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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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Mamdani has made ample efforts for Jews. How come no one is telling that story?
There is a familiar feeling I get these days when I hear about the supposedly unraveling relationship between New York City Mayor Zohran Mamdani and the city’s Jews. It is the same feeling I remember from the early days of the campus encampments protesting Israel’s war in Gaza, when a certain media narrative of out-of-control friction and my own lived experience felt as though they were taking place on different planets.
I remember reading alarming reports about campuses becoming hotbeds of violent division in late 2023. Jewish students, some pundits said, were allegedly under siege at every moment. Then I went to a nearby campus myself. What I saw was not a utopia. It was not an environment free of tension, politics, anger, confusion or pain. But nor was it a match for the apocalyptic portrait being painted over and over again in public discourse.
I saw young people trying, awkwardly and imperfectly, to navigate one of the hardest issues imaginable. I saw some Jewish students wearing watermelon kippahs, and others reciting Birkat Hamazon after a meal. I saw kaffiyehs and Free Palestine posters. I saw disagreement and activism, but also, on all sides, earnest engagement.
Multiple realities can exist simultaneously. I did not visit every campus in the United States, andI know there were genuinely frightening incidents in some places. But the disconnect between what I was repeatedly told I should be seeing and what I actually witnessed left me asking a question I still cannot shake: What does our community lose by constantly buying into a narrative of inevitable Jewish peril and division?
I find myself asking the same question now, as some New York City Jews accuse Mamdani of abandoning our community — as hundreds did during a Tuesday protest — and the New York media obsessively problematizes the relationship between Gracie Mansion and New York’s Jewish community.
Last week, I attended Mamdani’s Shavuot gathering honoring Ruth Messinger, an event that sparked yet another media furor over Mamdani’s relationship with his Jewish constituents, after some leaders boycotted the gathering. What much coverage missed: the event felt exactly like every other official Jewish gathering I have ever attended. There were rabbis, nonprofit leaders, Israeli and American Jewish activists, funders, organizers, old friends, awkward networking moments, mediocre wine, decent bagels and small talk.
And there was, above all, the deep sense of a genuine relationship. When the mayor roared “chag sameach!” into the room, smiling broadly, it did not feel performative to many of us because many of us actually know him. Personally. Through him showing up in Jewish spaces across New York over these past few years.
I have run into Mamdani on Yom Kippur. At Oct. 7 vigils. At Passover events. And looking around that room, it seemed many others shared that experience.
Why is our experience treated as somehow less significant when it comes to assessing how Mamdani stands with the Jewish community?
Why are we hearing so much more about the Jews who object to Mamdani’s policies than the many of us who embrace them? Last week’s gathering included progressive Jews, anti-occupation Jews, Israeli expats, liberal rabbis, artists, nonprofit workers, old-school establishment figures and more. Are our reasons for joyfully engaging with Mamdani so much less interesting than the boycotters’ reasons for questioning him?
Again, I am not suggesting antisemitism is fictional. It is real. It is rising. I have experienced it both online and offline.
Nor am I arguing that all criticism of Mamdani is inherently cynical or bad-faith. Politicians should be scrutinized.
But there is a meaningful difference between scrutiny and popularizing an incomplete narrative. And increasingly, it feels as though parts of our media ecosystem have become invested in telling a story about Jews and public life that leaves very little room for complexity, coexistence, contradiction or ordinary human interaction.
A story in which Jews are perpetually under threat from everyone around them. A story in which Muslim politicians and Jewish communities are naturally destined for conflict. A story in which any evidence to the contrary must be minimized, reframed or treated as suspicious.
It’s true that at least one poll shows that a majority of New York City Jews remain skeptical about Mamdani. But it’s also true that those views have in part been shaped by breathless coverage that neglects to engage with how much Mamdani’s viewpoint actually reflects that of many American Jews. After all, almost 40% of American Jews believe Israel committed a genocide in Gaza. Is a mayor who has opened the door to those viewpoints — when those of us who hold them have often been excluded from official spaces — neglecting the Jewish community, or just engaging with it in a different way?
I left Gracie Mansion last week wondering whether some people have become so attached to the performance of Jewish communal crisis that moments of genuine civic warmth now feel almost threatening to the narrative itself. I wondered that again, reading about Tuesday’s protest. Mamdani has spent years intentionally building relationships inside Jewish New York; I saw them on display last week, in a way that felt profound and meaningful.
Actual coexistence isn’t just possible; it’s happening. Why not tell that story, rather than endlessly forecast an inevitable fracture?
