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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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US Senate Vote to Block Arms Sales to Israel Fails — but Raises Questions About Future Democratic Support
US Sen. Bernie Sanders (I-VT) speaks to the media following a meeting with US President Joe Biden at the White House in Washington, US, July 17, 2023. Photo: REUTERS/Evelyn Hockstein
A failed Senate vote to block US arms sales to Israel has further exposed a deepening divide within the Democratic Party, one increasingly defined by younger voters and liberals whose views on Israel are shifting rapidly.
The Senate on Wednesday rejected two resolutions led by Sen. Bernie Sanders (I-VT) that would have halted roughly $450 million in weapons transfers to Israel, including bombs and bulldozers. The measures failed, ensuring the sales will move forward. But the margin, and who supported the effort, marked a significant political inflection point.
Of the 47 Senate Democrats, 40 voted in favor of blocking sales of bulldozers and 36 voted in favor of blocking transfers of so-called “dumb” bombs. The failed vote represents the largest show of opposition to military aid for Israel within the party in recent memory. While previous efforts spearheaded by Sanders drew support from a smaller bloc, this vote saw roughly 80 percent of Senate Democrats vote against transferring aid to the Jewish state, signaling a seismic shift in the dynamic between the Democratic Party and Israel.
Further, many traditionally stalwart supporters of Israel, such as Democratic Sens. Elissa Slotkin (MI) and Cory Booker (NJ), voted in favor of Sanders’s resolution, signaling that anti-Israel sentiment has migrated from the far-left fringes of the party into the mainstream.
That change is closely tied to evolving public opinion, especially among younger Americans.
Recent polling, including newly released data from the Yale Youth Poll, shows that younger voters are far more critical of Israel than older generations. Large shares of voters under 30 now support restricting or even ending US military aid, a position that departs sharply from the long-standing bipartisan consensus in Washington. Polls show that a supermajority of Democrats believe that Israel has committed a so-called “genocide” in Gaza, an assertion which lacks little evidence and has been boosted by foreign entities tied to Iran.
Data also suggests that increased social media consumption aligns with more skeptical attitudes toward foreign policy regarding Israel. Those who receive their news from social media, especially youth-centric platforms such as TikTok and Instagram, are far more likely to exhibit anti-Israel animus than those who consume traditional broadcast news media.
The Senate vote reflects the increasing pressure of Democratic lawmakers to stake an aggressive stance against Israel. Several lawmakers who backed the resolutions argued that continued arms transfers should be reconsidered amid the expanding regional conflict involving Iran and mounting humanitarian concerns. They argued that the Trump White House has not sought out appropriate congressional approval for the ongoing war in Iran. Many also criticized Israeli Prime Minister Benjamin Netanyahu’s conduct, suggesting that he has escalated hostilities in the region rather than acted in self-defense from existential threats. These same voices expressed dismay at civilian casualties in Iran, Lebanon, and Gaza.
The lawmakers largely framed their votes not as opposition to Israel’s existence, but as a challenge to current policies and the use of US-supplied weapons.
Opponents, including most Republicans, maintained that US military support remains essential to Israel’s security, particularly as tensions with Iran escalate. They warned that blocking arms sales could weaken a key ally in a volatile region.
The Republican Jewish Coalition (RJC), an organization dedicated to increasing support for the GOP among Jews, framed the vote as reflective of a broader anti-Israel sentiment within the Democratic Party.
“There is only ONE pro-Israel party, and it is the Republican Party,” RJC wrote on X.
Meanwhile, Jeremy Ben-Ami, president of the group J Street, endorsed the vote as an “encouraging” sign of progress.
“It’s encouraging to see a growing number of senators recognize that unconditional US military support for Israel is no longer tenable in light of the Netanyahu government’s policies. The work now is to translate that shift into action: alleviating the humanitarian crisis in Gaza, stopping violence on the West Bank and pursuing paths to end the ongoing fighting across the region,” Ben-Ami wrote.
