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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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Putin and Trump Do Not Support European-Ukrainian Temporary Ceasefire Idea, the Kremlin Says
Russian President Vladimir Putin delivers a speech during a session of the St. Petersburg International Economic Forum. Photo: Reuters/Maxim Shemetov
The Kremlin said on Sunday that Russian President Vladimir Putin and US President Donald Trump do not support a European-Ukrainian push for a temporary ceasefire ahead of a settlement, and that Moscow thinks Kyiv needs to make a decision on Donbas.
Kremlin foreign policy aide Yuri Ushakov said that a call between Putin and Trump lasted 1 hour and 15 minutes and took place at the request of Trump ahead of Trump’s meeting in Miami with Ukrainian President Volodymyr Zelenskiy.
“The main thing is that the presidents of Russia and the United States hold similar views that the option of a temporary ceasefire proposed by the Ukrainians and the Europeans under the pretext of preparing for a referendum or under other pretexts only leads to a prolongation of the conflict and is fraught with renewed hostilities,” Ushakov said.
Ushakov said that for hostilities to end, Kyiv needed to make a “bold decision” in line with Russian-US discussions on Donbas.
“Given the current situation on the fronts, it would make sense for the Ukrainian regime to make this decision regarding Donbas.”
Russia, which controls 90 percent of Donbas, wants Ukraine to withdraw its forces from the 10 percent of the area that Kyiv’s forces still control. Overall, Russia controls about a fifth of Ukraine.
Trump has repeatedly promised to end the deadliest conflict in Europe since World War Two and his envoy Steve Witkoff and son-in-law Jared Kushner have been negotiating with Russia, Ukraine and European powers.
Ukraine and its European allies are worried that Trump could sell out Ukraine and leave European powers to foot the bill for supporting a devastated Ukraine after Russian forces took 12-17 square km (4.6-6.6 square miles) of Ukraine per day in 2025.
“Donald Trump listened attentively to Russian assessments of the real prospects for reaching an agreement,” Ushakov said.
“Trump persistently pursued the idea that it was really necessary to end the war as soon as possible, and spoke about the impressive prospects for economic cooperation between the United States and Russia and Ukraine that were opening up,” Ushakov said.
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Zelensky to Meet Trump in Florida for Talks on Ukraine Peace Plan
FILE PHOTO: U.S. President Donald Trump welcomes Ukraine’s President Volodymyr Zelenskiy at the White House in Washington, D.C., U.S., October 17, 2025. REUTERS/Jonathan Ernst/File Photo
Ukrainian President Volodymyr Zelensky and US President Donald Trump will meet in Florida on Sunday to forge a plan to end the war in Ukraine, but face differences over major issues, including territory, as Russian air raids pile pressure on Kyiv.
Russia hit the capital and other parts of Ukraine with hundreds of missiles and drones on Saturday, knocking out power and heat in parts of the capital. On Saturday, during a meeting with Canadian Prime Minister Mark Carney in Nova Scotia, Zelensky called it Russia’s response to the US-brokered peace efforts.
Zelensky has told journalists that he plans to discuss the fate of eastern Ukraine’s contested Donbas region during the meeting at Trump’s Florida residence, as well as the future of the Zaporizhzhia nuclear power plant and other topics.
The Ukrainian president and his delegation arrived in Florida late on Saturday, Ukraine’s Deputy Foreign Minister Serhiy Kyslytsya said on X.
RUSSIA CLAIMS MORE BATTLEFIELD ADVANCES
Moscow has repeatedly insisted that Ukraine yield all of the Donbas, even areas still under Kyiv’s control, and Russian officials have objected to other parts of the latest proposal, sparking doubts about whether Russian President Vladimir Putin would accept whatever Sunday’s talks might produce.
Putin said on Saturday Moscow would continue waging its war if Kyiv did not seek a quick peace. Russia has steadily advanced on the battlefield in recent months, claiming control over several more settlements on Sunday.
The Ukrainian president told Axios on Friday he hopes to soften a US proposal for Ukrainian forces to withdraw completely from the Donbas. Failing that, Zelensky said the entire 20-point plan, the result of weeks of negotiations, should be put to a referendum.
A recent poll suggests that Ukrainian voters may reject the plan.
Zelensky’s in-person meeting with Trump, scheduled for 1 p.m. (1800 GMT), follows weeks of diplomatic efforts. European allies, while at times cut out of the loop, have stepped up efforts to sketch out the contours of a post-war security guarantee for Kyiv that the United States would support.
On Sunday, ahead of his meeting with Trump, Zelensky said he held a detailed phone call with British Prime Minister Keir Starmer.
Trump and Zelensky were also expected to hold a phone call with European leaders during their Florida meeting, a spokesperson for the Ukrainian president said on Sunday.
STICKING POINTS OVER TERRITORY
Kyiv and Washington have agreed on many issues, and Zelensky said on Friday that the 20-point plan was 90% finished. But the issue of what territory, if any, will be ceded to Russia remains unresolved.
While Moscow insists on getting all of the Donbas, Kyiv wants the map frozen at current battle lines.
The United States, seeking a compromise, has proposed a free economic zone if Ukraine leaves the area, although it remains unclear how that zone would function in practical terms.
