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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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NY Jewish Democrats defend Mamdani after Netanyahu calls him a Hamas supporter

(JTA) — Some top New York Jewish Democrats are defending New York City Mayor Zohran Mamdani after Israeli Prime Minister Benjamin Netanyahu called him an “antisemite” and said he is “buddies” with Hamas.

Netanyahu’s speech at the United Nations General Assembly on Thursday, and the outsized role Mamdani played in it, were the culmination of escalating criticism of Mamdani from Israeli officials in recent weeks.

Mamdani is an avowed anti-Zionist who during his campaign to be the mayor had pledged to arrest Netanyahu. Over the summer, he conceded he didn’t have the power to do so, though he criticized the Israeli government over Gaza in the run-up to the prime minister’s visit.

But while his full-throated criticism of Israel has alarmed some local Jewish officials, many felt that Netanyahu’s attacks on Thursday from the U.N. plenum went too far.

“It’s scurrilous to suggest that the mayor voices support for Hamas,” Manhattan Borough President Brad Hoylman-Sigal, who is Jewish, said Friday in an interview with the Jewish Telegraphic Agency.

City Council Speaker Julie Menin, also a Jewish Democrat, has opposed Mamdani on some legislation related to protests outside houses of worship — a sensitive issue in the wake of protesters picketing outside synagogues that were holding Israeli real estate events. Menin said in a press conference on Thursday that Netanyahu’s remarks were “not helpful at all” because “we need to turn the temperature down.”

“This idea of what the prime minister said can really incite violence. We cannot have this,” Menin said.

Mamdani, an outspoken pro-Palestinian advocate, has condemned Hamas as “a terrorist organization” and has denounced antisemitic hate crimes committed in New York.

The mayor responded with a statement of his own, saying that Netanyahu “used his speech to repeat baseless lies meant to sanitize his genocide of Palestinians.”

“Yet no lie can change the fact that he remains the subject of an International Criminal Court arrest warrant alleging war crimes and crimes against humanity,” Mamdani said. The United States is not a party to the ICC and has no obligation to carry out its warrants on U.S. soil.

Netanyahu’s remarks at the U.N. General Assembly came amid a reelection campaign in which Netanyahu’s Likud Party has made Mamdani a villain. Hoylman-Sigal called Thursday’s speech a “political ploy” and a “deflection by someone who has a lot of domestic turmoil, political and otherwise.”

“Clearly, Netanyahu is fighting for his political life,” said Hoylman-Sigal, who is Jewish.

Netanyahu’s arrival in New York sparked a wave of demonstrations in Manhattan on Thursday, including multiple organized by Israeli expatriate groups who emphasized the Oct. 27 Israeli election date. Rallygoers chanted “Vote him out!” at a protest held by the Israeli anti-Netanyahu group UnXeptable.

Even before his visit, Gov. Kathy Hochul pushed back on comments Netanyahu had made. Calling Mamdani a “supporter of the Hamas monsters” was false and “hurt his own credibility,” Hochul said in an interview with the radio station WNYC earlier this week.

Morton Klein, president of the Zionist Organization of America, which is supportive of Netanyahu and has been harshly critical of Mamdani, called Netanyahu’s remarks “Churchillian” and his “greatest speech.”

“Importantly, he also called out Mamdani as a dangerous antisemite who has endangered Jews in New York City,” Klein said in a statement.

The U.N. speech came as Israeli officials have escalated their rhetoric against Mamdani.

Last month, Ofir Akunis, the Israeli consul general in New York, compared Mamdani’s support for the boycott Israel movement to Nazi Germany. A Mamdani spokesperson told JTA the comparison was “offensive, completely unhinged and detached from reality,” and said Akunis “should be ashamed of himself.”

The statement was Mamdani’s first time weighing in on the Israeli consul general, who had accused Mamdani of being directly responsible for anti-Jewish hate crimes in the city.

Republican City Council member Inna Vernikov, who is Jewish and a staunch Mamdani critic, took issue with the mayor’s response.

“When Mamdani cleans his own house, then he can criticize Jewish leaders,” said Vernikov, pointing to Mamdani’s wife’s anti-Israel views and his vetoing of a bill on protests around schools.

Brad Lander, the Jewish progressive and Democratic nominee for New York’s 10th congressional district, blasted both Akunis’ and Netanyahu’s attacks on Mamdani.

