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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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As Conservative rabbis, we’re rethinking our communities’ policies toward interfaith families
(JTA) — As Conservative/Masorti rabbis, we see firsthand the joy of couples building a life together in the Jewish community, and the pain of those who feel shut out because one of them is not Jewish.
We think of the community member, though not Jewish, who developed a profound love for davening (prayer) and Torah study, and has supported his children’s and grandchildren’s Jewish education and observance of mitzvot. We think of another community member who faithfully drove her four children to Hebrew school for years and, after her youngest child’s bat mitzvah, chose to convert to Judaism herself.
It is time for our halacha, or Jewish law, to address issues facing intermarried couples and families robustly.
The two of us had the honor of joining colleagues in co-authoring a teshuvah — a rabbinic response to questions of Jewish law — that does just that. The Rabbinical Assembly’s Committee on Jewish Law and Standards has approved a teshuvah that seeks to honor these couples and families and their commitment to Jewish life in our congregations and communities.
Since we are part of a movement that balances a commitment to halacha with the realities of modern life, our work is grounded in traditional Jewish texts, laws and principles while also reflecting the core belief that welcoming others and extending hospitality are essential Jewish values.
Based on halacha and Jewish tradition, the teshuvah affirms the longstanding standard of Conservative/Masorti rabbis that clergy may officiate only at weddings where both partners are Jewish. It emphasizes that while a wedding is a significant moment that often singularly drives these conversations, there are many other important life-cycle moments that rabbis can offer as occasions for Jewish celebration and reaffirmations of commitment to mitzvot.
Through this teshuvah, we formalize a public mishebeirakh (blessing) before or after the wedding day for a couple committed to building an exclusively Jewish home, as well as a hanukkat habayit ceremony to dedicate their home.
We welcome non-Jewish parents on the bimah during their children’s b’nei mitzvah and offer “mazal tov” and other basic gestures of inclusion to intermarried couples, both of which were once considered unacceptable. Our goal in doing so is to inspire the couple and family to grow in Jewish living.
We affirm that synagogues may not hire intermarried individuals as clergy but may hire intermarried individuals for other roles, and that rabbis may officiate at funerals for non-Jewish family members and support a Jewish mourning process when a non-Jewish loved one dies.
It’s been about 40 years since the Committee on Jewish Law and Standards, which sets halachic policy for our movement internationally, broadly addressed questions around intermarried couples and families. We have learned over time that those intermarried couples who choose to embrace Jewish life are integral to the fabric of Conservative/Masorti communities.
We invite these couples to engage meaningfully in Jewish practice at home and in community, and, if they are having children, to raise them as Jews. Sometimes they may even choose to convert to Judaism at some point.
We do so because, as rabbis, we enjoy the privilege of being invited into people’s lives, and our role is both pastoral and educational. As people figure out their own identities and relationships, our role is to help them integrate Jewish tradition. As couples turn toward each other and seek to integrate Judaism into their lives, we are here to help them chart a course and to bring Torah into the conversation and observance of mitzvot into their lives.
We aim to inspire the couple to grow in Jewish living, observing mitzvot, studying Torah and searching for God in daily life. To do so, we must create gateways so everyone can find a place to learn and find joy and inspiration in our traditions, within the boundaries of halachic standards and principles.
Many of the practices in the teshuvah are already in place in some communities. Some offer solutions that speak most directly to realities in North America, and we call on local rabbis to interpret them in light of the circumstances in their local communities.
In the days of the Mishnah and the Talmud, when faced with new and challenging circumstances, our rabbis found creative and often beautiful solutions to embody the Torah as they understood it. As we follow in their footsteps, we use the wisdom we have inherited to both uphold and transform those values and honor the halachic principles that are central to our rabbinates and communities.
The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of JTA or its parent company, 70 Faces Media.
The post As Conservative rabbis, we’re rethinking our communities’ policies toward interfaith families appeared first on The Forward.
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I was a reluctant Yiddishist. Here’s what converted me.
I couldn’t understand my peers’ embrace of Yiddish culture. Now I’m fascinated –– by the world evoked in Yiddish music and literature, and the leaders of its revival. My conversion began at Yidstock: a Festival of new Yiddish Music.








The post I was a reluctant Yiddishist. Here’s what converted me. appeared first on The Forward.
