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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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Students Form ‘Human Swastika’ at California High School, Post Image With Hitler Quote
Students forming “human swastika.” Photo: Screenshot.
Eight students at Branham High School in the city of San Jose came together last week to form what police described as a “human swastika” on the campus’ football field in another disturbing antisemitic incident at a California K-12 school.
The students captured the moment in a photograph and later posted it to social media, captioning it with a quote by Adolf Hitler.
Authorities in San Jose have launched a hate crime investigation into the incident, according to local media outlets.
School officials denounced the students’ actions.
“Our message to the community is clear: this was a disturbing and unacceptable act of antisemitism,” Branham High School principal Beth Silbergeld said in a statement. “Many in our community were rightly appalled by the image. Personally, I am horrified by this act. Professionally, I am confident that our school community can learn from this moment and emerge stronger and more united.”
According to the Bay Area Jewish Coalition (BAJC), which supports the local Jewish community,
“This incident did not occur in isolation,” BAJC spokesperson Tali Klima told The Algemeiner on Tuesday. “Over the past two years, we have seen a troubling pattern in which Jews are increasingly demonized and targeted. While the circumstances differ from those of Nazi Germany, the common thread is the deliberate spread of harmful narratives.”
Klima continued, “The fact that eight students felt emboldened to engage in this hateful behavior on campus (and then post publicly) reflects an educational environment that has allowed extremist political agendas which are blatantly antisemitic into our schools. The district and state must take decisive action to restore a climate of tolerance, respect, and inclusion for Jewish students and the broader community.”
California’s state government recently approved legislation for combating K-12 antisemitism which called for establishing a new Office for Civil Rights for monitoring antisemitism in public schools, appointing an Antisemitism Prevention Coordinator, setting parameters within which the Israeli-Palestinian conflict may be equitably discussed, and barring antisemitic materials from the classroom.
State lawmakers introduced the measure, also known as Assembly Bill (AB) 715, in the California legislature following a rise in antisemitic incidents, including vandalism and assault. The list of outrages includes a student group chanting “Kill the Jews” during an anti-Israel protest and partisan activists smuggling far-left, anti-Zionist content into classrooms without clearing the content with parents and other stakeholders.
Elsewhere in California, K-12 antisemitism has caused severe psychological trauma to Jewish students as young as eight years old and fostered a hostile learning environment, as previously reported by The Algemeiner.
In Berkeley United School District (BUSD), teachers have allegedly used their classrooms to promote antisemitic stereotypes about Israel, weaponizing disciplines such as art and history to convince unsuspecting minors that Israel is a “settler-colonial” apartheid state committing a genocide of Palestinians. While this took place, high level BUSD officials allegedly ignored complaints about discrimination and tacitly approved hateful conduct even as it spread throughout the student body.
At Berkeley High School (BUSD), for example, a history teacher forced students to explain why Israel is an apartheid state and screened an anti-Zionist documentary, according to a lawsuit filed last year by the Louis D. Brandeis Center for Human Rights Under Law and the Anti-Defamation League (ADL). The teacher allegedly squelched dissent, telling a Jewish student who raised concerns about the content of her lessons that only anti-Zionist narratives matter in her classroom and that any other which argues that Israel isn’t an apartheid state is “laughable.” Elsewhere in the school, an art teacher, whose name is redacted from the complaint for matters of privacy, displayed anti-Israel artworks in his classroom, one of which showed a fist punching through a Star of David.
In September 2023, some of America’s most prominent Jewish and civil rights groups sued the Santa Clara Unified School District (SCUSD) in California for concealing from the public its adoption of ethnic studies curricula containing antisemitic and anti-Zionist themes. Then in February, the school district paused implementation of the program to settle the lawsuit.
One month later, the Louis D. Brandeis Center for Human Rights Under Law, StandWithUs, and the ADL filed a civil rights complaint accusing the Etiwanda School District in San Bernardino County, California, of doing nothing after a 12-year-old Jewish girl was assaulted, having been beaten with stick, on school grounds and teased with jokes about Hitler.
Antisemitism in K-12 schools has increased every year of this decade, according to data compiled by the ADL. In 2023, antisemitic incidents in US public schools increased 135 percent, a figure which included a rise in vandalism and assault.
