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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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On my first Shabbat in NYC, the sanctuary was attacked
I don’t often go to synagogue. Outside of the High Holidays, it is not somewhere I would ordinarily find myself on a Friday night.
In the last few years, I have made a point of spending Shabbat with my grandmother. We light candles, eat together and let the week recede for a few hours. I don’t see it as an obligation so much as the comfort of doing something that has been done before, by people I love, in a rhythm that existed long before I did.
And yet, synagogues have a strange way of finding me when I need them.
Last summer, while travelling through Europe to visit two of my closest friends, I found myself in London, exhausted from weeks of constant movement. I happened to walk past a synagogue and realized that Shabbat was the following day. I reached out and asked if I could join their services. I remember thinking that perhaps this was exactly what I needed: a few hours to sit still, focus, and breathe.
And I was right.
There is something uniquely grounding about entering a synagogue in an unfamiliar place and discovering that the ritual is familiar. You may be thousands of miles from home, surrounded by people you’ve never met, but you know when to stand. You recognize the melodies. You open the same prayers. You know that somewhere else in the world, other Jews are doing some version of the same thing.
So when, only a few days after moving to New York, I was connected with a member of Central Synagogue through a potential landlord and they invited me to join them for Shabbat services, I thought: Why not?
I had just arrived in a city where I was beginning a new job at the Forward, a new life, one that, for the first time, was entirely mine to shape. That is a daunting task. What better way to spend my first Friday night than doing something that has always made the unknown feel a little more manageable.
Moments after services began, I was sitting in the sanctuary, allowing myself to take in the week that had just passed — my first week in New York — when a man entered and began moving violently through the congregation.
He knocked down the Shabbat candles that had just been lit. He moved through the rows of congregants. I watched him strike another person.
People around me ran toward the sides of the sanctuary. My own body went into the same instinctive state of shock and survival: Where is the danger? Where can I go? What do I need to watch for?
The security response was swift. The intruder was stopped, we re-lit the candles, and services continued.
Those around me who knew I was new to the synagogue immediately went into protection mode. They checked on me, expressing disbelief that something like this could have happened there, especially given the level of security they pride themselves on maintaining. They told me that in the nearly three years since October 7, nothing like this had happened.
The clergy, too, seemed to understand what the moment required. They gave us strength and courage, using the same voices that had moments earlier been leading us in song and prayer to restore some sense of calm. Throughout the service and again afterward in their online response, they returned to the same idea: it was our duty to keep joy alive.
Joy, one of the rabbis said, is itself an act of resistance.
I understood the sentiment. But my body hadn’t quite caught up.
Shabbat is one of the rare times when I allow myself to become completely uninhibited. I sing. I look up from the prayer book. I watch the rabbis and the people around me. I let myself become absorbed in something larger than whatever has been occupying my mind that week. For a few hours, I am not thinking about work, or apartment hunting, or navigating a new city. I am simply there.
That is also why the disruption was so jarring. I had come to Shabbat to let my guard down, and suddenly I found myself unable to do so.
I kept my eyes toward the front of the room, watching for movement. When it came time to turn around during Lecha Dodi, I felt a jolt of anxiety at the thought of putting my back toward the congregation. I could no longer surrender myself completely to the moment and what it required of me. I knew, rationally, that the threat had passed. But my body had learned something different: that even here, even now, even in this room, I might need to be ready.
For a moment, I considered leaving. But the people around me seemed to embody a quiet confidence that everything was going to be okay. They had chosen to stay, and I followed their lead. There is a certain strength in knowing that you are not standing alone.
I had come to Central Synagogue because I wanted to feel at home in my new city. Instead, on my first Shabbat in New York, I was reminded how quickly the simple act of practicing Judaism can become an exercise in vigilance. And yet, looking around the room that evening, I also understood that vigilance does not have to mean retreat.
The post On my first Shabbat in NYC, the sanctuary was attacked appeared first on The Forward.
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Anti-Israel Republicans tests their strength in Florida primaries
Some insurgent Democrats have found success by making criticism of Israel central to their campaigns. Now a group of Republican candidates is trying to tap into a similar movement on the right, even if they are unlikely to win.