A self-proclaimed “pro-peace, pro-Israel” lobbying organization, J Street has come under fire for allegedly not doing enough to combat antisemitism or anti-Israel narratives within liberal political circles.
Rep. Jared Moskowitz (D-FL), one of the most strident defenders of Israel in Congress, criticized his party’s turn against Israel, saying in a new CNN interview that they have “boxed themselves in” by supporting Sanders’s resolution. He dismissed the notion that Democrats would become more likely to support Israel with a change in Israeli leadership.
“When Netanyahu goes, and you’re now on record with this, you’re going to revert back and say that now that he’s gone, I can now start sending offensive weapons?” Moskowitz pondered.
Despite the failure of the resolutions, the size of the Democratic vote in favor underscores how quickly the political landscape is changing ahead of the 2028 presidential election.
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Duke University Suspends Students for Justice in Palestine Over Antisemitic Political Cartoon
Aerial view of Duke University on Jan. 6, 2026. Photo: ZUMA Press Wire via Reuters Connect
Duke University has suspended its Students for Justice in Palestine (SJP) chapter and impounded its money for posting an antisemitic political cartoon on social media, The Duke Chronicle reported on Tuesday.
According to the student paper, the illustration depicts a pig labeled “Zionism” hoisting a Star of David as its arm interlocks with another pig, labeled “US Imperialism,” hoisting the Torch of Liberty. The image was created in 1970 by political cartoonist Emory Douglas, a Black Panther party official who harbored hostility toward the US and Israel.
The Chronicle said the image elicited no fewer than 10 formal complaints from Jewish students for showing a blatant antisemitic trope. Historically, depicting Jews as pigs has been done to reduce them to the status of animals and mock the fact that dietary restrictions forbid Jews to eat pork. The Nazis notoriously did so, but the practice reaches back further into history, when medieval Germans proliferated the Judensau drawings which portrayed Jews drinking pig’s milk and excrement.
In a statement to the Chronicle, SJP denied that it intended to endorse the cartoon’s antisemitic messaging, saying it “was never intended to be antisemitic” and that anti-Zionist activism is “not the same as targeting Jewish people.”
This was not the first time that the anti-Zionist group posted antisemitic imagery. In 2024, the Harvard chapter of its faculty spinoff, Faculty and Staff for Justice in Palestine (FJSP), posted a political cartoon of a Jew lynching an African American and an Arab. In the illustration, a left-hand tattooed with a Star of David and containing a dollar sign at its center dangles a Black man and an Arab man from a noose. In its posterior, an arm belonging to an unknown person of color wields a machete that says, “Liberation Movement.”
Such activity is an integral part of the playbook of anti-Zionist and antisemitic messaging on social media, scholars have found.
From 2013 to 2024, the Institute for the Study of Contemporary Antisemitism (ISCA) at Indiana University studied over 76,000 posts created by Students for Justice in Palestine and its affiliates, finding that over half, 54.9 percent, included only a single, evocative image.
“In contrast, Reels (5.3%) and Videos (4.9%) are used far less frequently,” the institute said in a report based on its research. “Based on these descriptions, we see a strong preference among campus-based anti-Israel groups for static visual formats, suggesting that this type of bimodal content represents the highest form of shareability within activists networks.”
To boost their audience and reach, pro-Hamas groups also post together in what ISCA described as “co-authored posts,” of which there were over 20,000 between 2013 and 2024. Their content set off strong emotions in the individual users exposed to them, inciting incidents of antisemitic discrimination, harassment, and violence. Such outrages, it added, increased in proportion to the concentration of anti-Israel groups on a single campus, evidence of “particularly strong” correlation.
ISCAP’s conclusions can be found in the real world, as SJP and its network of student groups have helped fuel a historic wave of antisemitic incidents on college campuses over the past two and a half years — from spitting on Jewish students at the University of California, Berkeley while calling them “Jew” to gang assaulting Jews at Columbia University’s Butler Library.
