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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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Report: US, Israel Preparing for Resumptions of Strikes Against Iran
US President Donald Trump speaks during an event to sign a memorandum in the Oval Office at the White House in Washington, DC, US, May 5, 2026. Photo: REUTERS/Evan Vucci
i24 News – The United States and Israel are engaged in intense preparations — the largest since the cease-fire took effect — for the possible resumption of attacks against Iran as early as next week, the New York Times reported Saturday citing two Middle East officials, who spoke on condition of anonymity.
Meanwhile, the Israeli Mako News reported Israeli official sources as saying that US President Donald Trump is expected to convene his closest team of advisors in the next 24 hours to make a final decision on the Iran matter. Israel estimates that a decision on military action may be made very soon, the report added.
According to NYT, should Trump decide to resume military strikes, options include more aggressive raids targeting Iranian military and infrastructure targets, US officials said.
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Trump Says Xi Agrees Iran Must Open Strait, But No Sign China Will Weigh In
US President Donald Trump participates in events at the Great Hall of the People and does a greeting with the President of the People’s Republic of China Xi Jinping May 14, 2026, in Beijing China during a trip focused on trade, regional security, and strengthening bilateral ties between the world’s two largest economies. Photo: Kenny Holston/Pool via REUTERS/File Photo
US President Donald Trump said Chinese President Xi Jinping had agreed Tehran must reopen the Strait of Hormuz, though China gave no indication it would weigh in.
Flying back from Beijing on Friday after two days of talks with Xi, Trump said he was considering whether to lift US sanctions on Chinese oil companies buying Iranian oil. China is the biggest buyer of Iranian oil.
“I’m not asking for any favors because when you ask for favors, you have to do favors in return,” Trump said when asked by a reporter on Air Force One whether Xi had made a firm commitment to put pressure on the Iranians to reopen the strait.
Xi did not comment on his discussions with Trump about Iran, although China’s foreign ministry criticized the war, calling it a conflict “which should never have happened, has no reason to continue.”
‘WE WANT THE STRAITS OPEN’
Iran has effectively shut the strait, which carried one-fifth of global oil and liquefied natural gas supply before the US and Israel launched attacks on February 28. The disruption to shipping has caused the biggest oil supply crisis in history, pushing up oil prices.
Ebrahim Azizi, who heads the Iranian parliament’s national security committee, said on Saturday that Tehran had prepared a mechanism to manage traffic through the strait along a designated route that would be unveiled soon.
Azizi said only commercial vessels and parties cooperating with Iran would benefit, and that fees would be collected for specialized services provided under the mechanism.
Thousands of Iranians were killed in the US and Israeli airstrikes. Thousands more have been killed in Lebanon in fighting between Israel and the Iran-backed group Hezbollah, though Israel and Lebanon agreed on Friday to a 45-day extension of a ceasefire that has tamped down the conflict there.
The US paused its attacks last month but began a port blockade. As of Saturday, 78 commercial ships had been redirected and four disabled to ensure compliance with the blockade, the US military said.
Tehran, which carried out strikes against Israel, US bases and Gulf states after the war began, has said it will not unblock the strait until the US ends its blockade. Trump has threatened to resume attacks if Iran does not agree to a deal.
“We don’t want them to have a nuclear weapon, we want the straits open,” Trump said in Beijing, alongside Xi.
Iran, which has long denied it intends to build a nuclear weapon, has refused to end nuclear research or relinquish its hidden stockpile of enriched uranium.
Iranian Foreign Minister Abbas Araqchi said Tehran had received messages from the US indicating Washington was willing to continue talks.
Pakistan has been mediating between Washington and Tehran. Iranian news agency Nournews said Interior Minister Eskandar Momeni had held “detailed” discussions with his visiting Pakistani counterpart on Iran-Pakistan relations and the prospects for resuming peace talks, but gave no details.
TRUMP LOSING PATIENCE
Trump, who told Fox News’ “Hannity” program in an interview aired on Thursday that he was losing patience with Iran, said Tehran “should make a deal.”
Oil prices rose around 3 percent to around $109 a barrel on Friday [O/R] on concerns about a lack of progress in resolving the conflict.
Talks on ending the war, which has become a liability for Trump ahead of US congressional elections in November, have been on hold since last week when Iran and the US each rejected the other’s most recent proposals.
