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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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Capers Funnye wasn’t a ‘Black Jew’ — he was a good Jew
This morning, when I woke up, it was the first time in my entire life that my spiritual leader, my rabbi and my friend, was gone. People are born and die every day, and we live totally oblivious to that fact, but I feel the absence of this one human being almost on a cellular level. And the very person I would call to help me make sense of a time like this is the one who is gone.
Rabbi Capers Funnye wasn’t your typical rabbi. How could he be, though? After all, his congregation was full of Black folks and people of color. There were also some white congregants, but for the most part, his temple was a place created for people like me to have somewhere to go and practice Judaism freely without suspicion or judgment. Beth Shalom was established over one hundred years ago by Black Jews who knew at that time that they could actually be arrested here in America, in Chicago, for daring to say out loud that they were Jewish. I know that sounds unthinkable, but it’s a historical fact: It used to be illegal in Chicago for Blacks to claim that they were Jewish.
Rabbi Funnye dedicated his life to ensuring that Black Jews wouldn’t have their Jewishness questioned.
White Jews love to reminisce about the Civil Rights Movement and their close relationship to the Black community, and this coalition brought about monumental changes to American society. But those same white Jews who marched in Selma and rode buses to Mississippi had little to no interaction with Black Jews. We were nonexistent. A myth, if you will. Some people had heard that there were Black people who called themselves Jews, but no one had actually ever seen one or met one.
We were there, but just as other Jews had hidden before, we were hiding too. We worshipped in basements, living rooms, and the backs of storefronts. We were in the shadows until Rabbi Funnye came along. He was born to leave the world a better place than he found it, and that’s exactly what he did.
Rabbi Funnye was supposed to be an AME pastor, but the church didn’t need him. The synagogue, the Jewish people, did.
I used to joke with him that I’d known him so long I could remember when he had a full head of black hair. And I did. I can remember going to services and seeing him on the bimah on Shabbat. Even as a little kid, I recognized he was different. He had a voice that could command the attention even of a pew full of antsy five-year-olds. But he also had a smile so warm that we never felt scolded. When he spoke, people couldn’t help but listen, and eventually he started saying what people wanted and needed to hear.
I watched him rise from assistant rabbi to leader.He could teach Torah in a way that held the congregation’s interest, imparting important lessons while adding levity with razor-sharp wit and perfectly timed humor.
If I’d been born male, I probably would’ve wanted to be a rabbi my whole life. I wanted to be like him. But I was a girl, and that was unthinkable.
But he made me believe I could do things.
I can remember when he started to integrate the Chicago Jewish community. When we’d go to events like Shabbat dinners or Black and Jewish seders, he was unfazed by the whispers and stares when he’d ask where the tables were for those who were both Black and Jewish. While this made the rest of us uncomfortable and, for some, unwilling to ever go back into any room where we were treated as oddities, he was undeterred.
He went back, over and over again. He would not allow the existence of Black Jews to go unacknowledged any longer. And many of us went with him. I was one. I saw how he was treated at times by white rabbis and even just by people who were white and Jewish and still felt that somehow they were better than him. It would infuriate me, but not him. He’d smile, tell a joke or one of his signature stories that would completely disarm them.
And while the behavior of some of my white co-religionists would thoroughly anger me, Rabbi Funnye understood how to deal with bigotry and hate in other ways. He grew up in it. He knew how to rise above it. Another lesson learned. He never met hate with hate or derision with derision. He met it with love.
He knew that was the only way he could move us from the shadows and out of the margins, into the mainstream. And it was also the only way that he could show white Jews we were nothing to fear or exclude.
At times, his message wasn’t popular with Black Jews who wanted nothing to do with white Jews or with white Jews who weren’t ready to accept the fact that G-d made Black Jews too.
None of that changed the fact that it was the right one.
Chief Rabbi Funnye wasn’t a Black Jew. He was a good Jew. And that is the lesson that I, and hopefully all who knew him, will learn from his life.
The post Capers Funnye wasn’t a ‘Black Jew’ — he was a good Jew appeared first on The Forward.
