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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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Somerville councilors to discuss Israel divestment proposal
(JTA) — SOMERVILLE, Mass. — The issue of divestment from Israel returns to the Somerville City Council in Massachusetts on Tuesday night as lawmakers plan to discuss how to implement a nonbinding ballot question on the matter that passed last year.
The divestment push has divided the city of more than 84,000 residents, which has a long-standing Jewish population. It is located between Cambridge, home to Harvard University, and Medford, a city with which it shares the Tufts University campus.
After Question 3 passed with 55.7% of the residents’ vote in November 2025, the City Council that same month passed a resolution committing to work toward an ordinance within a year to enact the ballot’s goals.
The measure to that effect, introduced in June, would bar the city from investing in or procuring labor, services or goods from companies that support entities identified by the ordinance as violating international law, including Israel.
Unlike the divestment proposal awaiting a November ballot vote in Providence or the binding human rights divestment ordinance passed by Medford’s city council in 2025, the Somerville ordinance specifically mentions Israel and Palestine.
In response to the push for a binding ordinance, 74 registered voters in Somerville submitted a petition for a hearing, which was held in September, before final action is taken, citing concerns about its impact on the city. The issue has now moved to the city’s Legislative Matters Committee, which is meeting Tuesday night.
Among the groups opposing divestment is Shalom Somerville, which submitted the September petition stating that “the sense of belonging and safety experienced by Jewish, Israeli and other residents of diverse backgrounds” is at risk as a result of the ordinance.
Sam Gechter, co-founder and president of Shalom Somerville, said that the ordinance singles out Jews who support Israel, which makes it antisemitic. Deputy City Solicitor David Shapiro also advised in November 2024 that such an ordinance would be “likely invalid,” according to a letter from the Anti-Defamation League and the Louis D. Brandeis Center for Human Rights Under Law.
“I think it’s incredibly irresponsible,” Gechter said, suggesting that the ordinance would slow down governmental action. “But the biggest thing for me is that it makes Jews feel unwelcome in Somerville.”
A local organization, Somerville for Palestine (S4P), has been a driving force behind both the ballot question and the ordinance, which the group developed in collaboration with sponsoring city councilors Ben Ewen-Campen, Ben Wheeler, Wilfred N. Mbah and Jon Link. “It’s what people voted for,” said Mo Katz-Christy, a member of S4P’s leadership and Jewish Caucus. “We want to follow the will of the people.”
The ADL issued a statement condemning the ordinance in June. It also joined the Brandeis Center in issuing a letter calling the proposal an unconstitutional intrusion into foreign affairs.
Other Jewish organizations disagree. Jewish Voice for Peace Boston has worked closely with S4P to back the measures. “I don’t think that those objections have validity,” said Eli Gerzon, a longtime member of JVP. “As a Jewish organization, we are especially concerned that ‘never again’ really means what it says: never again, that we never let a Holocaust, a genocide happen.”
This article originally appeared on JTA.org.
The post Somerville councilors to discuss Israel divestment proposal appeared first on The Forward.
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A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution
(JTA) — Philadelphia’s Weitzman National Museum of American Jewish History is moving closer to becoming part of the Smithsonian Institution at a moment of significant upheaval for the storied museum network.
A new congressional commission will study whether to make the museum part of the Smithsonian. Its members were sworn in Tuesday, when they also held their first meeting.
In an exclusive interview with the Jewish Telegraphic Agency, the commission’s new chair Philip Darivoff, a former longtime chair of the Weitzman, and vice chair Dara Horn, a New York Times bestselling author, said that the Weitzman joining the Smithsonian would send a powerful message that Jews are a crucial component of the history of the country.
“It’s a different statement that our country makes when it says that the study of Jewish American history and culture is important to this nation,” Darivoff said. Both he and Horn also hope that a boost in the Weitzman’s profile could combat what they called an “epidemic of ignorance” among Americans when it comes to knowledge of Jewish history and culture.
“This really would be an elevation of the Jewish community,” Horn, author of “People Love Dead Jews” and “The Final Solution to the Jewish Question,” told JTA. “The place that Jews show up in a school curriculum is typically more about the Holocaust” — an area that the author has written critically about in the past as too limiting a view of Jewish life.
Horn believes in the Weitzman project, she said, because she hopes to emphasize the ways that Jews have contributed to American founding ideals such as religious pluralism.
“I’m really interested in the connections between the Jewish story and a lot of our foundational ideas in this country,” she said. Jewish ideas such as the Exodus from Egypt in the Passover story “were inspiring to Americans,” she added.
The wheels for the Weitzman joining the Smithsonian began turning in 2024, when Congress passed legislation in 2024, then signed by President Biden, to establish the commission. The group spent the next two years putting the commission together, and has two years from its first meeting to research and publish a report on the feasibility of such a move — though Darivoff said he hopes to finish the work well before the deadline.
