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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?”


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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Trump urges Iran to make a deal after Iran fires missiles at Israel for first time in 2 months

(JTA) — Iran fired multiple barrages of missiles toward northern Israel on Sunday night local time, in the first direct fire from Iran on Israel since early April.

No one was immediately reported injured in the barrages, according to Israeli media, and the Israeli military said it shot down all the missiles aimed at the country on Sunday night.

The attack came hours after a stabbing attack by an Israeli Arab on Jews in central Israel killed one person and left several others injured.

The Iran salvo added to the turmoil for Israelis living in the north, who have been under constant fire from Iran’s proxy Hezbollah in Lebanon, and upsetting an uneasy quiet in the rest of the country. Schools across Israel will be closed on Monday.

Iranian officials said the barrage was a response to Israel’s strike earlier Sunday on a Hezbollah installation in the suburbs of Beirut, which the Israeli army said targeted a command center used to direct attacks on its troops.

Hezbollah last week rejected a U.S.-brokered ceasefire deal that would have halted Israeli strikes in Beirut, saying that it could not abide by terms that would have required it to exit southern Lebanon.

During a five-week war that Israel and the United States initiated against Iran on Feb. 28, at least two dozen Israelis were killed when Iran fired hundreds of missiles at the country in near-daily barrages. Active hostilities involving Israel ended when U.S. President Donald Trump initiated a ceasefire on April 8. He and Iran have not yet agreed to terms that would permanently end the war.

Trump said he was “not happy about” Israel’s strike in Beirut and signaled that he did not see Iranian barrage as an impediment to a future deal.

“It’s certainly not going to help negotiations,” he told Fox News. “We’re very close. I would say an agreement would be signed on Monday, Tuesday or Wednesday of this coming week. And now this takes place.”

Addressing Iran directly, Trump said, “You’ve shot your missiles, that’s enough. Get back to the table and make a deal.”

Israeli Prime Minister Benjamin Netanyahu did not immediately respond publicly to the Iranian attack on Israel.

This article originally appeared on JTA.org.

The post Trump urges Iran to make a deal after Iran fires missiles at Israel for first time in 2 months appeared first on The Forward.

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Maine Democrats are poised to nominate Graham Platner, as Jewish Democrats withhold support

Maine Democrats are poised to nominate Graham Platner on Tuesday to challenge incumbent Republican Sen. Susan Collins in one of the most important Senate races this year. But a series of recent domestic violence allegations and controversies surrounding Platner could become a major political problem for the party in its effort to regain control of the Senate.

The controversy extends beyond questions about electability. Jewish Democratic organizations have withheld support from Platner over his past Nazi-linked tattoo, criticism of Israel and rhetoric that some Jewish leaders view as troubling, even as top national Democrats rally behind his candidacy.

The primary was effectively decided weeks ago when former Gov. Janet Mills suspended her campaign after lagging in polls and struggling to raise money. Mills never formally withdrew from the ballot, leaving open the possibility that some Democrats will use Tuesday’s primary as a protest vote against Platner

The dilemma facing Democrats is unusually stark.

Maine, considered a purple state, is widely viewed as one of the party’s clearest opportunities to flip a Republican-held Senate seat. Collins, 73, is running for a sixth term, though critics argue her image as a political moderate has diminished in recent years. In her last reelection campaign in 2020, Collins defeated her Democratic challenger 51-42. Sara Gideon, who is married to a Jewish lawyer, ran a competitive race and drew support from Maine’s estimated 15,000 Jewish voters and outside Jewish Democratic groups.

The 41-year-old Platner, an oyster farmer and former Marine, appeared to be the kind of insurgent candidate Democrats dream about. He led Mills by a significant margin and consistently ran ahead of Collins in public polling.

But the past two weeks have left Democrats struggling with his candidacy.

Reports about explicit messages sent to women while married and allegations from former partners describing threatening and troubling behavior, along with scrutiny of past online posts, put the Platner campaign on defense.

For Jewish voters, Platner’s rise and the party’s embrace of him were already hard to swallow. Platner faced backlash last year after acknowledging that a black skull-and-crossbones tattoo on his chest resembled a Nazi symbol. He has since covered it up. In past posts on Reddit, Platner defended a man with a Nazi SS lightning bolt tattoo who impersonated a federal officer at a Black Lives Matter protest in Las Vegas in 2020.