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All Jewish eyes are on Michigan as heated El-Sayed-Rogers Senate campaign draws to a close
(JTA) — DETROIT – The U.S. Senate race in Michigan, a deeply contentious contest that has strained Jewish relationships with the Democratic Party, drew to a bitter close Tuesday as voters headed to the polls in a race that could shape which party controls the chamber.
At its center is Abdul El-Sayed, the former county health director and Democratic nominee whose anti-corporate, Medicare For All candidacy has become a rallying cry for the national progressive movement.
His uncompromising stances on Israel have also made him a target among pro-Israel groups, including AIPAC, which has spent heavily against him in both the primary and general election. AIPAC’s rare entry into a general election race came to support El-Sayed’s opponent, Republican former congressman Mike Rogers.
One of El-Sayed’s positions on Israel — to end all U.S. military aid — was once thought a far-left pipe dream. But that has changed. On Election Day morning, Trump announced that, under his watch, nearly $4 billion in annual U.S. military aid to Israel would wind down by the end of the year. Trump said Israeli Prime Minister Benjamin Netanyahu was in agreement with the need to end aid and deny Democratic critics a point of attack.
In his announcement of the plan, Trump cited El-Sayed.
“Why should we suffer the slings like lunatics like an El-Sayed when they don’t need it?” Trump said on Fox News, referring to Israel’s financial strength.
Representatives for the El-Sayed and Rogers campaigns, and for the Republican Jewish Coalition, did not immediately return requests for comment on Trump’s new pledge. It is unclear whether it will be straightforward for the White House to halt the funding by the end of 2026, given that the existing memorandum of understanding that governs it extends to 2028.
El-Sayed’s campaign has galvanized young voters and a range of other constituencies, and he pulled ahead in the polls in the race’s final stretch. But his questioning of Israel’s existence as a Jewish state and whether it or Iran posed a greater threat to the United States, as well as his prior associations with figures such as Hasan Piker, the streamer who has spread extreme rhetoric about American Jews, have sparked concern among Jewish Michiganders.
So, too, did comments the candidate made following the March terror attack on Temple Israel, a major synagogue in the state, in which El-Sayed appeared to link the attack to Israel’s war in Lebanon after reports that the attacker lost family in an Israeli strike. Hostile behavior from some of El-Sayed’s supporters toward pro-Israel Democrats, most prominently on display at the state party’s spring convention, have also alarmed Jews. El-Sayed has pledged to stand up to antisemitism.
Some Jews who had long considered themselves Democrats, including several local Jewish leaders, have cited such controversies in pledging to vote for Rogers. In some Michigan Jewish neighborhoods, yard signs proclaim that a vote for Rogers is a vote “against antisemitism.”
Accordingly, Rogers has made a play for the Jewish vote. He told the Jewish Telegraphic Agency in October that his opponent is “anti-Jew,” while running ads that played up El-Sayed’s tenuous family associations with the Muslim Brotherhood.
Top Republicans have seized on the narrative, with President Donald Trump calling Jews “crazy” if they back El-Sayed, and Texas Sen. Ted Cruz calling him a national security threat. A Trump administration event to address antisemitism was held at a Michigan synagogue weeks before the election, though El-Sayed’s name was not mentioned there.
Jewish Democrats who had broken with El-Sayed found major validation in the race’s dramatic closing days. Democrat Haley Stevens, a strongly pro-Israel congresswoman who had narrowly lost to El-Sayed in the primary, flipped sides to endorse Rogers days after her Jewish fiancé, a Democratic megadonor, did the same.
The surprise move, which Jewish Democratic leaders joined many other prominent Democrats in criticizing, came after days of back-and-forth between Stevens and El-Sayed as she sought to publicly pressure him to condemn a PAC ad that had linked rising grocery prices to U.S. aid to Israel.
Meanwhile, some prominent Jewish Democrats in the state either avoided endorsing El-Sayed or did so with heavy reservations. Michigan’s Jewish Democratic Caucus, whose leadership has been deeply divided on El-Sayed, issued a statement Monday declaring the caucus would never vote for a Republican.
“Our commitment to the Democratic ticket remains resolute as we work to build a more inclusive coalition,” the caucus stated.
