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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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South Korean President’s Holocaust Remarks Spark Outcry From Israel, Controversy at Home
South Korean President Lee Jae Myung speaks during his new year press conference at the presidential Blue House in Seoul, South Korea, Wednesday, Jan. 21, 2026. Photo: Ahn Young-joon/Pool via REUTERS
South Korean President Lee Jae Myung has sparked a diplomatic row with Israel and criticism at home after comparing Israeli military actions against Palestinians to the Holocaust in a post on social media platform X.
The controversy began on Friday after Lee said “wartime killings” by the Israel Defense Forces were “no different from the Jewish massacre” by the Nazis in World War Two, and reposted footage with a caption that said it showed Israeli troops had tortured and thrown a Palestinian from the roof of a building.
Israel‘s Foreign Ministry said in a post on X on Saturday that Lee “for some strange reason, chose to dig up a story from 2024.” It said the incident occurred during an IDF operation against what it called “terrorists” and had been thoroughly investigated.
The ministry accused Lee, who had said that he needed to verify the footage, of the “trivialization of the massacre of Jews on the eve of Holocaust Remembrance Day in Israel,” saying his remarks were “unacceptable and warrant strong condemnation.”
Israel marks Yom HaShoah on Monday remembering the six million Jews murdered by the Nazis.
The Israeli military said in 2024 it was investigating the incident in the videos and described the actions as serious and not in keeping with its values.
Friday’s comments are a rare instance of Lee discussing international politics on social media and come as his government navigates a surge in energy prices following US and Israeli strikes against Iran. Tehran has closed the Strait of Hormuz to tanker traffic and South Korea is one of the world’s largest importers of oil and gas.
Lee did not mention the Iran war in his posts but said that South Koreans were today feeling “immense pain and national hardship.”
The president later on Saturday said it was “disappointing” that Israel criticized his comments and that it was natural to feel sorry if someone was suffering.
South Korea’s foreign ministry later said it was regrettable Israel “misunderstood” Lee’s remarks, which were about universal human rights.
Lee’s comments also proved controversial at home.
South Korea’s conservative party hit out at Lee for failing to speak more prudently and said he was showing double standards for his silence on human rights abuses in North Korea, while Lee’s Democratic Party praised him for speaking out on the universal value of human dignity.
The mainstream Joongang Ilbo newspaper said on Monday Lee would be well advised to recognize the weight of a president’s remarks and the risk of misunderstanding from unfiltered comments on social media, especially in sensitive global disputes.
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US Begins Blockade of Iran’s Ports, Tehran Threatens Retaliation
A billboard with a graphic design about the Strait of Hormuz on a building in Tehran, Iran, April 13, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
The US military began a blockade of ships leaving Iran’s ports on Monday, President Donald Trump said, and Tehran threatened to retaliate against its Gulf neighbors’ ports after weekend talks in Islamabad on ending the war broke down.
A US official said there was continued engagement with Iran, and forward motion on trying to get to an agreement. Pakistani Prime Minister Shehbaz Sharif also said efforts were still under way to resolve the conflict.
But oil prices climbed back over $100 per barrel, with no sign of a swift reopening of the Strait of Hormuz to ease the biggest ever disruption in supplies and broader concerns over the durability of a two-week ceasefire agreement reached last week.
Trump said Iran had been in touch on Monday and wanted to make a deal but that he would not sanction any agreement allowing Tehran to have a nuclear weapon.
“Iran will not have a nuclear weapon,” Trump told reporters at the White House. “We can’t let a country blackmail or extort the world.”
Since the United States and Israel began the war on Feb. 28, Iran effectively shut the Strait of Hormuz to all vessels except its own, saying passage would be permitted only under Iranian control and subject to a fee.
Trump has said Washington would block Iranian vessels and any ships that paid such tolls and that any Iranian “fast-attack” ships that went near the blockade would be eliminated.
Brigadier General Reza Talaei-Nik, a spokesperson for Iran’s Ministry of Defense, warned that foreign military efforts to police the strait would escalate the crisis and instability in global energy security.
NATO allies including Britain and France said they would not be drawn into the conflict by taking part in the blockade, stressing instead the need to reopen the waterway, through which about one-fifth of the world’s oil normally passes.
CEASEFIRE UNDER STRAIN
The ceasefire that halted six weeks of US and Israeli airstrikes looked in jeopardy, with only a week left to run. Washington said Tehran rejected its demands at weekend talks in Islamabad, the highest-level discussions between the two nations since Iran’s 1979 Islamic Revolution.
The US military’s Central Command said the blockade would be “enforced impartially against vessels of all nations” entering or leaving Iranian ports in the Gulf and Gulf of Oman.