A New York Times story last week cited an ex-girlfriend who said Platner knew for years that the tattoo on his chest was associated with Nazi imagery, an allegation he has forcefully denied.

Also troubling to Jewish Democrats, Platner has accused Israel of committing genocide in Gaza and suggested the U.S. should cut off all aid to Israel. Last week, Platner accused Collins of taking money from AIPAC and being “bought and paid for by Benjamin Netanyahu, and she votes accordingly.”

Halie Soifer, head of the Jewish Democratic Council of America, said in an April interview that her group was not prepared to back Platner. JDCA had endorsed Mills in the primary before she suspended her campaign. On Sunday, Soifer said the group continues to stand by its endorsement of Mills, signaling that voters who remain uneasy about Platner still have the option of casting a vote for the former governor, whose name remains on the ballot.

“If he were running in Jersey, he’d either be thrown off the ballot or buried under the Meadowlands,” Rep. Josh Gottheimer, a Jewish Democrat from New Jersey, said on Friday.

Top Democratic strategists told Politico that Platner could face pressure to drop out of the race if Mills receives a significant amount of votes.

Senate Minority Leader Chuck Schumer, the highest ranking Jewish elected official in the U.S., has so far continued to show support for Platner. After meeting with Platner last week in Washington, D.C., Schumer told reporters that defeating Collins remains a top priority for Democrats seeking to reclaim power in the Senate.

The likely result is a question Democrats increasingly cannot avoid: If Platner wins Tuesday as expected, how much longer can national Democrats continue treating him as their standard-bearer and excuse conduct they would condemn in a Republican candidate? Jewish Democratic organizations, having already distanced themselves from Platner, will also have to decide how to respond if he becomes the party’s nominee, as other nominees are also coming under scrutiny for past remarks and associations with antisemitic influencers.

House Minority Leader Hakeem Jeffries, in an interview Sunday on Fox News, was asked whether he’s concerned that his party “has an antisemitism problem,” citing Platner’s rhetoric and that of other Democratic candidates.

Platner is “going to have to speak for himself, and that’s what any candidate, particularly in a high-profile race, is going to be called upon to do,” Jeffries said. He added that the effort to crush antisemitism is an “American issue” and shouldn’t be a partisan issue. “It can’t be a red or blue issue. It’s a red, white, and blue issue.”

The post Maine Democrats are poised to nominate Graham Platner, as Jewish Democrats withhold support appeared first on The Forward.

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Some Jewish Republicans say Tucker Carlson is no longer a threat. Others worry he’ll run for president.

(JTA) — At the Republican Jewish Coalition’s annual gala last November, much of the discussion centered around right-wing antisemitism. Texas Sen. Ted Cruz warned that there was “an existential crisis in our party” as figures such as Tucker Carlson, Candace Owens and Nick Fuentes built their online audiences, while right-wing firebrand Rep. Randy Fine of Florida slammed Carlson as an antisemite.

At the RJC’s “America 250” gala six months later, the mood was cheerier, and the cautionary words gave way to declarations that emerging antisemitism on the right was being dealt with properly.

Fine reminded the audience at the RJC event held in Manhattan on Sunday that in his speech to the RJC in November, he’d called Carlson “the most dangerous antisemite in America.” Now, he said, “I don’t know that that’s true anymore.”

Fine and other Republicans at the RJC gala told the Jewish Telegraphic Agency that enough Republicans had spoken out against Carlson – most significantly, President Donald Trump – and his ilk to damage their image and dampen the threat they might pose. They also pointed to major GOP critics of Israel who had lost their seats in recent months.

But others have warned that it’s a mistake to celebrate too soon, or think Carlson’s star has really faded, especially amid speculation that he might launch a presidential run as a Republican.

Fine told JTA in a text that he now believes the country’s “most dangerous antisemite” is Zohran Mamdani, New York City’s anti-Zionist mayor. In contrast, he said, Carlson’s impact had only plummeted in the past half-year.

“I think that brand has been destroyed [in] the last six months,” he wrote, attributing the change to politicians like himself calling Carlson out, as well as “the damage he has done to himself.”