Throughout the campaign, El-Sayed has sought to reassure Jewish voters. He apologized for his Temple Israel comments; distanced himself from Piker; hired a Jewish outreach director; said in a recent “60 Minutes” interview that Israel has a right to exist; and sent mailers to Jewish households stating, “I am committed to protecting all Michigan Jews against hatred and injustice.” He told JTA in August that “the prerequisite of Jewish safety is never in question to me.”
More than 1,000 Michigan Jews have signed an open letter pledging to vote for El-Sayed, compared to 560 who have done the same for Rogers. Progressive Jewish figures of note have held salons throughout the state in a bid to convince on-the-fence Jews to back him.
Yet El-Sayed also has continued to stake out positions many Jews find alienating. He asserted in the campaign’s closing weeks that Israel was “not actually our friend” and declined during a debate to say whether Israel or Iran was the bigger danger to the U.S. His campaign also released an ad, designed to appeal to conservatives, that featured a brief clip of Tucker Carlson, the right-wing pundit who has promoted conspiracy theories about Israel. In addition, El-Sayed’s careful sidestepping of objectionable material about Jews and Israel from his ostensible allies, such as Piker and his uncle, left-wing anti-Israel pundit Cenk Uygur, has continued up to Election Day.
Ahead of Election Day, some liberal-leaning Zionist Jews tried to put pressure on El-Sayed to speak more directly to their concerns. A group of rabbis and other Jewish leaders launched Nonnegotiable Michigan in a bid to have him affirm what they called five core principles of Jewish participation in the Democratic Party, including “Jewish sovereignty in Israel.” After silence from the campaign, some of Nonnegotiable’s figureheads urged their followers to write in the 19th-century Jewish poet “Emma Lazarus” instead of voting for either candidate.
Michigan’s already small Jewish population, which numbers around 105,000 adults, has further splintered over El-Sayed’s candidacy. But it could prove pivotal to the outcome of a race that may determine control of the chamber. In 2024, the state’s Senate race was decided by fewer than 20,000 votes.
Either way, the race has crystallized the Democratic Party’s shifting fault lines over Israel — and many Jews’ growing uneasiness with their place in the liberal coalition.
This article originally appeared on JTA.org.
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Trump says US aid to Israel will stop at end of year
(JTA) — President Donald Trump on Tuesday morning said that the United States would halt billions of dollars in annual aid to Israel by the end of 2026, potentially ending decades of military support for one of America’s closest allies in the Middle East.
“We were giving them $4 billion. We are. But it gets cut off at the end of the year,” Trump declared during a call-in appearance on the “Fox & Friends” morning program on Fox News. Israel’s 10-year memorandum of understanding with the United States, which currently gives Israel $3.8 billion annually, runs through 2028 so it’s unclear how easy it would be for the White House to stop the funding this year.
Referencing Israeli Prime Minister Benjamin Netanyahu’s statement in January that he wanted to taper off aid to zero at some point in the future, Trump questioned why Republicans should have to deal with criticism from hardline pro-Palestinian Democrats like Michigan Democratic Senate candidate Abdul El-Sayed when “we give them more than anybody else and they no longer need it.”
“It’s a bad talking point,” he added. His comments came as Americans across the country are voting Tuesday in midterm elections that will determine control of the U.S. House and Senate.
“We reached an agreement on that” and Netanyahu “brought it up,” Trump continued. “He said: ‘I think it would be appropriate if we do not receive aid,’ because he understands that this is one of their points of contention.”
A growing number of Democratic congressional candidates across the United States have campaigned on a platform of reducing or halting military aid to Israel during the run-up to today’s midterm elections. This April, dozens of senators — almost all of them Democrats — voted in favor of a failed motion to block the sales of certain weapons to Israel.
Yair Golan, chairman of Israel’s liberal Democrats party, slammed Netanyahu in the wake of Trump’s statement, tweeting that “precisely at a time when Israel’s defense spending has reached enormous proportions, when Israel needs to replenish its offensive weapons stockpiles, and after air defense capabilities have been depleted following such a long war—Netanyahu logs another massive failure under his name.”
“The cessation of U.S. aid is heavy damage to Israel’s security” and “a responsible prime minister would have fought to increase American aid, not eliminate it,” added Golan, whose party opposes Netanyahu’s and is trying to form a coalition to oust Netanyahu from power following Israel’s own elections last Tuesday.
This article originally appeared on JTA.org.
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