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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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Toronto man arrested after allegedly shooting at Orthodox Jews outside a synagogue
(JTA) — Police in Toronto have arrested a man they say shot at “visibly identifiable members of the Jewish community” on two occasions a week apart.
Ruslan Novruzov, 18, is charged with assault with a weapon and possession of a weapon for a dangerous purpose in conjunction with the shootings, which took place on April 30 and Thursday, one week later.
In both incidents, people experienced minor injuries, according to the Toronto police. The shooting on Thursday targeted three people standing outside of Congregation Chasidei Bobov, an Orthodox synagogue.
Following the shootings, the Toronto police tracked a blue Lexus to a residence in a suburb about 15 miles north of the shootings, where they said they searched both a home and a car and seized evidence including two “gel-blaster imitation firearms.”
The shootings and arrest add to a string of recent incidents targeting Jews and Jewish institutions in the Toronto area. A different 18-year-old man was charged last week in connection with two synagogue shootings that took place on March 6, but other incidents remain unsolved. No major injuries or damage has been reported, but the incidents have swelled anxiety within the city’s Jewish communities.
“We recognize that Jewish residents have been living with a heightened sense of fear due to repeated incidents targeting their community, and this only adds to that, which is unacceptable,” Acting Deputy Chief Joe Matthews said in a statement following Novruzov’s arrest. “While the weapons used were imitation firearms, the impacts are very real. These are criminal acts that we allege were meant to intimidate and cause fear.”
The Centre for Israel and Jewish Affairs, Canada’s main Jewish advocacy group, expressed gratitude to the police for acting quickly.
“These incidents must continue to be treated with the seriousness they deserve, and those responsible must be held fully accountable,” it said on X. ”It’s long past time for governments and authorities to confront the serious threats driving violent attacks before we face a tragic loss of life.”
This article originally appeared on JTA.org.
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Netanyahu on ‘60 Minutes’: Fight with Hezbollah should be seen as separate from Iran war
(JTA) — In an appearance on U.S. television on Sunday night, Israeli Prime Minister Benjamin Netanyahu argued that Israel should continue fighting against Hezbollah in Lebanon even if the war in Iran concludes.
Netanyahu spoke with Major Garrett on CBS’ “60 Minutes” as President Donald Trump continues to negotiate to end the Iran war that he and Netanyahu jointly began in February. When Trump declared a ceasefire with Iran on April 7, Netanyahu initially insisted that the deal did not require Israel to stop fighting Hezbollah, an Iranian proxy based in Lebanon. The Iranians insisted that it did, and Trump soon weighed in on social media to say that Israel was “prohibited” from attacking inside Lebanon.
In the weeks since, Israel and Hezbollah have continued to fight, but at a decreased intensity. Now, with Trump seemingly not eager to resume fighting with Iran even as the Iranians have not acceded to his demands at the negotiating table, Netanyahu said the conflicts should be decoupled.
“Is it possible, Mr. Prime Minister, that the war with Iran could end but the war with Hezbollah could continue? That these would be separate and divergent fields,” Garrett asked.
“They should be,” Netanyahu answered. “What Iran would like to do is to say, ‘No, you know, if we achieve a ceasefire here, we want a ceasefire there.’”
“Will you accept that?” Garrett asked. After Netanyahu said he would not, Garrett went on: “Even if President Trump asks you to?”
Netanyahu replied, “Look, he understands what I’m saying.”
Trump’s critics on both sides of the aisle have alleged that Netanyahu pushed him into entering the war. But Netanyahu said that belief is wrong. He called reporting by The New York Times about what he told Trump during a Feb. 11 White House meeting “incorrect,” saying that he had never told Trump that regime change in Iran was an assured outcome of a shared attack.
Netanyahu also insisted to Garrett that declining public support for Israel in the United States was a product of online campaigns designed to spread misinformation.
“Do you believe that’s the only explanation, or is it possible that some Americans have come to a different sense of Israel because of the last two or three years?” Garrett pressed.
“What they see is so many falsifications and vilifications that are unfounded, but they don’t know because they just get you know, the last reel in the movie. They don’t see the entire movie,” Netanyahu said.
The Israeli government recently allocated $730 million for public diplomacy, including online campaigns, designed to boost public opinion about Israel. The allocation quadrupled what was set aside last year for that purpose.
This article originally appeared on JTA.org.
