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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?”


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 ‘deficit of courage’ killed the free press in Germany. Will American journalists find the courage to thwart Trump?

Paul Reusch was managing director of a major German industrial conglomerate known as GHH, whose holdings included Bavaria’s largest newspaper, the Münchner Neueste Nachrichten.

After two meetings with Adolf Hitler early in 1932, Reusch signed an agreement that the Munich broadsheet would refrain from “all unwarranted and personal attacks against Hitler and individual National Socialist leaders.”

One year later, Hitler lackeys were calling the shots in the newsroom, Jewish journalists had been forced out, and the newspaper was spewing hate propaganda.

The Third Reich brutally smashed free speech. Nearly a century later, it’s America’s Fourth Estate that is getting battered — by Donald Trump’s drive to muzzle his critics by exploiting the greed and hunger for power of corporate media executives.

Scott Pelley’s firing and the turmoil at CBS News are the freshest manifestations of this threat. But it’s been going on since the start of Trump’s second term — witness the craven settlements by ABC News and CBS News of frivolous lawsuits brought by Trump last year, his favored treatment of MAGA-aligned outlets, and his dehumanization of actual journalists.

“The news executives are acting as though, (if) we just placate Donald Trump  we’ll get through this,” veteran TV journalist Jim Acosta said the other day in an interview on MS Now. “We have a deficit of courage and honor in this country right now and we need to get back to it.”

It was a deficit of courage that killed the free press in Weimar Germany. And like Paul Reusch, German media baron Alfred Hugenberg is a case study in corporate submission to authoritarianism.

Hugenberg was a steel executive, ultra-nationalist politician, and owner of some 50 provincial newspapers, of the Telegraph-Union wire service, as well as Ufa, the Third Reich’s largest producer of movies and newsreels. The Great Depression hollowed out Germany’s newspaper market, allowing Hugenberg to use his considerable capital to buy distressed papers and blanket the market with articles calling for an end to democracy.

Hitler’s Nazis and Hugenberg’s German National Peoples’ Party joined forces in 1931 in the Harzburg Front, an attempt to topple Chancellor Heinrich Brüning. Although the alliance ultimately unraveled, it brought huge financial contributions to the Nazis from German industrialists.

After Hitler came to power he struck rapidly to muzzle any dissent, either shutting down newspapers or taking them over to serve as cogs in the Nazis’ propaganda apparatus.

As America nears its 250th birthday, media turmoil is playing into the hands of Donald Trump’s authoritarian ambitions.

Trump’s obsession with silencing truth-writing journalists kicked into overdrive early in his second term, with his banning of The Associated Press, my former employer, from the Oval Office and from Air Force One, the Trump administration dictating who gets to be in the White House press pool, and giving preferential treatment to journalists who ask softball questions or can be relied on to make fawning statements about Trump’s grandiose ideas, as Trump’s personal insults toward journalists — mainly women — pile up in number and in viciousness.

What’s been happening at CBS News and Scott Pelley’s firing are warning signs of moves by Trump to take control of news media and suppress criticism of him. The drama started last summer with CBS’ parent company — Paramount — agreeing to pay Trump $16 million to settle a toothless lawsuit over the editing of a 60 Minutes interview with Kamala Harris. And then came approval by the FCC — led by Trump loyalist Brendan Carr — of Paramount’s merger with Skydance Media.  No quid pro quo here!

David Ellison, the CEO of Paramount Skydance, hired Bari Weiss to lead CBS News. After firing a half-dozen top people at 60 Minutes, Weiss was accused by Pelley of “murdering” the vaunted TV news program and doing Trump’s bidding.

“My impression at the time was that she was putting a thumb on the scale on behalf of the administration. Constantly looking out for the views of the president,” Pelley said in an interview with The New York Times published this past Sunday.

Weiss and CBS News have denied Pelley’s allegations.

There’s more turmoil on the horizon — and more reason to fear the Trump administration will seek to deepen its influence on news operations.

This past February, Paramount Skydance and Warner Bros. Discovery signed an agreement for Paramount to acquire WBD for $110.9 billion, and WBD shareholders approved the merger. Whether the deal goes through is up to regulators. The Trump administration is eager to see Ellison, the son of Oracle CEO and Trump buddy Larry Ellison, calling the shots for CNN. Defense Secretary Pete Hegseth said a few months ago: “The sooner David Ellison takes over that network, the better.”

Ellison has said “editorial independence will absolutely be maintained” at CNN. But the purges at 60 Minutes are hardly reassuring. Jim Acosta maintains that the media conglomerate resulting from the merger of Paramount Skydance and Warner Bros. Discovery “will essentially act like a state media organization in support of Donald Trump.”

