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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?”


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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Antisemitic vitriol claims an unlikely new victim — a flamboyant and popular French DJ

The celebrated French DJ Barbara Butch, whose flamboyant performance at the 2024 Olympic Games in Paris was condemned by Catholics and conservatives, is proudly lesbian and unabashedly Jewish. Last week, the latter quality sparked yet another flare up of antisemitism in France.

On the evening of July 18, about 20 minutes after Butch began a concert in the city of Grenoble, about 150 protestors who had entered the hall with the rest of the audience unfurled pro-Palestinian banners denouncing the brutal destruction of Gaza. Many of them began to fling antisemitic insults and glass bottles at Butch. Stunned by the sudden explosion of violence, Butch soon left the stage. At that point, the municipal authorities intervened. “Confronted by threats aimed at the artist Barbara Butch, and to guarantee the safety of both the audience and performers,” they declared, “the city of Grenoble has taken the decision to cancel the performance.”

This eruption of antisemitism parading as anti-Zionism was as predictable — and as predictably ignored by the local government — as are the fires now consuming swathes of western France. In the weeks leading up to the concert, a petition was launched by the local section of La France insoumise (France Unbowed), the extreme-left political party founded and led by Jean-Luc Mélenchon, who has recently and plausibly been accused of flirting with antisemitism. The petition condemned Butch for supporting a proposed law in 2025 that penalized “new forms of antisemitism,” which potentially included expressions of anti-Zionism and even criticism of the Israeli government.

There were two problems, though, with the petition. First, there is the obvious issue of banning an artist from presenting or performing their work because one disagrees with their political statements. (Statements that do not, of course, inspire acts of racial hatred or violence.) Second, and no less obviously, Butch had almost immediately regretted and publicly retracted her initial support of the proposed law, one she realized could suppress legitimate criticism of Israel’s brazenly illegal and brutal actions in Gaza and the West Bank.

All this was for naught, though. The tract distributed in early May by the local office of Unbowed France demanded the cancellation of Butch’s concert by the city government, which had sponsored the music festival it was part of. Fair enough. Not so fair, though, was the tract’s lurid montage, which placed Butch against the background of an LGBTQ flag spattered in blood and stamped with the Star of David, accompanied by the claim that she was “complicit with the genocide” committed in Gaza.

Equally startling was the role played by Allan Brunon, a parliamentary member of Unbowed France who is also president of the party’s local chapter. Not only did he lead the protestors at the concert venue, but he also insisted that, as far as he could see, their behavior never degenerated into violence, even though videos of the ruckus confirm that bottles and other objects hit the stage, as does the eyewitness testimony of Laurence Ruffin, the mayor of Grenoble, who was also in attendance. Brunon’s faux naïve explanation for the expletives shouted at the concert was equally insulting; they were aimed, he insisted, at Butch’s “political position and not who she is.”

Leaders from across the political spectrum, from the extreme right to traditional left, have denounced the role played by Unbowed France at the concert. Marine Le Pen, the leader of the National Rally who never misses an opportunity to bash Unbowed France and bury her party’s own antisemitic origins, decried “the antisemitism, repeated appeals to violence, and totalitarian nature and project of the extreme left,” while the former prime minister and centrist politician Gabriel Attal, in a mocking allusion to an earlier claim made by Mélenchon, observed that the party’s “antisemitism is anything but residual.” As for the leadership of Unbowed France, Mélenchon has kept silent while the leader of the parliamentary group, Mathilde Panot, spoke in the conditional case, stating that “we would never support, if they occurred, either flung insults or bottles.” (my emphasis).

Wittingly or not, Attal’s remark reaches much further back than last week. Ever since the late 19th century, the extreme right in France has not had exclusive dibs on antisemitism. Édouard Drumont, the author of the virulent antisemitic 1886 bestseller La France juive and editor of the La Libre parole, the newspaper that sparked the Dreyfus Affair, thought of himself as an anti-capitalist and man of the left. It required the immense reserves of eloquence and decency of Jean Jaurès, the Socialist leader, to persuade the rank and file to rally to Dreyfus’ cause. As late as the 1950s, the French Communist Party unhesitatingly followed Moscow’s lead during the late stages of Stalin’s paranoia, featuring spectacles like the “Doctors’ Trial” of 1953, that targeted Jewish “counterrevolutionaries” intent on undermining the Soviet Union.

Of course, the French left has come a long way since then. But to paraphrase Mathilde Panot, if Unbowed France’s apparently uncowed leader, along with a large contingent of his party, are suffering from more than a dollop of residual antisemitism, the future of a democratic and liberal France is at risk.

 

The post Antisemitic vitriol claims an unlikely new victim — a flamboyant and popular French DJ appeared first on The Forward.

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Why I stand with Israel

I’m often asked why I take a public stand on behalf of Israel. Some have asked how I have the fortitude to do so. Others wonder about the “reputational risk.” Still others wonder about subjecting myself to the “awful” comments. To me, they’re like weather reports — a way to gauge the sentiments of those with whom I disagree.

“Just stop talking — if for no other reason than for saving yourself the embarrassment of being heard by anyone.”

“You Zionists are just mad that no one’s buying your narrative anymore”

“F— Israel”

“Hey Peter! When did you drop the second “n” in your last name? When your family eluded capture when Germany surrendered back in 1945?”

“You are so full of $hit! Mamdani condems a genocide unless you think as long a Santanyahu who happens to be a Jew should be able to kill innocent children day in and day out and get away with simply because he is a jew.”

“I have absolutely loved your music over the decades (my favourite artist) but I have difficulty in listening to it now. The meaning behind your lyrics resonates differently with me now — sorry.”

