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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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Majority of House Democrats vote to defeat Lebanon war powers measure
(JTA) — A House resolution aimed at preventing U.S. involvement in hostilities in Lebanon failed Thursday.
Rep. Rashida Tlaib, a Michigan Democrat and fierce critic of Israel, forced a vote on the House floor Thursday. It was defeated 324 to 92, with 91 Democrats voting in favor. The sole Republican vote came from Kentucky Rep. Thomas Massie, who will be departing Congress next year after losing his primary.
The resolution, which would have ordered President Donald Trump to remove U.S. troops from Lebanon within seven days, was defeated after Democratic Party leaders noted in a joint statement that there are “no U.S. servicemembers involved in combat operations or hostilities in Lebanon.”
The statement issued by House Minority Leader Hakeem Jeffries, Minority Whip Katherine Clark and Caucus Chair Pete Aguilar continued: “We stand with the Lebanese people, the government of Lebanon and the Lebanese Armed Forces in their efforts to live peacefully and defeat Hezbollah, a violent terrorist organization that is a sworn enemy of the United States.”
Jewish Democratic Reps. Jerrold Nadler and Dan Goldman of New York also voted “no” on the resolution, writing in a joint press release that their opposition “should not be taken as an approval of Prime Minister Netanyahu’s prosecution of Israel’s military action in Lebanon.”
“To the extent that American armed forces are present in Lebanon, it is to support the current Lebanese government, which deserves our assistance,” the statement continued.
But Tlaib defended her resolution in a post on X Thursday ahead of the vote. “The people of Lebanon can’t wait another month for Congress to act,” Tlaib wrote. “Every day that we do nothing, 11 more Lebanese children are killed or injured by the Israeli military in this U.S.-supported invasion. Congress must pass today’s Lebanon War Powers Resolution.”
Tlaib was citing a UNICEF report of data from Lebanon’s Ministry of Public Health last month that found 77 children in Lebanon had been killed over the course of a week as Israeli strikes continued to pummel the country.
Some of those who opposed Tlaib’s resolution, including Nadler and Goldman, said they would vote for an alternative version of the resolution that would preserve cooperation with the Lebanese Armed Forces in their fight against Hezbollah.
The defeat of the resolution came the same day that Hezbollah rejected the latest ceasefire agreement brokered between Israel and Lebanon, as fighting between the Iranian proxy and Israel has intensified in recent weeks.
On Wednesday, the House narrowly passed a resolution for the first time that would limit President Donald Trump’s power to continue the war in Iran. While the development was largely symbolic, it marked a rebuke of the president’s increasingly unpopular strategy in Iran.
On Friday, 85 members of Congress also signed onto a letter to Secretary of State Marco Rubio calling on the Trump administration to “use every available diplomatic tool to halt imminent settlement construction in the E-1 area of the West Bank,” a corridor east of Jerusalem.
Citing Israeli Finance Minister Bezalel Smotrich’s orders to demolish a Palestinian Bedouin village in the West Bank last month, the letter, which was led by Democratic Reps. Mark Pocan and Jan Schakowsky, who is Jewish, argued that the issue of settlements in the area had reached a “critical and final inflection point.”
“The window for meaningful diplomatic intervention is closing rapidly, and we believe it is not too late for the United States to act,” read the letter, which was also signed by Nadler and Jewish Tennessee Rep. Steve Cohen.
This article originally appeared on JTA.org.
The post Majority of House Democrats vote to defeat Lebanon war powers measure appeared first on The Forward.
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After years of hostile relations with Israel, Slovenia’s new prime minister signals diplomatic reset
(JTA) — Less than an hour after Slovenia’s newly elected prime minister, Janez Janša, was sworn into office by the country’s parliament, he had the Palestinian flag lowered from a government building.
The move marked the first step in a sharp reorientation of Slovenia’s posture towards Israel under Janša. The right-leaning prime minister, who previously held office in 2022, replaced a prime minister for the liberal Freedom Movement party.
Israeli Foreign Minister Gideon Saar announced on Thursday that Israel would open its first-ever embassy in Ljubljana, Slovenia’s capital, writing in a post on X that the move was a statement of “friendship, dialogue, and a shared belief in freedom, democracy, and security.”
“The election of Prime Minister @JJansaSDS marks a new chapter in relations between Israel and Slovenia,” Saar wrote. “After years of the hostility of the previous government- we now have an opportunity to rebuild, strengthen, and deepen a real partnership.”
Saar wrote in another post on X that he had spoken with Tone Kajzer, who was appointed as Slovenia’s minister of foreign affairs under the new administration, and that he had “pledged all the assistance necessary” to ensure the “swift establishment” of the embassy.
Janša replied to Saar’s post Thursday, writing, “Welcome to Ljubljana. 🇸🇮🇮🇱Looking forward to a new era in Slovenia-Israel relations.”
Under Slovenia’s outgoing prime minister, Robert Golob, the country voted to recognize a Palestinian state in June 2024 and became one of the few European Union countries to label Israel’s war in Gaza a “genocide,” a charge Israel firmly rejects. It was one of five nations to boycott the Eurovision song contest this year over Israel’s participation.
