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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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Syrian Government, Kurds Agree to Integration Deal, US Hails ‘Historic Milestone’

Members of the Kurdish-led Syrian Democratic Forces (SDF) queue to settle their status with Syrian government in Raqqa, Syria, Jan. 27, 2026. Photo: REUTERS/Karam al-Masri

The Syrian government and Kurdish forces declared a ceasefire deal on Friday that sets out a phased integration of Kurdish fighters into the state, averting a potentially bloody battle and drawing US praise for a “historic milestone.”

The sides announced the deal after government forces under President Ahmed al-Sharaa captured swathes of northern and eastern Syria from the Kurdish-led Syrian Democratic Forces (SDF) group this month. This forced the Kurdish forces to retreat into a shrinking enclave in the northeast.

The fate of the SDF, which took over a quarter or more of Syria during its 2011-24 civil war, has been one of the biggest issues looming over Syria since Islamist insurgents led by Sharaa toppled President Bashar al-Assad 14 months ago.

US envoy Tom Barrack, who has been closely involved in mediation efforts, declared Friday’s accord “a profound and historic milestone in Syria’s journey toward national reconciliation, unity, and enduring stability.”

The SDF was once Washington’s main Syrian ally, playing a vital part in the fight against Islamic State terrorists. But its position grew weaker as President Donald Trump built close ties with Sharaa, a former al Qaeda commander who has now brought almost all of Syria back under the authority of Damascus.

US ENVOY PRAISES ‘COURAGEOUS STEPS’

Under the agreement, forces that had massed along front lines in the north would pull back and Interior Ministry security forces would deploy to the center of the cities of Hasakah and Qamishli in the northeast, both now held by the SDF.

The agreement includes the formation of a military division that will include three SDF brigades, in addition to a brigade for forces in the SDF-held town of Kobani, also known as Ain al-Arab, which will be affiliated to the governorate of Aleppo.

The Syrian official said the military division in the northeast would include “groups from the SDF within brigades, alongside other brigades.”

Governing bodies set up by the Kurdish-led groups in the northeast are to be merged with state institutions. But Elham Ahmad, a senior Kurdish official, told reporters via an interpreter that they would retain the co-chair system developed under autonomy-minded Kurdish authorities, with one male director and one female director.

Damascus and the SDF first struck an integration deal last March, but made scant progress toward implementation before a year-end deadline, paving the way for the government offensive.

“Both sides have taken courageous steps: the Syrian government in extending meaningful inclusion and rights, and the Kurdish communities in embracing a unified framework that honors their contributions while advancing the common good,” Barrack said.

Kurds have been on high alert for a potential government thrust into their remaining enclave, mindful of last year’s violence against minority Alawites and Druze.

Noah Bonsey, senior adviser with the International Crisis Group think tank, said the deal was “a potentially historic turning point” that appeared to lay out a middle ground for both sides.

“It spares northeast Syria what could have been a really ugly military showdown. Implementation will be tricky. There are a lot of challenges ahead,” he said.

Turkey said it was scrutinizing the agreement. Foreign Minister Hakan Fidan said “genuine integration is in Syria’s interest, and the parties are already aware of its conditions.”

Turkey has sent forces into Syria several times since 2016, deeming the SDF an extension of the Kurdistan Workers Party (PKK), which took up arms against the Turkish state in 1984 but began a peace process with Ankara in 2025.

UNIFYING SYRIAN TERRITORY

Ahmad, the Kurdish official, said France and the United States should establish a mechanism to ensure the deal is implemented correctly, citing fears it could be derailed by “spoilers,” without specifying further.

Syrian officials said on Friday they feared figures within the PKK who reject the deal would not abide by the ceasefire.

An SDF statement said the deal “aims to unify Syrian territory and achieve full integration in the region.” The Syrian government shared an almost identical statement with Reuters.

A senior Syrian government official told Reuters the deal was final and had been reached late on Thursday night, and that implementation was to begin immediately.

The statements did not address control of the last remaining SDF-controlled border crossing to northern Iraq, known as Semalka. The Syrian official said the Syrian state would take over all border crossings.

Ahmad said Semalka border officials would be integrated into the central state but that more discussions would need to be held with Damascus.

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US Imposes Sanctions on Iran’s Interior Minister, Businessman

USA and Iranian flags are seen in this illustration taken, Sept. 8, 2022. Photo: REUTERS/Dado Ruvic/Illustration

The United States on Friday imposed sanctions on Iranian Interior Minister Eskandar Momeni and a businessman it said helped launder money for Tehran, as President Donald Trump’s administration ramps up pressure on the Islamic Republic.

The Department of the Treasury, announcing the move, said Momeni was responsible for a brutal security crackdown in Iran this month as he oversees law enforcement forces it said were responsible for the deaths of thousands of peaceful protesters.

Trump has in recent weeks issued threats to intervene in Iran over the bloody suppression of the protests and has sent warships to the Middle East, even as he has said he plans to talk with the government there.

The financial sanctions on Friday also targeted five other Iranian security officials involved in “violently repressing the Iranian people,” the Treasury said in a statement.

Sanctions were also issued against investor Babak Zanjani and two digital asset exchanges registered in Britain that the Treasury said had processed funds linked to Iran’s Islamic Revolutionary Guard Corps.

