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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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New York Gov. Kathy Hochul says defending Israel would be ‘a lot easier’ if Netanyahu loses
New York Gov. Kathy Hochul, an incumbent Democrat running for reelection, said it would be “a lot easier” for her to defend Israel if Prime Minister Benjamin Netanyahu loses Tuesday’s election. New York has the largest concentration of Jews outside of Israel and is home to many ex-pat Israelis.
In an interview with Politico magazine published as Israelis headed to the polls, Hochul suggested that Netanyahu’s “overreach” in the Gaza war has become an obstacle to Israel’s international standing and that his government policies have killed any prospects for the creation of an independent Palestinian state.
“I believe we have to get people of goodwill who can make this happen, and as long as Netanyahu is sitting there, that is not in his interest to do that,” Hochul said. “It’s just not, and it won’t happen.”
Hochul has remained a strong supporter of Israel despite growing criticism of the country within her party. She was the first foreign elected official to visit Israel shortly after Hamas-led attacks on Oct. 7, 2023 and criticized the pro-Palestinian protests on campus.
In 2024, she came under fire for making an analogy to her hometown, Buffalo, in defending Israel’s military campaign against Hamas amid mass Palestinian casualties in Gaza.
“If Canada someday ever attacked Buffalo, I’m sorry my friends, there would be no Canada the next day,” she said in remarks to Jewish leaders, first reported by the Forward. “That’s a natural reaction. You have a right to defend yourself and to make sure it never happens again.” Immediately after it was publicized, Hochul apologized for implying that Israel had a right to destroy Gaza.
Hochul recalled in the interview privately warning Israeli officials during her visit to Israel that the country would lose international support.
“The world is with you when it comes to the brutal assault by a terrorist organization known as Hamas on innocent Israeli people,” Hochul said she told Israeli officials. “An overreach could change that dynamic, and that’s what’s happened.”
The Democratic governor also suggested that if Netanyahu continues as prime minister, it could complicate the prospects of a Jewish Democrat winning the party’s presidential nomination in 2028. The Israeli leader would remain “a lightning rod,” comparing his political survival instincts to those of President Donald Trump. “Who knows what he’s going to do next for self-preservation,” she said.
Closely watching the Israeli election
Hochul’s remarks came as Israelis voted in their first national election since Oct. 7, 2023, with unusually high turnout raising the possibility that participation could exceed 80%, a level not seen since the early 1970s.
Netanyahu, Israel’s longest-serving prime minister, is fighting to remain in power after nearly two decades in office. Many Israelis blame Netanyahu for the security failures that allowed the Oct. 7 attack, while his supporters credit him with confronting Hamas and Iran. Recent polls suggest Netanyahu’s right-wing coalition could fall short of the 61 seats needed to form a government. His main challenger is Gadi Eisenkot, a former military chief whose son and two nephews were killed in the war in Gaza.
Netanyahu’s campaign slogan, “It’s the right or Palestine,” taps into post-Oct. 7 fears about the establishment of a Palestinian state, warning that an Eisenkot-led government dependent on Arab support will lead to Palestinian statehood. But a Netanyahu defeat would not necessarily bring the changes Hochul wants. Eisenkot and other opposition leaders like Naftali Bennett and Avigdor Lieberman also oppose a Palestinian state.
A balancing act
Hochul’s comments also reflect the political challenge she faces at home, where she has maintained strong ties with Jewish leaders while working closely with New York City Mayor Zohran Mamdani, a fierce critic of Israel.
Hochul endorsed Mamdani last year after staying neutral during the Democratic primary. But she has continued to distance herself from the mayor on issues of antisemitism and Israel, which has left many Jewish New Yorkers uneasy. Her most recent state budget included a measure establishing a buffer zone around houses of worship to prevent disruptive protests from blocking access, an issue on which Mamdani had raised objections.
In the Politico interview, Hochul said Mamdani had brought “new energy” to the party, even as she acknowledged their disagreements. “Again, differences on approaches to the Jewish community, Israel and all that — that’s another topic,” she said.
A recent poll found that 65% of Jews in New York City disapproved of the mayor’s handling of antisemitism, while Hochul received 54% approval.
Hochul is seeking reelection against Republican Bruce Blakeman, the Jewish Nassau County executive, who has made support for Israel and opposition to antisemitism central themes of his campaign. But Blakeman has struggled to match the support former Republican gubernatorial candidate Lee Zeldin received from Jewish voters and Hasidic voting blocs four years ago.
The post New York Gov. Kathy Hochul says defending Israel would be ‘a lot easier’ if Netanyahu loses appeared first on The Forward.
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‘Text me when you get home’ — on confronting hatred as both a woman and a Jew
There’s a universal language that every young woman I know speaks. It’s an expectation, a pact even, to “text me when you get home.” A baseline understanding that the walk home isn’t always safe for us.
A different dialect of that same universal language exists across our Jewish community. It shows up when my mom texts me to ask, “does your shul have good enough security?” before I walk into Shabbat or high holiday services.
Being a Jewish woman in America means having to constantly do the calculus of how to be safe as a woman and as a Jew. And I know that my experience is not unique. With antisemitism rampant and other forms of hate still deeply embedded in our society, so many people across America with overlapping and intersecting identities — people of color, trans people and others — are also doing this calculus every single day.
