bank.
The “false pretenses seems to be little more than an excuse to harass and intimidate members of the Jewish community,” Cohen said.
The protest was organized by an array of pro-Palestinian groups, including the International Centre of Justice for Palestinians, which issued a public letter criticizing the synagogue, and Jewish anti-Zionist groups. At least one Jewish anti-Zionist was arrested while protesting, according to a post by the groups on Instagram.
Under pressure ahead of the event, the original venue set to host it pulled out on Friday, the Jewish News reported. Registered attendees were sent messages via email and WhatsApp on Friday informing them of the change and learned about the new venue via an email at 11 p.m. Saturday that told them there would be ID checks and metal detectors at the doors.
The change in venue came following criticism from not just anti-Israel and pro-Palestinian organizations, but national politicians. Close to 100 members of parliament wrote a letter to Foreign Secretary Yvette Cooper calling on her to investigate what they said was event at which “land in cities and towns built on the forced displacement of Palestinian people including properties in Israeli settlements across the occupied West Bank will be available for purchase.”
They also argued allowing the sale of these properties would contribute to settlement expansion, which the U.K. government regards as a violation of international law.
London Mayor Sadiq Khan also expressed “concerns” about the event on Friday after Green Party leader Zack Polanski, a prominent critic of Israel, asked him about it during a public availability.
“I condemn any attempt to sell property in the settlements, be that in London or anywhere else in the world,” Khan said. “I share concerns about the Great Israeli Real Estate taking place in our city, which I oppose.”
The Board of Deputies said it was “very disappointing” that public figures had not acknowledged the event organizers’ claims about no West Bank properties being presented “and instead inflamed tensions through partial and misleading commentary.”
This latest confrontation with anti-Israel demonstrators comes at a time of heightened tension in the U.K. Jewish community, and particularly in Jewish neighborhoods in London, where many residents feel unsafe after a string of incidents including the arson of four Hatzola ambulances in March; attempted attacks on three synagogues; and the stabbing of two Jewish men in the Orthodox neighborhood of Golders Green in late April. Dozens of people have been arrested in connection with the incidents.
As part of a crackdown meant to protect Jewish communities, the British government has adopted policies that give law enforcement new latitude to constrain protests.
“New measures under the Crime and Policing Act, called for by the Board and community partners, will from the end of the month give police new powers to impose conditions on protests near places of worship,” Cohen said. “We are calling on the police to ensure such protests are kept a significant distance from places of worship to prevent intimidation to members of the Jewish community.”
This article originally appeared on JTA.org.
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