I support Israel, not because of any government, any particular policy, or anything having to do with geopolitics. I support Israel because half the world’s Jewish population lives there. This is about peoplehood — my people. I understand well how this kind of particularity is easy to criticize, how in an era where the ideology of oppressor versus oppressed has caught the imagination of many people, where thinking about one’s sense of belonging to an ancient nation is thought to be anachronistic, and where a vague notion of universalism has become the new moral imperative.

But as I’ve written many times in my column, all love and all concern begin with specificity. We only learn how to love and be concerned about others through the ways we have loved — and have been loved — by our own.

I see it this way. There are seven million Jews in Israel. They are people of many races and ethnicities, many talents, and many political affiliations. They and their supporters worldwide are now under siege. They have been fighting for their survival, surrounded by neighbors seeking their destruction since before the Jewish state came into existence in 1948—  and they have continued to do so since the pogrom of Oct. 7, 2023.

Some have asked me, by way of accusation: do you now believe in genocide? Have you become a warmonger? (I assume my former fan,  above, feels this way.) Do you support the murder of children? What happened to the man who wrote songs like “Been Set Free,” Impermanent Things,” and “Mission Of My Soul”? Have you suddenly become cruel, hard-hearted?

The questions are too absurd to warrant a response.

For me, support of Israel and the Jewish people more broadly doesn’t take special courage or insight.

If someone were attacking a close relative or friend, my reaction would be the same. It would be reflexive, instantaneous. What consequence could outweigh the idea of sitting back while your loved ones are imperiled? There are those who have argued that whatever cruelties have been meted out are “acts of resistance” and justified military actions by the oppressed against their oppressors. One wonders what logic brought Hamas and its supporters to conclude that K’fir (who was 10 months old at the time of his murder) and Ariel Bibas (who was 4 years old at the time of his murder) were oppressors deserving of death by strangulation.

Such is the strangeness of the current moment, when it feels as though much of the world has once again chosen to place a target on the backs of Jews. Justifications are conjured up and offered, just as they were during the pogroms in Europe, the forced conversions and auto-da-fés of Spain, the fabricated Protocols of the Elders of Zion in Russia, the institutionalized anti-Jewish and anti-Israel campaigns of the Soviet Union that found expression at the United Nations in 1975, and in the demonstrations that erupted immediately after Oct. 7 — before Israel had fired a shot.

Synagogues in America are more than three times as likely as other U.S. houses of worship to employ armed security guards. Jewish day schools too, like the ones my grandchildren attend, face extraordinary security costs. Today, the average Jewish institution spends more than $400,000 annually on security. That represents an average increase of roughly 125% since before Oct. 7.

Let’s pause here.

This means that after the largest massacre of Jews since the Shoah, synagogues and Jewish schools have to spend 125% percent more to protect themselves from another one. The idea should stun any normal thinking person. Though sadly, I believe it would stun very few people these days.

Most recently, in NYC, Mayor Zohran Mamdani employed the magic words that brought him more attention on social media than ever before. The last time I checked the video in which he said the following received upwards of 90 million views: “I will arrest Benjamin Netanyahu if he comes to New York City.”

Not long afterward, a brutal double stabbing occurred, amid shouts of the now all-too- familiar “Allahu Akbar. One of the victims was a man wearing a kippah as he left a synagogue service. The attack happened on the Jewish holiday of Tisha B’Av, no more than a two-minute walk from my daughter’s apartment.

I leave it to you to decide whether this kind of rhetoric helps create a more peaceful New York City.

So I ask: How could I not speak up? How could I not use my voice in support of my people at a time like this? Isn’t it obvious? And why shouldn’t anyone who cares about Jews and Israel use their own voice?

You don’t need a huge platform. You simply need to speak out in whatever sphere you find yourself. This is the moment your parents and grandparents hoped you’d never see.

How you choose to act matters. It matters a great deal.

The post Why I stand with Israel appeared first on The Forward.

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Over 12 Torah scrolls stolen from Paris suburb synagogue

(JTA) — Over a dozen Torah scrolls have been stolen from a French synagogue in an attack the local rabbi called “antisemitic.”

The burglary hit the Grand Synagogue of Levallois-Perret, a wealthy suburb of Paris, between Sunday night and Monday morning. Rabbi Chalom Lellouche said the Jewish community was “violated” by the theft.

“It is, of course, a criminal act, but it is also an antisemitic act that specifically targeted the Torah,” Lellouche said in a joint video statement on Monday with Philippe Cohen, the president of the local Jewish community association.

The des Hauts-de-Seine prefecture, which handles local state administration, said on X that the stolen scrolls represented not just a “simple theft,” but “an entire community of believers that was wounded to the depths of its soul.”

Prefect Alexandre Brugère and elected officials met with Jewish communal leaders in Levallois-Perret on Monday evening, promising to identify the thieves and secure the return of the scrolls. A police investigation is ongoing, according to Cohen.

Cohen said the burglary was the work of a “professional team” that bypassed security systems and said the synagogue’s security was being reassessed. He called the incident “a profound spiritual trauma for the entire Jewish community in France and around the world.”

“It was the Torah — and only the Torah — that was targeted,” said Cohen. “No property was damaged, and nothing else was stolen apart from Torah items of immeasurable value.”

France recorded 1,320 antisemitic incidents in 2025, accounting for 53% of anti-religious acts, according to the Ministry of the Interior. Jews make up less than 1% of the French population.

This article originally appeared on JTA.org.

The post Over 12 Torah scrolls stolen from Paris suburb synagogue appeared first on The Forward.

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