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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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Colorado congressional race upset hinged on Israel
A democratic socialist who put condemnation of Israel front and center in her campaign defeated a long-serving member of Congress in Colorado’s congressional primary Tuesday, adding to recent upsets that are rocking the Democratic party and Jewish politics.
Melat Kiros beat U.S. Rep. Diana DeGette, a 15-term incumbent first elected in 1996, just one week after two New York members of the Democratic Socialists of America movement defeated sitting congressmen targeted as supporters of military aid to Israel.
“Denver voters of all ages, of all races, of all religions sent a clear message: We will not wait!” Kiros declared in her victory speech, which took aim at U.S. aid for Israel. “We will not wait to reject corporate PACs like AIPAC. No, we will not wait to end the genocide in Palestine.”
She will face Republican Christy Peterson in the general election but is favored to win the heavily Democratic district.
Meanwhile, Colorado Attorney General Phil Weiser, the son and grandson of Holocaust survivors, won the Democratic nomination to replace the term-limited Gov. Jared Polis, who also is Jewish. David Seligman, a progressive Jewish candidate for the open attorney general seat, lost in a four-way contest to Secretary of State Jena Griswold, who gained notoriety for removing Donald Trump from Colorado’s 2024 ballot.
Kiros, who was born in 1997, the year DeGette took office, used Israel as a wedge throughout the campaign — calling for an arms embargo against Israel, including a suspension of funding for defensive weapons including the Iron Dome.
She also vows to abolish the federal Immigrations and Customs Enforcement agency and pass Medicare for all.
Hasan Piker, the progressive streamer who has been accused of trafficking in antisemitism, attended Kiros’ victory party in Denver Tuesday. She also picked up endorsements from U.S. Sen. Bernie Sanders and a slew of leftist groups. Some Jewish Coloradans supported her, saying that her harsh criticism of Israel is necessary and warranted.
In her victory speech on Tuesday, Kiros reminded supporters that she did not flinch when her former law firm, Sidley Austin, threatened to fire her if she didn’t take down a post on Medium addressed to law firms nationally supporting anti-Israel student protesters on college campuses — and was ultimately terminated.
Kiros’ victory on Tuesday comes on the heels of the defeat of two Democratic incumbents in New York targeted specifically for their support of aid to Israel. A former Gaza war encampment leader on Columbia University’s campus, Darializa Avila Chevalier, beat incumbent Rep. Adriano Espaillat, while former New York City Comptroller Brad Lander will replace Rep. Dan Goldman. Another candidate who campaigned on Israel, Claire Valdez, secured the nomination for another House seat being vacated by Rep. Nydia Velazquez in New York’s 7th district.
Like Kiros, both Valdez and Avila Chevalier are DSA members. Lander, who is Jewish, left DSA after Oct. 7, 2023, when DSA promoted a pro-Palestinian Times Square rally that Avila Chevalier attended.
Like Avila Chevalier, Kiros has come under scrutiny for her repudiation of Israel and its supporters.
In the final stretch of her campaign, Kiros gained national attention for declining to declare antisemitic the 2025 firebombing of a group holding a vigil in Boulder, saying in an interview: “I don’t know what was in the heart of the perpetrator. All I know is that he attacked innocent people because of what they might have believed,” adding that she could not say what they believed, either: “most of them were probably just there to ask that the people who were kidnapped on Oct. 7 be returned to their families.”
The attacker, Mohammed Soliman, was heard saying “Free Palestine” as he threw molotov cocktails and used an improvised flamethrower to burn 13 people, including an 82-year-old woman who later died of her wounds.
As a candidate, Kiros has said in interviews that weapons that defend Israeli citizens against attacks from Iran and Hezbollah “give Israel the cover” to continue policies of genocide and ethnic cleansing. (Genocide scholars have debated whether the war in Gaza rises to the level of genocide.)
And asked whether Israel “had it coming” on Oct. 7, Kiros told a local news channel “no, not at all — it’s about understanding the conditions in which violence and war happens.” She said Israel had resisted change despite decades of international frustration with its policies; her job as a member of Congress, she said, was to change those conditions.
In the gubernatorial contest, Weiser’s victory over U.S. Sen. Michael Bennet made him the likely next governor of the state. Colorado has not had a Republican governor since 2007.
