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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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Over 300 rabbis and Jewish leaders call for removal of UN official who denied Oct. 7 rapes
(JTA) — Over 300 Jewish leaders, including women’s rights advocates and rabbis, urged the United Nations on Tuesday to remove Reem Alsalem, the U.N. rapporteur on violence against women and girls, for denying that rape occurred during Hamas’ Oct. 7, 2023, attack on Israel.
The letter, which was addressed to U.N. secretary-general Antonio Guterres, came two weeks after Alsalem claimed in a post on X that “No independent investigation found that rape took place on the 7th of October.”
In the letter, its signatories express their “horror and outrage” at Alsalem’s rhetoric, and cite two U.N. reports from March 2024 and July 2025 that concluded that there was “reasonable grounds” to believe that sexual violence had taken place during the attacks “in multiple locations, including rape and gang rape.”
The petition was organized by Amy Elman, a professor at Kalamazoo College who has authored books on antisemitism and state responses to sexual violence, and Rafael Medoff, the director of the David S. Wyman Institute for Holocaust Studies. It was shared with the Jewish Telegraphic Agency soon after being sent to Guterres.
“The targeted sexual abuse of Israelis by Hamas and its supporters is one weapon in the arsenal of those seeking Israel’s obliteration,” Elman said in a statement. “It’s outrageous that deniers such as Reem Alsalem are aiding and abetting the sexual violence by claiming it never happened. These apologists should be ashamed of themselves.”
The letter’s signatories include Deborah Lipstadt, the former antisemitism envoy; Judith Rosenbaum, the head of the Jewish Women’s Archives; Rabbi Irving Greenberg, the former chairman of the U.S. Holocaust Memorial Museum; Rabbi Deborah Waxman, the president of Reconstructing Judaism; and Hebrew College president Rabbi Sharon Cohen Anisfeld.
Dispute over whether sexual violence took place as Hamas murdered about 1,200 people in Israel on Oct. 7 has solidified as a point of sustained interest for some of Israel’s staunchest critics who allege that Israel and its supporters are using claims of rape as propaganda. Even the United Nations, frequently maligned by Israel and its supporters over its record toward Israel, has drawn allegations of complicity in the propaganda campaign from pro-Palestinian voices — though the U.N. rapporteur on Palestinian rights, Francesca Albanese, who has faced her own calls for dismissal from the Trump administration, has also publicly questioned the claims.
In addition to the U.N. reports, independent reporting and research by an Israeli nonprofit have validated claims of sexual violence on Oct. 7.
In the X exchange that spurred the new letter, Alsalem was arguing with another user about the Israeli government’s prosecution of soldiers accused of abusing a Palestinian detainee.
A day later, Alsalem posted a link to a Substack podcast from October where she criticized the credibility of the March 2024 U.N. report and said she had sought contact with the Israeli government to confirm its findings but had not received a response.
“The media, certain organizations and the world basically fell into the trap that Israel set up, which is to project that there was barbaric sexual violence being committed by these barbarian Palestinian men, and it was spun around and disseminated and very much used in order to then justify the genocide,” said Alsalem on the podcast.
Medoff said in a statement that Alsalem’s continued employment reflected inconsistent standards when it comes to Israel and antisemitism.
“If a UN official made such a remark concerning rape victims from any other ethnic or religious group, there would be an international uproar,” he said. “The same standard should apply to Israeli Jewish women who were sexually assaulted by Hamas terrorists.”
The post Over 300 rabbis and Jewish leaders call for removal of UN official who denied Oct. 7 rapes appeared first on The Forward.
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Rome synagogue memorial for 2-year-old killed in 1982 Palestinian terror attack vandalized
(JTA) — A synagogue in Rome and a memorial for a 2-year-old boy killed in a 1982 attack by Palestinian terrorists on the city’s Great Synagogue were vandalized on Monday by unknown individuals.
The plaque dedicated to Stefano Gaj Taché, who was killed in the attack that also left 37 injured, is located on the Monteverde synagogue, also known as the Beth Michael Synagogue, in Rome.