That divide is on display in Florida’s Republican primaries, set for Tuesday, where several long-shot candidates are challenging the party’s traditionally strong support for the Jewish state. Congressional candidates Dan Bilzerian and Jake Lang and gubernatorial hopeful James Fishback have made opposition to Israel and AIPAC part of their political identity. But they have also gone further than most progressive critics of Israel, using rhetoric that has been widely condemned as antisemitic.
Bilzerian is a professional poker player and a social media personality once known as the “King of Instagram” for flaunting a lifestyle of luxury, fast cars, women, and guns. He is challenging incumbent Rep. Randy Fine, one of four Jewish Republicans in Congress. Fine has made support for Israel central to his political identity, while also drawing condemnation for inflammatory rhetoric about Muslims and Palestinians.
Fine is a favorite to win reelection, has the endorsement of President Donald Trump and has a large fundraising advantage. He represents District 6, which is located just under the northeast part of the state and includes Daytona Beach, and is facing four primary challengers. Among them are Aaron Baker, an “America First” candidate who has criticized the “influence of foreign lobbies” and what he calls America’s “endless wars.” Baker also said he would oppose providing Israel with offensive weapons.
But Bilzerian’s attacks on Fine, who often wears a yarmulke in public, have gone well beyond criticism of Israel. He has repeatedly promoted conspiracy theories about Jews, including that Jews killed President John F. Kennedy. On social media, where Bilzerian has more than 30 million followers, he has asked if Adolf Hitler was a “good person,” has called Jews “dumb,” Judaism a “terrible” religion and referred to Fine as a “fat Jew.”
Bilzerian’s campaign treasurer, Patrick Krason, also served as treasurer for Kanye West’s short-lived 2024 presidential campaign. The rapper, who changed his name to Ye, engaged in a spate of antisemitic remarks and Holocaust denial in recent years. A Combat Antisemitism Movement report found that 33% of Bilzerian’s content on his campaign account was anti-Israel and antisemitic.
In recent days, Bilzerian posted antisemitic dog whistles, including that Florida’s “District 6 understands the Jewish problem,” and that “a vote for Randy is a vote for Israel.”
The imagery in Bilzerian’s closing campaign message has become quite provocative. In one AI-generated video, Bilzerian accuses Fine and his wife of engaging in “transgender pride groups that perform for children.”
Another AI video, posted Thursday, says Fine “wants you to die for Israel” and calls the congressman a “psychopath” who wants to watch “goyim cattle” die. He labels Fine a “Jewish supremacist” and “Satan’s creepy little minion” and says that the “fat Jew Randy” needs to be “tarred and feathered.” The video also includes AI-generated imagery of Fine dressed in a cheerleader’s outfit emblazoned with the Israeli flag and says it’s time for voters to “throw out Shylock and all his tricks.”
Fine said the video is “celebrating Hitler,” adding: “We have a choice on Tuesday, to embrace the kind of Nazism that led to the Holocaust or to repudiate this filth and reaffirm American values and character.”
Wonder if I can get them to play this on the radio in the district pic.twitter.com/IAXVV7pNp7
— Dan Bilzerian (@DanBilzerian) August 13, 2026
Other Republican primaries
A similar, if less blatantly antisemitic, theme is also showing up in the Republican primary for Marco Rubio’s former Senate seat.
Jake Lang, a far-right provocateur who was pardoned by Trump for his role in the Jan. 6 Capitol riot, is running for the Senate seat held by Republican incumbent Sen. Ashley Moody. Lang, who said his mother is Jewish, renounced his connections to Judaism and Israel and built an online following around Christian nationalism and attacks on both Muslims and Jews. This included performing a Nazi salute outside AIPAC’s headquarters in Washington, D.C., and an “anti-Islamification” rally against New York City Mayor Zohran Mamdani outside Gracie Mansion.