“Netanyahu and Akunis are cynically weaponizing accusations of antisemitism for their own narrow, selfish political purposes,” said Lander, one of Mamdani’s most prominent Jewish allies, in a statement to JTA. “They are making Israelis, American Jews, Palestinians, and the whole world less safe.”

Lander himself was the recipient of a Nazi Germany comparison when Bruce Blakeman, the Republican candidate for New York governor, said that Lander “would be a camp guard in the concentration camp if he could.”

Hoylman-Sigal called the comparisons “outrageous,” and said that he is more worried about a rise in far-right parties, including Germany’s AfD.

“We should be very careful, no matter what our background is, to draw such extreme comparisons,” he said.

Phylisa Wisdom, who heads Mamdani’s office to combat antisemitism, told JTA that it is “appalling that some leaders have resorted to comparing their political opponents to Nazis.”

“We can and should disagree — sometimes deeply — but we must be able to do so without debasing public discourse,” she said.

Amy Spitalnick, the CEO of the Jewish Council for Public Affairs, a group that leads outreach to non-Jewish community organizations, told JTA in an email that comparisons to Nazis should be out of bounds.

It is “particularly concerning given that our own community frequently, and rightfully, calls out those using dehumanization and/or making inappropriate Holocaust comparisons,” she said.

As a case in point, Spitalnick pointed to the Anti-Defamation League’s article on inappropriate Holocaust comparisons, which includes COVID-19 vaccine requirements and free speech complaints.

The ADL did not return a request for comment on Akunis’ Nazi Germany comparisons.

“Disagree with the Mayor on his policies or rhetoric — I certainly have — but comparisons like this are deeply offensive and wrong, in addition to undermining the very relationships and engagement necessary to ensuring Jewish safety in New York and beyond,” Spitalnick said.

This article originally appeared on JTA.org.

The post NY Jewish Democrats defend Mamdani after Netanyahu calls him a Hamas supporter appeared first on The Forward.

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‘Nobody Wants This’ star Adam Brody on Gaza: ‘Put me down as thinking it’s a genocide’

Adam Brody, the Jewish actor who plays a “hot rabbi” on the hit Netflix rom-com Nobody Wants This, called the war in Gaza a genocide in a new interview, making him one of just a few Jewish celebrities to speak out publicly against the Israeli campaign.

The comments came in an interview with GQ about Brody’s efforts canvassing for Democratic candidates in the upcoming midterms.

“Put me down as thinking it’s a genocide. Put me down as wanting a free Palestine,” he said. “It’s awful that it’s taken so much death and misery, but it does feel like it’s reaching a breaking point that it should have a while ago. I’m hopeful that another administration can really do some good and correct some of these policies that are helping that situation be as awful as it is.”

The claim of genocide in Gaza is heavily disputed. Several international bodies, human rights organizations and academic institutions have concluded Israel’s actions in Gaza since Oct. 7 fit the description, including a United Nations Commission of Inquiry. Other similar groups, like the International Court of Justice, have not applied the term.

Brody’s comments were surprising in part because he had previously kept his feelings about the war private, even as other leading Hollywood figures openly criticized it. He does not maintain a public social media presence, and he did not participate in pin-wearing campaigns or sign various petitions related to the war — an approach he indicated he might change going forward.

“I’m not wearing a pin, so I’m not inviting a certain question, and perhaps I should,” he said. “I really admire people who do. But 99% of what I’m asked about is about the show. I’m not trying to plead ignorance—here we are doing a political interview, so it makes sense that we wade into this territory—but I’ve never ducked a question, really, not a political question anyway.”

Brody — who came to fame in the 2000s as the teenager Seth Cohen on The O.C. — joins Hacks star Hannah Einbinder and Wallace Shawn (The Princess Bride) as perhaps the most high-profile Jewish actors to publicly call the war a genocide. Other Jewish entertainment figures, like Mandy Patinkin and The Zone of Interest director Jonathan Glazer, have criticized the war but stopped short of calling it a genocide.

Yet Brody’s comments are perhaps especially notable because of the character he plays on TV. In Nobody Wants This, Brody plays a rabbi dating a non-Jewish woman — introducing her to the beauty and foibles of Jewish faith and culture. Israel has been conspicuously absent from the show, with its creator, Erin Foster, saying she deliberately avoided geopolitics.

Season 3 of Nobody Wants This releases to Netflix October 22.

