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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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Graham Platner, anti-Israel progressive, locks up Democratic Senate nomination in Maine
(JTA) — Graham Platner, the anti-Israel progressive who took Maine’s political establishment by storm this spring, has officially prevailed in his state’s Democratic Senate primary.
Multiple news outlets called the race within 90 minutes of the polls closing, with only a fraction of the votes counted.
The victory was seen as a foregone conclusion after Platner’s primary opponent, Gov. Janet Mills, suspended her candidacy in late April, saying her campaign could not afford to continue.
Still, the final tally suggested that not all Mainers had embraced the political neophyte whose campaign was dogged by controversies, including the revelation that Platner had a Nazi Totenkopf tattoo on his chest for nearly two decades until he drew criticism for it on the campaign trail. He denied knowing it was a Nazi symbol.
Mills, who remained on the ballot, drew about one in five votes in the first 10% of ballots counted, according to the tally published by The New York Times.
The result sets Platner up to face off in November against incumbent Republican Sen. Susan Collins, who has received substantial support from pro-Israel donors. The latest polls suggest a tight race.
“I’m humbled and proud to officially be your Democratic nominee for the U.S. Senate to take on Susan Collins and the billionaire class she represents. Together, we will win this seat back for working Mainers,” Platner tweeted on Tuesday night. “Thank you, Maine.”
While Democratic leaders officially threw their support behind Platner after Mills halted her campaign, many of them remained circumspect about him. Their balancing act grew more delicate in the final days of the primary race, as Platner drew allegations of antisemitism over his characterization of donations channeled to Collins by the pro-Israel lobby AIPAC and as he faced new allegations of misconduct toward women. (He said he had been a “far from perfect boyfriend” during some periods of his life but denied engaging in misconduct.)
Now, top Democrats will have to decide how hard to gun for Platner, who has become a standard-bearer in the party’s anti-Israel shift at a time when the chamber is narrowly divided.
They are already facing pressure to disavow him. “Chuck Schumer, the highest-ranking Jewish elected official in America, and every Senate Democrat propping up Platner’s campaign, should be ashamed,” the Republican Jewish Coalition said in a statement after the polls closed. “Their continued support of Graham Platner, who wore the symbol of Hitler’s SS on his chest for 18 years is an outrage. Schumer must withdraw his support immediately.”
This article originally appeared on JTA.org.
The post Graham Platner, anti-Israel progressive, locks up Democratic Senate nomination in Maine appeared first on The Forward.
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A new proposal to radically destabilize Israel
Given the jackhammer pace of outrageous developments, one might almost think Prime Minister Benjamin Netanyahu’s coalition is trying to give the opposition ammunition in the coming election — most recently by promoting a bill rendering full-time Torah study as a national service equivalent to military service.
The proposed “Basic Law: Torah Study,” which will undergo its first of four Knesset votes on Wednesday, seeks to elevate full-time Torah study within Israel’s Basic Laws framework, a de facto constitution. Under its logic, sustained Torah study will not be merely a protected cultural or religious activity, but a state-recognized form of “meaningful service” to the nation. In effect, it would place long-term yeshiva study on a comparable footing to military service, including in terms of tangible financial benefits and how the state defines civic contribution.
This comes in the context of a conscription crisis, which has seen the country come to a boiling point over a long-standing institutional arrangement by which Haredi yeshiva students are exempted from military service.
Yet even as the rage mounts, the governing coalition is trying to find legislative ways to formalize the draft exemptions to appease Netanyahu’s Haredi coalition partners, without whom he would lose his tenuous majority.
The result may be a disastrous dual-track citizenship model: one in which military service obligations are heavily concentrated among secular and national-religious Israelis, while Haredi communities are structurally insulated both from conscription and from the economic consequences that typically accompany non-participation in the labor force or military.
There are plenty of cultural disagreements between Haredi and secular Israelis, but the central criticism of the proposed law is about how the legislation threatens the structure of the country. It incentivizes behavior that will undermine Israel’s ability to defend itself from its very real enemies by diminishing the number of people serving, and demoralizing those who do.
