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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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High-Stakes US Special Forces Mission Rescues Airman From Iran After F-15 Crash
FILE PHOTO: A U.S. Air Force F-15E Strike Eagle aircraft takes off for a mission supporting Operation Epic Fury during the Iran war at an undisclosed location, March 9, 2026. U.S. Air Force/Handout via REUTERS/File Photo
US forces staged the audacious rescue of an airman behind enemy lines after Iran downed his fighter jet, officials said on Sunday, resolving a crisis for President Donald Trump as he weighs escalating the war, now in its sixth week.
The airman rescued by special operations forces, who Trump said was a colonel, was the weapons-systems officer on the downed F-15, a US official told Reuters.
“Over the past several hours, the United States Military pulled off one of the most daring Search and Rescue Operations in US History,” Trump said in a statement, adding that the airman was injured but “he will be just fine.”
The officer was the second of two crew members on the warplane that Iran said on Friday had been brought down by its air defenses. Iran’s Revolutionary Guards said several aircraft were destroyed during the US rescue mission, Tasnim news agency reported.
Reuters reported on Friday that the first crew member had been retrieved, triggering a high-profile search by both Iran and the United States for the remaining airman.
Iranian officials had urged citizens to help find him, hoping to gain leverage against Washington in the war Trump and Israel launched on February 28.
Trump has threatened to escalate the conflict in the coming days with attacks on Iran’s energy infrastructure.
Had Iran captured the airman, the ensuing hostage crisis could have shifted American public perception of a conflict that opinion polls show was already unpopular.
Trump said the airman was rescued “in the treacherous mountains of Iran” in what he said was the first time in military memory that two US pilots had been rescued, separately, deep in enemy territory.
The official told Reuters that as the weapons-systems officer was moved from near a mountain to a transport aircraft parked within Iran, US forces had to destroy at least one of the aircraft because it had malfunctioned.
U.S. AIRCRAFT HIT
The rescue effort, involving dozens of military aircraft, encountered fierce resistance from Iran.
Reuters reported on Friday that two Black Hawk helicopters involved in the search were hit by Iranian fire but escaped from Iranian airspace.
Separately, a pilot ejected from an A-10 Warthog fighter aircraft after it was hit over Kuwait and crashed, the officials said, though the extent of crew injuries was unclear.
Still, Trump was triumphant.
“The fact that we were able to pull off both of these operations, without a SINGLE American killed, or even wounded, just proves once again, that we have achieved overwhelming Air Dominance and Superiority over the Iranian skies,” he said in his statement.
US air crews are trained in what to do if they go down behind enemy lines, measures known as Survival, Evasion, Resistance and Escape, but few are fluent in Persian and face a challenge in staying undetected while seeking rescue.
The conflict has killed 13 US military service members, with more than 300 wounded, US Central Command says. No US troops have been taken prisoner by Iran.
While Trump has repeatedly sought to portray the Iranian military as being in tatters, they have repeatedly been able to hit US aircraft.
Reuters reported on US intelligence showing that Iran retains large amounts of missile and drone capability. Until just over a week ago, the US could only determine with certainty that it had destroyed about one-third of Iran’s missile arsenal.
The status of about another third was less clear, but bombings probably damaged, destroyed or buried those missiles in underground tunnels and bunkers, Reuters sources said.
The US and Israeli war on Iran has spread across the Middle East, killing thousands and hitting the global economy with soaring energy prices that are fueling fears of inflation.
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On Easter, Pope Leo Urges World Leaders to End Wars, Renounce Conquest
Pope Leo XIV waves from the main balcony of St. Peter’s Basilica after delivering his “Urbi et Orbi” (To the city and the world) message, on Easter Sunday at the Vatican, April 5, 2026. Photo: REUTERS/Remo Casilli
Pope Leo urged global leaders in his Easter message on Sunday to end the conflicts raging across the world and abandon any schemes for power, conquest or domination.
The pope, who has emerged as an outspoken critic of the Iran war, lamented in a special message to the thousands gathered in St. Peter’s Square that people “are growing accustomed to violence, resigning ourselves to it, and becoming indifferent.”
“Let those who have weapons lay them down!” the first US pope exhorted. “Let those who have the power to unleash wars choose peace!”
Leo did not mention any specific conflicts in the message, known as the “Urbi et Orbi” (to the city and the world) blessing. It was unusually brief and direct.
The pope said that the story of Easter, when the Bible says Jesus rose from the dead three days after not resisting his execution by crucifixion, shows that Christ was “entirely nonviolent.”
“On this day of celebration, let us abandon every desire for conflict, domination, and power, and implore the Lord to grant his peace to a world ravaged by wars,” Leo urged.
Leo, who is known for choosing his words carefully, has been forcefully decrying the world’s violent conflicts in recent weeks and ramping up his criticism of the Iran war.
In a sermon for the Easter vigil on Saturday night, he urged people not to feel numbed by the scope of the conflicts raging across the world but to work for peace.
The pope made a rare direct appeal to US President Donald Trump on Tuesday, urging him to find an “off-ramp” to end the Iran war.
In his address from the balcony of St. Peter’s Basilica on Sunday to the Square below, decorated with thousands of brightly colored flowers for the holiday, Leo offered brief Easter greetings in ten languages, including Latin, Arabic and Chinese.
The pope also announced he would return to the Basilica on April 11 to host a prayer vigil for peace.
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Temple Mount Set for Limited Reopening to Jews and Muslims
Israeli National Security Minister and head of Jewish Power party Itamar Ben-Gvir gives a statement to members of the press, ahead of a possible ceasefire between Israel and Hamas, in Jerusalem, Jan. 16, 2025. Photo: REUTERS/Oren Ben Hakoon
i24 News – Israeli authorities are preparing to partially reopen the Temple Mount in Jerusalem to both Jewish and Muslim worshipers for the first time since the start of the war with Iran, under a tightly controlled and highly restricted security arrangement, i24NEWS has learned.
According to details obtained by i24NEWS, the Israeli police, backed by National Security Minister Itamar Ben-Gvir, are also expected to permit limited access for Jewish worshipers to the Western Wall as part of the same phased plan.
Under the framework, access to the Temple Mount and surrounding holy sites would be restricted to small groups of up to 150 people at a time. In the event of a missile alert, all visitors would be immediately evacuated in accordance with emergency protocols.
The decision follows a recent Supreme Court ruling allowing demonstrations in a limited format. Police argue that a consistent standard must apply across both civic gatherings and religious sites, with Ben-Gvir insisting that “there cannot be one rule for demonstrations and another for the Temple Mount.”
However, the reopening contradicts recommendations from the Home Front Command, which has advised keeping sensitive sites closed due to the ongoing risk of missile attacks.
Israeli Justice Minister Yariv Levin has proposed transferring authority over such security-related decisions exclusively to defense officials, an initiative that could reshape the balance between the judiciary and security establishment regarding restrictions on public access.