Treasury Secretary Scott Bessent said the US would continue to target Iranian elites and their networks, who he said exploit digital assets to evade sanctions and finance cybercriminal operations.

“Like rats on a sinking ship, the regime is frantically wiring funds stolen from Iranian families to banks and financial institutions around the world. Rest assured, Treasury will act,” Bessent said in the statement.

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US Slows Transfers of Islamic State Detainees to Iraq, Sources Say

Syrian security forces stand guard outside al-Aqtan prison, where some Islamic State detainees are held, in Raqqa, Syria, Jan. 23, 2026. Photo: REUTERS/Karam al-Masri

Transfers of Islamic State detainees from Syria to Iraq by the US military have slowed this week, seven sources familiar with the matter said, following calls by Baghdad for other countries to repatriate thousands of foreign jihadists.

The US military said on Jan. 21 it had started to transfer the detainees. Its announcement followed the rapid collapse of the Kurdish-led Syrian Democratic Forces in northeast Syria, which caused uncertainty about the security of prisons and detention camps they were guarding.

The United States had expected to transfer up to 7,000 fighters to Iraq within days. But more than a week later, only about 500 have been moved, according to two Iraqi judicial officials, two Iraqi security officials, and three diplomats, some from countries whose nationals are among those transferred.

An Iraqi foreign ministry official put the number at under 500 so far.

Baghdad asked the US to slow the influx to make time for negotiations with other countries on repatriating their own nationals among the detainees and to prepare additional facilities to host the fighters, the Iraqi officials and a Western diplomat told Reuters.

Those moved to Iraqi facilities so far include about 130 Iraqis and some 400 foreigners, the Iraqi judicial sources, the Iraqi security officials and a Western diplomat said.

The slowdown, which has not previously been reported, is linked to Western governments’ reservations about bringing home their own citizens who joined the Islamic State‘s brutal self-declared caliphate across swathes of Syria and Iraq from 2014.

Most foreign fighters were subsequently captured in Syria and held in prisons in the northeast for years without trial.

The US State Department and the Pentagon did not immediately respond to Reuters requests for comment on the transfers.

IRAQ BALKS AT MASS TRANSFER

Iraq agreed to host the detainees being moved by the US military after a brief escape by dozens of fighters from one facility in Syria prompted concerns that more could flee, Iraqi government officials said.

But although it has already tried and sentenced dozens of foreign fighters in recent years, Baghdad balked at the prospect of having the full 7,000 in its custody, the officials said.

The influx could overwhelm Iraq’s courts and prisons, and sentencing detainees to death would prompt criticism from Western countries and rights groups, they said.

“It’s a trap,” one of the senior Iraqi judicial sources said. “These Western countries object to the death penalty, but refuse to receive their terrorists. Why should we bear the burden of being seen as the butcher?”

Responding to questions from Reuters, Hisham al-Alawi, Undersecretary of Iraq‘s Foreign Ministry for Political Planning, said fewer than 500 detainees had been transferred to Iraq so far.

“For years, Iraq has been urging foreign states to assume their responsibilities by taking back their citizens and dealing with them in accordance with their own laws. While some countries have taken the initiative, a large number of states have not responded to our requests,” Alawi said.

The dilemma of what to do with foreign nationals who joined Islamic State has plagued Western countries for the last decade.

Securing guilty verdicts against such detainees in their home countries could be harder than in Iraq, said four diplomats from countries whose nationals were captured in Syria, citing a greater need to prove direct participation in violent crimes.

Governments in such countries could face a public backlash if Islamic State fighters were repatriated and then freed, the diplomats said.

The return of an Islamic State-linked woman to Norway in 2020 caused a cabinet crisis that ultimately brought down the government.

As a result of Western nations’ hesitations, thousands of foreign fighters detained in Syria and Iraq remained there for nearly a decade – even though the US, which repatriated and tried its nationals, urged other countries to do the same.

REPATRIATION THE ONLY ANSWER, EXPERT SAYS

The senior Iraqi judicial source said Baghdad was working with the US State Department on increasing pressure on other countries to begin repatriations.

Secretary of State Marco Rubio said after transfers had begun that foreign Islamic State members would be in Iraq temporarily. “The United States urges countries to take responsibility and repatriate their citizens in these facilities to face justice,” he said.

Two diplomats from countries with nationals now in Iraq said their governments faced an uncomfortable choice between repatriation – which would be unpopular domestically – and the possibility that their nationals would face the death penalty if tried in Iraq, an outcome that could outrage voters at home.

One of the diplomats said Baghdad had begun conversations with their country about repatriations but that their government’s policy was unchanged.

“It would be difficult for us to accept that they are transferred to Iraq if they are then going to get their head chopped off,” the second diplomat said.

Letta Tayler, an associate fellow at the International Centre for Counter-Terrorism, said the mass transfer of detainees to Iraq “has mind-boggling legal implications, none of them positive.”

It could prolong their indefinite detention without trial and place detainees at risk of torture and executions based on flawed convictions, Tayler said. The US has raised concerns about unfair trials of Islamic State detainees in Iraq.

“The only viable solution is for countries with fair justice systems to repatriate their nationals,” Tayler said.

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