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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 Knicks won on 6/13. Jewish fans think that’s more than a coincidence.
(JTA) — For some Jewish fans of the New York Knicks, the most salient number related to the team’s NBA championship win on Saturday was not 94, the team’s final score, or 53, the number of years since the last title. It was 613.
The number is meaningful in Jewish tradition because it signifies the number of commandments, or mitzvot, outlined in the Torah.
For years, the number has hung from the rafters at Madison Square Garden — a reference to the number of lifetime wins notched by Red Holzman, the Jewish coach who led the Knicks during their previous championship runs, in 1970 and 1973.
On Saturday, it also became the date that the Knicks’ championship dry spell was broken: June 13, or 6/13.
For some Jews watching, the confluence of 613’s was evidence of divine intervention in the Knicks’ title win.
“Today is 6/13. There are 613 commandments in the Torah. Tonight, the Knicks are the champions. 🧡🩵,” tweeted Simone Weichselbaum, a native New Yorker. “I rest my case. 🏆”
Yossi Farro, who has made a name online by posting pictures of himself aiding Jewish celebrities, including athletes, in applying prayer phylacteries, tweeted an image showcasing the 613s in Knicks lore. “Faith. History. Legacy,” he wrote. “Amazing how sometimes everything comes full circle.”
Some online Jewish commentators found even more to read into the date. Moshe Spern, a New York City educator and activist, noted that not only is 613 significant in Jewish tradition, but 26, the rest of the date, also resonated. “And 26 is the gematria of Hashems name,” he tweeted, using a Hebrew name for God and referring to the kabbalistic practice of assigning numerical value to letters and their combinations. He concluded, “Today is a miracle!!”
Jewish Knicks diehards were talking about the 613 tie-in well before the date breaking the championship dry streak was revealed.
The Manhattan psychologist to the stars Ike Hershkopf, who would later be accused of abusing his power in a 2019 podcast, told the New York Jewish Week in 1998 that he had informed Holzman about how meaningful his lifetime achievement was.
“I wrote a letter telling him that 613 is the single most special number in the Jewish religion, signifying the number of commandments that an observant Jew observes,” Herschkopf said. “I told him the highest praise that one could give to a Jew is to say he is a 613 man. … Subsequently he told me that he was so taken with this that he not only framed the letter but sent out copies to his friends.”
Red Holzman, coach of the New York Knicks, shown on the sidelines during game action against Philadelphia 76ers, March 5, 1977. (Getty Images)
Last week, Rabbi Justin Pines, the chief executive officer of the Jewish Broadcasting Service, noted the Holzman banner in a broadcast. “Coincidence?” he asked. “Or a divine reminder hanging right over the court?” (The championship win unfolded in Texas at the home arena of the San Antonio spurs.)
Even those who satirize Jews online got in on the action on Saturday night.
“The Knicks won on 6/13. 613 is the number of Jewish commandments,” tweeted a parody account ostensibly attributed to a fake rabbi that often goads antisemites online. “And you’re telling me the Mossad didn’t have to do with Jew York winning the finals??”
For OG Anunoby, the Knicks’ forward who scored the game-winning putback in game four, the date of the victory had its own significance: It was the seventh anniversary of his first NBA title, with the Toronto Raptors.
“It’s a great day — what’s it, June 13th?” he said during a postgame press conference. “Yeah, June 13th is an amazing day.”
Not everyone appreciated the numerical reading between the lines, saying that there was more to marvel at in the Knicks’ win. In the leadup to the championship, and under siege in New York City.
“Guys stop giving divrei Torah about the date being 613 and the Knicks winning. There’s no connection between the number of mitzvot, today’s English date and a basketball team. Y’all are far-fetched,” tweeted a New York woman who goes by the Jewish Meme Queen online.
“You know what’s actually inspiring?” she continued. “The Knicks working their butts off to win. The sacrifices their families made for this moment. NYC coming together despite our differences.”
This article originally appeared on JTA.org.
The post The Knicks won on 6/13. Jewish fans think that’s more than a coincidence. appeared first on The Forward.
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Trump announces deal with Iran is ‘now complete’
(JTA) — President Donald Trump announced Sunday that a deal to end the war with Iran and reopen the Strait of Hormuz is “now complete.”
“Congratulations to all! I hereby fully authorize the toll free opening of the Strait of Hormuz, and, simultaneously herewith, authorize the immediate removal of the United States Naval blockade,” Trump wrote in a post on Truth Social. “Ships of the World, start your engines. Let the oil flow!”
Pakistani Prime Minister Shehbaz Sharif, who has played a key mediating role in talks between the U.S. and Iran, also announced that a deal had been reached minutes before Trump made his post, adding that an official signing ceremony would take place Friday in Switzerland.
“Both sides have declared the immediate and permanent termination of military operations on all fronts, including in Lebanon,” Sharif wrote in a post on X.
The announcement comes more than three months since Israel and the U.S. launched its joint strikes on Iran in February. While the deal’s details have not yet been publicly announced, it is expected to extend a ceasefire between Iran and the U.S. for 60 days, during which the countries will negotiate a broader agreement addressing Iran’s nuclear program.