California is not alone in dealing with the issue. Pennsylvania has a significant K-12 antisemitism problem as well, a fact acknowledged recently by a surrogate of the administration of Gov. Josh Shapiro following Congress announcing an investigation into antisemitism in the School District of Philadelphia (SDP) and a disturbing anti-Israel statement at a high school in the Wissahickon School District.
“Governor Shapiro takes a back seat to no one on these issues, and as he has repeatedly spoken out about antisemitism, and this kind of hateful rhetoric is unacceptable and has no place in Pennsylvania — especially not in our classrooms,” Rosie Lapowsky, a spokesperson for Shapiro, said in a statement first shared with Fox News Digital. “This is a matter the governor has made clear the district needs to take very seriously.”
Follow Dion J. Pierre @DionJPierre.
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Jewish Groups Slam Basque Government for Honoring Anti-Israel UN Rapporteur Francesca Albanese
Francesca Albanese, UN special rapporteur on human rights in the Palestinian territories, attends a side event during the Human Rights Council at the United Nations in Geneva, Switzerland, March 26, 2024. Photo: REUTERS/Denis Balibouse
Jewish communities in Spain and France have condemned the Basque government’s decision to award UN Special Rapporteur Francesca Albanese a human rights honor, citing her long record of making antisemitic remarks, promoting anti-Jewish hatred, and seemingly legitimizing Hamas’s terrorist attacks on the Jewish state.
Last week, the government of the Basque Region in northern Spain announced that Albanese will receive the 2025 René Cassin Human Rights Award, named after French Jewish human rights and Zionist activist René Cassin – author of the Universal Declaration of Human Rights.
“Through her work at the United Nations, Francesca Albanese has played a key role in exposing human rights violations, challenging impunity, and advocating for the effective enforcement of international norms that protect people in conflict and occupied territories,” the announcement read.
Albanese’s work “is marked by legal rigor, independent judgment, and a strong ethical commitment that should guide all those working to uphold human rights on the international stage,” it continued.
In a joint statement on Monday, the Federation of Jewish Communities in Spain (FCJE) and the Representative Council of Jewish Institutions of France (CRIF) denounced the decision, arguing it undermines the principles that Cassin stood for.
“René Cassin, author of the Universal Declaration of Human Rights, Nobel Peace Prize laureate, and fervent defender of justice, held an unwavering commitment to peace, human dignity, and the right of the Jewish people to live in security,” the statement read.
“Awarding this prize to Ms. Albanese constitutes a distortion of Cassin’s legacy and a serious misunderstanding of the values of human rights,” it continued.
Communiqué conjoint – La Fédération des Communautés Juives d’Espagne @fcjecom et le Conseil Représentatif des Institutions Juives de France (Crif) expriment leur profond désaccord avec l’attribution, par le Gouvernement basque, du Prix René Cassin 2025 des droits de l’Homme à…
— CRIF (@Le_CRIF) December 5, 2025
Albanese is set to receive the award at a ceremony on Wednesday in Bilbao, a city in northern Spain.
The World Jewish Congress (WJC) also condemned the Spanish government’s decision, voicing support for the Jewish communities in Spain and France and calling the move “deeply troubling.”
“Albanese has repeatedly advanced narratives that minimize or excuse violence against Jews and has a documented record of antisemitic rhetoric,” WJC posted on X.
The Basque Government’s decision to award the 2025 René Cassin Human Rights Prize to Francesca Albanese is deeply troubling. Albanese has repeatedly advanced narratives that minimize or excuse violence against Jews and has a documented record of antisemitic rhetoric.
We support… https://t.co/ZT5QfOgzpa
— World Jewish Congress (@WorldJewishCong) December 5, 2025
Despite objections from several governments including France, the United Kingdom, Germany, Canada, and the Netherlands, as well as numerous NGOs, Albanese was reappointed earlier this year for a three-year term amid concerns about her controversial remarks and alleged pro-Hamas stance.
Since taking on the role of UN special rapporteur on human rights in the Palestinian territories in 2022, Albanese has been at the center of controversy due to what critics, including US and European lawmakers, have described as antisemitic and anti-Israel public remarks.
In the months following Hamas’s Oct. 7, 2023, massacre across southern Israeli communities, Albanese accused Israel of perpetrating a “genocide” against the Palestinian people in revenge for the attacks and circulated a widely derided and heavily disputed report alleging that 186,000 people have been killed in Gaza as a result of Israeli actions.
