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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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Illinois voters pass proposals objecting to state anti-BDS law

(JTA) — Voters in eight municipalities in Illinois approved ballot measures last week registering formal objections to the state’s law barring state pension investments in companies that boycott Israel.

The ballot measures will have no effect on state policy. But pro-Palestinian groups are celebrating the wins as demonstrations of shifting public opinion against the law, first signed in 2015 to oppose the Boycott, Divestment, Sanctions movement.

The village of Oak Park and the townships of Champaign, Cunningham, DuPage, Kickapoo, Medina, Normal and Peoria all approved similarly worded ballot measures that urge the state to repeal its anti-BDS law or support specific state legislation that would do so. According to unofficial tallies, 65% of voters in Oak Park, a Chicago suburb whose local Jewish population mounted a sustained objection to the referendum, approved the measure there.

Jewish groups including the Jewish United Fund, Chicago’s federation arm, had campaigned against the ballot measure. The Illinois law, championed by JUF when it was first passed, was the first of what has become dozens of state anti-BDS laws in the country. First Amendment groups have challenged the laws.

“We would have much preferred a victory,” Dan Goldwin, chief public affairs officer for JUF, told the Jewish Telegraphic Agency on Monday. Yet Goldwin pointed out that Oak Park voters had approved the measure by smaller margins than their votes for top Democratic candidates including Illinois Gov. JB Pritzker and former presidential candidate Kamala Harris.

“Once people began to be exposed to the meaning of what the referendum was about, they moved against it. We just didn’t have enough time,” he said.

Some members of the Oak Park opposition had engaged in a drawn-out fight over the eligibility of the signatures the ballot measure activists had gathered. That time, Goldwin theorized, “was probably time better spent convincing people to vote against it.”

Separately, voters in Bloomington Township approved a measure stating that the federal government should “ban the transfer of weapons to any country that is a dictatorship, apartheid state or major violator of human rights.” The ballot language did not mention Israel, but pro-Palestinian activists have long maintained that Israel commits apartheid and that the U.S. should halt weapons sales to the country.

Local Jewish figures have said the campaign troubled them.

“It felt like it was a local chapter of a global movement to destroy the world’s only Jewish state, and I felt it personally and acutely,” Rabbi Adir Glick of Conservative Temple Har Zion in River Forest, which borders Oak Park, told the Wednesday Journal of Oak Park and River Forest about the campaign. “I know people who lost friendships in the last few months, and difficult moments with neighbors and colleagues, but it also galvanized our Jewish community.”

Goldwin said the measures’ passage wouldn’t change JUF’s own strategy opposing the repeal of the anti-BDS law at the state level. He noted that ballot measure activists, with the exception of Oak Park, largely didn’t target municipalities with large Jewish communities. In his view, those seeking the repeal of the law “are still a significant minority.”

The BDS movement had a more significant policy victory on election night with the passage of a binding ballot referendum in Providence, Rhode Island, to divest that city from “foreign countries conducting ethnic cleansing, apartheid, illegal military occupation, or genocide.” Proponents and opponents of the measure alike have said they believe the language and parameters of the question will include Israel.

This article originally appeared on JTA.org.

The post Illinois voters pass proposals objecting to state anti-BDS law appeared first on The Forward.

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Blinken, Pompeo: Strong U.S.-Israel ties, assistance to continue despite Trump call to end aid

(JTA) — Former secretaries of state Antony Blinken and Mike Pompeo both downplayed the potential end of American military aid to Israel on Sunday, insisting such a development would not harm U.S.-Israel ties during a joint appearance in Washington.

Speaking at the Jewish Federations of North America’s annual General Assembly, both men also defended Israel’s security and its need to defend itself in the wake of the Hamas attack on Oct. 7, 2023, condemning voices who try to equate Israel’s actions with those of Hamas and accuse it of committing genocide.

But Blinken, who was secretary of state in the Biden administration at the time, also didn’t spare Jerusalem from criticism over its conduct of the war.

Following Oct. 7, “the Israelis did, for the most part, the bare minimum of what they felt they needed to do for people who were stuck in the middle of this crossfire in Gaza,” he said. “There was a certain amount of disregard, a certain amount of disdain for the well-being of the Palestinian civilians.”

He added that “that is vastly different, vastly different from an intent to do them harm, from an intent to eliminate them. The target was Hamas, and horrifically, too many people were caught in the middle of that and suffered terribly as a consequence.”

Still, he said, it is important to “recognize that we’re at an inflection point” when it comes to American attitudes toward Israel. Blinken recalled discussions with Israeli Prime Minister Benjamin Netanyahu as the Gaza war was raging in which he warned that Israel was “not only losing the Democratic Party — and that may be fine from your perspective — you’re going to be losing young Republicans, young evangelicals.”

On Election Day last week, following campaigns in which many candidates called for reducing support for Israel, President Donald Trump declared that the money “gets cut off at the end of the year.”

Pompeo, who served as CIA director and secretary of state during the first Trump administration, said that while he did not “know exactly how this administration will follow through on that,” there had been conversations between Jerusalem and Washington “about what’s the appropriate level of assistance and what [is] the right model” for cooperation.