It has also proposed shared control over the Zaporizhzhia nuclear power plant, where power line repairs have begun after another local ceasefire brokered by the International Atomic Energy Agency, the agency said on Sunday.
Zelensky, whose past meetings with Trump have not always gone smoothly, worries along with his European allies that Trump could sell out Ukraine and leave European powers to foot the bill for supporting a devastated nation, after Russian forces took 12 to 17 square km (4.6-6.6 square miles) of its territory per day in 2025.
Russia controls all of Crimea, which it annexed in 2014, and since its invasion of Ukraine nearly four years ago has taken control of about 12 percent of its territory, including about 90 percent of Donbas, 75 percent of the Zaporizhzhia and Kherson regions, and slivers of the Kharkiv, Sumy, Mykolaiv and Dnipropetrovsk regions, according to Russian estimates.
Putin said on December 19 that a peace deal should be based on conditions he set out in 2024: Ukraine withdrawing from all of the Donbas, Zaporizhzhia and Kherson regions, and Kyiv officially renouncing its aim to join NATO.
Ukrainian officials and European leaders view the war as an imperial-style land grab by Moscow and have warned that if Russia gets its way with Ukraine, it will one day attack NATO members.
The 20-point plan was spun off from a Russian-led 28-point plan, which emerged from talks between U.S. special envoy Steve Witkoff, Trump’s son-in-law Jared Kushner and Russian special envoy Kirill Dmitriev, and which became public in November.
Subsequent talks between Ukrainian officials and U.S. negotiators have produced the more Kyiv-friendly 20-point plan.
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Central African Republic Votes, Russia Ally Touadera Seeks Third Term
People wait to cast their vote at a polling station during the presidential election in Bangui, Central African Republic, December 28, 2025. Photo: REUTERS/ Leger Serge Kokpakpa
Central African Republic President Faustin-Archange Touadera is seeking a third term on Sunday as the chronically unstable country holds national elections, touting security gains made with the help of Russian mercenaries and Rwandan soldiers.
The 68-year-old mathematician oversaw a constitutional referendum in 2023 that scrapped the presidential term limit, drawing an outcry from his critics who accused him of seeking to rule for life.
A Touadera victory – the expected outcome – would likely further the interests of Russia, which has traded security assistance for access to resources including gold and diamonds. Touadera is also offering access to the country’s lithium and uranium reserves to anyone interested.
Polling stations opened on time at 6 a.m. (0500 GMT) in the capital, Bangui, a Reuters witness said. They were due to close at 6 p.m. (1700 GMT), with provisional results expected by January 5. Nearly 2.4 million people were registered to vote.
Casting her ballot in Bangui, shopkeeper Beatrice Mokonzapa said women had “suffered greatly” during Central African Republic’s years of conflict but that the situation had improved.
“We have security today. I hope it continues. And for that, President Touadera is best placed to guarantee our security,” she said.
SIX OPPONENTS CHALLENGE TOUADERA
The opposition field of six candidates is led by two former prime ministers, Anicet-Georges Dologuele and Henri-Marie Dondra, both of whom survived attempts by Touadera’s supporters to have them disqualified for allegedly holding foreign citizenship.
Though both men remain on the ballot, Touadera is still seen as the favorite given his control over state institutions and superior financial resources, analysts say.
In an interview with Reuters on Wednesday, Dondra said the playing field was “unbalanced” and that he had been unable to travel as widely as Touadera to campaign. He nevertheless predicted he would have a strong showing.
The challenges to the candidacies of Dologuele and Dondra “aligned with an apparent pattern of administrative manoeuvring that has disproportionately impeded opposition politicians while favouring the ruling United Hearts Party,” Human Rights Watch said last month.
Voting in the capital early on Sunday, teacher Albert Komifea said he wanted a change, without specifying who he had backed.
“They did everything they could to prevent the opposition from campaigning effectively, in order to reduce their chances,” he said. “But the ballot box will confirm that change is now.”
RUSSIA AND RWANDA REINFORCE TOUADERA
In 2018, CAR became the first country in West and Central Africa to bring in Russia’s Wagner mercenaries, a step since also taken by Mali, Burkina Faso and Niger.
Two years later, Rwanda deployed troops to shore up Touadera’s government as rebel groups threatened the capital and tried to disrupt the 2020 elections, ultimately preventing voting at 800 polling stations across the country, or 14% of the total.
The country is more secure now after Touadera signed several peace deals with rebel groups this year.
But those gains remain fragile: Rebels have not fully disarmed, reintegration is incomplete, and incursions by combatants from neighboring Sudan fuel insecurity in the east.
Beyond the presidential contest, the elections on Sunday cover legislative, regional and municipal positions.
If no candidate gets more than 50% of the vote, a presidential runoff will take place on February 15, while legislative runoffs will take place on April 5.
Pangea-Risk, a consultancy, wrote in a note to clients that the risk of unrest after the election was high as opponents were likely to challenge Touadera’s expected victory.
A smooth voting process could reinforce Touadera’s claim that stability is returning, which was buttressed last year with the U.N. Security Council’s lifting of an arms embargo and the lifting of a separate embargo on diamond exports.
In November, the U.N. Security Council extended the mandate of its peacekeeping mission. The US opposed the decision, calling for a shorter extension and a handover of security to Bangui.