Uncategorized
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.
Uncategorized
Why I urged my parents to avoid the counterprotest in Philadelphia
Parents usually tell their children whether they can go out, but last week, on a phone call with my parents, our roles reversed, and I urged them not to join a Philadelphia food crawl with their friends. The event was organized in response to a bicycle rally calling for the boycott of six restaurants, all Jewish-owned, to “show these zionist business owners that we see them for the disgusting humans they are.”
The counterprotest intended to show solidarity with these businesses by patronizing and protecting them on the day of the protest, given the hostile framing of the boycott against the restaurants and their Jewish owners. However, I was concerned that it would be co-opted by pro-Israel partisans, who not only would instrumentalize it for their own agenda — one which, in my view, is actively detrimental to the fight against antisemitism — but would also stoke chaos and violence. It’s a film that’s played out time and again, including when I was an undergraduate at UCLA: A call is put out that Jews are under attack, counterprotesters mobilize in response, and anger quickly morphs into belligerence, hostility, and violence.
Fortunately, it appears that no one was seriously hurt during Sunday’s bike rally and counterprotest. As I had feared, though, some demonstrators became aggressive as verbal confrontations and scuffles broke out across Rittenhouse Square. While it’s likely that some of the pro-Israel demonstrators were there for the sole purpose of displaying that they are not “Jews with trembling knees,” others ostensibly were there because, as the names of two of the organizations behind it would suggest, they want to StopAntisemitism and EndJewHatred.
If those were the goals, the demonstration was an unmitigated disaster. And much of the discourse surrounding the boycott laid the groundwork for failure.
To many Jews, it may seem self-evident that the boycott was illegitimate and antisemitic. For the protesters, though, there seems to be a genuine inability to understand how it could be. They also seem unable or unwilling to condemn antisemitism.
Anger at the protesters is understandable, but if the goal is to stop antisemitism and end Jew hatred, it is important to address the root of the problem, which starts with understanding why the protesters might have such a profound misunderstanding of antisemitism.
For several decades, following the Six-Day War of 1967 and the Cold War period, pro-Israelism has been a core, essential feature of hegemonic anti-antisemitism advocacy. Groups like the ADL have made the phenomenon of so-called “new antisemitism” – a term that explains hostility toward Israel by claiming that the nation is maligned out of bigotry, as the proverbial Jew among the nations – a central focus of their work, especially in times of increased Israeli-Palestinian conflict.
Though this is hardly “new,” the stakes and intensity of attacks against the “new antisemitism” have been raised in a post–Oct. 7, post–destruction of Gaza reality. In effect, this approach has been successful in as much as it has led to a public perception that the fight against antisemitism and the fight in defense of Israel are the same fight, and cannot be separated.
As a result, when anti-Zionist, pro-Palestinian activists are accused of antisemitism or expected to condemn it, they view it as purely cynical — an attempt to delegitimize their movement rather than a true objection to how they have treated or spoken about Jews. This very refusal to condemn antisemitism is often read as itself antisemitic by many Jews. This “acrimonious circle,” as philosopher Brian Klug described it 13 years ago, could go on forever.
As the acrimonious circle spins and spins, there are a few options that groups fighting antisemitism can consider:
- They can continue pushing pro-Palestinian activists to see both condemning antisemitism and supporting Israel as intertwined moral duties.
- They can insist on that interconnection, but tell pro-Palestinian activists to choose combatting antisemitism no matter what their beliefs about Israel are.
- They can accept that pro-Palestinian activists will rarely condemn antisemitism at their own initiative, and deploy tactics of intimidation, bullying, harassment, and/or violence against them.
- They can accept that pro-Palestinian activists will rarely condemn antisemitism at their own initiative, and present condemning antisemitism as a human-rights oriented stance, in line with standing up for all marginalized people, including Palestinians.
The first option is the one that organizations like the ADL have often chosen. In its statement about the bike rally and boycott, the group said that criticism of Israeli government policies are acceptable, but discrimination is not. Criticisms that the ADL considers ipso facto discriminatory, however, include claims that Israel has committed the crimes of genocide and apartheid. As a result, activists lend the ADL and groups like it no credibility and will dismiss any of their condemnations out of hand.
