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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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Holocaust survivor event features a Rob Reiner video address — recorded just weeks before his death
(JTA) — At a virtual Holocaust survivor event on Thursday, beloved Jewish film director Rob Reiner gave a pre-recorded address where he urged those watching to be “resilient.”
For the survivors, families and advocates who tuned into the virtual event hosted by the Conference on Jewish Material Claims Against Germany, or Claims Conference, Reiner’s words carried added weight, having been recorded just weeks before he and his wife, Michele Singer Reiner, were killed in their home on Sunday.
Ahead of Reiner’s pre-recorded remarks, Greg Schneider, the executive vice president of the Claims Conference, said that Reiner had begun working on the organization’s annual International Holocaust Survivors Night a few years ago, including appearances in the virtual screening in 2023 and 2024. The organization has disbursed restitution money to survivors since 1951.
Schneider then read a quote from a 2017 Jewish Telegraphic Agency interview with Reiner.
“Yes, all this is reflected in my work. It’s my sensibility. I’m a Jew. I was raised a Jew. I value honesty and integrity and knowledge and education and all those values I was raised with,” said Schneider, quoting Reiner.
Concluding his introduction to Reiner’s address, Schneider said, “Rob and Michelle, we will carry on your values of acting with honesty, integrity, knowledge and education.”
As Reiner came on the screen, surrounded by posters from some of his most acclaimed films, including “The Princess Bride” and “A Few Good Men,” he began by describing his family’s “personal connection” to the Holocaust.
“Thank you again for asking me to join your evening, I can tell you that what you’re all about means a lot to me,” Reiner said in the video. “Personally, my wife, her mother, was in Auschwitz, and her whole family died there. Her mother was the only survivor, and my aunt was also in Auschwitz.”
On Wednesday, the USC Shoah Foundation shared a 1994 video of Singer Reiner embracing her mother, Holocaust survivor Nicole Silberkleit, who described her children as “very understanding, loving, and affectionate.”
https://www.instagram.com/p/DSYmPLmEshI/
In his address, Reiner then shifted his focus to urging “resilience,” which was the theme of the virtual event to honor Holocaust survivors.
“I know the theme of the evening is resilience, and if ever we needed to be resilient, it’s now,” he said. “We’re living in a time where what’s happening in our country is scary and reminiscent of what we’ve seen happen in the past, and we just hope that we can all survive this and that we can hold on to our democracy, but I want to just thank everybody for being there, and let’s be resilient.”
The Claims Conference’s event was part of an annual menorah lighting ceremony on the fifth night of Hanukkah to honor survivors. It concluded with around 100 survivors lighting candles at the Western Wall in Jerusalem.
This year, Claims Conference officials also used the event to draw attention to antisemitism, with the survivor event taking place just days after 15 were killed during an antisemitic attack on a Hanukkah event in Sydney, Australia.
“Even in these difficult days, when antisemitism is rising and Jewish communities around the world are under attack — this very week on the first night of Hanukkah in Sydney, Australia — we draw strength and inspiration from you, the survivors, from your personal and collective resilience,” Schneider told the group of survivors in Jerusalem.
One of the victims of the attack, Alex Kleytman, was a Holocaust survivor who had passed World War II living with his family in Siberia.
“Lessons from the past should have protected Holocaust survivor Alex Kleytman – a husband, a father and a grandfather,” the Claims Conference wrote in a post on Facebook Sunday. “Educating about how words of hate can turn into violence must not be a hollow promise.”
The couple’s 32-year-old son, Nick, briefly appeared in a Los Angeles court Wednesday after he was charged in connection to his parents’ killing. He has been charged with two counts of first-degree murder with a special circumstance of multiple murders.
The other Reiner children, Jake and Romy, shared a statement with People on Wednesday expressing their grief over the loss of their parents.
“Words cannot even begin to describe the unimaginable pain we are experiencing every moment of the day,” the statement said. “The horrific and devastating loss of our parents, Rob and Michele Reiner, is something that no one should ever experience. They weren’t just our parents; they were our best friends.”
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In Reykjavik, Hanukkah offers a chance for Iceland’s tiny, isolated Jewish community to come together
(JTA) — REYKJAVIK — December light is brief in Iceland. It was not yet 4 p.m., and by the time the giant menorah was lit in downtown Reykjavík, the day had already slipped into darkness. A steady drizzling rain blurred the streetlights and soaked the pavement where fewer than 100 people gathered, roughly half of the country’s Jewish population, which has always been small and largely unseen.
The celebrants were calm, almost subdued; security was not. Armed plainclothes police ringed the area. They moved through the crowd while surveillance drones hovered overhead. Air support was on standby, measures almost unheard of in a country that tops the world’s most peaceful list.
The gathering took place just hours after news broke of the most recent terrorist attack on Jews, this one a celebration of Hanukkah at Bondi Beach in Sydney, Australia.