In the crowded Republican primary for governor to replace the term-limited Gov. Ron DeSantis, James Fishback has made opposition to Israel and AIPAC central to his campaign. Fishback, who said “Americans shouldn’t die for Israel,” has attacked the frontrunner, Rep. Byron Donalds, over support from pro-Israel donors. Fishback, who is polling at 18%, promised to pull Florida’s investments from Israel Bonds. Running what The New York Times described as a “rage bait” campaign, Fishback has associated himself with antisemitic personalities on the far-right. He also criticized politicians who “visit another country” only to end up “kissing a stupid wall,” a reference to prayer visits to the Western Wall.
Florida Republicans are not expected to abandon their party’s longstanding alliance with Israel when they vote in Tuesday’s primary. But these long-shot candidates have large online followings, and their campaigns are testing whether the growing anti-Israel movement on the right can also find its place in electoral politics.
In his recent memoir, Vice President JD Vance recounted a conversation with conservative activist Charlie Kirk months before he was fatally shot, in which Kirk warned about a growing strain of anti-Israel sentiment on the American right that has at times slid into outright antisemitism.
Fine’s stance

Meanwhile, since winning the special election in 2025 to replace now-Ambassador to the U.N. Mike Waltz, Fine has made his Jewish identity and support for Israel central to his political persona. Fine also served as Ron DeSantis’ Jewish outreach chair during the 2018 gubernatorial election.
Known for his combative nature, Fine has built his political brand as one of Israel’s most outspoken defenders in Congress, frequently using social media to target his critics. He has also said he began wearing a yarmulke in solidarity with Jewish students facing antisemitism on college campuses after the Oct. 7, 2023, Hamas attack on Israel.
Last week, vandals spray-painted a swastika on one of Fine’s campaign signs outside an early voting location in Flagler Beach. Police are investigating the vandalism, which Fine described as an antisemitic attack.
There are roughly 750,000 Jewish residents in Florida, making it the third most-populous Jewish state after New York and California. Jews make up 4% of the Florida electorate. Nearly 60% of the state’s Jewish electorate identify as Democrats or lean Democratic, according to the American Jewish Population Project at Brandeis University.
Some Florida Democrats have also shown less interest in following the anti-Israel shift seen among progressives elsewhere, like in the Michigan Democratic primary win of Dr. Abdul El-Sayed for U.S. Senate.
Last week, the Hillsborough County Democratic Party canceled a planned keynote address at its annual gala by former New York Assemblyman Michael Blake, who made attacks on AIPAC a major part of his unsuccessful congressional campaign against Rep. Ritchie Torres. The Florida event also featured Democratic gubernatorial candidate, former Rep. David Jolly, a longtime supporter of Israel.
The contrast ahead of Tuesday’s primary is striking: In Florida, the loudest challenge to bipartisan support for Israel is coming not from the progressive left, but from the Republican right.
The post Anti-Israel Republicans tests their strength in Florida primaries appeared first on The Forward.
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Jewish watchdog urges NYPD to use cutting-edge detection tech after synagogue attack
(JTA) — A Jewish security watchdog is doubling down on safety measures in the wake of a Friday night attack against worshipers at Manhattan’s Central Synagogue, calling on police to identify cutting edge tactics to identify hot spots for potential hate crimes and to place more officers in those areas.
But Mitchell Silber, CEO of the Community Security Initiative, acknowledged that preventing situations like Friday’s is not straightforward.
“It’s difficult, because you’re trying to balance being open for the public for worship, and at the same time, keeping our sanctuary safe,” Silber told the Jewish Telegraphic Agency on Sunday.
On Friday night Larry Montes, 46, was able to make his way into Central Synagogue’s main sanctuary before he disrupted the service with antisemitic slurs and was apprehended by a security guard. Silber said he’s been in contact with Central Synagogue security leadership about the incident and understood that Montes had not initially raised any red flags when he entered the building.
“There wasn’t something so out of place that it required them to pull him aside, but they noticed him as not someone they were familiar with,” he said. According to CSI, the synagogue’s team was able to quickly defuse the situation anyway due to the training it had received.
In the wake of the incident, Silber said the CSI is sending a bulletin to synagogues about steps to improve synagogue safety, a copy of which was shown to JTA.
