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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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Miss Israel Melanie Shiraz Says Mamdani’s Wife Snubbed Her Because She’s From Jewish State
Melanie Shiraz being crowned Miss Israel 2025. Photo: Simon Soong | Edgar Entertainment
Melanie Shiraz, who represented Israel in the 2025 Miss Universe pageant, said on Wednesday that the wife of New York City Mayor Zohran Mamdani refused to take a photograph with her because the beauty queen is from the Jewish state.
Shiraz posted on Instagram a video that features a short clip of herself with Rama Duwaji, the first lady of New York City. The Israel native said in the video’s voice-over that she met Mamdani’s wife by chance in a coffee shop in New York City and the two sat next to each other. Duwaji was willing to take a photo with the beauty queen “until she found out that I was Miss Israel; until I told her that as an Israeli, I was disappointed in seeing the kind of rhetoric she was promoting online,” Shiraz said.
“I told her as part of my ideology as an Israeli is to have productive dialogue in which not one side is constantly dehumanized. But despite that, despite the setting being calm, the moment she found out I was Israeli, she refused to have a conversation with me,” continued the graduate of the University of California, Berkeley.
“If you can publicly apologize for dehumanizing Israelis, but you can’t get yourself to humanize one when you come face-to-face with them in real life, what does that say about you and what does that say about the state of our politics considering that is the wife of the mayor of New York City?” Shiraz added.
A Texas-born illustrator with Syrian roots, Duwaji has previously uploaded or “liked” numerous anti-Israel posts on social media. She has also “liked” several online posts that celebrated the deadly Hamas-led terrorist attack against Israelis on Oct. 7, 2023, and even defended the largest single-day massacre of Jews since the Holocaust, describing it as Palestinian “resistance.”
It was discovered that Duwaji shared social media posts praising female Palestinian terrorists who participated in plane hijackings and bombings in the 1960s and early 1970s. In 2015, she shared a post in which someone else wrote that Tel Aviv was occupying Palestinian land and “shouldn’t exist.” Duwaji also illustrated an essay co-edited by a Palestinian-American activist author who described the Oct. 7 attack as “spectacular” and called Jewish Israelis “rootless soulless ghouls.”
In April, Duwaji apologized for “harmful” social media posts she made as a teenager, which included anti-gay and anti-Black language, but did not directly address her more recent anti-Israel social media activity.
Mamdani, who has faced his own share of criticism for anti-Israel comments and actions, has previously defended his wife by saying she is a “private person.”
In the caption of her Instagram video, Shiraz said she was “not particularly” surprised by her interaction with Duwaji at the coffee shop in New York City.
“It is easy to apologize without meaningfully changing one’s behavior,” Shiraz explained. “It is easy to claim opposition to dehumanization in principle, but far more difficult to embody that in practice. She was polite throughout. But the shift in demeanor was evident, and the lack of willingness to engage even more so.”
“I approached the interaction with openness to a genuine, respectful conversation. That openness was not reciprocated,” Shiraz added. “And that, perhaps, is the more telling point: how often this disconnect appears, and how normalized it has become.”
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Rubio Questions Allies’ Support on Iran Following Italy Talks
US Secretary of State Marco Rubio speaks to the press at the US Embassy in Rome, Italy on May 8, 2026. Photo: STEFANO RELLANDINI/Pool via REUTERS
US Secretary of State Marco Rubio met Prime Minister Giorgia Meloni on Friday and afterwards questioned why allies including Italy were not backing Washington’s efforts to confront Iran and re-open the Strait of Hormuz.
“I don’t understand why anybody would not be supportive,” Rubio told reporters, adding that countries needed “something more than just strongly worded statements” if they opposed Iran‘s actions.
Rubio was wrapping up a two-day trip aimed at easing ties with Pope Leo after attacks on the pontiff by President Donald Trump, while also addressing Washington’s frustration over Italy‘s refusal to support the US-Israeli war on Iran.
Meloni had been one of Trump’s firmest allies in Europe, cultivating close ties with him and presenting herself as a natural bridge between Washington and other EU states that had no natural political affinity with the Republican US leader.
But that alignment has come under increasing strain in recent months, as the Iran war has forced her to balance loyalty to the United States against Italian public animosity to the war and the growing economic cost of the conflict.
Meloni and Rubio met for 1-1/2 hours, in what she described in a post on social media platform X as “an extensive and constructive discussion,” saying the talks included the Middle East, Libya, and the peace processes in Lebanon and Ukraine.
“It was a frank dialogue between allies who defend their own national interests while fully recognizing the value of western unity,” Meloni said.
Rubio declined to give full details. However, he warned that Tehran’s claim to control access to Hormuz risked setting a dangerous precedent.
“The fundamental question every country, not just Italy … needs to ask themselves is, are you going to normalize a country claiming to control an international waterway? Because if you normalize that, you’ve set a precedent that’s going to get repeated in a dozen other places,” he said.