SJP has also expressed its hope of inciting insurrection in the US and amassing a jihadist army.
In 2024, the national SJP organization proclaimed on X that the anti-Zionist student movement is a weapon for destroying the US, saying that “divestment [from Israel] is not an incrementalist goal” but enacted with the later goal of initiating “the total collapse of the university structure and American empire itself.” On the same day the group issued the statement, Columbia University’s most strident SJP spinoff, created after SJP was suspended, was reported to have distributed literature which called for “popular support for the Palestinian war of national liberation, a war which is waged through armed struggle.”
Sections of the pamphlet were explicitly Islamist, invoking the name of “Allah, the most gracious” and referring to Hamas as the “Islamic Resistance Movement.” Proclaiming, “Glory to Gaza that gave hope to the oppressed, that humiliated the ‘invincible’ Zionist army,” it said its purpose is to build an army of Muslims worldwide.
“We call upon the masses of our Arab and Islamic nations, its scholars, men, institutions, and active forces to come out in roaring crowds tomorrow,” it added, referring to a previous event. “We also renew our invitation to the free people and those with living consciences around the world to continue and escalate their global public movement, rejecting the occupation’s crimes, in solidarity with our people and their just cause and legitimate struggle.”
Follow Dion J. Pierre @DionJPierre.
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Netherlands Reports 867 Antisemitic Incidents in 2025 as Cases Remain at Alarmingly High Levels
March 29, 2025, Amsterdam, North Holland, Netherlands: A pro-Palestinian demonstrator burns a hand-fashioned Israeli flag. Photo: James Petermeier/ZUMA Press Wire via Reuters Connect
Antisemitism in the Netherlands remained at alarmingly high levels last year, according to newly published figures, as Jews and Israelis across Europe continued to face a persistently hostile environment marked by harassment, vandalism, and targeted attacks.
On Wednesday, Dutch authorities released a new annual antisemitism report showing 867 registered cases in 2025, a figure that remains at deeply troubling levels and virtually unchanged from the 880 antisemitic incidents recorded the previous year.
Even though Jews make up less than 0.3 percent of the Dutch population, anti-Jewish hate crimes account for 26 percent of all discrimination cases.
Eddo Verdoner, the Dutch national coordinator for combating antisemitism (NCAB), said the data reflects a worrying normalization of antisemitic incidents and called for sustained, coordinated action to address them.
“We have been recording hundreds of antisemitic incidents each year for years now. What I fear is that we are slowly getting used to figures that are unacceptable, that hatred is becoming the new normal,” Verdoner said in a statement.
“The figures once again paint a worrying picture, underscoring the need for decisive action in schools, online, and in the courtroom,” he continued.
The newly released report shows a decrease in violent antisemitic incidents, with 34 cases compared to 42 in 2024. However, local police registered an increase in antisemitic threats in 2025, with 93 cases compared to 88 the previous year.
Of the 867 registered incidents, more than 400 involved Jewish individuals or institutions in everyday settings, including residential neighborhoods, public streets, and areas around Jewish buildings and cemeteries.
In light of these figures, Verdoner called on authorities to strengthen enforcement and prevention efforts, prioritizing higher detection rates, expanding Holocaust education, and placing greater emphasis on Jewish life as a way to counter ignorance and prejudice.
“At the moment, Jewish life in the Netherlands can almost only continue thanks to the Royal Netherlands Marechaussee, the police, and interventions such as cameras and bulletproof glass,” he said.
Like most countries across Europe and the broader Western world, the Netherlands has seen a shocking rise in antisemitic incidents over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
In one of the most controversial incidents, local authorities opened an investigation last year into Batisma Chayat Sa’id, a nurse who allegedly stated she would administer lethal injections to Israeli patients.
In another instance, Amsterdam-based Jewish columnist Jonath Weinberger publicly denounced rising antisemitism in health-care settings, saying she was denied medical care by a nurse who refused to remove a pro-Palestinian pin shaped like a fist.
