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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 note Netanyahu would never write
George H.W. Bush left the Oval Office on January 20, 1993, after losing his bid for reelection to Bill Clinton. On the desk, he left his successor a handwritten note wishing him well with obvious sincerity and ending with an expression of democratic grace: “Your success now is our country’s success.”
It is hard to imagine a sentence further removed from Benjamin Netanyahu’s conception of political power. When Naftali Bennett replaced him as prime minister in 2021, Bennett arrived at the traditional handover expecting a serious transfer of responsibility for a country facing Iran, Hezbollah, Hamas and other threats.
In an interview this weekend with Israel’s Channel 12, Bennett said he cleared his day, and was shocked when Netanyahu gave him about 30 minutes, volunteered little, asked to keep living in the prime minister’s residence and for state funding for his wife’s car, and otherwise was eager to end the encounter.
The contrast goes far beyond manners. Netanyahu treats political defeat as something closer to dispossession, and those who threaten his hold on power as enemies whose legitimacy must be destroyed. Bennett said Netanyahu had warned him before the new government was sworn in that if he went ahead with it, he would deploy “all the heavy artillery” to brand him a traitor. Bennett says Netanyahu, whom he called an “anarchist,” kept his word, via a “poison machine” – a sophisticated social media influence operation featuring mass Whatsapp groups and bot accounts amplifying talking points – such as the theory, now popular on the right, that the Shin Bet helped Hamas attack Israel on Oct. 7, 2023, in order to harm Netanyahu.
Five years later, the target has changed: It is former military chief Gadi Eisenkot. The method has not.
Eisenkot is now Netanyahu’s most dangerous electoral challenger, an extraordinary target for such a campaign. Eisenkot spent four decades in the IDF and rose to its chief of staff. After the Hamas attacks, he joined Netanyahu’s war cabinet for a few months, despite their political disagreements. His son Gal was killed fighting in Gaza in December 2023, and two nephews were killed during military operations in Gaza. Yet even Israel’s increasingly brutal politics seem unable to leave room for a measure of respect.
Instead, Eisenkot is portrayed as dangerous, weak and somehow beyond the bounds of acceptable government. His military record itself becomes evidence against him. His willingness to construct a governing majority that might depend on an Arab party – something that is essential for the societal health of Israel, whose population is 20 percent Arab – is presented as something inherently disqualifying. The objective is larger than defeating his arguments. It is to make his accession to power appear intolerable.
From smear campaign to security risk
I was reminded of this Sunday while appearing on television with Jonathan Pollard, the former U.S. Navy intelligence analyst who spied for Israel, spent some 30 years in an American prison, and now hopes to enter Israeli politics. Pollard, who over the weekend endorsed a splinter right-wing party and seemingly hopes to parlay that into a Knesset seat or other position, comes at Netanyahu from the ultra-nationalist far-right, but essentially supports him. He explained that he could never support a government headed by Eisenkot because Eisenkot had weakened the IDF as chief of staff.
There is an obvious problem with that argument. Eisenkot served as the IDF chief of staff from 2015 to 2019. Netanyahu was prime minister throughout his tenure. If Eisenkot presided over the degradation of the Israeli military, Netanyahu presided over Eisenkot. It is utter nonsense, but that is how the poison machine works. Responsibility flows away from Netanyahu while culpability attaches itself to whoever threatens him. Institutions that Netanyahu himself headed somehow become the failures of his opponents.
Now this has collided with a matter of security for candidates.
Eisenkot’s campaign says threats against him – from the rabble whipped up by Netanyahu – are increasing as the election approaches, and he has requested state protection. The Shin Bet in recent days declined to provide an armed security detail, although it will provide intelligence assistance.
That decision is astonishing in a country whose domestic security service once failed catastrophically in preventing the 1995 assassination of Prime Minister Yitzhak Rabin – after months in which he was called a traitor, a murderer and a Nazi by a campaign of agitation presided over by the young Netanyahu.
The lesson Israel drew was supposed to be permanent: when serious political incitement converges with a credible physical threat, the state errs on the side of protecting its leaders.
The contrast becomes almost grotesque when one considers whom the state does protect. Netanyahu’s son Yair who has lived in Miami for years, receives Shin Bet protection there. Yair, who is 35, avoided military service and has made himself a regular participant in the same poisonous political media ecosystem that serves his father, especially by attacking his opponents on X. The Netanyahu family successfully pressed to have responsibility for his security transferred to the Shin Bet, over the agency’s objections.
