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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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Russians Retreat as Al Qaeda-Linked Jihadists, Tuareg Separatists Kill Mali’s Defense Minister, Capture Key Town
A Malian soldier stands in position with his weapon during an attack on Mali’s main military base Kati outside the capital Bamako, Mali, April 25, 2026. Photo: REUTERS/Stringer
The military junta in Mali came under attack this past weekend in multiple locations across the expansive desert nation, resulting in the death of Defense Minister Sadio Camara and the seizure of Kidal, a key town in the African country’s eastern region.
The strikes resulted from an alliance between Jama’at Nusrat al-Islam wal-Muslimin (JNIM,) an Al-Qaeda-linked jihadist group fighting to establish a state governed by strict Islamic Shariah law, and the Azawad Liberation Front (FLA), a Tuareg rebel separatist militia which seeks to form an independent nation in Mali’s northeast.
Local sources told France 24 that the groups had seized control of Kidal, a reported FLA stronghold, on Monday. This victory followed the retreat of Russia’s Africa Corps, the mercenary organization the Malian government had contracted at a monthly rate of $10 million to provide security.
Fox News Digital reported reviewing video of Russian mercenary casualties and Russian vehicles fleeing Kidal. An FLA spokesperson told the Associated Press that Russia’s Africa Corps had withdrawn and that a “white” agreement had been made.
Other locations hit by attacks included Kati, Gao, Sévaré, and Mopti.
JNIM took credit for bombings at Mali’s primary airport in Bamako.’
Meanwhile, JNIM is the suspect of a car bomb planted outside Camara’s home which exploded on Saturday, killing Mali’s top military leader and three other family members.
The attacks tell “every Malian, every regional capital, and every foreign partner that JNIM can operate at will inside the supposedly secure heart of the state,” Justyna Gudzowska, executive director of The Sentry, an investigative and policy group, told Reuters.
Mali’s military junta, which has ruled since August 2020, on Monday announced injuries sustained by two of its other leaders, Gen. Oumar Diarra, who serves as chief of the armed forces’ general staff, and Gen. Modibo Koné, director of the National Security Agency.
Yvan Guichaoua, a Sahel specialist at the German research center BICC, told Reuters that the attacks intended to “decapitate” the government.
A spokesperson for the US State Department said that the United States “strongly condemns” the terrorist attack in Mali.
“We extend our deepest condolences to the victims, their families, and all those affected,” the spokesperson added to Fox News Digital. “We stand with the Malian people and government in the face of this violence. The United States remains committed to supporting efforts to advance peace, stability, and security across Mali and the region.”
A statement from the office of UN Secretary-General Antonio Guterres said he is “deeply concerned by reports of attacks in several locations across Mali. He strongly condemns these acts of violence, expresses solidarity with the Malian people, and stresses the need to protect civilians and civilian infrastructure.”
Ulf Laessing, head of the Sahel program at the Konrad Adenauer Foundation in Germany, told Germany’s DW that the strikes were the biggest he had seen in the country in years.
“Remarkably, there has been a coordination between jihadists and Tuareg rebels, which have nothing in common, but they have a joint enemy,” Laessing said. “They staged together an attack in 2012 and took over northern Mali. Then later they fell out. The jihadists got rid of the Tuaregs. So, it’s remarkable that they made a comeback.”
According to a statement from Russia’s foreign ministry posted to Telegram, 250 militants struck the Bamako Senou International Airport and the military base nearby.
“The Malian Armed Forces repelled the attack and are currently taking further steps to eliminate the militia that may have been, reportedly, trained by Western security agencies,” the foreign ministry said. “Russia is deeply concerned about these developments. This terrorist activity poses a direct threat to the stability of friendly Mali and could have the most serious consequences for the entire region.”
Laessing also spoke to the Associated Press, calling the attack a major blow to Russia.
“The [Russian] mercenaries had no intelligence about the attacks and were unable to protect major cities,” he said. “They have unnecessarily worsened the conflict by not distinguishing between civilians and combatants.”
“The fact that the Malian military intelligence has not been able to detect that these attacks were about to take place is a major failure for them,” Nina Wilen, director for the Africa Program at Egmont Institute for International Relations, told DW, saying the attacks revealed how “strong JNIM has become over the past year.”
She noted that Camara had been a key figure in establishing relations with Russia, making him a symbolic figure to target and send a message opposing the presence of Russian troops.
Islamist activity in the Sahel of Western Africa has risen in recent years, causing analysts to label the region the most lethal place on the planet for terrorist deaths, with JNIM leading the body count.
The trend has caught the attention of Washington, DC.
“Across the Sahel in West Africa and in East Africa, terrorist groups are expanding, embedding, and operating with increasing capability,” US Sen. Ted Cruz (R-TX) said during a hearing last week on terrorism in Africa. “ISIS affiliates and al-Qaeda-linked groups are growing, controlling territory, and exploiting weak governance.”