The third option is what the protest on Sunday became. Any Philadelphian can tell you that a brawl in the middle of Rittenhouse Square during an Eagles game is far from unusual. But the fighting in this instance broke out because of the boycott — one side driven by a fervor that they needed to defend Jews facing an existential threat from anti-Zionists, the other driven by a fervor that they needed to bring justice to a city ravaged by what protesters believe are business-owning war criminals.
The second option is a sensible demand from a moral perspective. However, it is not a strategic one. The hard truth is that for many, though certainly not all, pro-Palestinian activists, the cause comes before all else, including standing up against antisemitism.
Therefore, the only way forward for Jews is the fourth option: to frame the fight against antisemitism as a fight for the rights of all people. This is not a perfect solution — no solution could be. There will always be some unwilling to oppose antisemitism no matter what tactic is deployed. However, it will make plain that there is no contradiction between condemning antisemitism and supporting Palestinian rights, that in fact the task is to support human rights universally and to condemn all who violate these rights. That necessarily includes standing against Israeli war crimes and its regime of inequality, and that includes condemning those who hold Jews as Jews complicit for Israel’s actions and condemning those who harass, intimidate, and scrutinize Jewish business owners for their presumed political stances.
My parents, fortunately, decided to remove themselves from the chaos of this day and went to support the targeted businesses as regular patrons on other days throughout the week. I was pleased to see that our rabbi, who leads one of the largest synagogues in Center City, made a point of trying to de-escalate tensions and confrontations from within the Philadelphia Jewish community, as well as highlighting the strength and vibrancy of Philly’s Jewish life on its own terms.
These are important, positive things we can do in the short term. That said, if we want long-term change to come from the pro-Palestinian movement – and I think this moment requires it – anti-antisemitism groups that cannot meet the moment must step aside and make room for those that are capable and prepared to frame the fight against antisemitism as a fight for, not against, fairness, justice, and equality for all.
The post Why I urged my parents to avoid the counterprotest in Philadelphia appeared first on The Forward.
Uncategorized
Israel approves $31.5 million plan to strengthen Jewish education in North America
(JTA) — JERUSALEM – Israel’s government has approved a NIS 100 million ($31.5 million) plan, initiated by Prime Minister Benjamin Netanyahu, to strengthen Jewish education in North America, a statement from his office said Wednesday.
Based on a partnership and joint investment with North American Jewish communities, the goal of the plan is to strengthen Jewish identity and ties to Israel among the next generation of Diaspora Jews in the United States.
The approval of the plan, which was developed with representatives of the Jewish Federations of North America (JFNA), follows a government decision made in June.
It comes a day after Israel’s parliament, the Knesset, was sworn in and two weeks after a national election left Netanyahu facing a battle to stay in power as his rival, Gadi Eisenkot, received the mandate to form the next government.
It also comes amid signs of growing disaffection among Diaspora Jews, particularly younger generations, toward Israel and the Netanyahu-led government. Recent polls suggest that support for Israel among Diaspora Jews, especially in response to its policies in Gaza and on matters of democracy, is slipping.
A February survey of American Jews by the Jewish Federations of North America found that only one-third of American Jews aged 18-34 identify as Zionist, even as nearly nine in 10 say they support Israel’s right to exist as a Jewish and democratic state.
A separate Pew poll in May examining American views of Israel found that Jewish attitudes have shifted since 2024. The survey found that 83% of Jews view the Israeli people favorably, down from 89% in 2024, while 47% view the Israeli government favorably, compared with 54% in 2024.
“The plan we approved today, in partnership with Jewish communities in North America, is an investment in the future generation of Diaspora Jews. Together, we will strengthen Jewish identity, deepen the connection to Israel and ensure that our heritage and values are passed proudly from generation to generation,” Netanyahu said in the statement.
“The future of the Jewish people depends on our ability to ensure that future generations know their heritage, connect to their Jewish identity and maintain their deep ties to the State of Israel,” he said, adding that Israel would not “stand idly by in the face of challenges,” such as antisemitism.
Under the framework of the plan, which will focus on increasing the number of students enrolled in Jewish educational frameworks, the Israeli government allocation will be matched 50% with funding from Jewish Federations and other non-governmental sources.