And the entitlement extends into the future. Netanyahu, like other former prime ministers, is set to receive lifelong Shin Bet protection. But a ministerial committee has approved extraordinary post-premiership protection for the Netanyahu family: Sara Netanyahu for as long as her husband is alive, and their sons for at least five years. The state can therefore find the resources and justification to protect a prime minister’s adult son living in Miami during a devastating war, and to plan years of protection for the family after Netanyahu leaves office, while the man currently leading many polls to replace Netanyahu is told to make do without an armed state security detail.
Bennett has issued an even more chilling warning. He says the relentless campaign against Eisenkot and other opposition figures could persuade someone that these politicians are monsters who must be stopped by violence. Bennett himself receives protection as a former prime minister.
The man making the decision at the Shin Bet is David Zini, perhaps the most politically controversial director in the agency’s history. He was a senior officer whose reputation as a far-right firebrand stopped his advancement in the military, and his appointment generated fears that Netanyahu was seeking a loyalist to lead an institution that must serve the state rather than the prime minister. That distinction goes to the heart of Israel’s present crisis.
The lesson Netanyahu still hasn’t learned
A democracy depends on people in power understanding that the state and the government are different things. The Shin Bet serves Israel. The IDF serves Israel. The civil service serves Israel. The prime minister serves Israel. Political opponents remain Israelis, and an opposition leader who may soon become prime minister deserves protection based on the threat against him rather than his usefulness to the incumbent.
Of course, Netanyahu’s entire “judicial reform” effort, which tore Israeli society apart in 2023 before the Hamas attack, was animated by the illiberal and fundamentally anti-democratic proposition that the elected government should be largely unchecked.
The Bush note seems almost quaint from Israel today, but its message is anything but sentimental. Bush understood that Clinton’s safety, legitimacy and success had become matters of national interest because America was more important than George Bush. The 30-minute handover to Bennett and the security controversy surrounding Eisenkot belong to the same story because both reveal what happens when a leader has difficulty separating the interests of the country from his own political survival.
There is an irony here that Israelis should appreciate. Netanyahu has always seemed, in some ways, Israel’s most American politician. He spent his formative years in the United States, lived in the Philadelphia area, studied at MIT and speaks beautiful American English. Yet in his behavior, Netanyahu has almost become anti-American; there is nothing in him that the Founding Fathers could admire.
There is, of course, a final irony. It would be misleading in 2026 to pretend that George H.W. Bush’s conception of political succession describes the current occupant of the White House. President Donald Trump and Netanyahu have far more in common with each other on this score than either has with Bush.
Israel, like the United States, desperately needs a return to the standards and ethics of the past, when the leader’s success actually was the country’s success.
The post The note Netanyahu would never write appeared first on The Forward.
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UK threatens sanctions after Israel opens bids for E1 settler homes
(JTA) — JERUSALEM – The United Kingdom threatened to sanction Israelis involved in West Bank settlement expansion after the Jewish state’s Lands Authority opened bids for 1,234 homes in the largely underdeveloped E1 section of the West Bank settlement of Ma’aleh Adumim.
Construction in E1 “would cut across the heart of Palestine and risks separating the West Bank from East Jerusalem, which would endanger the viability of a two-state solution,” the British Foreign Secretary Ed Miliband said in a special statement he posted on X on Thursday.
Targeted sanctions, Miliband wrote, would be part of a series of measures his government would take. His office also summoned Israel’s charge d’Affaires Thursday to demand a closure of the bidding process, which first opened on Tuesday, and a withdrawal of the construction project altogether.
“Britain will not stand back and accept the destruction of the two-state solution,” he wrote. Miliband has held his position for a month and is part of the new leadership Labour Prime Minister Andy Burnham appointed when he took office in July.
Israel’s Foreign Minister Gideon Sa’ar attacked Miliband on X, stating that Britain’s “decision to damage the relationship between our countries is deeply unfortunate.”
He said that the U.K. government’s “systematic policy of blaming only Israel while ignoring Palestinian extremism has already contributed to a massive wave of antisemitic hatred and attacks against the British Jewish community.”
The Jewish people have the same right to “live throughout the Land of Israel” just as the British people have a right to live anywhere in the U.K., Sa’ar wrote.
Plans to expand the built-up area of Ma’aleh Adumim settlement by constructing some 3,400 housing units on a largely underdeveloped hilltop within the city’s boundaries have been in place since 1994 when Yitzhak Rabin was prime minister.