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Mamdani confronts backlash over exclusion of Jewish lawyers from judicial panel
Since taking office in January, Mayor Zohran Mamdani has shrugged off criticism from Jewish organizations over his opposition to Israel and Zionism. But new allegations that his administration excluded Jewish lawyers from a key City Hall appointments committee appeared to strike a nerve — getting directly at how he is governing New York City.
“The suggestion that there would be any decision-making motivated by religion, it does bother me,” Mamdani told reporters on Wednesday. “This is a city that is beautiful because of the breadth of diversity of those who call it home, and that includes the Jewish community across the five boroughs.”
On Monday, a coalition of New York City’s Jewish bar associations circulated a letter accusing Mamdani of excluding Jews from his appointees to the city’s 18-member Advisory Committee on the Judiciary. New York City has the largest Jewish population in America, and Jews are heavily represented in the legal profession.
The critics suggested that the absence of Jewish attorneys on the judicial advisory committee follows a “troubling pattern” that has left many Jewish New Yorkers “feeling increasingly marginalized.” The letter also pointed out that the rejection of retired Appellate Division Justice John Leventhal during the vetting process was “disconcerting” given the lack of outreach to other Jewish lawyers.
Mamdani forcefully denied suggestions that religion played any role in assembling legal experts for the committee. “I did not ask for the religion of each of the person that was put forward,” he said on Wednesday.
🚨Mamdani, facing qs about the lack of Jewish members on his judicial advisory committee, says he has appointed and reappointed a dozen judges from diverse backgrounds, “including Jewish ones.”
Mamdani appointed three new judges in January. The rest, including the Jewish judges… https://t.co/1b30y1y0XL pic.twitter.com/R0UQSl3Hmv
— Jacob N. Kornbluh (@jacobkornbluh) July 29, 2026
Mamdani’s press secretary, Joe Calvello, said that Leventhal was rejected after the vetting team found that he served on the legal team of Ghislaine Maxwell, a socialite who was sentenced for helping late sex offender Jeffrey Epstein. Calvello also said that Mamdani “had the privilege of appointing a dozen qualified judges from a range of backgrounds, including Jewish judges.” In January, Mamdani appointed three new judges. Another nine, including those referenced as being Jewish, are sitting judges whose original appointments were made under previous administrations.
That explanation became the centerpiece of Mamdani’s defense Wednesday. “The thing that matters most to me is that in the judges that have been appointed and reappointed, that they do reflect that diversity of New York City, and that diversity includes Jewish New Yorkers,” he said.
Why this controversy is different for Mamdani
The exchange with two reporters at Wednesday’s press conference, who questioned him about the appearance of excluding Jewish lawyers, reflected a different political challenge than the one Mamdani has faced for much of his first six months in office.
Mamdani has clashed with Jewish organizations that have largely centered on foreign policy or how to define antisemitism related to anti-Zionist activity.
His Day One repeal of the International Holocaust Remembrance Alliance definition of antisemitism, labeling Israel’s war in Gaza a genocide, support of boycotts, production of a Nakba Day video commemorating the displacement of Palestinians during Israel’s founding in 1948, response to pro-Palestinian protesters outside synagogues hosting an Israel real estate sale, pledge to seek the arrest of Israeli Prime Minister Benjamin Netanyahu if he visited New York, and most recently his call for protests against Netanyahu’s expected visit to the United Nations alienated much of New York’s organized Jewish community. But they reinforced Mamdani’s standing with his progressive base and the pro-Palestinian movement that helped propel him into office.
The judicial committee controversy is different. It raises questions about Jewish representation within his own government and whether the country’s largest Jewish community is being included in an influential legal panel.
It also follows questions earlier this year about the administration’s outreach to the Jewish community. Mamdani’s Jewish American Heritage Month reception at Gracie Mansion in May drew few leaders from mainstream Jewish organizations, after many declined invitations amid ongoing tensions over the mayor’s handling of antisemitism and Israel. The guest list reflected stronger ties with progressive Jewish groups, anti-Zionist activists and Hasidic leaders.
Wednesday’s response showed that Mamdani sees this as a different kind of political challenge. Unlike criticism over Israel, accusations that Jews are being left out of his own administration strike at the inclusive image he has tried to build as mayor.
The post Mamdani confronts backlash over exclusion of Jewish lawyers from judicial panel appeared first on The Forward.

