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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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NATO Should Launch Operation to Boost Security in Arctic, Belgian Minister says
Belgian Defence Minister Theo Francken speaks to journalists as he arrives to an informal meeting of European Union defence ministers in Copenhagen, Denmark, August 29, 2025. Photo: REUTERS/Tom Little
NATO should launch an operation in the Arctic to address US security concerns, Belgium’s defense minister told Reuters on Sunday, urging transatlantic unity amid growing European unease about US President Donald Trump’s push to take control of Greenland.
“We have to collaborate, work together and show strength and unity,” Theo Francken said in a phone interview, adding that there is a need for “a NATO operation in the high north.”
Trump said on Friday that the US needs to own Greenland to prevent Russia or China from occupying it in the future.
European officials have been discussing ways to ease US concerns about security around Greenland, an autonomous territory of the Kingdom of Denmark.
Francken suggested NATO’s Baltic Sentry and Eastern Sentry operations, which combine forces from different countries with drones, sensors and other technology to monitor land and sea, as possible models for an “Arctic Sentry.”
He acknowledged Greenland‘s strategic importance but said “I think that we need to sort this out like friends and allies, like we always do.”
A NATO spokesperson said on Friday that alliance chief Mark Rutte spoke with US Secretary of State Marco Rubio about the importance of the Arctic for shared security and how NATO is working to enhance its capabilities in the high north.
Denmark and Greenland‘s leaders have said that the Arctic island could not be annexed and international security did not justify such a move.
The US already has a military presence on the island under a 1951 agreement.
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IDF Strikes Hezbollah Weapons Sites in Lebanon After Army Denied Its Existence
Israeli strikes targeting Hezbollah’s terror infrastructure. Photo: Via i23, Photo from social media used in accordance with Clause 27a of the Copyright Law.
i24 News – The Israel Defense Forces carried out airstrikes on a site in southern Lebanon that the Lebanese Army had previously declared free of Hezbollah activity, Israeli officials said on Sunday, citing fresh intelligence that contradicted Beirut’s assessment.
According to Israeli sources, the targeted location in the Kfar Hatta area contained significant Hezbollah weapons infrastructure, despite earlier inspections by the Lebanese Armed Forces (LAF) that concluded no military installations were present.
Lebanese officials had conveyed those findings to international monitoring mechanisms, and similar claims were reported in the Lebanese newspaper Al-Akhbar.
Israeli intelligence assessments, however, determined that Hezbollah continued to operate from the site.
During a second wave of strikes carried out Sunday, the IDF attacked and destroyed the location.
Video footage released afterward showed secondary explosions, which Israeli officials said were consistent with stored weapons or munitions at the site.
The IDF stated that the strike was conducted in response to what it described as Hezbollah’s ongoing violations of ceasefire understandings between Israel and Lebanon. Military officials said the targeted structure included underground facilities used for weapons storage.
According to the IDF, the same site had been struck roughly a week earlier after Israel alerted the Lebanese Army to what it described as active terrorist infrastructure in the area. While the LAF conducted an inspection following the warning, Israeli officials said the weapons facilities were not fully dismantled, prompting Sunday’s follow-up strike.
The IDF said it took measures ahead of the attack to reduce the risk to civilians, including issuing advance warnings to residents in the surrounding area.
“Hezbollah’s activity at these sites constitutes a clear violation of the understandings between Israel and Lebanon and poses a direct threat to the State of Israel,” the military said in a statement.
Israeli officials emphasized that operations against Hezbollah infrastructure would continue as long as such threats persist, underscoring that Israel retains the right to act independently based on its own intelligence assessments.
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Some US Senators Skeptical About Military Options for Iran
Demonstrators and activists rally in support of nationwide protests in Iran, outside the White House in Washington, D.C., U.S., January 10, 2026. REUTERS/Tom Brenner
Some US lawmakers in both major parties on Sunday questioned whether military action against Iran is the best approach for the United States as Iranian authorities face growing turmoil.
US President Donald Trump in recent days has left open the possibility of American intervention in Iran, where the biggest anti-government protests in years have led to the Revolutionary Guards blaming unrest on terrorists and vowing to safeguard the governing system.
But at least two US senators sounded notes of caution during interviews on TV networks’ Sunday morning programs.
“I don’t know that bombing Iran will have the effect that is intended,” Republican Senator Rand Paul said on ABC News’ “This Week” show.
Rather than undermining the regime, a military attack on Iran could rally the people against an outside enemy, Paul and Democratic Senator Mark Warner said.
Warner, appearing on “Fox News Sunday,” warned that a military strike against Iran could risk uniting Iranians against the United States “in a way that the regime has not been able to.” History shows the dangers of US intervention, said Warner, who argued that the US-backed 1953 overthrow of Iran’s government set in motion a chain of events that gradually led to the rise of the country’s Islamic regime in the late 1970s.
The Wall Street Journal on Sunday reported that US military and diplomatic officials will brief Trump on Tuesday about options for Iran, including cyberattacks and potential military action.
Iran has said it will target US military bases if the United States launches an attack. But Republican Senator Lindsey Graham, who has often touted a muscular approach to foreign policy, said Trump “needs to embolden the protesters and scare the hell out of the [Iranian] regime.”
“If I were you, Mr. President, I would kill the leadership that are killing the people,” Graham said on Fox News’ “Sunday Morning Futures” show. “You’ve got to end this.”
Reza Pahlavi, the US-based son of the Iranian shah who was ousted in 1979, said on Sunday he is prepared to return to Iran to lead a shift to a democratic government.
“I’m already planning on that,” Pahlavi said on “Sunday Morning Futures.” “My job is to lead this transition to make sure that no stone is left unturned, that in full transparency, people have an opportunity to elect their leaders freely and to decide their own future.”