Adding a new member to the Smithsonian has been known to take years, if not decades. The two most recent additions, the National Museum of the American Latino and the American Women’s History Museum, were both long in the works.
Founded in 1976, the Weitzman is already an existing, fully functioning institution — and also already a Smithsonian affiliate, meaning it can share resources with other museums in the system. Unlike a museum being built from scratch, the Weitzman already has a building and collection, which proponents hope could speed the process.”
Dan Tadmor, the Weitzman’s CEO, told JTA that joining the Smithsonian would improve their educational mission.
“We have a national footprint for our educational programming, but of course we’d like to widen it,” he said. “Who would say no to a curriculum that’s been developed by a Smithsonian museum?”
The Weitzman’s bid for increased prominence within the Smithsonian comes as the Trump administration has sought to exert greater control over the latter — home to such storied institutions as the National Museum of American History, the National Portrait Gallery and the National Zoo.
This summer the White House issued a report alleging “radical ideology” in the museums’ content, and Interior Secretary Doug Burgum recently announced plans for signs accusing Smithsonian leaders of ideological bias. Observers say such signs are indicative of larger administration priorities opposing the teaching of historical subjects such as slavery. Smithsonian Secretary Lonnie Bunch III is stepping down at the end of the year.
A representative from the Smithsonian declined to comment to JTA on the Weitzman’s bid, or on its current political conditions.
The commission’s chair and vice chair of the new Weitzman said that the current political upheaval shouldn’t affect their work. The Smithsonian, Horn said, “has lasted through many political winds.”
“I think we see this as a long-term project that’s about the place of Jewish Americans in this country’s history,” Darivoff said. “The Smithsonian is a really important institution for this country, and it is the great museum complex of our nation. God willing, it will be flourishing for centuries to come. It’d be an honor to be included in the Smithsonian.”
This article originally appeared on JTA.org.
The post A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution appeared first on The Forward.
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Two deaths in Manchester synagogue attack last year will be probed through public inquiry, Britain says
(JTA) — The deaths of two Jewish men in an attack on a synagogue in Manchester last year will be examined through a public inquiry, the British home secretary announced on Monday, a necessary step to include sensitive information in the investigation.
Melvin Cravitz and Adrian Daulby were killed during the attack on Yom Kippur on Oct. 2, 2025, when Jihad Al-Shamie rammed a car into a group of worshippers outside the Heaton Park Hebrew Congregation in Manchester and stabbed two people. Cravitz died from stab wounds and another man, Andrew Franks, was seriously injured but survived. Daulby was shot by police while blocking the synagogue doors to stop Al-Shamie from entering. Two other people were seriously injured.
Al-Shamie, a Syrian-born British citizen, said he was acting for the Islamic State, also known as ISIS, before police shot him dead.
Home Secretary Shabana Mahmood announced the public inquiry in a statement about national security at the House of Commons, saying that “what happened that day must be fully understood.”
“This will ensure that all evidence can be heard, including any sensitive national security material that could not otherwise be fully heard in the coroner’s court,” said Mahmood.
Judge Alexia Durran, the chief coroner of England and Wales, was overseeing inquests into the deaths of Cravitz and Daulby. Durran last month recommended that Mahmood convert the inquests into a public inquiry, following statements from Home Office lawyers that some information from MI5 would be withheld from open court due to national security concerns. A full investigation that involves hearing sensitive material in private requires a public inquiry.
Earlier this year, Greater Manchester Police’s chief constable Stephen Watson said he was “deeply sorry” for a “missed opportunity” to uncover the plot against the Heaton Park synagogue. Watson made the apology after prosecutors revealed that Al-Shamie had two prior arrests for allegedly breaching a non-molestation order and alleged rape, and his mobile devices were not examined until after the synagogue attack.
Mahmood listed “a series of attacks on our Jewish community” in the year since the synagogue attack, including the stabbing of two Jewish men in the London neighborhood of Golders Green, a spate of arson attacks and a “foiled but potentially lethal plot” against Jews in Manchester on the eve of Yom Kippur last month. In the last case, two Iranian men have been charged with terrorism offenses.
“Faced with the threat posed to our Jewish community, we have increased funding to the police by an additional £250 million to boost police presence in key Jewish areas and to tackle antisemitism on our streets,” said Mahmood.
She added, “I know we cannot simply build higher walls around our Jewish community and expect them to live in fear. So we must root out the evil of antisemitism wherever it lurks in society, and this government is committed to that effort.”
Mahmood’s announcement comes days after the Home Office released data showing that hate crimes against Jewish people in England and Wales rose 10% in the year ending in March.
Mahmood said the United Kingdom was aware that “the Iranian state is targeting our Jewish community,” adding that the threat posed to Jews demonstrated “how the lines are increasingly blurring between extremism and state threats.”
The post Two deaths in Manchester synagogue attack last year will be probed through public inquiry, Britain says appeared first on The Forward.