Calls to change the nature of U.S. military aid have become “bipartisan,” he noted.

Stating that he is “very optimistic,” the former Republican congressman asserted that “whether we provide the $4 billion a year — which … mostly goes to buy U.S. weapons systems from Lockheed and Raytheon and big defense contractors — is much less material than the nature of the relationship between the United States and Israel.”

“And so whether we provide that particular money, there will still be deep connectivity. There’ll still be lots of assistance, and there will be a partnership that is historically important, not just for Israel, but for the United States of America as well … we couldn’t do the intelligence work we need to do without them.”

“They save American lives all the time,” he continued. “I still have a death threat on me from the Iranians. The Israeli intelligence has been very helpful at making sure that I’m where I need to be and I’m not where I ought not be.”

Israel’s 10-year memorandum of understanding (MOU) with the United States, which currently pledges Israel $3.8 billion annually for the fiscal years 2019-2028 subject to congressional appropriations, has proven a political liability for Trump. Last week he questioned why his administration should have to deal with criticism from Democrats over the issue. Following the GOP’s loss in the midterms, Vice President JD Vance explicitly called to put America first and “change our relationship to Israel.”

Blinken responded similarly to his Republican counterpart on the question of U.S. aid to Israel.

“I think you’re seeing a recognition on the part of the Israeli government that this thing is not going to last forever, and an attempt to make it clear in the body politic in Israel that, no, we can pay for our own stuff. We don’t need the kind of assistance that we’re getting from the United States in terms of paying for what we’re acquiring,” Blinken stated, adding that “it doesn’t change anything … about the inherent value of the relationship and the partnership.”

But while Pompeo and Blinken appeared largely on the same page regarding military aid to Israel, the two differed significantly regarding the conflict with Iran and a future resolution to the long-running conflict with the Palestinians.

Asked how to negotiate a settlement with Iran, Pompeo replied that “I just I simply don’t think that it’s possible with the regime” even as he admitted the United States cannot currently curtail Iran’s ambitions through military means.

Pompeo called to “continue to apply pressure there” through the current economic blockade and by “going after further assets inside of Iran” because “they still have the capability to muck up the Gulf region and to threaten Israel [while] we have the capacity to, if not eliminate it, mitigate that materially.”

As for offering concessions to keep the Strait of Hormuz open and maintain the flow of oil, Pompeo insisted that “we should never give the Iranians a damn thing.”

Blinken, on the other hand, stated that Trump needs to acknowledge that the war against Tehran “might not be a loss” but it “wasn’t a real win.”

But while concessions, possibly including sanctions relief, may be needed to bring the Iranians back to the table, “I think what you have to do is exert sustained, systematic pressure on them economically … for purposes of getting to negotiate,” he added.

The lesson learned from the 2015 Iran deal, otherwise known as the Joint Comprehensive Plan of Action, Blinken said, is that it can take time to get Iran to the point where it is ready to negotiate.

Blinken added, “Same thing with the Iran-Iraq war. There wasn’t a capitulation. There was a negotiation. I think at this point that’s in our interest.”

Turning to the Palestinian issue, Blinken argued that part of why Hamas attacked on Oct. 7 was to preempt the further expansion of the Abraham Accords and that “for that vision to be fully realized, it requires a resolution of the Palestinian question.”

“I believe to the bottom of my heart, as I have throughout, that the only way forward, and again, this is very unpopular these days, is through a secure Israel and a sovereign Palestine,” Blinken said.

He drew pushback from Pompeo, who argued that “one of the keys to success of the Abraham Accords was not letting the conflict between the Palestinians and the Israelis get in the way of what the Gulf Arab states actually know needs to happen.”

This article originally appeared on JTA.org.

The post Blinken, Pompeo: Strong U.S.-Israel ties, assistance to continue despite Trump call to end aid appeared first on The Forward.

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‘Jews are welcome, Zionists are not’: Is a Zionist ban at a restaurant legal?

Sap Sua, a Vietnamese restaurant in Boulder, Colorado, was one of Emily Lanigan’s favorite restaurants. She even celebrated her 44th birthday there in June. So Lanigan was stunned when the restaurant posted this since-deleted message on Instagram in September: “Jews are welcome, Zionists are not.”

Lanigan, a former synagogue president, identifies as a Zionist, which she defines as the Jewish right of self-determination. Was she really no longer welcome at the place where she had received a complimentary dessert just months before?

She wondered if the restaurant had a different definition of Zionism, she said, and thought maybe reaching out and offering to have an in-person discussion could clear things up.

“Being a Zionist does not mean I do not also believe in the freedom and autonomy of Palestinians,” Lanigan said she commented on Instagram. “You and I are not so far apart.”

But Sap Sua’s owner, Anthony “Ni” Nguyen, doubled down: “As you clearly saw, the full statement was ‘Jews are welcome. Zionists are not.’ Jews are a protected class, and all Jews are welcome,” Nguyen wrote in messages to Lanigan reviewed by the Forward. “Zionism is a political ideology, like Nazism.”