‘THE UNITED STATES NEEDS EUROPE AND ITALY‘
Italy and other European allies have said they would be willing to help keep the strait open once there was a lasting ceasefire or the conflict ends, but have refused to be drawn into direct confrontation with Iran.
Before seeing Meloni, Rubio met Italy‘s Foreign Minister Antonio Tajani, who said he hoped the visit had helped calm tensions with the United States.
“I am convinced Europe needs America, Italy needs America, but also that the United States needs Europe and Italy,” Tajani told reporters.
Besides the war in the Gulf, Meloni and Rubio had also been expected to discuss Russia’s war on Ukraine, US tariffs on European goods, and the outlook for Cuba, which Washington is seeking to isolate both diplomatically and economically.
The Italians were also keen for a readout on Rubio‘s meetings at the Vatican. Trump’s recent attacks on Pope Leo crossed a sensitive line in overwhelmingly Catholic Italy and prompted Meloni to call them “unacceptable.”
Her criticism in turn drew a sharp rebuke from Trump, who said she lacked courage. He subsequently threatened to withdraw US troops from Italy.
Rubio said he didn’t get into specifics about US bases, saying it was a decision for Trump to make.
Italy last month refused to allow US aircraft to use the Sigonella air base in Sicily for combat operations linked to the Iran conflict. Italian officials said Washington had not sought prior authorization from Rome for the use of the site.
Rubio did not mention this incident, but pointed to Spain’s decision not to allow its bases or airspace to be used to attack Iran. He said one of the main attractions of NATO for the US was to have forces in Europe that could be swiftly deployed elsewhere.
“Now that’s no longer the case, at least when it comes to some NATO members, that’s a problem and has to be examined,” he said.
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Irish Soccer Players, Sports Icons, Celebrities Call for Boycott of Upcoming UEFA Matches Against Israel
Soccer Football – UEFA Nations League Draw – Brussels Expo, Brussels, Belgium – Feb. 12, 2026, General view during the draw. Photo: REUTERS/Benoit Tessier
Prominent Irish soccer players, as well as other well-known sports figures and celebrities, have teamed up to pressure the Football Association of Ireland (FAI) to boycott two UEFA Nations League matches against Israel set for later this year.
The campaign group Irish Sport for Palestine published an open letter this week regarding a match set for Sept. 27, designated as an Israeli home match, and another future one on Oct. 4 in which Ireland will host Israel at Dublin’s Aviva Stadium.
The Israel Football Association said in February it hopes to host the Sept. 27 match in Israel, but a formal decision will reportedly be made in June.
The open letter calls for FAI to boycott both upcoming matches while accusing Israel of a “brutal system of apartheid,” committing “genocide” in the Gaza Strip, and carrying out “clear and ongoing breaches” of UEFA and FIFA statutes regarding Israeli soccer teams playing matches “on occupied Palestinian lands.”
“It is unconceivable that we would be willing to be silent and give cover to such crimes in the name of football,” the letter states. “We call on you to ensure the Irish football team is not used to mask UEFA rules breaches, apartheid, and war crimes.”
The letter was signed by players from both the men’s and women’s League of Ireland soccer teams, Ireland’s former men’s national team manager Brian Kerr, two-time women’s player of the year Louise Quinn, and other former soccer coaches, managers, and players.
Outside of the sporting world, the letter was also signed by Irish rock band Fontaines DC, the Irish hip-hop trio Kneecap, Irish musicians Mary Coughlan and Christy Moore, and Oscar-nominated Irish actor Stephen Rea, among others.
Included in the open letter is a statement from Shamrock Rovers captain and Professional Footballers’ Association of Ireland Chairman Roberto Lopes, who was born in Dublin.
“We can’t ignore the humanitarian catastrophe in Palestine; the sheer loss of life there has to take precedence over any sporting consideration,” Lopes said. “Ireland has an opportunity here to lead — to be a pioneer and do what others won’t. We need to be brave enough to say enough is enough. We can’t just stand by. Please, stop the game.”
The matchups for the 2026-27 UEFA Nations League were announced in February. At the time, the FAI said Ireland’s men’s national team will indeed compete against Israel in the scheduled games to avoid facing “disciplinary measures” by the UEFA, which may include “potential disqualification” from the competition. Months earlier, in late 2025, the FAI submitted a motion to have the UEFA ban Israel from competitions because of the country’s war in Gaza. The motions were rejected.
FIFA President Gianni Infantino previously said he believes FIFA “should actually never ban any country” from playing soccer “because of the acts of their political leaders.”
Irish Prime Minister Micheal Martin said he supports Ireland playing the two matches against Israel in September and October.
“We have been critics and have opposed very strongly Israeli government policy within Gaza in particular. We condemned the Hamas attack on Israel which was absolutely horrific,” he told the Irish Times. “I think sport is an area that can be challenging when it crosses into the realm of politics.”