The post ‘Nobody Wants This’ star Adam Brody on Gaza: ‘Put me down as thinking it’s a genocide’ appeared first on The Forward.

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Why Mamdani remains focused on Israel as NYC mayor

When Israeli Prime Minister Benjamin Netanyahu spoke at the UN this week, New York City Mayor Zohran Mamdani was there — not in body, but in spirit, having condemned the Israeli prime minister and previously encouraged protests against him.

As a leader in the Jewish community, I know that many American Jews oppose Netanyahu’s government. But many also believe strongly that Israel’s survival as a Jewish homeland is critically important. They, therefore, feel boxed in by the mayor: compelled by conscience to oppose Israel’s leader and to condemn Mamdani’s repeated attacks on Israel’s existence, many of which they find offensive and dangerous.

Because of my previous work for Mayor Bloomberg, I am often asked by Jewish community members why this mayor so frequently puts them in this painful bind. The answer, I believe, lies in motivations worth understanding more clearly.

Of course, Mamdani’s focus on Israel seems partially motivated by principle. He clearly thinks Israel is illegitimate and opposes how it defends itself. I take him at his word that these convictions are sincere. But sincerity still does not explain his single-mindedness. A mayor willing to absorb this much political friction must see some benefit. But what?

To understand, let’s reexamine the 2025 election, often described as a “political tsunami.” The facts, however, are more complicated. Mamdani did defeat his closest opponent by nearly 10%, but in so doing he secured under 51% of the total vote – against a flawed and divided opposition. Viewed this way, his impressive margin seems less sweeping and much narrower.

More important than his electoral margin, though, is the coalition that produced it. His victory rested heavily on three blocs: self-identified very liberal voters; and Muslim and South Asian voters, who turned out in historic numbers. South Asian and Indo-Caribbean turnout, for example, rose 350% between 2021 and 2025, with 87% of South Asian votes going to Mamdani. Analyzing available data, I believe that, taken together, these three blocs accounted for well over 50% of all Mamdani votes.

What makes this coalition intriguing is that it consists of such strange bedfellows. The blocs differ sharply on many key local issues. On same-sex marriage, PRRI’s American Values Atlas found 33% support among Muslim-Americans in 2024, with support among very liberal Americans substantially higher. The divergence is similarly stark on policing, education, and many other policies.

In fact, it is hard to identify many things uniting these blocs besides this candidate: a skilled politician speaking the language of the left, while activating Muslim and South Asian voters just as Mayors Bloomberg and Koch activated Jewish voters and Mayors Adams and Dinkins activated Black voters.

Which brings us back to Israel.

When one barely ekes out a majority against flawed opponents, and one’s coalition is fundamentally misaligned, one must find ways to hold it together. To this end, Mamdani seems to be taking a page from Donald Trump. When Trump’s coalition buckles, he reaches for a “shiny distraction” — attacks on the press; trade wars; threatened invasions of Greenland. For Trump, the specifics are almost irrelevant; what matters is the theater of conflict and the distraction it produces.

For Mamdani, his Greenland is Israel.

Yes, it is a subject on which he holds sincere convictions. But, more importantly, it is one of few issues on which his coalition agrees. His relentless focus on Israel — to the exclusion of other worthy targets, including grave human rights offenders across South Asia and the Muslim world — is no accident. It is a political calculation allowing him to don the mantle of moral crusader while keeping his coalition on-side and united.

For those who believe Mamdani’s politics pose a danger to the Jewish community and want to slow his political momentum, this analysis yields two insights.

First, trying to persuade the mayor to soften his Israel attacks is unlikely to succeed. Doing so is not his inclination or in his political interests.

Second, and maybe more interestingly, Mamdani has a vulnerability that he seems to recognize – a fragile coalition. Allowing Mamdani to
make Israel his “shiny distraction” and engaging him on it plays his game. A different approach would be to defend Israel as-needed, but focusing efforts on pressing Mamdani to do his job – for example, elevating important issues, such as specialized high school admissions practices, on which his coalition happens to be divided.

The upshot? When smart politicians do things that seem politically risky, they usually see something others do not. Mamdani’s Israel focus offers a case-in-point. Those looking to respond should consider resisting the temptation to take the bait when possible. The wiser strategy is to engage under different rules: defending Israel when necessary, then pivoting to the difficult local issues from which Israel is meant to distract.

The post Why Mamdani remains focused on Israel as NYC mayor appeared first on The Forward.

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