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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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Trump Confirms Conversation with Venezuela’s Maduro
Venezuela’s President Nicolas Maduro holds Simon Bolivar’s sword as he addresses members of the armed forces, Bolivarian Militia, police, and civilians during a rally against a possible escalation of US actions toward the country, at Fort Tiuna military base in Caracas, Venezuela, November 25, 2025. Photo: REUTERS/Leonardo Fernandez Viloria
US President Donald Trump confirmed on Sunday that he had spoken with Venezuelan President Nicolas Maduro, but did not provide details on what the two leaders discussed.
“I don’t want to comment on it. The answer is yes,” Trump said when asked if he had spoken with Maduro. He was speaking to reporters aboard Air Force One.
The New York Times first reported Trump had spoken with Maduro earlier this month and discussed a possible meeting between them in the United States.
“I wouldn’t say it went well or badly, it was a phone call,” Trump said regarding the conversation.
The revelation of the phone call comes as Trump continues to use bellicose rhetoric regarding Venezuela, while also entertaining the possibility of diplomacy.
On Saturday, Trump said the airspace above and surrounding Venezuela should be considered “closed in its entirety,” but gave no further details, stirring anxiety and confusion in Caracas as his administration ramps up pressure on Maduro’s government.
When asked whether his airspace comments meant strikes against Venezuela were imminent, Trump said: “Don’t read anything into it.”
The Trump administration has been weighing Venezuela-related options to combat what it has portrayed as Maduro’s role in supplying illegal drugs that have killed Americans. The socialist Venezuelan president has denied having any links to the illegal drug trade.
Reuters has reported the options under US consideration include an attempt to overthrow Maduro, and that the US military is poised for a new phase of operations after a massive military buildup in the Caribbean and nearly three months of strikes on suspected drug boats off Venezuela’s coast.
Human rights groups have condemned the strikes as illegal extrajudicial killings of civilians, and some US allies have expressed growing concerns that Washington may be violating international law.
Trump said he would look into whether the US military had carried out a second strike in the Caribbean that killed survivors during a September operation, adding he would not have wanted such a strike.
U.S. Defense Secretary Pete Hegseth has said the strikes are lawful but are intended to be “lethal.”
Trump told military service members last week the US would “very soon” begin land operations to stop suspected Venezuelan drug traffickers.
Maduro and senior members of his administration have not commented on the call. Asked about it on Sunday, Jorge Rodriguez, the head of Venezuela’s National Assembly, said the call was not the topic of his press conference, where he announced a lawmaker investigation into US boat strikes in the Caribbean.
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US Sees Progress After Talks in Florida with Ukraine, but More Work Needed to Reach Deal
US Secretary of State Marco Rubio, US Special Envoy Steve Witkoff, and US President Donald Trump’s son-in-law Jared Kushner meet with a Ukrainian delegation in Hallandale Beach, Florida, US, November 30, 2025. Photo: REUTERS/Eva Marie Uzcategui
US and Ukrainian officials held what both sides called productive talks on Sunday about a Russia peace deal, with Secretary of State Marco Rubio expressing optimism about progress despite challenges to ending the more than 3-year-long war.
Rubio met with a Ukrainian delegation led by a new chief negotiator in Florida, his home state, for talks that he said were meant to create a pathway for Ukraine to remain sovereign and independent.
“We continue to be realistic about how difficult this is, but optimistic, particularly given the fact that as we’ve made progress, I think there is a shared vision here that this is not just about ending the war,” Rubio told reporters after the talks concluded. “It is about securing Ukraine’s future, a future that we hope will be more prosperous than it’s ever been.”
The discussions were a follow-up to a new set of negotiations that began with a fresh US blueprint for peace. Critics said the plan initially favored Russia, which started the conflict with a 2022 invasion of Ukraine.
Special envoy Steve Witkoff and US President Donald Trump’s son-in-law, Jared Kushner, were also present representing the US side. Witkoff leaves on Monday for Moscow, where he is expected to meet Russian counterparts for talks this week.