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Why children in Rio de Janeiro are singing in Yiddish
By the time the children began singing in Yiddish on their own at a playground in Rio de Janeiro, Sonia Kramer realized something important had changed.
The songs were not part of a formal lesson. No teacher had prompted them. The children — classmates from a Jewish day school — simply started singing melodies they had learned in workshops organized by Viver com Yiddish (“Living for Yiddish”), the educational and cultural initiative Kramer founded a decade ago.
“For me, that was the moment the language felt truly alive,” she said. “Maybe later they will forget some of it. Maybe not. But at that moment, the songs became part of their memory.”
In Brazil, where Yiddish disappeared from Jewish day schools by the early 2000s (they used to teach the language once or twice a week), such moments are rare enough to feel historic.
Kramer, an emeritus professor at the Pontifical Catholic University of Rio de Janeiro (PUC-Rio) and a daughter of an Auschwitz survivor from Ostrowiec, Poland, doesn’t describe what’s happening as a “revival.” The word feels too grand for Rio’s context. There are no Yiddish-speaking neighborhoods anymore, no immersion schools, no daily life conducted in the language.
Something else, though, is emerging: a cultural rediscovery led through music, literature and children’s education. Yiddish is circulating again — at shows, at parties, in university classrooms. It’s not yet a revival, but Yiddish is undeniably alive.
“We skipped a generation,” Kramer said. “The immigrants wanted their children to learn Portuguese. Yiddish reminded many people of sorrow and survival. But now we are beginning to value what was created in that language — the literature, the songs, the poetry, the theater, the cinema.”
A spark that grew into a program
The roots of Viver com Yiddish reach back to 2016, when Kramer attended the annual Yiddish immersion retreat, Yiddish Vokh.
“For the first time in my life, I was in a place where 150 people were speaking and singing in Yiddish — every day, all week,” she recalled. “Not as nostalgia. As a language that is alive.” One day at the event, an educator familiar with Kramer’s work in childhood education encouraged her to create Yiddish workshops for children in Brazil.
Back in Rio, Kramer approached several progressive Jewish schools with a proposal: Not traditional language instruction, but cultural workshops built around shmuesn (daily conversation), Yiddish songs, stories, games and children’s literature. One school, Escola Eliezer Max, agreed to join the project.
Today, the initiative encompasses university classes, research projects, a musical ensemble and workshops that reach 400 to 500 children annually.
Some of the educators came through those university courses. Alice Fucs began studying Yiddish through Kramer’s courses at PUC-Rio and has taught in the children’s workshops ever since.
“I started studying Yiddish in 2020 and soon realized I would never stop,” she said. “It connected me with my family’s past and opened up a new and amazing world. The workshops with the children are both a chance to pass on what I’ve already learned and a chance to learn more every month.”
Teaching has its own challenges. “Some of the children find it hard to grasp a language that isn’t tied to a country,” Fucs said. “We bring in contemporary Yiddish work to try to build that bridge.”
The workshops run once a month, preschool through fifth grade — far from enough to create fluency. But fluency isn’t the immediate goal.
“Our first objective was to create an emotional memory,” she said. “Positive feelings connected to Yiddish.”
Teaching a language that “disappeared”
A couple of years ago, one encounter crystallized the challenge: During a workshop, a 10-year-old boy told the teachers that learning Yiddish was pointless.
“My parents told me not to pay attention to this,” he said. “The language disappeared from the world.”
The comment deeply affected the workshop educators who decided to respond not with argument, but with evidence.
A month later, they returned carrying a large bag of Yiddish children’s books; many bilingual.
The children protested immediately.
“But we can’t read Yiddish,” they told her.
“You can read some of it,” Kramer replied.
Kramer showed them Yiddish interviews produced by the Yiddish Book Center and Yiddish music clips performed abroad, explaining that the language is alive in many countries. The children seemed impressed.
For Kramer, moments like this counter a familiar misconception: that Yiddish belongs only to the past, or that it was merely a “dialect.”
“People still say that it’s not really a language, then you have to explain: No, it has literature, poetry, theater, philosophy. It developed across centuries.”
Growing seeds through music and stories
The workshops at Eliezer Max begin with four-year-olds. Meeting only once a month, teaching grammar isn’t the goal. Instead, the project meets children where they already are: in songs and stories. Before launching the workshops, Kramer noticed that Yiddish songs had virtually vanished from Rio’s Jewish schools. “In my childhood, Yiddish music was everywhere,” she said. “And suddenly there was nothing.”
So the workshops focus on repertoire: songs, stories, emotional connection. Teachers explain who wrote the lyrics, introducing children to Yiddish poets and writers. “What is extraordinary in Yiddish culture,” Kramer said, “is how deeply literature lives inside the music.”
