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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?”


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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How a law used to protect synagogues is now being deployed against ICE protesters and journalists

After a pro-Palestinian protest at a New Jersey synagogue turned violent in October, the Trump administration took an unusual step — using a federal law typically aimed at protecting abortion clinics to sue the demonstrators.

Now, federal authorities are attempting to deploy the same law against journalists as well as protesters against Immigration and Customs Enforcement amid the agency’s at times violent crackdown in Minneapolis.

Former CNN anchor Don Lemon, a local journalist, and two protesters were arrested after attending a Jan. 18 anti-ICE protest at a church in St. Paul, Minnesota, Justice Department officials said Friday. Protesters alleged the pastor at Cities Church worked for ICE.

The federal law they are accused of violating, the Freedom of Access to Clinic Entrances Act, or FACE, prohibits the use of force or intimidation to interfere with reproductive health care clinics and houses of worship.

But in the three decades since its passage in 1994, the law had almost entirely been deployed against anti-abortion protesters causing disruptions at clinics.

That changed in September of last year, when the Trump administration cited the FACE Act to sue pro-Palestinian demonstrators at Congregation Ohr Torah in West Orange, New Jersey.

It was the first time the Department of Justice had used the law against demonstrators outside a house of worship, Harmeet Dhillon, an assistant attorney general for the department’s civil rights division, said at the time.

The novel legal strategy —  initially advanced by Jewish advocacy groups to fight antisemitism — is now front and center in what First Amendment advocates are describing as an attack on freedom of the press.

“I intend to identify and find every single person in that mob that interrupted that church service in that house of God and bring them to justice,” Dhillon told Newsmax last week. “And that includes so-called ‘journalists.’”

How the law has been used

The FACE Act has traditionally been used to prosecute protesters who interfere with patients entering abortion clinics. Conservative activists have long criticized the law as violating demonstrators’ First Amendment rights, and the Trump administration even issued a memo earlier this month saying the Justice Department should limit enforcement of the law.

But in September, the Trump administration applied the FACE Act in a new way: suing the New Jersey protesters at Congregation Ohr Torah.

They had disrupted an event at the Orthodox shul that promoted real estate sales in Israel and the West Bank, blowing plastic horns in people’s ears and chanting “globalize the intifada,” a complaint alleges.

Two pro-Israel demonstrators were charged by local law enforcement with aggravated assault, including a local dentist, Moshe Glick, who police said bashed a protester in the head with a metal flashlight, sending him to the hospital. Glick said he had acted in self defense, protecting a fellow congregant who had been tackled by a protester.

The event soon became a national flashpoint, with Glick’s lawyer alleging the prosecution had been “an attempt to criminalize Jewish self-defense.” Former New Jersey Gov. Phil Murphy pardoned Glick earlier this month.

The Trump administration sued the pro-Palestinian protesters under the FACE Act, seeking to ban them from protesting outside houses of worship and asking that they each pay thousands of dollars in fines.

At the time, Nathan Diament, executive director of the Orthodox Union Advocacy Center, told JNS he applauded the Trump administration “for bringing this suit to protect the Jewish community and all people of faith, who have the constitutional right to worship without fear of harassment.”

Diament did not respond to the Forward’s email asking whether he supported the use of the FACE Act against the Minneapolis journalists and protesters.

Mark Goldfeder, CEO of the National Jewish Advocacy Center, a pro-Israel group that says it uses legal tools to counter antisemitism, did not express concern over the use of the FACE Act in the Minnesota arrests — and emphasized the necessity of protecting religious spaces from interference.

“The idea that ‘you can worship’ means nothing if a mob can make it unsafe or impossible,” Goldfeder wrote in a statement to the Forward. “So if you apply it consistently: to protect a church in Minnesota, a synagogue in New Jersey, a mosque in Detroit, what you are actually protecting is pluralism itself.”

Goldfeder has also attempted to use the FACE Act against protesters at a synagogue, citing the law in a July 2024 complaint against demonstrators who had converged on an event promoting Israel real estate at Adas Torah synagogue in Los Angeles. That clash descended into violence.

The Trump administration Justice Department subsequently filed a statement of interest supporting that case, arguing that what constituted “physical obstruction” at a house of worship under the FACE Act could be interpreted broadly.

Now, similar legal reasoning may apply to journalists covering the Sunday church protest in Minneapolis. Press freedom groups have expressed deep alarm over the arrests, arguing that the journalists were there to document, not disrupt.

The arrests are “the latest example of the administration coming up with far-fetched ‘gotcha’ legal theories to send a message to journalists to tread cautiously,” said Seth Stern, chief of advocacy for Freedom of the Press Foundation. “Because the government is looking for any way to target them.”

The post How a law used to protect synagogues is now being deployed against ICE protesters and journalists appeared first on The Forward.