“There’s more work to be done. This is delicate,” Rubio said. “There are a lot of moving parts, and obviously there’s another party involved here … that will have to be a part of the equation, and that will continue later this week, when Mr. Witkoff travels to Moscow.”
Trump has expressed frustration at not being able to end the war. He pledged as a presidential candidate to do so in one day and has said he was surprised it has been so hard, given what he calls a strong relationship with Russian President Vladimir Putin, who has largely resisted concessions to stop the fighting.
Trump’s team has pressured Ukraine to make significant concessions itself, including giving up territory to Russia.
The talks shifted on Sunday with a change in leadership from the Ukrainian side. A new chief negotiator, national security council secretary Rustem Umerov, led the discussions for Kyiv after the resignation on Friday of previous team leader Andriy Yermak, chief of staff to Ukrainian President Volodymyr Zelenskiy, amid a corruption scandal at home.
“Ukraine’s got some difficult little problems,” Trump told reporters on Air Force One on Sunday, referring to the corruption scandal, which he said was “not helpful.” He repeated his view that both Russia and Ukraine wanted to end the war and said there was a good chance a deal could be reached.
Umerov thanked the United States and its officials for their support. “US is hearing us, US is supporting us, US is walking besides us,” he said in English as the negotiations began.
After the meeting, he declared it productive. “We discussed all the important matters that are important for Ukraine, for Ukrainian people and US was super supportive,” Umerov said.
The Sunday talks took place near Miami at a private club, Shell Bay, developed by Witkoff’s real estate business.
Zelensky had said he expected the results from previous meetings in Geneva would be “hammered out” on Sunday. In Geneva, Ukraine presented a counter-offer to proposals laid out by US Secretary of the Army Dan Driscoll to leaders in Kyiv some two weeks ago.
Ukraine’s leadership, facing a domestic political crisis fueled by a probe into major graft in the energy sector, is seeking to push back on Moscow-friendly terms as Russian forces grind forward along the front lines of the war.
Last week, Zelensky warned Ukrainians, who are weathering widespread blackouts from Russian air strikes on the energy system, that his country was at its most difficult moment yet but pledged not to make a bad deal.
“As a weatherman would say, there’s the inherent difficulty in forecasting because the atmosphere is a chaotic system where small changes can lead to large outcomes,” Kyiv’s first deputy foreign minister Sergiy Kyslytsya, also part of the delegation, wrote on X from Miami on Sunday.
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Netanyahu’s Pardon Request: What Happens Next?
Israeli President Isaac Herzog speaks during a press conference with Latvian President Edgars Rinkevics in Riga, Latvia, Aug. 5, 2025. Photo: REUTERS/Ints Kalnins
i24 News – Prime Minister Benjamin Netanyahu on Sunday submitted a formal request for a presidential pardon to President Isaac Herzog, i24NEWS Hebrew legal commentator Avishai Grintzig revealed.
What happens next? The request now enters a detailed, multi-stage review process involving the Ministry of Justice, law-enforcement bodies, and the President’s Residence.
Once a request is filed, it is first transferred to the Pardons Department in the Ministry of Justice.
The department begins gathering extensive information, seeking input from the Prison Service, Israel Police, the State Attorney’s Office, welfare and medical authorities, and the Enforcement and Collection Authority.
After assembling the material, the Pardons Department submits its opinion to the Minister of Justice. The minister then issues his own recommendation. If a conflict of interest arises, the government must appoint another minister to handle the matter.
The minister’s recommendation is then sent to the legal department at the President’s Residence, where the file is reviewed, supplemented as needed, and passed on to the President’s Legal Advisor.
The Legal Advisor prepares an independent opinion and may conduct additional inquiries with the Pardons Department or other relevant bodies. Once complete, the full file — including all opinions and documentation — is presented to the President for a final decision.
If the President approves the pardon, he signs a clemency document, which is then countersigned by the Minister of Justice (or a substitute minister). The applicant is notified in writing and receives the signed document.
If the President rejects the request, the applicant receives a written notice explaining the decision.