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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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Deni Avdija might not win Most Improved Player. But he can achieve something greater.
In any other year Deni Avdija, the NBA’s reigning Israeli superstar and its most talented Jewish player in at least half a century, might be a shoo-in for the league’s Most Improved Player award. The 6-foot-8 forward inflated his scoring average from 16.9 to 24.2 — good for 14th in the NBA — as he made his first All-Star team and guided the Portland Trail Blazers to their first winning season in five years.
But in spite of his team’s social media campaigning, this year’s award seems most likely headed to the Atlanta Hawks’ Nickeil Alexander-Walker, whose 20 points-per-game more than doubled last year’s average. Sportsbooks made Alexander-Walker an overwhelming favorite to win, and while I would debate the merits — Avdija also raised his assist numbers, had a bigger role on his team and made a more difficult leap — I can’t really argue the odds.
Anyway, with the regular season over, Deni is onto more important things — starting Tuesday night, when his Blazers take on the Phoenix Suns in the biggest game of his career to date. The winner of Tuesday’s Play-In (10 p.m. ET on Amazon Prime) advances to the one place Avdija’s never been in his six seasons: the NBA Playoffs.
At stake is more than just Avdija’s drought of 425 games without a playoff appearance — the fifth longest streak of any active player. It’s also the 10 years Israeli fans watched Avdija’s Jewish countryman Omri Casspi play without seeing him in the postseason. Casspi’s 588 games with seven different teams are the fourth-most without playing in the playoffs in NBA history (and the most of any player born after 1950). An ignominious record, indeed.
As Jewish Telegraphic Agency has noted, Israeli-born journeyman TJ Leaf, who is not Jewish, made the playoffs as recently as 2021. And others have pointed out that Casspi’s team made the playoffs in 2014, but he did not play. But Avdija himself seems to regard this as a possible breakthrough.
“First taste of the playoffs — I think ever for an Israeli player,” he said — last year, before the Blazers barely missed the Play-In.
If the Blazers do end the Jewish Israeli playoff curse, it will be thanks to Avdija, who’s answered every call for the franchise this season. In two critical late-season games against the Los Angeles Clippers — their rival for the 8th playoff seed — Avdija led all players in scoring both times, including 35 points April 10 as Portland grabbed hold of the 8-seed.
Avdija’s work will be difficult against Phoenix, which in Dillon Brooks employs one of the stingiest wing defenders in the Association. Avdija was one of the best in the league at drawing fouls — he was third in the NBA in free throw attempts — and the game may depend on how closely the referees officiate contact. As for prior experience, Avdija only played one full game against the Suns this year, scoring 19 points in a 17-point loss; Portland split the other two matchups.
Because they secured the 8-seed, the Blazers will have a second chance at making the playoffs even if they lose. The winner of Wednesday night’s Clippers-Golden State Warriors matchup will face the loser of Blazers-Suns. Two chances to win one, and make (Jewish) Israeli hoops history.
The post Deni Avdija might not win Most Improved Player. But he can achieve something greater. appeared first on The Forward.
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German Court Drops Antisemitic Motive in Attack on Jewish Student, Sparking Outcry Over Reduced Sentence
A protester wrapped in an Israeli flag at a rally against antisemitism at the Brandenburg Gate in Berlin. Photo: Reuters/Lisi Niesner
More than two years after the brutal attack on Jewish student Lahav Shapira, a German court has acquitted the perpetrator of antisemitic-motivated charges and handed down a reduced sentence, in what appears to be yet another case of the justice system in Europe dismissing antisemitism as a driving factor in violent crime.
On Monday, the Berlin Regional Court sentenced Shapira’s 25-year-old classmate to two and a half years in prison for aggravated assault, delivering a lighter punishment than the one handed down during the initial ruling last year.
However, the court found no antisemitic motive behind the attack, overturning the previous ruling that had concluded otherwise, a decision that has prompted outrage and renewed criticism over how such cases are interpreted and prosecuted.
The court found there was not enough evidence to establish that the accused had expressed antisemitic views prior to the attack, and that investigators’ discovery of anti-Israel material and a pro-Palestinian map in his apartment could not be definitively tied to him or any of his family members.
Shapira strongly condemned the verdict, describing it as a reversal of perpetrator and victim, and expressed hope that the public prosecutor’s office would appeal so the case could be reconsidered “by competent people.”
“What other motive could there have been?” 33-year-old student Shapira said when leaving the courtroom. “I’m annoyed; it’s sad.”
The attack took place in February 2024, when Shapira was out with his girlfriend and was recognized by a fellow student of Arab descent who confronted him over posters he and other students had placed around the university regarding Israeli hostages taken during the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
As the argument escalated, Shapira was knocked to the ground with punches and kicked in the face, suffering a complex midface fracture and a brain hemorrhage.
During the first trial, the public prosecutor’s office argued that “Shapira was attacked because he is Jewish and stood up against antisemitism.”
Even though the accused admitted to the assault in both trials, he consistently denied that it was motivated by antisemitism.
Shapira has also tried unsuccessfully to force the Free University of Berlin (FU) to offer stronger protection against antisemitic discrimination. However, the Berlin Administrative Court rejected his lawsuit against the university as inadmissible.
This latest case is by no means the first in Europe to raise alarm bells among the Jewish community, as courts have repeatedly overturned or reduced sentences for individuals accused of antisemitic crimes, fueling public outrage over what many see as excessive leniency.
Like most countries across Europe and the broader Western world, Germany has seen a shocking rise in antisemitic incidents over the last two years, in the wake of the Oct. 7 atrocities.