The CSI has begun discussions with the NYPD about using tools like “datamining, crime cluster mapping and pre-emptively deploying against hot spots” in order to prevent hate crimes before they can happen. The CSI coordinates security for Jewish institutions and communities in the New York area, and is jointly funded by the UJA-Federation of New York and the Jewish Community Relations Council. (70 Faces Media, the parent company of the JTA and New York Jewish Week, receives UJA funding.)
The CSI bulletin is also encouraging other synagogues to partner with the Community Security Service, another Jewish nonprofit that trains congregants to volunteer as greeters who can provide more personalized discernment of possible threats.
“Central Synagogue isn’t Park East, Park East isn’t KJ, KJ isn’t Congregation Beth Elohim — they’re all so different, and that’s why having members of the synagogue trained can really be a force multiplier,” Silber said, listing some of the city’s most prominent congregations.
In the incident on Friday night, Montes yelled during the service, disrupting it, and then struck a 63-year-old congregant and headbutted a member of security personnel who was escorting him out.
Rabbi Angela Buchdahl, the congregation’s senior rabbi, was away for a family event when the incident occurred on Friday, according to The New York Times. But she wrote on Instagram that the security director “heroically restrained and escorted” Montes out of the synagogue, which occurred within one minute of him disrupting the service.
Montes has three previous arrests in New York City, each for a robbery between 2019 and 2023, according to police.
He was arrested at the scene and arraigned in criminal court immediately that night, where, according to police, he was charged with four counts of assault as a hate crime, two counts of assault, criminal mischief as a hate crime, criminal mischief, disruption of a religious service, criminal trespassing as a hate crime, two counts of aggravated harassment and two counts of harassment.
The District Attorney’s office requested bail at $50,000 cash with $150,000 bond and the judge set bail at $10,000 cash with $30,000 bond. Montes’ next court date is August 20, according to the DA’s office.
The attack comes as antisemitic hate crimes against Jews in New York City have risen by 8.5% compared to 2025, as of the end of July. Debate has swirled this year over whether North American synagogues need to step up their security in the mold of European congregations in the wake of attacks like the attempted one in West Bloomfield, Michigan, in which a man drove a fireworks-laden truck into a synagogue.
A number of politicians have weighed in to condemn Friday’s attack.
New York Sen. Chuck Schumer, the highest-ranking Jewish official in the U.S., wrote, “When American Jews say they feel unsafe, this is why. Antisemitism is real and it’s increasing by the day.”
Some have ascribed a lack of safety to rhetoric used by the city’s mayor, Zohran Mamdani, a longtime Israel critic who turned heads with his recent video panning Israeli Prime Minister Benjamin Netanyahu. Ofir Akunis, consul general of Israel in New York, called the attack “a direct result of Mayor Mamdani’s sustained campaign of incitement” in a post on X.
Meanwhile, some of Mamdani’s Jewish allies have pointed out that a Facebook profile that appears to belong to Montes has shared a number of posts criticizing the mayor.
Mamdani wrote that he was “horrified by the assault” at the synagogue, and that all New Yorkers “must be able to observe their religion without fear of violence.”
Montes’ social media posts include sharing a video of a Prager U commentator taking down Israel critics and multiple photos that suggest support for Israel, including a hand shaded with the Puerto Rican flag shaking another hand shaded with the Israeli flag.
His aunt, who lives in Puerto Rico, told the New York Post that her nephew “might not have been in his right mind,” and that he has expressed a desire to become Jewish.
“I told him he had to be careful with that because those things are sacred — you have to approach them seriously,” she told The Post in Spanish.
A woman named Michele Anenberg-Poma posted a photo of herself on Instagram with wounds on her lip and arm, and wrote, “I am the woman who was assaulted last night at Central Synagogue.”
She added, “You will not punch out our Jewish light. You will not stand and cause harm to our eternal light.”
This article originally appeared on JTA.org.
The post Jewish watchdog urges NYPD to use cutting-edge detection tech after synagogue attack appeared first on The Forward.