Nguyen’s response to Lanigan implied the law was on his side. He could ban “Zionists,” it seemed, so long as he let in Jews who shared his views about Israel.

Legally speaking, Nguyen was partially correct. Neither federal civil rights law nor Colorado law prohibits businesses from refusing service based on customers’ political beliefs — meaning turning someone away based solely on their political support for Israel could be allowed.

But the line gets murkier when “Zionist” is used as a stand-in for Jewish or Israeli identity, which can violate laws prohibiting discrimination based on religion or national origin.

The distinction matters not only for Sap Sua, as spaces from coffee shops to book festivals to concert venues make disavowing Israel a condition of entry or participation. The troubling practice raises a thorny question: How should the law distinguish between excluding someone because of their political beliefs and excluding them because of who they are?

The right to exclude?

Sap Sua was not the first business to declare itself off-limits to Zionists with no legal consequences. In Utah, after a bar called Weathered Waves declared “no Zionists allowed” in 2024, the attorney general found no evidence of legal wrongdoing. (Weathered Waves later closed over a dispute with its landlord.)

But that doesn’t mean “Zionist” bans are always legal. According to Richard Katskee, a professor of law at Duke University with expertise in public accommodation law, the legality depends on how the ban is enforced.

Does the business ask only Jewish or Israeli customers to disclose their views? Does it make assumptions about the politics of customers wearing kippahs? If Jewish customers are being singled out, Katskee said, that would make a finding of illegal discrimination more likely.

Omer Wiczyk, senior counsel at the Brandeis Center, told the Forward that two cases he’s currently litigating cross that line. At a coffee shop in Oakland, California, a customer wearing a Star of David baseball cap was asked on video if he was a Zionist and told to leave. At an eyebrow salon in Northern Virginia, a customer was kicked out after disclosing she was Israeli-American.

Businesses “cannot turn a customer’s identity into objectionable politics, and then invoke that to justify their exclusion,” Wiczyk told the Forward. “Being Israeli is not a political issue. Being a Jew is not a political issue. It’s who you are.”

But if a business required every customer, regardless of their identity, to affirm a particular political position on Israel before receiving service, that could be legal, Katskee said — though enforcing such a policy fairly would inevitably prove difficult in practice.

“It might be legal, like putting up a sign saying ‘Republicans only’ or ‘Democrats only,’” Katskee said.

Jenin Younes, legal director of the American-Arab Anti-Discrimination Committee, argues that businesses have some latitude to refuse service based on customers’ politics. The ADC is currently making that case on behalf of Poetica Coffee, which is fighting a Department of Justice investigation into its decision to publicly bar Rep. Dan Goldman over his support for Israel.

In Goldman’s case, Younes said, his public profile and easily searchable voting record help support the idea that the coffee shop targeted him for his political views.

“It’s harder to make the argument that ‘No, this was really about just not letting Jewish people in’ — because he’s a public figure,” Younes said. “He’s said what he thinks on these issues.”

Even Goldman himself said that the coffee shop incident did not warrant a civil rights investigation because of his status as a public figure.

Younes argues that the same principle applies to situations unrelated to Israel and Zionism.

In 2018, for example, the owner of a Virginia restaurant kicked out White House press secretary Sarah Huckabee Sanders citing the Trump administration’s “inhumane and unethical” policies. The restaurant faced social backlash, but no legal consequences.

And last year, a Martha’s Vineyard farmers’ market stand refused to sell lawyer Alan Dershowitz pierogi, citing his legal defense of Jeffrey Epstein and other men accused of sexual assault. Dershowitz threatened legal action, but it appears he never actually filed suit.

“In my opinion, businesses should have the right to exclude people whose views it doesn’t like,” Younes said. “And by the way, I would apply this in the other context: If there’s a pro-Israel coffee shop owner and they wanted to say, ‘We don’t want anyone wearing a pro-Palestine pin in here,’ I think they have that right.”

The law’s limits

Whether businesses have the legal right to exclude certain customers is a different question than whether they should.

Such bans can end up holding ordinary Jews responsible for the actions of the Israeli government — with the misguided idea that denying them a meal or a cup of coffee will somehow advance the Palestinian cause.

And since “Zionist” means different things to different people, using the label as a litmus test will almost inevitably lead to erroneous assumptions about peoples’ views.

In cases where the law is not a remedy, the free market may be. Businesses that turn away “Zionists” must be so committed to their beliefs that they are willing to refuse a paying customer, risking boycotts and reputational damage.

At the same time, some businesses may believe the publicity will draw in new clientele. Karimi Brows, which turned away the Israeli-American customer, boasted that it gained 40,000 TikTok followers in the month after the incident.

For its part, Sap Sua appeared to backtrack amid intense public pressure, posting to Instagram that it would welcome “every guest who walks through our doors.” (Sap Sua did not respond to the Forward’s request for comment.)

But for Lanigan, the damage was done.

“It was one of my favorite restaurants,” Lanigan told the Forward. “But I will never set foot in that place again.”

The post ‘Jews are welcome, Zionists are not’: Is a Zionist ban at a restaurant legal? appeared first on The Forward.

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