She has also previously made comments about a “Jewish lobby” controlling America and Europe, compared Israel to Nazi Germany, and stated that Hamas’s violence against Israelis — including rape, murder, and kidnapping — needs to be “put in context.”
Last year, the UN launched a probe into Albanese for allegedly accepting a trip to Australia funded by pro-Hamas organizations.
In the past, she has also celebrated the anti-Israel protesters rampaging across US college campuses, saying they represent a “revolution” and give her “hope.”
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Helen Nash, kosher cookbook author and NYC philanthropist, dies at 89
(JTA) — Helen Nash, a New-York based kosher cookbook author and philanthropist who pioneered modern kosher cooking starting in the 1980s, died on Dec. 8 at the age of 89.
Her first cookbook “Kosher Cuisine,” was published in 1984 by Random House, and adapted a variety of international recipes for kosher cooks. Its publication, Nash told the Detroit Jewish News at the time, sought to prove that kosher cooking “could be as varied, elegant and exciting as one wished to make it.”
She went on to demonstrate that in two more cookbooks, demonstrating what one reviewer called “her ability to expand the kosher palate.”
“Keeping kosher is more, to me, than just a sensible way to live and to eat healthfully. The ancient Jewish dietary laws help to organize my life around family, Friday nights, and holidays,” wrote Nash in her 2012 book, “Helen Nash’s New Kosher Cuisine: Healthy, Simple, and Stylish.”
Nash was born Helen Englander in Krakow, Poland, on Dec. 24, 1935 where her family owned a textile business. With her parents and sister, Nash survived World War II with her family after they were deported to Siberia.
“There was no cooking in my childhood,” Nash told the Jewish Book Council in 2012. “When I was four and a half, my family was transported out of Krakow, and we spent the war in labor camps in Siberia. Food was nonexistent — no fruit, no vegetables. It was a ration diet of subsistence level.”
Following the war, Nash’s family reunited with her maternal grandparents in Williamsburg, Brooklyn, before settling in Crown Heights.
In 1957, she met and married her husband, Jack Nash, who was also a refugee from Berlin. Having grown up in an Orthodox family, Nash insisted that she keep a kosher kitchen.
“It was my interest,” Nash told New York Jewish Week in 2015. “Most women didn’t have careers outside the home, and I sort of carved a niche for myself, and the niche was entertaining in a certain style. Jack was very encouraging. And I met so many people I wouldn’t have met if I’d stayed in the religious mode.”
While her husband, who died in 2008, went on to serve as the chairman of the Oppenheimer & Company mutual fund business and founded the revival of The New York Sun, Nash charted her own path in the kitchen.
Following the birth of her children, Joshua and Pamela, Nash took classes with famed chefs including Michael Field and Millie Chan and worked on how to adapt their cuisines to a kosher palate.
Her second cookbook, “Helen Nash’s Kosher Kitchen,” published in 1988, also sought to break boundaries in kosher recipes. “’Kosher food is more than chopped liver and gefilte fish,” said Nash at the time.
“Helen Nash’s New Kosher Cuisine,” published following the death of her husband, also took kosher cooking to new heights, incorporating new global ingredients that had been made kosher since the publication of her earlier books.
Nash also chaired the Nash Family Foundation, which supported numerous Jewish organizations in New York City. She and her husband were also contributors to UJA-Federation of New York, Mount Sinai Medical Center, the Israel Museum, Shaare Zedek Medical Center and Yeshiva University.
Rabbi Menachem Creditor, a scholar in residence and rabbi for the UJA-Federation of New York, dedicated his Torah study on Youtube Wednesday to Nash.
“Helen Nash was many things, including a renowned author of recipe books and chef, she was a matriarch in her family,” said Creditor. “Her family foundation has changed the Jewish world for the better in countless ways, and I was blessed, privileged since the first moment I began at UJA almost eight years ago to learn Torah with Helen every single Wednesday for these last eight years.”
Nash is survived by her children and grandchildren. A funeral service for her was held on Dec. 9 at Congregation Kehilath Jeshurun, an Orthodox synagogue on the Upper East Side of Manhattan.
The post Helen Nash, kosher cookbook author and NYC philanthropist, dies at 89 appeared first on The Forward.