Last year, Slovenia also became the first EU country to impose a travel ban on Israeli Prime Minister Benjamin Netanyahu, as well as far-right ministers Itamar Ben Gvir and Bezalel Smotrich.
For the country’s Jewish population, which numbers just 100, the spate of anti-Israel measures adopted by the former government contributed to a growing sense of isolation in the country.
But now, Janša, an admirer of President Donald Trump and an ally of former Hungarian Prime Minister Viktor Orbán, appears eager to reset relations with Israel.
On Friday, days after an Israeli passenger plane was denied entry to the country by Slovenian authorities in a protest against the Israeli government, Slovenian politician Jernej Vrtovec announced that the airline Israir had “once again been granted authorization to operate flights between Tel Aviv and Ljubljana.”
“The time has come for a responsible Slovenian 🇸🇮foreign policy based on facts, Slovenian national interests and international law,” Janša wrote in a post on X. He added that the “politically and economically harmful period of government support for activist anti-Semitism” had ended.
This article originally appeared on JTA.org.
The post After years of hostile relations with Israel, Slovenia’s new prime minister signals diplomatic reset appeared first on The Forward.
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Israel gives in to the politics of debasement
A small episode this week crystallized the broader pathology of Israeli Prime Minister Benjamin Netayahu more clearly than any grand speech or ideological argument ever could: the Knesset vote for state comptroller, one of the most sensitive institutional positions in Israeli public life.
In Israel, the 120 members of the Knesset elect the comptroller by secret ballot. The office audits government ministries, investigates failures of governance, oversees public integrity, and possesses enormous influence over public accountability. In the aftermath of the Hamas attack of Oct. 7, 2023, and the Gaza war, the role carries even greater significance. The comptroller may shape future investigations into catastrophic national failures and wartime decision-making.
This week — in a move straight out of United States President Donald Trump’s playbook — Netanyahu nominated his longtime personal lawyer, Michael Rabello, for the role.
Historically, the comptroller’s office has been occupied by senior judges, jurists, or respected public servants with reputations for independence. Figures such as Miriam Ben-Porat, Eliezer Goldberg, and Micha Lindenstrauss embodied a certain ethos: they were stern institutional guardians standing somewhat above partisan warfare.
The idea of placing the prime minister’s own attorney into the country’s central oversight institution struck many Israelis as grotesquely inappropriate.
Yet the truly astonishing part came during the voting itself, in which the opposition candidate was a former justice on the Supreme Court — an institution Netanyahu’s coalition has long vilified. The first round reportedly revealed substantial defections among Netanyahu’s coalition. His preferred candidate fell short. Panic spread.
Suddenly, allegations and reports emerged that coalition lawmakers were being encouraged to photograph or film their ballots in order to prove their loyalty. There was a pause in the proceedings as the Knesset speaker, Likud’s Amir Ohana, received legal advice to not allow phones in the voting area. He restarted the vote anyway. Israeli media filled with coalition lawmakers posting images of themselves voting the right way. The images and reports were the excruciating stuff of banana republics.
I cannot recall ever seeing a similar scene in a functioning democracy. Rabello was elected.
Secret ballots exist precisely because democracies understand that free voting collapses when superiors can verify obedience. The entire purpose of ballot secrecy is to protect individuals from coercion, intimidation, retaliation and patronage systems.
Modern democracies adopted secret ballots in the nineteenth century to break the power of bosses, landlords, oligarchs, and political machines that demanded proof of loyalty.
The blatant violation of these norms by Netanyahu’s coalition helps explain why so many Israelis react to him not merely with opposition, but with exhaustion, fury, and moral revulsion.
It’s not just the corruption trials, the permanent manipulation, the serial falsehoods, the failed strategic assumptions about Hamas, the relentless cultivation of tribal resentment, the attacks on state institutions, the politics of personal loyalty and the transformation of every disagreement into an existential struggle between patriots and traitors. It’s the cumulative exhaustion of watching every institutional norm eventually be subordinated to the most vulgar politics imaginable.
The episode revealed something larger than one parliamentary scandal: the culture Netanyahu has spent years cultivating. It is a system organized increasingly around personal allegiance rather than institutional responsibility. A political environment in which independent judgment becomes suspicious, dissent becomes betrayal, and every institution gradually bends toward one man’s political ambition.
So we have here a prime minister under criminal indictment pushing his own lawyer into a top civil service oversight role.
Opposition leaders Naftali Bennett and Yair Lapid plan to appeal Rabello’s election to the Supreme Court, calling the vote “tainted.” Even that might not work. Several government ministers, including the justice minister, have suggested in recent months that they no longer consider court decisions binding.
And that is what outsiders often miss about Netanyahu fatigue in Israel. The anger does not emerge from one scandal, one trial, one war, or one speech. It comes from the constant sense of humiliation. This week, inside Knesset voting booths that were meant to be hidden from view, Israelis saw the whole story compressed into a single degrading scene.
The post Israel gives in to the politics of debasement appeared first on The Forward.