JFNA said in a statement that it welcomed the Israeli cabinet’s decision to invest in Jewish education across the U.S. and Canada, calling it an “unprecedented partnership between the Government of Israel and North American Jewish communities to strengthen Jewish identity and ensure a vibrant future for the Jewish people.”
“We are proud to launch this historic partnership with the Government of Israel to expand access and grow enrollment in Jewish day schools across North America,” said Gary Torgow, chair of the Board of Jewish Federations of North America.
Eric D. Fingerhut, JFNA’s president and CEO, said the partnership “reflected the shared commitment of Israel and North American Jewry to strengthening Jewish identity and expanding educational opportunities for more families.”
This article originally appeared on JTA.org.
The post Israel approves $31.5 million plan to strengthen Jewish education in North America appeared first on The Forward.
Uncategorized
Netanyahu called for unity. His anti-Arab speech to the Knesset may have made it impossible.
Benjamin Netanyahu stood before Israel’s newly sworn-in Knesset this week and called for a national unity government. By the time he finished speaking, he may have made such a government under his leadership all but impossible.
At an occasion associated with festivity, democratic continuity and national purpose, Netanyahu denounced members of the Israeli Arab parties as “terror supporters, haters of Israel” and declared that Ra’am and the Joint List “both agree that the Jewish state must be destroyed.” He questioned his opponents for contemplating a government dependent on their support, asking whether they were prepared to entrust the country’s fate to people bent, in his mind, on its destruction.
Neither Arab party’s platform calls for the destruction of Israel, although the Joint List certainly does challenge elements of the Zionist consensus. Netanyahu’s speech portrayed them as existential enemies, which prompted heckling from former premier Naftali Bennett, part of the leadership team forming a coalition with Gadi Eisenkot. And then Netanyahu called for national unity – as if the one-fifth of Israelis who are Arab citizens are not part of the nation.
Whatever his intentions, the effect was to remind a substantial part of the Israeli electorate why it has become so difficult to contemplate another government headed by Netanyahu.
“I sat and listened to the outrageous, divisive, hateful and disgraceful speech by the outgoing prime minister,” said Eisenkot, the former military chief who was tapped by President Isaac Herzog to form a new government after winning the recommendation of 67 out of 120 Knesset members. “I am even more convinced that he is unfit to remain in office for even one more minute … His continued rule is dividing Israel and endangering its security.”
Political history is full of speeches and interviews that acquire a significance far beyond the circumstances in which they were delivered. Sometimes they capture a leader’s finest qualities. Sometimes they expose weaknesses that opponents had long suspected. And sometimes they become defining moments precisely because they reveal a politician’s lack of self-awareness.
Hillary Clinton’s reference to Donald Trump’s supporters as a “basket of deplorables” became an enduring symbol, evidence of the liberal condescension critics suspected of her. Mitt Romney’s privately recorded remarks about the “47 percent” of Americans he regarded as dependent on government came to encapsulate perceptions of an out-of-touch plutocrat. George W. Bush’s appearance beneath a “Mission Accomplished” banner became a monument to the premature triumphalism of the first Iraq War. Margaret Thatcher’s declaration that “the lady’s not for turning” crystallized the determination that admirers celebrated and critics considered inflexibility.
A few words in a speech can come to define an entire political personality – and Netanyahu already has one such speech to his credit.
In March 2015, he addressed a joint session of the United States Congress to warn against the nuclear agreement the Obama administration was negotiating with Iran. It was a dramatic performance, greeted enthusiastically by Republicans and regarded by many Democrats as an extraordinary intervention in an American political dispute. The lasting significance was the deterioration of Israel’s relationship with Democrats – or at least Netanyahu’s.
Eleven years later, Netanyahu may have delivered another defining speech, this time with consequences much closer to home.
This week’s setting was the swearing-in of Israel’s 26th Knesset. Netanyahu had lost his parliamentary majority, backed by just 53 of 120 seats. Eisenkot had already begun coalition negotiations, and the possibility of a broad national unity arrangement remained part of the political conversation – until, it seems, the speech.
Netanyahu invoked Israel’s grave security challenges, particularly the threat from Iran, to argue that only a unity government could meet the moment. But he grounded that appeal with a vicious attack on the Arab parties and on those prepared to cooperate with them.