Bennet’s mother, like Weiser’s, survived the Holocaust. She was smuggled out of the Warsaw Ghetto as a child before her family immigrated to New York. But Bennet was raised Christian and does not identify as Jewish.
Estare Weiser was born in Buchenwald the day before the camp was liberated. Now 81, she was photographed celebrating with Weiser, 58, at his victory party Tuesday.
Weiser’s platform focuses on expanding the state’s universal preschool program, defending LGBTQ+ and women’s rights and countering Republican gerrymandering efforts in other states. He entered the race as an underdog, but successfully attacked Bennet for backing several Trump cabinet nominees.
The post Colorado congressional race upset hinged on Israel appeared first on The Forward.
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Survey: Jews in smaller communities feel less heard when raising concerns about antisemitism
(JTA) — Jews living in smaller communities are less likely than those in large communities to feel their concerns about antisemitism are taken seriously by law enforcement and would-be allies, a new survey from the Jewish Federations of North America has found.
Jews in smaller communities were “lacking a sense of allyship in the communities around them,” said Mimi Kravetz, the chief impact and growth officer for JFNA.
“Jews in small communities tell us that they feel deeply concerned that they’re looking for support, that their leadership is looking for network and resources, because it can feel like they’re on their own,” Kravetz told the Jewish Telegraphic Agency.
The JFNA survey, which was compiled from its March 2025 study of Jewish Life in North America, found that 22% of Jews live in small communities. Defined as Jewish communities with fewer than 5,000 Jews living within five miles of their zip code, small Jewish communities are also more likely to be found in the South or in rural or suburban areas.
Although the survey found no statistically significant difference in the antisemitism experienced by Jews in smaller and larger communities, it found that Jews in small communities are more likely to feel that antisemitism is invalidated or dismissed.
Among respondents, 58% of Jews in small communities reported feeling more likely to be invalidated, compared with 48% of Jews overall.
Jews in small communities were also less likely to express confidence in local law enforcement’s responses to antisemitism. Just 39% of Jews in small communities say local law enforcement takes antisemitism seriously, compared with 47% of Jews in larger communities.
Leaders of small Jewish communities also feel less physically safe in Jewish spaces than their big city counterparts: 60% of those small-community leaders said they feel safe, compared to 86% of community leaders overall.
While the survey found that 50% of Jews in smaller communities report being unengaged in Jewish life, compared to 36% of Jewish respondents overall, they were just as likely to say they wanted greater connection to Jewish life.
The survey suggested that geographic constraints and limited availability of Jewish life likely caused the disparity in engagement, even as Jews sought out Jewish connections in the wake of the Oct. 7 attacks in Israel.
Kravetz said Jews in small communities were just as likely as Jews in big communities to crave those connections.
“What’s needed in small Jewish communities is more leadership infrastructure and support for Jewish life,” Kravetz said.
The survey was conducted before the January arson attack on Beth Israel Congregation, the only synagogue in Jackson, Mississippi, which drew renewed attention to the security challenges facing smaller Jewish communities.
Michele Schipper, the CEO of the Goldring/Woldenberg Institute of Southern Jewish Life, a nonprofit that supports Jewish communities across the South and was housed inside Beth Israel Congregation prior to the arson attack, said security remains a challenge for some smaller congregations.
“For some of those smaller communities, they may not be able to have personnel on site every time they’re open,” Schipper said. “It may be an older building. Not everyone is able to get one of the secure community grants,” she said, referring to federal and state government grants to nonprofits seen as vulnerable to attack.
Earlier this month leaders from Jewish communities across the South convened at the ISJL’s annual conference in Charlotte, North Carolina, where Schipper said they discussed strategies for keeping smaller communities safe.
“One of the things we really did share is how important it is not to isolate ourselves in these communities, but to continually build relationships with the local community, with local law enforcement, so that when, God forbid, something happens, you’re not starting to reach out or wait for somebody to contact you,” Schipper said.
Looking ahead, Schipper said her message to Jews in small communities was to “continue to build relationships in your own local community, and just continue to participate in the Jewish community and stay strong and positive.”
The study, which was conducted online by JFNA from March 5-25, 2025, surveyed 5,798 total U.S. adults, of which 1,877 identified as Jewish. The margin of error for Jewish adults was ± 2.26%, and samples were weighted to be representative of the U.S. population and Jewish community.
This article originally appeared on JTA.org.
The post Survey: Jews in smaller communities feel less heard when raising concerns about antisemitism appeared first on The Forward.