Torah study as national defense
The draft exemption has contributed to a severe manpower shortfall in the Israel Defense Forces, as tens of thousands of reservists are repeatedly mobilized for extended periods of duty: sometimes hundreds of days per year, even after completing compulsory service. Ordinary Israelis are chafing under this burden, while many thousands of conscription-age Haredim enjoy danger-free and often taxpayer-subsidized lives.
With the Haredim set to make up a third of Israel’s citizenry by 2050, many see the long-term implications of this inequality as dire for Israel.
By classifying Torah study as a form of recognized national service, the Basic Law proposal would provide a legal foundation for aligning the rights of yeshiva students with those of IDF veterans and active soldiers. That would influence their eligibility for a range of state-linked benefits and entitlements that are tied — directly or indirectly — to military service, including housing assistance, childcare subsidies, and other welfare mechanisms that privilege or differentiate based on service status.
In parallel, it strengthens the political and legal argument that full-time Torah learners should not be treated as draft evaders but as a distinct category of service-recognized citizens, thereby reinforcing the broader exemption framework. It would function as a bulwark anchoring existing and future exemption arrangements against judicial or legislative rollback.
Words can hardly express the agitation this prospect has caused in mainstream Israel.
A coherent worldview
Haredi politicians have settled on justifying the draft exemption by arguing that their prayers are more important than the actions of pilots or tank commanders in aiding Israel. Supporters of the exemption frame the arrangement as a necessary accommodation to preserve large-scale Torah study as a core national and religious value.
These arguments are, in my view, wrong but not trivial. They reflect a coherent worldview about identity, community and the meaning of national service.
Actual supporters of this approach outside the Haredi parties — and they are few — argue that Torah study is not merely a private religious activity but a foundational element of Jewish national identity. In their view, it represents a continuous spiritual contribution to the survival and cohesion of the Jewish people — one that cannot be measured in military or economic terms. They also warn that broad coercive conscription risks destabilizing Haredi society, undermining its institutions, and producing a deep cultural rupture.
The law “will be a historic confirmation of the supreme value of the Torah and students of the Torah to the people of Israel and their security,” said Aryeh Deri, head of the Haredi Party Shas, adding “the People of Israel need greater virtues for the success of its campaign against enemies.”
That argument is unlikely to convince anyone not already sold on this worldview. Which raises the question: What is Netanyahu thinking in letting this move forward?
It is all but certain this move will harm him in upcoming elections, and the opposition, should it win, will cancel most of the laws that resulted from the current legislative blitzkrieg — most of which involve weakening of the state’s institutions, primarily those with oversight over the government.
Perhaps the Haredim have conditioned future support for Netanyahu on the effort; but this would be an empty threat, because the center-left opposition is not a viable alternative for them, any more than the MAGA movement might join the U.S. Democratic Party.
The whole thing is a mystery. But one thing is clear, and alarming: Israel’s government is now openly advocating against a single shared system of civic duty, and for a tiered structure in which one group bears the full burden of military service, and another is exempt, on the strength of arguments that most Israelis reject.
The post A new proposal to radically destabilize Israel appeared first on The Forward.
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Milei praises ‘Judeo-Christian values’ at Chabad event as Argentina courts European Jews
(JTA) — BUENOS AIRES — Argentine President Javier Milei exalted “Judeo-Christian values” on Monday as he spoke to a crowd of 1,800 people celebrating the 32nd anniversary of the death of the last Chabad-Lubavitch rabbi.
Milei was the keynote speaker at the Hasidic Orthodox movement’s event marking the yahrzeit of Rabbi Menachem Mendel Schneerson, becoming what appears to be the first sitting non-Jewish head of state to make an official tribute to the Lubavitcher Rebbe at a major Chabad event.
“The conclusion I have reached is simple in its formulation and profound in its consequences: When one embraces Judeo-Christian values, spiritual and material life become aligned and resonate on the same wavelength,” Milei said Monday night at the Palacio Libertad cultural center.
It was the latest in a long list of expressions of admiration for Judaism for Milei, a self-described “anarcho-capitalist” who was elected in 2023 and since has made support for Israel a cornerstone of his agenda. He has previously visited Schneerson’s grave in New York City, made pilgrimages to the Western Wall in Jerusalem and presented a picture of Schneerson to Israeli Prime Minister Benjamin Netanyahu as a gift. He was also honored at a Chabad synagogue in Miami in 2024, where he revealed that he believed he has Jewish heritage.