Israel mostly froze those plans under pressure from the international community, including the U.S., with many countries warning that building homes in E1 would harm their diplomatic ties with Israel.
Prime Minister Benjamin Netanyahu began to advance the project in earnest in 2012 to protest the United Nations General Assembly decision to grant the Palestinians the status of a non-member state and has since pushed the project forward in spurts, particularly during election seasons.
The publication of the bidding process for the homes was first announced on Tuesday and is set to close on Oct. 19, one week shy of the Israeli elections on Oct. 27. Opening the bids is a move that plays well with Netanyahu’s right-wing voter base, which opposes Palestinian statehood and believes that settlements like Ma’aleh Adumim and the E1 area should be annexed into sovereign Israel.
But the move reverberated globally, with the U.K. signing onto a joint condemnation by France, Germany, Italy, the Netherlands, Norway, Belgium, Sweden, Australia, New Zealand and Canada, in which they warned that settlement building in E1 distanced peace and undermined the country’s international standing.
They also reminded businesses who might bid for E1 construction that they could face legal or reputational consequences, given that such companies could be in breach of international law.
Palestinian Authority Vice President Hussein Al-Sheikh said he welcomed the condemnation, explaining on X that such a position “reflects the importance of the international role in confronting settlement activity and safeguarding the two-state solution.”
This article originally appeared on JTA.org.
The post UK threatens sanctions after Israel opens bids for E1 settler homes appeared first on The Forward.
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Argentina removes federal judge over antisemitic remarks in historic first
(JTA) — An Argentine federal judge was removed from office Tuesday for a series of antisemitic posts on his social media accounts that constituted misconduct incompatible with his role, an impeachment panel ruled.
Alfredo Eugenio López, who headed Federal Court No. 4 in the coastal city of Mar del Plata, was removed by Argentina’s Jury of Impeachment, a special panel composed of judges, lawmakers and lawyers.
It is the first time in Argentina’s history that a judge has been removed over antisemitic remarks.
In López’s social media posts, the judge referred to the Jewish people as “a brood of vipers,” Israel as a “fictitious state” and Argentinian Jews as “foreigners.” He has also used such terms as “Zionist” and “gay” as insults.
According to the panel, the judge committed acts of “discrimination and the denial of equal rights against the Argentine Jewish community. For the purposes of these proceedings, it is particularly significant that, by acting in this manner, he shattered public confidence in his continued fitness to administer justice impartially.”The case reached the panel through Argentina’s Council of the Magistracy, based in Buenos Aires, the constitutional body responsible for the selection and discipline of federal judges.
The first complaint against López was filed in February 2025 by the Delegación de Asociaciones Israelitas Argentinas, which is the umbrella organization representing Argentina’s Jewish community. One month later, the Argentine Forum Against Antisemitism also filed a complaint. In July 2025, attorney Yamil Santoro from Apolo Foundation added another one.
In his defense, López argued that his messages were “ subjective and decontextualized interpretations of exchanges on social media, which in no way affect the administration of justice or his impartiality” as a judge. He added that his remarks were unrelated to any pending case and that he had never been recused or removed from any judicial case.
Neither Lopez nor his attorney were immediately available for further comment.
“He was removed because he simply would not stop engaging in hate speech,” jury member Alberto Maques said during a live interview Tuesday on the A24 news channel. “It is absolutely disgraceful for a federal judge to engage in this kind of conduct.”
Maques said there were 15 social media posts that he acknowledged, but more than 50 posts in which he said “outrageous things that are not worth repeating because they truly constituted hate speech.”
“This is not merely an issue of hate speech against the Jewish community. This is someone who lacks common sense,” he added, interviewed by A24 news channel.
Prosecutors in the impeachment proceedings argued that the messages were not isolated political comments but reflected a pattern of hostility toward Jews, Zionism, and the State of Israel.
“No position of authority can shield hatred. This is not a matter of punishing an opinion. It is about sanctioning repeated conduct involving antisemitism, hostility and dehumanization, conduct incompatible with the impartiality, dignity and public trust required of the judiciary,” DAIA said Tuesday in a statement.
“This case sets a precedent: for the first time in more than a century, DAIA initiated proceedings of this nature against a judge. No office is above democracy.”
This article originally appeared on JTA.org.
The post Argentina removes federal judge over antisemitic remarks in historic first appeared first on The Forward.

