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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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Hamas-Linked Nonprofit Launches Wikipedia Training Program to Smear Israel
Avishek Das / SOPA Images via Reuters Connect
A human rights organization with alleged links to Hamas has launched a new initiative to train Palestinians to edit Wikipedia pages about Israel and the war in Gaza, fueling ongoing concerns that the popular online encyclopedia promotes anti-Israel propaganda and antisemitic narratives.
Euro-Med Human Rights Monitor, a Switzerland-registered nonprofit founded in 2011, announced last week the third round of its “WikiRights” project in the Gaza Strip. According to the group’s official press release, the program will train 12 young Palestinians in human rights documentation and professional Wikipedia editing in both Arabic and English, with a focus on what it calls documenting “genocide in Gaza.”
The organization says participants will conduct field interviews with victims and witnesses and produce what it describes as “documentation-based articles” to be uploaded or incorporated into Wikipedia. The aim, according to the group, is to fill what it characterizes as “knowledge gaps” and to counter narratives it believes marginalize Palestinian accounts.
“Training young people to edit Wikipedia content seeks to transform victims of genocide in Gaza from mere statistics into storytellers, especially given the recent failures of some platforms or their complicity in not conveying the scale of genocide,” said Euro-Med Monitor’s Chief Operations Officer Anas Jerjawi.
But the initiative is drawing scrutiny in Israel and among watchdog groups who argue it represents an organized effort to shape one of the world’s most influential information platforms during an ongoing war.
NGO Monitor — an independent Jerusalem-based research institute that tracks anti-Israel bias among nongovernmental organizations — published a profile on Tuesday raising concerns about Euro-Med Monitor’s leadership and transparency. The watchdog notes that founder and chairman Ramy Abdu and former chair Mazen Kahel were listed by Israeli authorities in 2013 among individuals and entities allegedly associated with Hamas operatives in Europe. Abdu was later sanctioned by Israel under its counter-terrorism regulations.
Euro-Med Monitor has presented itself as an independent human rights body and states that it does not receive government or factional funding. However, NGO Monitor says the group does not publicly disclose detailed financial documentation, raising questions about funding transparency.
Israeli officials have long argued that Hamas and affiliated networks operate not only militarily but also through political, legal, and media channels to influence international opinion.
The WikiRights program focuses on training participants to create and edit entries related to the Israel-Hamas war, including content framed around allegations of genocide and systemic human rights violations.
Wikipedia, one of the most widely accessed reference websites globally, claims it operates under strict neutrality and verifiability policies. However, conflict-related pages, particularly those involving Israel and the Palestinians, have frequently been the subject of intense “edit wars,” coordinated campaigns, and administrative interventions.
Investigations by websites such as Pirate Wires have exposed intricate efforts by ideologically motivated Wikipedia editors to insert explosive language in reference to Israel with the implied goal of weaponizing the website’s reputation as a neutral source of information to launder biased viewpoints about the Jewish state. For instance, Wikipedia asserts that the war in Gaza is a so-called “genocide.” Editors have also softened language regarding Hamas and its Oct. 7, 2023, massacre across southern Israel, seemingly to depict the terrorist group in a more positive light.
Euro-Med Monitor’s press release states that the latest round of the program emphasizes “live field documentation,” encouraging trainees to interview people and incorporate firsthand accounts into articles. The organization says the goal is to transform victims “from mere statistics into storytellers.”
Critics argue that such framing signals a predetermined narrative rather than a neutral research effort.
Euro-Med Monitor’s announcement comes six months after the US House Committee on Oversight and Government Reform opened an investigation into the Wikimedia Foundation, the nonprofit that operates the Wikipedia website, demanding answers over concerns that hostile foreign actors are exploiting the online encyclopedia to insert anti-Israel or antisemitic framing designed to sway audiences.
Earlier last year, the US Justice Department warned the Wikimedia Foundation that its nonprofit status could be jeopardized for possibly violating its “legal obligations and fiduciary responsibilities” under US law. Specifically, the department expressed concern about accusations that the online encyclopedia has spread “propaganda” and allowed “foreign actors to manipulate information” while maintaining a systemic bias against Israel.
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Nearly Half of Jewish Students Report Experiencing Antisemitism on US College Campuses, Survey Finds
A student puts on their anti-Israel graduation cap reading “From the river to the sea” at the People’s Graduation, hosted for Mahmoud Khalil and other students from New York University. Photo: Angelina Katsanis via Reuters Connect
The campus antisemitism crisis has changed the college experience for American Jewish students, affecting how they live, socialize, and perceive themselves as Jews, according to new survey results released by the American Jewish Committee (AJC) in partnership with Hillel International.
A striking 42 percent of Jewish students reported experiencing antisemitism during their time on campus, and of that group, 55 percent said they felt that being Jewish at a campus event threatened their safety.
The survey also found that 34 percent of Jewish students avoid being detected as Jews, hiding their Jewish identity due to fear of antisemitism.