There are calls among journalists to show more support for each other, and to stand up to Trump when he personally attacks them. The optics at this year’s White House Correspondents Dinner weren’t great, with journalists giving a warm welcome to a man who regularly calls them “stupid,” “fake news,” “horrible,” “terrible,” among other insults. I wonder how they would have responded had a gunman not interrupted the proceedings and Trump gave a scathing speech about the assembled members of the Fourth Estate.

Acosta and other journalists are urging their colleagues — as well as news executives — to show more backbone.

“They (the Trump administration) are trying to put together a state-dominated media system in this country. And it has to be stopped,” Acosta said.

“There are a lot of journalists who can do something about it, and a lot of corporate executives who can do something about it. “

Acosta is not wrong.

Journalists working in the Third Reich were a mixed bag of Nazi fanatics, sycophants, opportunists, and career professionals who may have felt queasy about collaborating with the Nazis but kept quiet about it.

Resistance could have fatal consequences. Fritz Gerlich, editor of the Munich-based newspaper Der gerade Weg (The Straight Path), was murdered at Dachau. Erwein von Aretin, political editor at the Münchner Neueste Nachrichten, was also hauled off to Dachau, but survived. Editors and reporters at the Münchener Post, a pro-democracy newspaper owned by the Social Democrats, were rounded up, jailed, and after their release ostracized and forced to live in penury, a story I tell in my book Enemy of The People: The Munich Post and The Journalists Who Opposed Hitler.

German journalists never put up any serious resistance to Hitler’s suppression of the free press at least partly because most of the populace had turned against democracy.

American journalists are in a different situation, one far less perilous than that of their German colleagues. They might lose access to administration officials by standing up to Trump, perhaps forfeit their seat at press conferences to MAGA media, be banished from Air Force One, suffer juvenile insults from Trump, or anger their corporate bosses.

But today’s journalists need to ask themselves this: Isn’t standing up for democracy worth more than a seat in the briefing room?

While interviewing Trump on Meet The Press this past Sunday, Kristen Welker showed how it should be done, persisting in holding Trump to account. When Welker challenged Trump’s claims of election rigging by Democrats, he exploded.

“We’re like a Third World country,” he yelled at Welker. “Your elections are crooked. And you’re crooked, and Meet the Press is crooked, and so is ABC and CBS and CNN.”  Red-faced, Trump stood up and stormed out

The post A ‘deficit of courage’ killed the free press in Germany. Will American journalists find the courage to thwart Trump? appeared first on The Forward.

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YiddishPOP can bring more diversity to American Jewish education

Every Sunday morning, a group of families in Stockholm, Sweden, meets in a local school to create handicrafts, do gymnastics — and learn Yiddish.

Katka Mazurczak, the instructor of this grassroots group called The Yiddish Club, told me that the families seem to really enjoy the weekly Yiddish immersion. One of the resources she uses is YiddishPOP, a free online animated and game-based learning tool that features short episodes about a young teenager named Nomi, her robot sidekick Moby and her friends.

I’ve known about YiddishPOP for years and often share its videos with my grandchildren. The episodes cover topics that are familiar and easy for children to relate to. In one, a friend of Nomi’s finally scores a basket. In another, Nomi and Moby laugh as they look at their comical reflections in funhouse mirrors.

Each story is accompanied by a video clip presenting the new vocabulary and grammar, interactive games and a multiple choice quiz.

“Children love YiddishPOP,” said Mazurczak, who also uses the program when teaching kids in more formal school settings like the Stockholm Jewish Hillel School, known as Hillelskolan. “It has captivating graphics, clear speech and the movie goes at a good pace. Some episodes are really funny and kids laugh out loud.”

Part of the appeal of YiddishPOP, particularly for beginners, lies in Moby’s slapstick antics. I too find myself laughing during those scenes.

In a time when seeking diversity has become a main focus in schools across America, Jewish educators might want to consider introducing young students to the multi-faceted language and culture of Ashkenazic Jewry, using a contemporary language learning tool like YiddishPOP.

Teaching the Yiddish language through animation and interactive games helps it come alive for children, depicting it as a natural, even cool way to express Jewish identity, rather than stereotypically sending the language to the dustbin of history.

One school that has tried out YiddishPOP is the Krieger Schechter Day School in Baltimore, MD. When the school piloted the program with its third-grade class last year, the director of the lower school, Toby Kaplowitz, was impressed.

“Though students had just four sessions, they were truly engaged and walked away with both a sense of the language and an appreciation for its connection to their Jewish learning,” Kaplowitz wrote in an email. Krieger plans to continue using YiddishPOP with these same students, as they transition to fourth grade.

Last year, YiddishPOP began distributing $500 microgrants to help teachers and parents bring the Yiddish program to schools. Dana Yudovich Katz, a teacher at Kehillah High — a supplemental program for students in grades 8–12, run by the Jewish Federation of Greater Houston — was the first recipient. She added YiddishPOP to a course she had initiated with the teens called TAM: A Taste of Yiddish Language and Culture. Tam is Yiddish for “flavor.”