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Hitler appears in the baby photos section of a New Jersey middle school
(JTA) — Adolf Hitler cropped up in the student baby photos section of a New Jersey middle school yearbook, prompting condemnation from school officials and local Jewish leaders.
In a letter sent last Thursday to the school community, East Brook Middle School Principal Ryan Aupperlee said that the school in Paramus had launched an investigation into the incident in “coordination with law enforcement.”
“Adolf Hitler represents hatred, antisemitism, and the horrors of the Holocaust, including the murder of six million Jews,” Aupperlee wrote in the letter obtained by the Jewish Telegraphic Agency. “An image of him has no place in a yearbook created for our students. It does not reflect who we are or what East Brook stands for, and we condemn its inclusion without reservation.”
Sean Adams, the superintendent of Paramus Public Schools, told JTA in an emailed statement that the yearbooks were taken back from the students “the same day they were distributed, before the students left school for the day.”
“We are working with the yearbook company to develop a solution that will allow us to redistribute the yearbooks after removing the offensive content while still allowing students to retain the handwritten, personalized messages their classmates and teachers had already written in their yearbooks,” Adams said.
Adams said that an investigation into the incident was “ongoing,” and that “any details related to students must remain confidential.”
The incident comes amid a spate of allegations of antisemitism in New Jersey schools in recent years. In 2024, the U.S. Department of Education opened an investigation into Teaneck Public Schools after parents alleged the system had fostered an antisemitic climate since the Oct. 7, 2023 Hamas massacres in Israel. The same year, teachers at Fort Lee High School presented a lesson that described Hamas as a “Palestinian political party and armed resistance movement.”
A high school yearbook in East Brunswick, New Jersey, also drew condemnation and was recalled in 2024 after a photo of the “Jewish Student Association” was replaced with one of a Muslim student group.
Jason Shames, the president and CEO of the Jewish Federation of Northern New Jersey, said that the incident was “shocking people to the core.”
“I’m not rushing to judgment, but again, if I know that it’s a minor, I want consequences. If I know that’s an adult, I want consequences,” Shames said, adding that the Jewish community “demands” to see accountability.
On Friday, Paramus Mayor Chris DiPiazza condemned the incident in a post on Facebook, writing that, “Any examples, like yesterday’s, does not reflect Paramus.”
Shames said that while he felt the school “handled it right,” he was still looking to other state leaders for a statement condemning the incident.
“There should be global condemnation,” Shames said. “If the school has already done it, and the mayor’s already done it, where’s the uproar?”
He said the incident reflected a broader normalization of antisemitism.
“It’s infuriating that it’s come to this. There’s a bigger statement about the illness in American society today, and the antisemitism, and the hate that’s involved in this,” Shames said. “Even if it winds up being two middle school kids who thought it was funny, we have a problem now with people thinking Hitler and Nazi jokes are funny.”
Rabbi Arthur Weiner, the leader of the Conservative Congregation Beth Tikvah in Paramus, said that he was first alerted to the yearbook by a congregant whose child attends the school.
On Monday, Weiner sent a letter to congregants saying that he was “angered by this blatant antisemitic incident,” and had been in contact with the school district and local elected leaders about their response.
“Events like these are of great concern to us both personally and as a community,” Weiner wrote. “Incidents involving Nazi imagery or references to Hitler are not merely offensive. They touch deep historical wounds and remind us why vigilance remains so important.”
Weiner said that the local Jewish community could “take heart in the reaction of the authorities to this particular event.”
“We have not always seen that clear and unambiguous response from school districts when similar incidents of antisemitism and bias have occurred,” Weiner told JTA. “I think we’ve been very, very proud of the response.”
Rabbi Shmuel Goldstein of the Modern Orthodox Congregation Beth Tefillah in Paramus said that while many parents at his congregation had expressed “frustration,” “hurt,” and “concern” over the incident, they also felt “supported by the local government.”
Goldstein said that he nonetheless did “not feel that there’s nearly enough proactive measures in the local school systems.”
“These incidents don’t happen in a vacuum,” Goldstein said. “They happen because someone is taught at home on social media or informally amongst peers at schools, that it is okay to hurt Jewish people, that has to be made clear, that that is unacceptable.”
This article originally appeared on JTA.org.
The post Hitler appears in the baby photos section of a New Jersey middle school appeared first on The Forward.