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Nearly 90% of Turkish Opinion Columns Favor Hamas, Study Shows

Pro-Hamas demonstrators in Istanbul, Turkey, carry a banner calling for Israel’s elimination. Photo: Reuters/Dilara Senkaya

About 90 percent of opinion articles published in two of Turkey’s leading media outlets portray the Palestinian terrorist group Hamas in a positive or neutral light, according to a new study, reflecting Ankara’s increasingly hostile stance toward Israel.

Earlier this week, the Israel-based Jewish People Policy Institute released a report examining roughly 15,000 opinion columns in the widely read Turkish newspapers Sabah and Hürriyet, revealing that Hamas is often depicted positively through a “resistance movement” narrative portraying its members as “martyrs.”

For example, Turkish journalist Abdulkadir Selvi, writing in Hürriyet, described the assassinated Hamas leader Ismail Haniyeh as “a holy martyr not only of Palestine but of Islam as a whole” who “fought for peace,” while portraying Israeli Prime Minister Benjamin Netanyahu as “the new Hitler.”

JPPI also found that most articles in these two newspapers took a neutral stance on the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, offering almost no clear condemnation of the attacks and failing to acknowledge the group’s targeting of civilians. 

Some journalists even went so far as to praise the violence as serving the Palestinian cause, the study noted. 

In one striking example, Hürriyet published an article just one day after the attack, lauding the “resistance fighters” who carried out a “mythic” assault on the “Zionist occupying regime” and celebrating the killings.

In other cases, some journalists went as far as to portray Hamas as treating the Israeli hostages it kidnapped “kindly,” denying that the terrorist group had tortured and sexually abused former captives despite clear evidence.

“There was not the slightest indication that the Israelis released by the Palestinian resistance had been tortured,” Turkish journalist Hilal Kaplan wrote in Sabah, denying claims that the hostages had suffered brutal abuse.

“They all looked exactly the same physically as they did on Oct. 6, 2023, more than a year later,” he continued.

Prof. Yedidia Stern, president of JPPI, described the study’s findings as “deeply troubling,” urging Israeli officials not to overlook the Turkish media’s positive portrayal of Hamas and denial of its abuses.

“We must not normalize incitement and antisemitism anywhere in the world – certainly not when it comes from countries with which Israel maintains diplomatic relations,” Stern said in a statement.

According to the study, nearly half of the columns expressed a positive view of Hamas, while approximately 40 percent took a neutral position.

The analysis also found that around 40 percent of opinion columns mentioning Jews or Judaism contained antisemitic elements, with some invoking “Jewish capital” to suggest global power, while others compared Zionism to Nazism or depicted Jews as immune from international criticism.

For instance, two weeks after the Oct. 7 atrocities, Turkish journalist Nedim Şener wrote in Hürriyet that global Jewish capital and control over media and international institutions had brought the United States and Europe “to their knees,” allowing Israel to carry out a “genocide against Palestinians in Gaza.”

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ADL appoints former head of embattled Gaza aid foundation to its board

The Anti-Defamation League named Rev. Johnnie Moore, who led the controversial Gaza Humanitarian Foundation, to its board of directors last week.

Moore became the public face of the foundation over the summer as it faced blame for hundreds of Palestinian civilians being killed while attempting to access aid at distribution centers that critics said were risky and inefficient.

But the ADL described the foundation, which was created with support from the U.S. and Israeli governments, as a “historic effort to provide nearly 200 million meals for free to the people of Gaza,” in a press release.

The ADL’s leadership has become more protective of Israel in recent years as it has shifted away from its historic work on civil rights issues unrelated to antisemitism. That change included a 2017 reworking of its governance structure, which had been run by a committee of several hundred lay leaders, to a more traditional nonprofit board.

The United Nations reported in August that 859 Palestinians had been killed near the Gaza Humanitarian Foundation sites, mostly by the Israeli military. Doctors Without Borders said that the centers had “morphed into a laboratory of cruelty” with children being shot and civilians crushed in stampedes.

Moore’s role involved defending the organization. He blamed Hamas and the United Nations for causing mass starvation in Gaza and presented the Gaza Humanitarian Foundation as the best means of distributing food to civilians without allowing it to be diverted to militants.

“Hamas has been trying to use the aid situation to advance their ceasefire position,” Moore said during a July presentation to the American Jewish Congress.

The foundation shut down in December.

An evangelical leader and former campaign adviser to President Donald Trump’s with no background in international aid prior to his work with the foundation in Gaza, Moore brings a Christian perspective to the ADL’s board at a time when evangelicals are increasingly divided over Israel and antisemitism. “As a Christian, I consider it a responsibility to stand alongside ADL in this critical moment for the Jewish community and for our nation,” he said in the statement announcing his appointment.

He was appointed alongside Stacie Hartman, an attorney and lay leader based in Chicago, and Matthew Segal, a media entrepreneur who former President Joe Biden named to the U.S. Holocaust Memorial Council. They join a mix of philanthropists and business leaders, including Jonathan Neman, the CEO of salad chain Sweetgreen, and Max Neuberger, the publisher of Jewish Insider.

The post ADL appoints former head of embattled Gaza aid foundation to its board appeared first on The Forward.

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