The question I keep asking myself is why? Not why we have to do this constant mental exercise, but why it isn’t getting any easier. The FBI reported a decline in hate crimes in 2025, but those numbers don’t tell the whole story. Hate crimes often go unreported, whether because people don’t feel safe reporting to law enforcement or because agencies lack the training, resources and requirements to properly identify and document them. And beyond what gets counted, hateful rhetoric, threats, and violence continue to shape how we move through the world. Hate permeates our daily lives in ways that statistics alone cannot capture.
Turn on the news or scroll through Instagram on any given day and you can see why we don’t feel safer, despite what the data is telling us. You can see that the static noise of hate and violence continues to intrude on every aspect of our lives.
Our lives — across identities and generations — have been marked by hate, by story after story of deadly attacks at synagogues, mosques, churches, schools and supermarkets.
Twelve years ago, a man fueled by his hatred of women killed six and injured 14 people in Isla Vista, California — my hometown. When I think about that time in my life, I don’t think about graduating high school or my senior prom. I think about the flashes of images of my town, of the victims, on the news. And eight years ago today, a gunman took the lives of 11 congregants and wounded six others in an antisemitic attack at the Tree of Life Synagogue in Pittsburgh. It was the day before my 22nd birthday, another moment in my life now marked by grief.
Hate and hate-motivated violence are not new phenomena in our country. But in the last decade, we have seen a normalization of hate that is both new and devastatingly familiar.
We have seen this normalization fester online, where once fringe antisemitic, misogynistic, racist, and anti-immigrant beliefs — like those held by the Isla Vista and Tree of Life attackers — are now part of mainstream conversations. We have seen this normalization take hold in our halls of power, where our president, members of Congress, and leaders around the country not only legitimize but promote hateful rhetoric and conspiracy theories.
And, we have seen this normalization thrive in policy, where hate and violence are being systematized in executive orders and legislation by the same leaders who made it normal. Policy can and should be used as a shield to keep people safe. Instead, it’s being weaponized before our very eyes to foster an environment where hate can thrive.
It’s no wonder we don’t feel safe when our president and many of our lawmakers are using their power to target women, LGBTQ+ people, immigrants, and so many others. It’s no wonder we question whether our institutions will protect us when the Department of Justice cancels grants supporting victims and programs designed to prevent hate and violence. And it’s no wonder survivors of gender-based and sexual violence feel abandoned when this administration is deliberately refusing to use Title IX to protect them but is instead weakening this law to harm trans people.
For people my age, who grew up with social media and the 24-hour news cycle that brought reports of hate directly into our homes, it can be hard to fathom what to do at this moment. But there are people all around us who not only know what to do, but have done it before.
I spend my days at National Council of Jewish Women (NCJW) working to dismantle antisemitism and the hate plaguing all of our communities. I am fortunate to work with and learn from people who have dedicated their lives to building a world where every person can feel safe and thrive. We are fighting every day to ensure that our institutions and our laws protect people from hate, violence, and discrimination. NCJW has been doing this work for over a century, and we know that progress is not inevitable.
The Matthew Shepard and James Byrd Jr. Hate Crime Prevention Act, signed into law 17 years ago this week, was the result of nearly 20 years of advocacy — a reminder that disrupting hate and building a safer world requires perseverance. It takes leaders willing to fight against hatred, not embrace it. And, it takes partners, allies, friends, and neighbors to move the work forward together.
That is why we have no choice but to keep showing up, to keep fighting, even when the hate and violence all around us feels like it has taken over our lives. We have to keep working, every day, to build that world we seek, where our rights, our safety, and our dignity are not up for debate.
And hopefully, one day, we will all live in a world where we don’t have to say “text me when you get home.”
The post ‘Text me when you get home’ — on confronting hatred as both a woman and a Jew appeared first on The Forward.
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Seeking funding for a Yiddish project for kids or young people?
די פֿישמאַן-פֿונדאַציע פֿאַר ייִדישער קולטור האָט געמאָלדן אַז זי נעמט שוין אָן סובווענץ-אַפּליקאַציעס אויף נײַע פּראָיעקטן פֿאַרן יאָר 2027. די פּראָיעקטן דאַרפֿן האָבן פֿאַר אַ ציל דאָס שטאַרקן ייִדיש ווי אַ לעבעדיקע שפּראַך, באַזונדערס בײַ קינדער און דער יוגנט.
דער טערמין פֿאַר אַפּליקאַציעס פֿאַרן יאָר 2027 איז דער 7טער נאָוועמבער 2026. די אויסגעטיילטע סובווענצן וועט מען מעלדן אין דעצעמבער.
אַלע אַפּליקאַציעס מוזן זײַן אָנגעשריבן אויף ייִדיש און דאַרפֿן נאָכפֿאָלגן די אַפּליקיר-אָנווײַזונגען וואָס איר קענט געפֿינען דאָ.
אַפּליקאַציעס וועלן ווערן באַטראַכט אויף קאָנקורס-יסודות. מען בעט מען זאָל אַרײַנשיקן אַן אַפּליקאַציע (מיט אַלע נייטיקע בײַלייגונגען) דורך בליצפּאָסט צו:
applications@fishmanfoundation.org
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