Meanwhile, 38 percent of Jewish students said they decline to utter pro-Israel viewpoints on campus, including in class, for fear of being targeted by anti-Zionists. The rate of self-censorship is significantly higher for Jewish students who have already been subjected to antisemitism, registering at 68 percent.
“No Jewish student should have to hide their identity out of fear of antisemitism, yet that’s the reality for too many students today,” Hillel International chief executive officer Adam Lehman said in a statement on Tuesday. “Our work on the ground every day is focused on changing that reality by creating environments where all Jewish students can find welcoming communities and can fully and proudly express their Jewish identities without fear or concern.”
The survey, included in AJC’s new “The State of Antisemitism in America” report, added that 32 percent of Jewish students feel that campus groups promote antisemitism or a learning environment that is hostile to Jews, while 25 percent said that antisemitism was the basis of their being “excluded from a group or an event on campus.”
Jewish students endure these indignities while preserving their overwhelming support for Israel. Sixty-nine percent of those surveyed identified caring about Israel as a central component of Jewish identity and 76 percent agreed that calling for its destruction or describing it as an illegitimate state is antisemitic.
“While we welcome the fact that the vast majority of campuses have not been disrupted by uncontrolled protests in the past year, the data make clear that Jewish students are still experiencing antisemitism on their campuses,” Laura Shaw Frank, the AJC’s vice president of its Center for Education Advocacy, said in a statement. “This survey gives us a critical look into the less visible, but no less important problems, that Jews face on campus.”
She continued, “Understanding the ways in which Jews are being excluded and changing their behavior out of fear of antisemitism is vitally important as we work with institutions of higher education to create truly inclusive campus communities.”
The AJC and Hillel’s survey results are consistent with others in which Jewish students have participated in recent months.
According, to a recent survey of Jewish undergraduates of the University of Pennsylvania (Penn), a significant portion of Jewish students still find the climate on campus to be hostile and feel the need to hide their identity over two years after the campus saw an explosion of extreme anti-Zionist activity and Nazi graffiti.
The survey, conducted by Penn’s local Hillel International chapter, found that 40 percent of respondents said it is difficult to be Jewish at Penn and 45 percent said they “feel uncomfortable or intimidated because of their Jewish identity or relationship with Israel.”
Meanwhile, the results showed a staggering 85 percent of survey participants reported hearing about, witnessing, or experiencing “something antisemitic,” as reported by Franklin’s Forum, an alumni-led online outlet which posts newsletters regarding developments at the university. Another 31 percent of Jewish Penn students said they feel the need to hide their Jewishness to avoid discrimination, which is sometimes present in the classroom, as 26 percent of respondents said they have “experienced antisemitic or anti-Israel comments from professors.”
Overall, 80 percent of Jewish students hold that anti-Israel activity is “often” antisemitic and that Israel’s conduct in war is “held to an unfair standard compared to other nations.”
College faculty play an outsized role in promoting antisemitism on the campus, according to a new study by AMCHA Initiative which focused on the University of California system. The study, titled “When Faculty Take Sides: How Academic Infrastructure Drives Antisemitism at the University of California,” exposed Oct 7 denialism; faculty calling for driving Jewish institutions off campus; the founding of pro-Hamas, Faculty for Justice in Palestine groups; and hundreds of endorsers of the boycott, divestment, and sanctions (BDS) movement against Israel.
The University of California system is a microcosm of faculty antisemitism across the US, the AMCHA Initiative explained in the exhaustive 158-page report, which focused on the Los Angeles, Berkeley, and Santa Cruz campuses.
“The report documents how concentrated networks of faculty activists on each campus, often operating through academic units and faculty-led advocacy formations, convert institutional platforms into vehicles for organized anti-Zionist advocacy and mobilization,” the report stated. “It shows how those pathways are associated with recurring student harms and broader campus disruption. It then outlines concrete steps the UC Regents can take to restore institutional neutrality in academic units and set enforceable boundaries so UC resources and authority are not used to advance activist agendas inside the university’s core educational functions.”
Follow Dion J. Pierre @DionJPierre.
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Forverts podcast, episode 6: At-risk languages
דער פֿאָרווערטס האָט שוין אַרויסגעלאָזט דעם זעקסטן קאַפּיטל פֿונעם ייִדישן פּאָדקאַסט, Yiddish With Rukhl. דאָס מאָל איז די טעמע „שפּראַכן אין אַ סכּנה“. אין דעם קאַפּיטל לייענט שׂרה־רחל שעכטער פֿאָר אַן אַרטיקל פֿונעם ייִדיש־אַקטיוויסט דזשייק שנײַדער, „וואָס אַקטיוויסטן פֿאַר שפּראַכן אין אַ סכּנה קענען זיך אָפּלערנען איינער פֿונעם אַנדערן.“
צו הערן דעם פּאָדקאַסט, גיט אַ קוועטש דאָ.
אויב איר ווילט אויך לייענען דעם געדרוקטן טעקסט פֿונעם אַרטיקל, גיט אַ קוועטש דאָ און קוקט אונטן בײַם סוף פֿון דער זײַט.
The post Forverts podcast, episode 6: At-risk languages appeared first on The Forward.