Most of the students came away from using YiddishPOP with a positive feeling towards the language. As one student in Yudovich Katz’s class told her: “The film was good at using the words in a way I could understand because it was just slow enough.”

The YiddishPOP team is now working on teacher materials that will make it easier for people without a background in Yiddish or language teaching to use YiddishPOP. Teachers and school administrators who’d like to apply for a YiddishPOP microgrant can do so here until July 31.

The post YiddishPOP can bring more diversity to American Jewish education appeared first on The Forward.

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UK Jewish leaders demand answers after Muslim police group paper calls Zionism a form of hatred

(JTA) — British Jewish groups say they are alarmed about revelations that a fraternal society for Muslim police officers published a policy paper that described Zionism as a form of anti-Muslim hatred and called the Israeli army a “Zionist terrorist group.”

The Board of Deputies of British Jews called the paper posted by the National Association of Muslim Police “disturbing” in its presentation of Jewish identity, history and the nature of antisemitism.

“If this is being circulated among officers, it poses a direct challenge to the integrity of policing and it should be withdrawn immediately,” the group said.

NAMP has distanced itself from the report and, in a statement, rejected any allegation that the group “supports Hamas.”

The 39-page paper titled “From Past Prejudices to Present Policies: Confronting anti-Muslim hatred and Promoting Human Rights,” was written by NAMP’s then-vice president, Khaldoun Kabbani, and published in July 2025. It says “Zionism represents one of the manifestations of anti-Muslim hatred”; likens the war in Gaza to the Holocaust; and disputes facts about Hamas’ Oct. 7, 2023, attack on Israel, including that Israeli children were killed.

The Spectator, a right-wing British newspaper, drew attention to the report in a piece published on Friday that said the report illuminated “the disturbing truth about the National Association of Muslim Police.” The group has a formal affiliation with 16 of 43 police departments in the U.K. and says it represents more than 20,000 officers.

Kabbani, a forensics officer, was briefly the chair of the Scottish Muslim Police Association but planned to move abroad after retiring earlier this year, according to a post by the group on LinkedIn.

The revelation of the NAMP report comes at a time of heightened tension over policing in the U.K., amid both a surge in anti-Jewish crimes and a renewed uproar over a December murder that has fueled allegations of “two-tier policing” that treats some victims differently from others. The Spectator referenced the victim, Henry Nowak, in the column about NAMP.

The NAMP report has spurred distress for many British Jews who are on edge amid a string of violent incidents targeting Jewish communities. The Campaign Against Antisemitism, a watchdog group, said its polling shows that 83% of British Jews do not think the police are doing enough to protect them — and that the report suggested their concerns were well founded.

“The people responsible for publishing this extremist screed on the official police.uk web domain are unfit to be police officers and must be immediately investigated by their respective forces’ professional standards departments and dismissed,” Steven Silverman, CAM’s director of investigations and enforcement, said in a statement.

“British Jews have long suffered two-tier policing that sees antisemitic crime go unpunished,” he said, adding that CAM would press the British government “ensure a clear message is being sent. This cannot pass with the document being quietly deleted.”

The report was removed from NAMP’s website over the weekend. The group distanced itself from the report in a statement published on Tuesday, saying that it had removed the report “immediately” after learning about its existence and emphasizing that the author was “no longer associated” with NAMP.

“We understand that the publication of this document has affected several communities, and we regret any concern, discomfort, or misunderstanding it may have caused,” the group said.

It added, “NAMP categorically does not ‘defend’ Hamas or any other proscribed organisation. We condemn all forms of terrorism and extremism.”

The document is “deeply troubling,” a spokesperson for the Jewish Leadership Council, which coordinates British Jewish groups, said in a statement.

“This document appears to falsely associate an ideology held by the majority of Jewish people as a threat to Muslims. It also engages in deeply troubling Holocaust inversion and denial of some of the worst atrocities carried out by Hamas on October 7th,” the spokesperson said. “At a time of rising antisemitism including violent attacks on British Jews, this document further threatens community cohesion and police forces should be clear in distancing themselves from it.”

The Board of Deputies of British Jews said it plans to speak with the “relevant” government and police departments to discover the paper’s provenance, how it’s being used and “how to ensure that the valued relationships of trust between British Jews and the police are not being undermined.”

The Metropolitan Police of London, the largest police department in the U.K. and a formal NAMP affiliate, declined to comment on the report. The department has recently stepped up policing in Jewish communities in an effort to stem antisemitic violence.

The post UK Jewish leaders demand answers after Muslim police group paper calls Zionism a form of hatred appeared first on The Forward.

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