The unknown vandals spray painted black on the memorial, and also wrote “Free Palestine” and “Monteverde anti-Zionist and anti-fascist” on the facade of the synagogue, according to the Italian newspaper Corriere della Sera.
The vandalism was condemned by Victor Fadlun, the president of the Jewish Community of Rome, who said in a post on Instagram that the incident came amid a “a climate of intimidation” where antisemitism has “become a tool of political protest.”
“We place our trust in the police and call for the government’s strong intervention to halt this spiral of hatred,” Fadlun continued.
The incident comes amid a recent series of antisemitic vandalism in Rome, an epicenter of pro-Palestinian activism that has continued to see large demonstrations even after the ceasefire in the Israel-Hamas war in Gaza.
In October, the words “Dirty Jews, may you all burn” were spray-painted on the shutters of a kosher bakery, and in June a sign at another local synagogue was defaced with the words “Sieg Heil” and ”Juden Raus.”
“This is an act that outrages the Jewish community and deeply wounds it, because the plaque is dedicated to a child murdered by Palestinian terrorism and because this is a meeting place where young people and children meet, where they pray and create a sense of community,” Fadlun told Corriere della Sera. “Attacking the synagogue in this way means disavowing and violating the right of Jews to be able to come together and lead a normal life.”
In a subsequent post on Instagram, Fadlun said Italian President Sergio Mattarella had spoken to him over the phone to express his “solidarity” in relation to the synagogue vandalism.
Antonio Tajani, the Italian minister of foreign affairs, also condemned the vandalism in a post on X, adding that he has called Fadlun as well.
The European Jewish Congress also condemned the vandalism in a post on X. “This is not ‘anti-Zionism.’ It is antisemitism: the targeting of Jewish memory, Jewish mourning and Jewish history,” the group said. “Stefano’s name is a symbol of one of Italy’s darkest terror attacks. His memory should be protected, not desecrated. We stand in solidarity with the Jewish community of Italy and call on authorities to investigate this hate crime and ensure that such acts are treated with the seriousness they deserve.”
The post Rome synagogue memorial for 2-year-old killed in 1982 Palestinian terror attack vandalized appeared first on The Forward.
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Danny Wolf will see you now
When the Brooklyn Nets drafted Danny Wolf this summer out of the University of Michigan, scouts said they were getting a versatile big man who could get buckets, create for his teammates and rebound.
But the last few days of NBA action have shown the Jewish seven-footer picking up a surprising new habit: putting his opponents on posters.
After scuffling through the first two months of the season with a bum ankle, Wolf announced his arrival Saturday with a thundering jam on the Milwaukee Bucks’ Kyle Kuzma, for two of the forward’s career-best 22 points.
He claimed his next victim, in a 10-point, 7-rebound outing two days later, driving from the top of the arc before leaping off his left foot and dropping the hammer on the Charlotte Hornets’ Miles Bridges:
“That may get two howls!” Nets play-by-play announcer Ryan Ruocco cried.
Early returns have been limited since the Brooklyn Nets grabbed Israeli point guard Ben Saraf and Wolf with the 26th and 27th picks this summer. The learning curve for young floor generals is notoriously steep, and Saraf — who wears the number 77 to represent the Hebrew word mazal, meaning good fortune — has struggled to stay in the playing rotation.
But Wolf, an American-Israeli who was bar mitzvahed in Israel, is finding his footing — at least when he’s not taking off for a dunk. He dropped in five high-arcing three pointers against the Bucks, eliciting excited howls from Nets color commentator Sarah Kustok; before the Charlotte game, he apparently told teammates he was going to posterize somebody.
“I was kinda saying that as a joke,” he said, “but looking at it as an opportunity, and just trying to attack the rim, I did it, with rewards.”
“He manifested it,” said teammate Nic Claxton.
Let’s enjoy one more picture of Claxton and Wolf:
And here’s a Danny Wolf meme for good measure, courtesy of the Nets social media.
The post Danny Wolf will see you now appeared first on The Forward.