A number of speakers at the RJC who lauded Republicans’ response to antisemitism in the party also pointed to the recent primary defeat of outspoken Israel critic Kentucky Rep. Thomas Massie. Brooks said to loud applause that the group spent $5 million in that race, and called the effort “a fight worth having and a victory worth celebrating.”

Speakers also recounted the resignation from Congress of Marjorie Taylor Greene in January, maintaining that the Republican Party is squashing its anti-Israel voices, while the Democratic Party is electing them.

“Being anti-Israel in today’s Republican Party is not — unlike the Democratic Party — a path to success,” said RJC CEO Matt Brooks during his remarks. Brooks later told JTA that Carlson, Owens and Fuentes’ “influence and credibility is less than it’s ever been” and that “they don’t represent” the mainstream of the MAGA movement.

But the Anti-Defamation League warned that it would be a mistake not to see the audience and impact of Carlson in particular as worthy of continued concern.

Oren Segal, the ADL’s vice president of counterextremism and intelligence, said in an interview with JTA that his organization’s biggest worry regarding Carlson is “not merely his relationship with any conservative or elected officials” but also the “normalization” of his views.

Segal pointed to the accusation that an Israeli attack on an American spy ship during the 1967 Six-Day War was intentional — used by conspiracy theorists as proof that the Jewish state cannot be trusted — despite U.S. investigations determining that it was a mistake.

“No one’s been a bigger boon to the USS Liberty Conspiracy of late than Tucker Carlson,” he said.

Segal added that it would be “absurd” to count out anyone as a potential presidential contender, while several political observers have speculated that Carlson may be weighing a run.

New York University professor Scott Galloway recently said on his New York Magazine podcast “Pivot” that the former Fox News host could be a serious contender. There is an “enormous lane,” he assessed, for a candidate who, like Carlson, has “very conservative values, an enormous media platform, an enormous army of acolytes that he could weaponize right away, and is anti-Trump and anti-the war on Iran.”

Some of Carlson’s allies are gunning for a campaign. Speaking Thursday on Russian state television during a trip to St. Petersburg, Owens said she personally did not plan to run for office but said Carlson would be a great candidate for president.

“I would love for him to run,” she said, adding, “I would gratefully get behind someone like Tucker Carlson.”

Back in March, TV host Piers Morgan asked Carlson whether he has White House ambitions. Carlson said that politics is “not what I do,” adding, “The whole idea of, ‘I’ve been a successful cable news host, I should be president!’ — that whole way of thinking is disgusting to me.”

Asked about the possibility of Carlson running for president, Brooks told JTA in a statement that the RJC would continue to push back against Carlson and similar anti-Israel figures.

“There is only one party where American Jews can be proudly pro-Israel, and it is the Republican Party — and those who imperil that will have to come through the RJC first,” Brooks said.

Others who attended Sunday’s RJC gathering felt the possibility of a Carlson candidacy was overblown. Shabbos Kestenbaum, a prominent Jewish conservative activist who sued Harvard University over alleged antisemitism, dismissed concerns that Carlson could be a serious presidential candidate.

In an interview, he pointed out that Carlson’s support of Massie and Ohio gubernatorial candidate Casey Putsch did not yield electoral success. Putsch, who has a history of dog whistling to neo-Nazis, received 17.5% of the vote in Ohio’s Republican gubernatorial primary. Unlike Massie, Carlson did not issue an endorsement for Putsch, but he did host Putsch on his podcast last year.

“His endorsements mean absolutely nothing, and outside of the ‘Podcastistan’ universe, his words carry very little weight,” Kestenbaum said of Carlson.

Brooks said in an interview with JTA  that he feels “very pleased” with how the party has responded to voices like Carlson’s. President Donald Trump has publicly cast Carlson aside since his former ally sharpened his objections to the administration’s war in Iran.

“It’s been marginalized,” Brooks said of the party’s anti-Israel wing. “They tried to hijack the term MAGA. Groups like ours, but equally important, the president, has made it clear they are not MAGA.”

Asked about Vice President JD Vance, who has not offered a condemnation of Carlson to some Jewish Republicans’ chagrin, Brooks said, “When you have the president speaking, that’s the voice that matters right now.”

This article originally appeared on JTA.org.

The post Some Jewish Republicans say Tucker Carlson is no longer a threat. Others worry he’ll run for president. appeared first on The Forward.

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