“In region after region, terrorist groups are outpacing the ability of local governments to respond,” Cruz added. “The failures threaten our interest globally and endanger the American homeland. The threat is rapidly growing and demands attention.”
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US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue
(JTA) — A soldier stationed at Fort Polk in Louisiana was arrested last week after he told users on the popular messaging platform Discord that he planned to conduct a mass shooting at a synagogue.
Jakob Marcoulier, 22, was arrested last Thursday and charged with transmitting a threat in interstate commerce after the FBI’s National Threat Operations Center received a tip in February that he had made threats toward synagogues, according to the U.S. attorney’s office for the western district of Louisiana.
According to court documents, the FBI obtained audio from Discord in which Marcoulier allegedly said, “After this deployment if the Jews still have reign over our government, I am going to walk into a synagogue with my AK, with a 75-round drum mag, and all of my extra mags, with my level four plates, and my haka helmet that’s three plus, and I am going to kill every single Jew I know inside of that synagogue. And that’s my goal in life.”
During the communications, Marcoulier told the other users, “You guys will never do anything about but I will. I just have to finish this, I have to go back overseas and do what I have to do. And then you’ll see me in the news. I promise you.”
He also allegedly said that he would “kill these motherf—kers in order to make sure the white youth is f—king secured.”
It was not immediately clear when Marcoulier made the comments, but the United States and Israel jointly attacked Iran on Feb. 28 following a buildup of U.S. troops in the Middle East.
The Iran war has put Jewish institutions across the country and the around the world on high alert, with attacks on synagogues including arsons in Europe and a synagogue ramming in suburban Detroit last month.
“Threats against synagogues and Jewish Americans are threats to the religious freedom promised to every single one of us, and this Office and our law enforcement partners are committed to protecting those freedoms,” United States Attorney Zachary A. Keller said in a statement.
The post US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue appeared first on The Forward.
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J.D. Salinger asked publishers to remove references to his Jewish heritage, newly surfaced letters reveal
(JTA) — Acclaimed author J.D. Salinger asked his publisher to remove references to his Jewish heritage in the book jacket of “The Catcher in the Rye,” newly surfaced letters from 1951 reveal.
The request came in a letter from Salinger, a notoriously private man, and his editor, John Woodburn at publisher Little, Brown and Co. The correspondence, which took place in early 1951, predates the first publication of “The Catcher in the Rye,” Salinger’s hit coming-of-age novel.
“I don’t know that I’d like to have that Jewish-Irish business slapped on the jacket,” Salinger wrote. “Surely if it’s catchy, that is.”
The letter has come to light because Peter Harrington Rare Books, a bookseller based in London, has listed it as part of a package for sale in the New York International Antiquarian Book Fair, which begins on Thursday.
“The Catcher in the Rye,” a contemporary classic following the life of angsty boarding school student Holden Caulfield, is one of the best-selling books of all time.
Caulfield’s character is of Irish heritage, like Salinger’s mother. But Salinger was the son of Sol, a cheese salesman (whose wares might have been kosher) and the grandson of a rabbi on his father’s side. His mother, Marie Jillich, went by Miriam to appease her in-laws who disapproved of the mixed marriage. He learned his mother’s real name only around the time of his bar mitzvah.
To Woodburn, Salinger wrote that he worried about being pigeonholed as a Jewish-Irish writer if the book broadcast that information.
“My Jewish-Irishness isn’t quite so bizarre, as, say, [James] Thurber’s eyesight,” Salinger wrote, referring to the American author and cartoonist, who was legally blind by that time. “But nonetheless, second-rate reviewers would probably find the information just provocative enough to use and misuse over and over again, and I’d end up being expected to wear a Star of David and a Shamrock on the back of my sweatshirt. So, please, let’s be careful.”
Salinger’s other famous works include the 1948 short story “A Perfect Day for a Bananafish,” which follows the Irish Catholic-Jewish Glass family, who also make appearances in “Franny and Zooey.”
The letters, previously unpublished, were acquired from a private collector and will be on view at the New York International Antiquarian Book Fair at the Park Avenue Armory from Thursday to May 3.
The bookseller is also currently offering a first edition of the script of West Side Story, inscribed by all four writers of the play, book, and music: Leonard Bernstein, Jerome Robbins, Arthur Laurents, and Stephen Sondheim. Peter Harrington has also sold a rare, first printed edition of “De Bello Judaico” by Josephus Flavius, the first-century Roman-Jewish historian.
The triad of letters is currently offered at a set price of $47,500 and includes two typed letters by Salinger, with his signature, and a carbon copy of Woodburn’s reply. It also includes a reference to one of Salinger’s “lost stories,” a prequel to “Catcher in the Rye” that was not to be published until 50 years after his death.
Salinger died in 2010 at the age of 91. The “lost story,” “The Ocean Full of Bowling Balls,” was set to be published in 2060, but in 2013, it was pirated and leaked online.
The post J.D. Salinger asked publishers to remove references to his Jewish heritage, newly surfaced letters reveal appeared first on The Forward.