His rhetoric will undoubtedly resonate with some Israelis. Many Jewish Israelis, including some who voted for opposition parties, are uncomfortable with the prospect of a government dependent on Arab political support. That discomfort is not simply racism, it reflects a complicated history in which Jewish and Arab citizens of Israel share a country while often identifying differently with the broader Israeli-Palestinian conflict.
Arab Israelis share ethnic, cultural, religious and familial ties with Palestinians and with populations across a region whose states have, at various times, fought wars against Israel. In a country that has lived with existential fears since its founding, such ties have sometimes generated suspicions of divided loyalties. Objectively, they could be suspected of being a classic potential fifth column that works covertly with Israel’s surrounding enemies, who share their religion and ethnicity.
But the actual record of Arab citizens’ participation in Israeli society tells a very different story from the one Netanyahu presented or what fear and conspiratorial thinking could suggest.
Arab Israelis are deeply embedded in the country’s institutions, professions and daily life. They constitute roughly half of Israel’s pharmacists and about a quarter of its doctors and nurses. Arab citizens have served as judges, including on the Supreme Court. Justice Salim Joubran, an Arab Christian, chaired Israel’s Central Elections Committee in 2015.
They are integral to the functioning of the Israeli state. And despite decades of conflict, the overwhelming majority of Arab citizens have pursued their lives and political aspirations through civic institutions rather than violence or subversion. Cases of terrorism or disloyalty have been extremely rare.
I am a frequent guest, interviewee and host at events run by Bokra, an NGO and news website run by Ghada Zhoabi, a champion of peace, integration and coexistence. I thought of this fine Israeli Arab leader, presently celebrating a successful get-out-the-vote campaign, besmirched by her prime minister.
There is a crucial distinction between rejecting Zionism as a political ideology, advocating a state of equal citizenship, supporting Palestinian national aspirations and seeking Israel’s violent destruction. Netanyahu’s speech erased those distinctions.
Indeed, Mansour Abbas, the leader of Ra’am, has gone further than many Arab politicians before him in seeking practical accommodation with the Israeli political system. His party joined the Bennett-Lapid coalition in 2021, an unprecedented step for an independent Arab party. Abbas has repeatedly emphasized his commitment to pursuing his constituents’ interests through Israeli politics. And he has accepted Israel as a Jewish state.
Responding to Netanyahu’s accusations, Abbas declared that his party was not seeking to establish either an Islamist or an Arab state in Israel. “We have defined ourselves within the State of Israel as citizens,” he said, reiterating his support for peace and a two-state solution. He also emphasized that his party condemns terrorism. He said the speech created danger to his life and to his family.
For a prime minister to respond to such overtures by portraying Arab political participation as a threat to the state’s very existence is to throw a grenade into a powder keg.
And that explains, in part, why the reaction to the speech was so swift and harsh.
Eisenkot’s Yashar party had scheduled a meeting with Likud representatives to explore coalition possibilities. Following Netanyahu’s speech, Eisenkot canceled it, describing the address as divisive and inappropriate for the ceremonial opening of the Knesset. Likud responded that Netanyahu stood by his remarks but remained committed to national unity.
Even Aviv Bushinsky, a former Netanyahu communications adviser, expressed bewilderment. He contrasted the performance with Netanyahu’s conciliatory appeal for unity in 2019 and recounted receiving calls from foreign ambassadors who had attended this week’s ceremony and wondered what they had just witnessed.
National unity requires something that cannot be measured in parliamentary seats: mutual legitimacy and a minimum of trust. Political adversaries must believe that cooperation will not become another instrument of their humiliation or marginalization.
For many Israelis who voted for parties opposed to Netanyahu, the central obstacle is not necessarily Likud, its voters or even its policy preferences. It is Netanyahu himself.
Years of political conflict, disputes over democratic institutions and the unresolved reckoning over Oct. 7 had already made his continued leadership unacceptable to many opposition voters. But the speech may have hardened that sentiment into something even less negotiable, offering a fresh illustration of the political behavior they had voted to end.
Netanyahu’s speech did not make a unity government under his leadership more plausible. It made it harder to imagine.
The post Netanyahu called for unity. His anti-Arab speech to the Knesset may have made it impossible. appeared first on The Forward.