According to newly released figures, the number of antisemitic offenses in the country reached a record high in 2025, totaling 2,267 incidents, including violence, incitement, property damage, and propaganda offenses.
By comparison, officially recorded antisemitic crimes were significantly lower at 1,825 in 2024, 900 in 2023, and fewer than 500 in 2022, prior to the Oct. 7 atrocities.
Officials warn that the real number of antisemitic crimes is likely much higher, as many incidents go unreported.
In one of the latest incidents, unknown perpetrators defaced a home over the weekend in Berlin’s Prenzlauer Berg district with a swastika and the slogan “Kill all Jews,” prompting an investigation by the State Security Service.
Last week, an Israeli restaurant in the German city of Munich was attacked when assailants smashed multiple windows and threw pyrotechnic devices inside in what authorities suspected was an antisemitic assault.
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Majority of Israelis Oppose Iran Ceasefire, Back Continued Campaign, Polls Find
An Israeli air defense system intercepts a ballistic missile barrage launched from Iran to central Israel during the missile attack, March 1, 2026. Photo: Eli Basri / SOPA Images via Reuters Connect
A poll released ahead of Israel’s Holocaust Remembrance Day found that a majority of Israelis – 61 percent – oppose the ceasefire with Iran, despite nearly six weeks of missile fire, mass disruption, and repeated trips to shelters.
Some 73 percent of respondents in the poll conducted by the Institute for National Security Studies said they believe Israel will have to renew military action against Iran within the next year, while 76 percent said negotiations with the Islamic Republic would not accomplish the war’s stated aims of crippling Iran’s ballistic missile array, dismantling its nuclear weapons program, and bringing an end to the regime in Tehran
A separate survey by Agam Labs at the Hebrew University in Jerusalem pointed to even stronger opposition, with only 15 percent backing the ceasefire. Two-thirds said they oppose it.
Two other polls, by Kan and Channel 13, suggested that only a minority of Israelis believe the US and Israel have won the war. In the Kan survey, roughly one-third said they view the outcome as a victory. In the Channel 13 poll, that figure fell to a quarter, while 40 percent said they do not know.
On Lebanon, more than 61 percent of Israelis said the truce with Iran should not be extended to include the fighting with Hezbollah, a condition Tehran has pushed in its talks with Washington, according to the Agam poll.
That was broadly in line with findings from the Israel Democracy Institute (IDI), which reported that four out of five Jewish Israelis believe Israel should continue its campaign against Hezbollah.
Arab Israelis, by contrast, stood well apart in all of the polling. They overwhelmingly indicated they support the ceasefire with Iran, and only a small minority, less than a fifth according to the IDI poll, back continuing the fighting against Hezbollah.
Although missile alerts have eased across much of Israel since the halt in launches from Iran, communities in the north are still coming under sustained fire, with sirens continuing around the clock. A Hezbollah rocket that was not intercepted struck Nahariya on Monday afternoon, causing heavy damage to a residential building and lightly injuring two people. Days earlier, rocket fire hit the remains of a 1,500-year-old Byzantine church in the northern Israeli city.
The Lebanese and Israeli ambassadors to the United States are due to meet in Washington on Tuesday for discussions on the possibility of direct negotiations between the two countries. Hezbollah leader Naim Qassem called on Lebanon to cancel the meeting, accusing the Lebanese government on Monday of turning itself into “a tool for Israel.”
Israel’s former national security adviser Meir Ben-Shabbat warned that expectations for the talks should be limited, arguing that “security without an agreement is preferable to an agreement without security.” Ben-Shabbat, who now heads the Misgav Institute for National Security, warned that the Lebanese government is not capable of removing the threat posed by Hezbollah and would also be unable to grant Israel the operational freedom it would need to act independently.
“The outcome of the negotiations may result either [in] an agreement lacking adequate security arrangements, or a crisis in which Israel is portrayed as refusing the demands of the Lebanese government,” he cautioned, adding that Israel should avoid making any security concessions before or during the talks.
The Israeli military said it had killed 250 Hezbollah operatives in a major operation in southern Lebanon in recent days, including more than 100 in the Bint Jbeil area alone, most of them in close-quarters combat. The Israel Defense Forces (IDF) said the battle for the southern Lebanese city, long considered a Hezbollah stronghold, was nearing its final stages. It added that some of the terrorists may have been preparing for an incursion into Israeli territory.
The IDF says the fighting has again exposed what it describes as Hezbollah’s entrenched use of civilian sites for military activity. According to the military, weapons are stored beneath homes and launchers are brought out into courtyards to fire toward Israel and then moved back inside. Israeli forces say they are working to identify those sites, destroy the weapons, and kill the operatives using them amid continuing clashes on the ground.
Bint Jbeil carries particular symbolic weight in the conflict. After Israel withdrew from southern Lebanon in May 2000, then-Hezbollah chief Hassan Nasrallah delivered a triumphal address at the city’s soccer stadium, using it as a stage to cast Israel as fragile and beatable.
“Israel has nuclear weapons and the most powerful air force in the region, but in truth, it is weaker than a spider web,” Nasrallah said at the time.
Brigadier General Guy Levy, commander of Division 98, addressed troops from the ruins of that same stadium, which was hit in the latest round of fighting: “In Bint Jbeil in 2000, someone made a speech here and bragged about spider webs. Today, that man does not exist, the stadium doesn’t either, and his words are worth nothing. Now our forces control the area, destroying terror infrastructure and dozens of terrorists.”
Writing on X, IDF Arabic-language spokesman Avichay Adraee said that “glory is not built with speeches, but with the impact of soldiers’ footsteps. Controlling the Bint Jbeil stadium is not merely a military achievement, but a dismantling of its arrogant symbolism.”