Milei has long studied Judaism and has said he wants to convert after leaving office but sees Jewish practice, including the observance of Shabbat, as incompatible with the presidency.
His 40-minute speech at the Chabad event focused almost entirely on Jewish religious texts and thought, quoting passages from the Torah as the basis of his economic view.
Milei also revealed that his address was drawn from the epilogue of his upcoming book, “Morality as State Policy,” in which he argues that capitalism is a system invented by “the Creator” — whom he also referred to as “the One” — to bring paradise to earth through work.
Jews in Argentina have a range of perspectives on Milei’s philosemitism.
“I appreciate that the president chose to attend and speak at the Tribute to the Rebbe,” Rabbi Tzvi Grunblatt, the head of Chabad in Argentina, told the Jewish Telegraphic Agency. “He is doing so from a deeply personal place. I also think it is healthy for him to have this spiritual side.”
But Alicia Osipovich, a sign-language interpreter assisting a deaf attendee at the event, told JTA that Milei’s forceful support for Israel and Judaism made her uneasy, even as she personally appreciated it.
“I’m proud and deeply moved to have a president like him,” Osipovich said. “At the same time, I have some concerns. He speaks extensively about Israel, and you know how support for Israel is sometimes portrayed. He says he is a Zionist, but nowadays the word ‘Zionist’ is often used as a negative label. I have mixed emotions. As a Jew, I am proud, but I also feel some concern about the increased public exposure of Judaism these days.”
Under Milei’s leadership, Argentina has invited European Jews worried about rising antisemitism to consider the country as a destination. Foreign Minister Pablo Quirno recently emphasized Argentina’s attractiveness in a message aimed at Jews in Britain and other European countries who are grappling with surging incidents targeting Jewish communities.
“A country on the up with great opportunities. Sunny, with many natural attributes, and home to the largest Jewish community in Latin America. Strong stand against antisemitism. British and European Jews should seriously consider Argentina. You are welcome,” Quirno wrote on X in reply to author Saul Sadka, who had urged British Jews to consider leaving amid growing hostility.
Argentina’s leading Jewish organization, DAIA, has recorded more antisemitic incidents in recent years, mostly taking place online. But the rate of antisemitic incidents reported in the country last year was significantly lower than in many other countries with sizable Jewish populations, according to the 2025 worldwide antisemitism report published in April by Tel Aviv University.
Rabbi Abraham Cooper, the Simon Wiesenthal Center’s global director, praised Quirno’s invitation, saying it reflected a significant shift.
“Sign of the times? A country formerly ruled by a Nazi-supporting dictator has morphed over decades into a strong democracy whose president is a philo-Semite,” Cooper wrote in reply to Milei’s foreign minister. “Argentina currently serves as chair of IHRA [the International Holocaust Remembrance Alliance]. Foreign minister now beckons embattled British Jews. Incredible.”
Israel’s ambassador to Argentina Eyal Sela told JTA at the Chabad event that he had no difficulty recognizing that Argentina is currently a very good place for Jewish life.
“Yes, I agree with the Argentine foreign minister,” Sela told JTA. “Of course, Israel will always be the best place for Jewish life. But today, Argentina is a much better place for Jews than Europe.”
Monday’s event opened with the testimony of Yosef Chaim Ohana, a survivor of the Oct. 7, 2023, Hamas attack on Israel, who expressed deep gratitude for the support shown by Jews around the world, followed by remarks from his father, Avi Ohana. Milei hosted the Ohanas and Grunblatt on Tuesday morning at Argentina’s presidential palace, the Casa Rosada.
Dozens of Argentine nationals were murdered or taken hostage on Oct. 7. This week, an Israeli who had worked in Buenos Aires at the Israeli embassy in Argentina was killed in an attack on a moshav in central Israel.
The post Milei praises ‘Judeo-Christian values’ at Chabad event as Argentina courts European Jews appeared first on The Forward.