Israeli Prime Minister Benjamin “Bibi” Netanyahu did not immediately put out a statement following the announcement, but earlier Sunday he had posted a message on X celebrating Trump’s birthday.
Also earlier Sunday, Israel launched strikes on Hezbollah targets in Beirut, prompting Iran to vow retaliation and drawing a sharp rebuke from Trump, who said the strikes had “delayed the signing by a few hours.”
“Why did Bibi have to do a f–cking attack? I was so pissed off. I let him know. He has no fucking judgement. I let him know that,” Trump told Axios Sunday.
This article originally appeared on JTA.org.
The post Trump announces deal with Iran is ‘now complete’ appeared first on The Forward.
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Jane Yolen, children’s book author whose ‘The Devil’s Arithmetic’ became a Holocaust classic, dies at 87
(JTA) — Jane Yolen was already an award-winning author and illustrator of more than 100 titles for young readers when her editor suggested she write a Jewish children’s book.
At first, she resisted the idea. Sure, she was Jewish. But she didn’t grow up in a religiously observant family, and she insisted she didn’t know enough about Judaism to take on the project.
Finally, she relented. Drawing on a spark of an idea about a Holocaust time-travel fantasy, Yolen turned in the first draft of what would become “The Devil’s Arithmetic,” her 1988 young adult novel. “I thought, ‘OK, I’m going to try this,’” Yolen recalled to the Jewish Telegraphic Agency years later.
The book won immediate acclaim and garnered multiple awards. Today, it’s seen as a classic of the genre — and one that remains caught up in banned-book lists.
For Yolen, who died Thursday at 87 in her home in Western Massachusetts, “The Devil’s Arithmetic” became her signature title. Still in print, the book was also made into an Emmy Award-winning Showtime feature starring Kirsten Dunst. It was the cornerstone of a titanic legacy in children’s literature, her family said in a statement.
“It is with profound sadness that I, along with my brothers, Adam Stemple, and Jason Stemple, share the news of our mother, Jane Yolen’s passing,” her daughter Heidi Stemple wrote on Facebook, adding that Yolen had “passed gently with no pain or stress” and her family by her side, reading one of her books to her.
Yolen was born on Feb. 11, 1939, in New York City. Her father was a journalist and her mother was a psychiatric social worker until Yolen was born.
An alumna of Smith College, where she won poetry and journalism awards, she worked first as an editor in New York City, writing at her breaks and time off. Her first published book, “Pirates in Petticoats,” a nonfiction work about women on the high seas, was published when she was 22.
She soon pivoted to children’s literature, becoming one of the most prolific authors in the genre. She went on to publish 450 children’s books, including more Jewish titles, and was known as “the Hans Christian Andersen of America.” She won the prestigious Caldecott Medal for her 1987 picture book, “Owl Moon,” and her “How Do Dinosaurs …” series is a staple in many preschool classrooms. (It includes one Jewish title: “How Do Dinosaurs Say Happy Chanukah?” Her 450th title was published just this year, her children said.
But it was “The Devil’s Arithmetic,” scholars have said, that cemented her legacy as a leading author for young Jews. The novel was a trailblazer for its blending of time-travel with historical veracity, according to the late Norman H. Finkelstein, a National Jewish Book award winner who was a children’s librarian himself.
“It was a different Holocaust book,” Finkelstein told JTA in 2018, on the occasion of the title’s 30th anniversary. “It was not strictly factual, it was not a memoir. Jane did a superb job in taking the story of the Holocaust down to a level that ordinary American kids could understand. The characters were realistic, not paper cutouts.”
Other titles of hers included “Meet Me at the Well: The Girls and Women of the Bible,” with Barbara Diamond Goldin, and “Jewish Fairy Tale Feasts,” with her daughter Heidi, who developed and illustrated the hands-on recipes.
Yolen relished the collaborations with her daughter. They lived next door to each other, along with Stemple’s family, with two grandchildren who were taste-testers of Stemple’s recipes.
“Jane was a treasure, and it is difficult to think of the world of books — indeed the world itself – without her,” Richard Michelson, an award-winning author of Jewish children’s books and Yolen’s friend and neighbor, wrote on Facebook. Describing her as a cherished mentor of younger writers, he added, “Jane created classics as if it were as easy as breathing.”
While often assigned in schools as part of lessons on the Holocaust, Yolen’s titles are not without controversy. In 2025 a Texas school district, using artificial intelligence, flagged “The Devil’s Arithmetic” for removal as a title containing “DEI,” or diversity, equity and inclusion content. The book became one of several well known Holocaust titles to be pulled from schools in the last few years.
Though she had initially resisted the idea of being a Holocaust author, Yolen would go on to publish a trilogy of unconventional young-adult novels about the subject. She incorporated elements of “Sleeping Beauty” into 1992’s “Briar Rose.” “Mapping the Bones” followed in 2018 as a riff on “Hansel and Gretel.”
“Whenever we think of the Holocaust, we think of remembering,” Yolen told JTA in that same 2018 interview. “We think of never forgetting. Soon all we will have are the stories.”
In addition to her children, Yolen is survived by six grandchildren. Her husband, David Stemple, to whom she was married for 44 years, died in 2006.
This article originally appeared on JTA.org.
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