Rabbi Avraham Feldman and his wife, Mushky, welcomed the crowd, their voices steady but restrained. Iceland’s minister of foreign affairs, Þorgerður Katrín Gunnarsdóttir, followed, and she lit the menorah herself. Curious passersby slowed, some watching silently before moving on. The event passed without incident.
“The attack in Sydney reminds us that darkness is not only something we read about in history books. It still exists in the world and appears suddenly and violently,” said Avraham Feldman, who is associated with the Chabad movement, which makes public menorah-lightings a centerpiece of its outreach around the world.
“Hanukkah does not ask us to deny this darkness,” he added. “Instead, Hanukkah teaches us that each and every one of us can create light and positivity. Even a small light pushes away great darkness. And when many lights stand together, we overpower the darkness.”
In a statement issued the same day, Gunnarsdóttir condemned the attack in Sydney, which took place at a Chabad event. “I strongly condemn the horrific attack on those celebrating Chanukah at Bondi Beach in Australia,” she said. “There is no place, anywhere, for antisemitism or terror. I extend my heartfelt condolences to the victims, their loved ones, and others affected.”
Her presence at the Hanukkah event carried significance well beyond the ceremony itself. Iceland’s government has been among Europe’s most vocal critics of Israel, and public discourse around the war in Gaza has been intense. Jewish teens have reported increasingly tense relationships with their peers, and the national broadcaster recently announced that it would boycott the Eurovision song contest over Israel’s participation.
For some Jews in Iceland, the political situation has shaken their sense of acceptance.
“It has become very different for me since Oct. 7,” said an American Jew living in Iceland who asked to remain anonymous. “Before, I was fairly widely open about being Jewish, but the landscape has changed.”
When he and his spouse moved into a new home last year, he ordered a mezuzah for the front door, but he hesitated to put it up. “For the first time, I found myself concerned about placing my Hanukkah menorah in the window,” he said, even as he added that most Icelanders would likely not recognize the symbol anyway, given the prevalence of seven-armed electric advent lights in windows each December.
For some present, having Gunnarsdóttir at the Hanukkah event offered a rare and meaningful signal that support for a vulnerable minority need not be conflated with geopolitics.
“It’s so special to have the foreign minister join us today, to stand with us, support the community, and offer her continued friendship,” said Mushky Feldman said. “We’re honored to have her speak tonight and light the first candle.”
Jewish life in Iceland has no long historical footprint. There are no historic synagogues, no Jewish neighborhoods, and no centuries-old institutions. Holidays are celebrated in rented spaces or private homes. Until 2018, there was not even a resident rabbi. The community is made up largely of immigrants — including an Israeli jewelry designer who was the country’s first lady for 13 years until 2016 — their children, and Icelanders who have claimed a Jewish identity later in life.
“How do you teach your children what it means to be Jewish without a ready-made community?” asked Reykjavík resident Adam Gordon, an American Jew. “The answer is that we must create that community ourselves.”
Practical challenges abound. “Supplies can be difficult to come by,” said the American Jew, who decided that he would light a menorah. “I finally placed a bulk order from abroad with enough Hanukkah candles to get me through the end of this decade.”
An obstacle is the traditional Icelandic approach to religion. Most Icelanders are nominally Christian but the country is known as one of the most secular in Europe. (Judaism became an official state religion in 2021, following Avraham Feldman’s advocacy.)
“Icelanders see Jewishness as a function of religion, which they largely see as a quaint if outdated view of the world incompatible with their collective level of political and moral evolution,” said Mike Klein, an American Jew living in Iceland.
“Discussions about my being Jewish often become uncomfortable, partly because of the current political predicament, but also because Icelanders find it strange that I would choose to make my life difficult by maintaining my Jewish identity when I’m otherwise relatively well accepted,” Klein added.
Others echo the same tension. A Jewish American living in Iceland, who declined to be named out of concerns about identifying publicly as Jewish, said antisemitism in Iceland is often rooted in misunderstanding rather than explicit hatred. “There is a lot of ignorance,” she said.
“Many Icelanders have no idea that there are only about 15 million Jews in the world, and that while we are few, we are not a monolith. We have different ways of connecting to our Jewish identity, that it is not only rooted in religion, but culture, a shared heritage.”
At the same time, some Icelanders have embraced the community in meaningful ways. Finnur Thorlacius Eiríksson first encountered Jewish life in 2017, when he met an Israeli couple visiting Iceland. When they later moved to the country and invited him to a Passover seder in 2018, he joined.
“The experience was a positive one, which prompted me to attend more events where I got to know the Jewish community in Iceland quite well,” he said.
Eiríksson now holds the distinction of the only non-Jew known to be registered as a member of the official Jewish community. He attends major holidays and events and is even considering converting to Judaism.