The approach resonates. The school coordinator now includes Yiddish songs at school events, alongside the Portuguese, Hebrew, and English repertoire. Music teachers prepare children to perform them; families hear the music at holiday celebrations; classroom teachers incorporate elements into broader cultural programming.
Sometimes the songs travel home. “Is there a greater fargenign (joy) than receiving a video of my 12-year-old granddaughter and 9-year-old grandson spontaneously singing Tumbalalaika before bed?” said Sonia Tucherman, grandmother of two children in the workshops. “It was a seed planted by my grandparents, and I see it bearing fruit in my grandchildren.”
Still, the program’s reach has clear limits. Yiddish isn’t part of the school’s curriculum — the workshops sit alongside it, not within it. They end at fifth grade, which means older children often drift from the songs they once knew. And one meeting a month, said Kramer, isn’t enough to anchor a language.
Building something to last
For all that it has built, Viver com Yiddish still rests on a fragile structure.
Most of the educators and musicians involved work multiple jobs. Much of the organizational labor — translating materials, adapting books, preparing lessons — falls to volunteers. Kramer herself works largely as a volunteer, but that arrangement isn’t sustainable for the younger teachers and musicians who built the project into what it is.
Viver com Yiddish’s current fundraising campaign aims to train a new generation of Yiddish educators and create paid positions to coordinate educational materials and programming.
“You cannot sustain this on passion alone,” Kramer said. “We have to train the next generation, and give the people already doing this work the conditions to continue.”
“We’re trying to bring back a language and a culture considered lost by our generation, and pass it to another generation,” she said. “That feels deeply Jewish to me: taking something from the past and carrying it into the future.”
The post Why children in Rio de Janeiro are singing in Yiddish appeared first on The Forward.
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Massive fire breaks out at kosher supermarket in London’s Golders Green
(JTA) — A huge fire broke out Tuesday morning at the Kosher Kingdom supermarket in Golders Green, London’s heavily Orthodox Jewish neighborhood. Firefighters were still working to put out the blaze six hours later.
Metropolitan Police posted on X that officers were called to the scene on Golders Green Road around 7 a.m. by the London Fire Brigade. “Officers responded and are at the scene assisting firefighters with road closures and evacuations,” said police.
London Fire Brigade Assistant Commissioner Craig Carter provided an update on the scene at 12:30 p.m., saying that 15 engines and around 100 firefighters “have been tackling the fire at its height, which has affected a ground floor shop and a storage area to the rear, which has partially collapsed.”
He noted that the flats above were not affected but residents were evacuated as a precaution.
“Our specialist Fire Investigators, in conjunction with the Metropolitan Police Service, have worked at pace to establish that the circumstances of the fire are not believed to be suspicious and investigations on the cause and origin of the fire are ongoing,” Carter added.
The news that Kosher Kingdom did not appear to be deliberately targeted comes as a relief to Jewish residents, who have been on edge for months amid a string of attacks. The blaze broke out in the same area where four Hatzola ambulances were torched in March, two Jewish men were stabbed in April and a Jewish man said he was attacked for speaking Hebrew this month.
Rochel Cohen, who lives near the supermarket, is among those whose street has been cordoned off. Her first thought was the incident was another antisemitic attack, she told JTA in a phone interview.
Cohen said she looked out the window around 7 a.m. and saw “just huge plumes of black smoke and we heard all the sirens. And the police have roped off all our roads again.”
That “again,” Cohen said, was because it was the third time in two months that her family had witnessed “crime scenes in our neighborhood.”
“The ambulance fire was just on the next street from us and the stabbing situation was 100 meters down the road from us,” she said.
Prior to the fire department’s update, speculation spread on social media that the fire was electrical, potentially caused by faulty freezers. London has seen an unprecedented heatwave over the last several days, with temperatures soaring over 90 degrees.
Cohen said two of her family members previously worked at Kosher Kingdom. They believed from the outset that there was an electrical fire in the freezers “because it’s exactly from the roof footage that we saw where those freezers are located,” she said.
Nonetheless, another incident in the neighborhood has left her shaken. “It’s just a bit of a nightmare, really,” she said. “It’s all these incidents adding up, and it makes it quite scary, this climate of fear we’re currently in. It’s really oppressive.”
Cohen said she has been traveling to jury service the last several weeks about 10 miles from Golders Green in Wood Green, which has a higher than average crime rate.
“I actually felt safer there than I do walking the street here in Golders Green because I’m constantly turning around, checking what’s going on,” she said. “It’s not a nice feeling.”
This article originally appeared on JTA.org.
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