Araqchi said on Friday that Iran would welcome Chinese input, adding that Tehran was trying to give diplomacy a chance but did not trust the US, which has curtailed previous rounds of talks by launching air strikes.
When the US and Israel launched their attacks on Iran at the end of February, they said one of their aims was to weaken the authorities so Iranians could topple the government.
There has been little sign of organized dissent in Iran during the war, and rights groups say the government has cracked down heavily on its opponents.
Iran’s judiciary said on Saturday that 39 people had been executed for collaborating with Israeli or US spy agencies, or taking part in “terror” or armed unrest, since the war started, the judiciary’s news agency Mizan reported.
It said 36 “medium-level” dissidents had received long prison sentences.
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Tens of Thousands March in London in Separate Immigration, Pro‑Palestinian Protests
Protesters take part in a “Unite the Kingdom” rally organised by British anti-immigration activist Stephen Yaxley-Lennon, also known as Tommy Robinson, in London, Britain, May 16, 2026. REUTERS/Hannah McKay
Tens of thousands of people marched through central London on Saturday in two separate protests – one against high levels of immigration and another in support of Palestinians.
Police deployed 4,000 officers, including reinforcements from outside the capital, and pledged “the most assertive possible use of our powers” in what they called their biggest public order operation in years.
By 1200 GMT, shortly after both marches started, police said they had made 11 arrests for a range of offenses. They had earlier forecast turnout of at least 80,000.
Prime Minister Keir Starmer on Friday accused organizers of the Unite the Kingdom march of “peddling hate and division, plain and simple.”
The march was organized by anti-Islam activist Stephen Yaxley-Lennon, known as Tommy Robinson. The government barred 11 people it described as “foreign far-right agitators” from entering Britain to address the protest.
A previous protest led by Robinson in September drew around 150,000 people, police said, and featured a video address by US tech billionaire Elon Musk. More than 20 people were arrested, and police are still seeking more than 50 suspects.
MARCHERS WAVE BRITISH AND ENGLISH FLAGS
On Saturday, Robinson supporters gathered in central London, waving mainly British and English flags.
“I think that too much migration – not migration, but too much migration – is causing a lot of problems, upsetting a delicate balance here,” said Allison Parr, who also criticized net-zero environmental policies.
Annual net migration approached 900,000 in 2022 and 2023, but fell back to around 200,000 last year after tighter work visa rules.
Concern over immigration – including the arrival of asylum seekers on small boats – has weighed on Starmer’s popularity and boosted the right-wing Reform UK party, whose leader Nigel Farage has distanced himself from Robinson.
Some protesters chanted abuse about Starmer.
Robinson, who has convictions for assault, stalking and other offenses, urged supporters this week to act peacefully in what he billed as “the greatest patriotic display the world has ever seen.”
Earlier this year, he traveled to the US, where he met a State Department official and addressed supporters about what he called “the dangers of Islam” and “the Islamification of Great Britain.”
Census data showed 6.5 percent of people in England and Wales identified as Muslim in 2021, up from 4.9 percent in 2011.
PRO-PALESTINIAN PROTESTERS MARK NAKBA DAY
Nearby, pro-Palestinian demonstrators held a march to mark Nakba Day, commemorating Palestinians’ loss of land in the 1948 war that followed the creation of Israel. “Nakba” means catastrophe in Arabic.
The march also drew those opposing the Unite the Kingdom rally, alongside predominantly Palestinian flags.
London has recently seen a spate of arson attacks on Jewish sites, and two Jewish men were stabbed last month in an incident being treated as terrorism.
Police said repeated large pro-Palestinian marches – 33 since the Hamas-led attack on Israel in October 2023 – had left many Jewish people feeling too intimidated to enter central London.
While protesters held a range of views, police said they routinely made arrests for racially and religiously aggravated public order offenses, inciting racial hatred or supporting proscribed organizations.
The government said police would arrest protesters who chanted “globalize the intifada,” a reference to Palestinian uprisings against Israel that many British Jews view as inciting antisemitism.
Some protesters on Saturday chanted “Death to the IDF”, referring to the Israeli army – language that police said had previously been a reason for arrests when aimed at Jewish people.