“Thankfully, nearly all my Jewish friends are open about being Jewish,” he said. “They know it never helped the Jewish people to hide their identity, so they wear their Jewish identity with pride.”
Andrea Cheatham Kasper, who is Jewish and lives in Iceland with her family, said her Shabbat table has become a cornerstone of connection.
“Our Shabbat table has been central in our home and also as our way to make friends and build community,” she said. “Relationships have grown there, some immediately and some after many meals together.”
Kasper said she does not hide being Jewish or Israeli but avoids online political battles. “My goal is to focus on face-to-face relationships and interactions that are human, not political,” she said. “What I have found is that the noise comes from the loud voices, and they aren’t always representative.”
At the lighting, the menorah flickered against the rain and the early darkness. Children stood close to their parents. Photos were taken to share with family far away, and fresh-baked sufganiyot (jelly-filled donuts) were passed out to the crowd.
“Events like the menorah lighting become these precious moments when we can gather and celebrate together,” said Gordon. “None of us came to Iceland to deepen our Jewish practice, but we don’t want to abandon it. Instead, we want to weave it together with our Icelandic identities.”
The post In Reykjavik, Hanukkah offers a chance for Iceland’s tiny, isolated Jewish community to come together appeared first on The Forward.
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Mamdani Transition Team Appointee Resigns After ‘Money Hungry Jews’ Social Media Posts Resurface
Candidate Zohran Mamdani speaks during a Democratic New York City mayoral primary debate, June 4, 2025, in New York, US. Photo: Yuki Iwamura/Pool via REUTERS
An appointee of New York City Mayor-elect Zohran Mamdani resigned just one day after her selection this week, following the exposure of decade-old social media posts that contained antisemitic language and stereotypes.
Catherine Almonte Da Costa, who had been named Mamdani’s director of appointments, stepped down Thursday after social media posts from around 2011–2012 resurfaced in which she used phrases echoing classic antisemitic tropes, including references to “money hungry Jews.”
The Anti-Defamation League condemned the comments, saying they “echo classic antisemitic tropes and otherwise demean Jewish people,” and questioned how such remarks were not uncovered during the vetting process for a senior role in the incoming administration. Shortly after the controversy broke, Da Costa’s X account was taken offline.
In a statement announcing her resignation, Da Costa expressed remorse for the posts, calling them and inconsistent with who she is today. In a statement, Da Costa said she “spoke with the Mayor-elect this afternoon, apologized, and expressed my deep regret for my past statements. These statements are not indicative of who I am.” Mamdani accepted her resignation, stating that he believed her apology to be sincere.
The episode has intensified scrutiny of Mamdani’s transition team and personnel choices as he prepares to take office. Mamdani, a progressive lawmaker, has previously faced criticism from Jewish and pro-Israel groups over his rhetoric and positions related to Israel, prompting heightened sensitivity to issues of antisemitism surrounding his administration.
Jewish communal leaders said the incident underscores broader concerns about tolerance for antisemitic language within progressive political circles and the need for more rigorous screening of public officials and senior staff. Several noted that public servants must be held to a high standard, particularly at a time of rising antisemitism in the United States.
Halle Soifer, the CEO of the Jewish Democratic Council of America, expressed approval of Da Costa’s resignation.
“Glad to see that Catherine Almonte Da Costa has resigned. The views she expressed are unacceptable and intolerable,” she said.
Sara Forman, executive director of the New York Solidarity Network, also praised Mamdani’s “cutting ties” with Da Costa, but cautioned that ““had she said ‘Zionist’ instead of ‘Jew’ the response from the incoming Mamdani administration and the outcome we just witnessed would likely have been quite different.”
David Friedman, the former US Ambassador to Israel, expressed a more skeptical view of Da Costa’s decision to step down.
“Seems like every Mamdani appointee has something in common — an intense dislike for Jews,” he said.
The resignation marks an early setback for Mamdani’s mayoral transition and is likely to keep questions about antisemitism and accountability at the forefront as his administration begins to take shape. Mamdani has repeatedly stressed his commitment to protecting New York City’s Jewish community amid ongoing concern over rising antisemitism in the city and his own anti-Israel viewpoints.
Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide. During his tenure in the NYC City Council, Mamdani spearheaded the “Not on our dime!: Ending New York Funding of Israeli Settler Violence Act,” legislation which would ban charities from using tax-deductible donations to aid organizations that work in the West Bank. In 2021, Mamdani issued public support for the Boycott, Divestment, Sanctions (BDS) movement—an initiative which seeks to economically and diplomatically isolate Israel in the first step to its eventual destruction.
Notably, on Oct. 8, 2023, 24 hours following the deadliest day for Jews since the Holocaust, Mamdani published a statement condemning “Netanyahu’s declaration of war” and suggesting that Israel would use the terror attacks to justify committing a second “Nakba.” Mamdani then said that Israel can only secure its long term safety by “ending the occupation and dismantling apartheid.”