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Labour politician is booed as thousands rally against antisemitism in London
(JTA) — Thousands of British Jews, as well as politicians from multiple parties, rallied in London outside the prime minister’s residence on Sunday to call for more aggressive action against antisemitism following a string of violent attacks.
Kemi Badenoch, the Conservative party leader whose response to a heckler making light of threats against Jews went viral last week, spoke forcefully in defense of U.K. Jewry, to applause.
“I stand for a Britain where Jews can go to school freely without worrying about security,” she said. “I stand for a Britain where you can worship freely and not worry about who is coming to attack you. I stand for the celebration of Jewish culture and Jewish people. And I stand for a Britain that will always fight for you, that will always support you.”
The Labour Party representative dispatched by Prime Minister Keir Starmer, meanwhile, drew boos from an audience frustrated by what many British Jews view as an inadequate response from the government.
“I hear your anger, I hear your pain,” said Pat McFadden, the secretary of state for work and pensions. “I stand against antisemitism, I stand with you.” As he spoke, rally organizers at times interrupted to exhort the crowd to quiet down.
Gideon Falter, head of the nonprofit Campaign Against Antisemitism, called in his speech for a ban on pro-Palestinian demonstrations, which he called “hate marches,” as well as a ban on groups associated with antisemitic violence. He said U.K. Jews were facing a “Britifada,” a play on the word intifada.
He referred to a number of the most prominent recent incidents, including a stabbing in the Orthodox neighborhood of Golders Green earlier this month and an attack on a Manchester synagogue on Yom Kippur in which two congregants were killed.
“Jews stabbed. That’s the Britifada! Murder on Yom Kippur. That’s the Britifada! Synagogues ablaze. That’s the Britifada! Hatzola ambulances pelted with rocks and torched. That’s the Britifada! Jewish children nearly mown down in a car ramming. That’s the Britifada!” Falter said. “The attacks are coming thick and fast. Because Britain has become radicalized.”
The Jewish Leadership Council and the Board of Deputies of British Jews organized the rally, titled “Standing Strong: Extinguish Antisemitism,” and were joined by dozens of Jewish groups. It took place outside 10 Downing Street in central London and featured video appearances from Jews around the world as well as from Boy George, the pop singer who has emerged as an advocate against antisemitism.
The rally also drew attention because of who was and was not invited.
Ahead of the rally, thousands of people signed a petition calling for Nigel Farage, who heads the right-wing Reform party, which made significant gains in local elections on Thursday, to be disinvited, given his “division, scapegoating, racism and inflammatory rhetoric” and allegations of antisemitism during his school years. (Farage dismissed the allegations when they emerged in 2024, saying that he could not remember all instances of “playground banter” from his childhood but that he had never sought to be intentionally hurtful.)
Farage did not appear at the rally, but his deputy, Richard Tice, did. He called for penalties against universities that are seen as encouraging antisemitism.
Zack Polanski, the Jewish leader of the left-wing Green party, which made gains in the local elections despite an antisemitism scandal involving dozens of candidates, was not invited to speak.
Saul Taylor of United Synagogue, the British Orthodox umbrella group, called out Polanski during his speech, alluding to both Polanski’s criticism of the Metropolitan Police’s handling of the arrest of the alleged Golders Green attacker and his party’s pro-Palestinian platform. “The constant vilification of Israel has fueled the flames of antisemitism across our nation,” Taylor said.
Taylor said the previous week had “probably been the most movement from the government we have seen in a long time” but that the pressure should remain. Last week, after an emergency meeting at 10 Downing Street, the Metropolitan Police announced a 100-member special force to protect Jewish communities. On Sunday, the police said they had charged a man with racially or religiously motivated assault and harassment after he attacked three Jews in Enfield.
At least one liberal Jewish group opted not to participate in the rally after initially signing on. The New Israel Fund UK announced ahead of the rally that it was backing out after political figures were invited to participate.
Other liberal Jews did take the stage. Rabbis Charley Baginsky and Josh Levy of Progressive Judaism, the U.K. equivalent of the Reform movement, who were booed off the stage at an August 2025 rally for the release of the Israeli hostages after calling for an end to the war in Gaza, exhorted attendees to ensure that England is not “shaped by suspicion, anger and permanent division.”
This article originally appeared on JTA.org.
The post Labour politician is booed as thousands rally against antisemitism in London appeared first on The Forward.