“The blockade will not impede neutral transit passage through the Strait of Hormuz to or from non-Iranian destinations,” Central Command said in a note to seafarers seen by Reuters on Monday.
Two Iranian-linked tankers, the Aurora and New Future, left the strait laden with oil products on Monday before the deadline, according to LSEG data.
An Iranian military spokesperson called any US restrictions on international shipping “piracy,” warning that if Iranian ports were threatened, no port in the Gulf or Gulf of Oman would be secure. Any military vessels approaching the strait would violate the ceasefire, Iran’s Revolutionary Guards said.
Trump said Iran’s navy had been “completely obliterated” during the war, adding that only a small number of “fast-attack ships” remained.
“Warning: If any of these ships come anywhere close to our BLOCKADE, they will be immediately ELIMINATED, using the same system of kill that we use against the drug dealers on boats at Sea. It is quick and brutal,” Trump, much of whose communications are on social media, wrote on his Truth Social site.
He was apparently referring to the US strikes carried out against suspected drug boats in the Caribbean and Pacific. The strikes, which began in September, killed more than 160 people.
LEBANON FACES ATTACKS
Trump has also lashed out at US-born Pope Leo, who has spoken out against the war, denouncing him as “terrible” in a rare direct attack by a US president on a pontiff.
With rising energy prices causing political blowback, Trump paused the US-Israeli bombing campaign last week after threatening to destroy Iran’s “whole civilization” unless it reopened the strait.
Israel has continued to bombard Lebanon and on Monday Israeli troops launched an attack it said was intended to seize a key south Lebanon town from Iran-backed terrorist group Hezbollah. Israel and the US have said the campaign against Hezbollah was not part of the ceasefire, while Iran has insisted it is.
Iran has brought new demands, including recognition of its control of the waterway, lifting of sanctions, and the withdrawal of forces from US military bases across the Middle East.
Trump has declared victory, despite so far not fully achieving the objectives he set out at the start of the war: to eliminate Iran’s ability to strike its neighbors, end its nuclear program, and make it easier for Iranians to topple their government.
Benchmark oil prices, which had eased last week after the ceasefire was announced, traded around 6% higher on Monday, off the day’s peaks but still above $100 a barrel.
Traders say the main benchmarks – used to set prices for trillions of dollars’ worth of commodities worldwide – actually understate the severity of a disruption with no precedent in modern times.
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For Another Year, BU’s Conference on Jewish Left Only Platforms Anti-Zionism
Academic conferences should foster inquiry, test ideas, and widen intellectual horizons. The third annual “Jewish Conference on the Left” held at Boston University (BU) last month was certainly presented in those terms. However, as time went on, it became clear that something else was afoot: Anti-Zionism framed as academic exploration, and a social structure encouraging the marginalization of Jewish students who fail to conform to their narrow and bigoted politics.
The gathering took place on BU’s main campus, reinforcing the perception that the conference’s ideology sits comfortably within the university’s academic culture.
The conference, which I attended, was dominated by anti-Zionist speakers, such as Peter Beinart, Fadi Quran, Dove Kent, and Arielle Angel. Beinart advocates for the dissolution of a Jewish-majority state, insisting Jews revert to once again existing as a vulnerable minority everywhere. Quran associates with the BDS movement. Kent’s org “Diaspora Alliance” rejects the IHRA Working Definition of Antisemitism definition. Angel is an ardent anti-Zionist. These are not neutral voices. They are activists representing an ideology that is effectively hostile to the idea of Jewish civil rights in our ancestral homeland. Several statements during the conference illustrated this bait and switch from policy debate to brazen indoctrination.
Numerous statements were made attacking Zionism and any Jews who believe in Israel’s right to exist. Neither the crowd, nor any other panelists, bothered to push back. Their only response was applause. It felt more like a political rally than a serious discussion on scholarship.
Unsurprisingly, there were no pro-Zionist leftist perspectives, not even modest discussions about classic topics like two-state coexistence. There were no voices articulating how Jewish self-determination might co-exist with Palestinian statehood. There was only delegitimization, double standards, and dehumanization of Zionists and Israel masked by reasonable-sounding language and boilerplate euphemisms.
The organization fair held at BU only hosted radical left groups including Jewish Voices for Peace and IfNotNow. Tables included various infographics urging the IHRA definition be banned from schools, BDS graphics, comparisons between ICE and Nazi Germany, banning the ADL from schools, among others.
Clearly there was no room for dissenting views on the podium, and I observed the same mentality among its audience. At one point, I was berated by a stranger: “Shame on you for not clapping, you can’t even show respect for Fadi Quran.”
While I did not overtly present myself as a Zionist, I also did not mask my beliefs. Throughout my many conversations, I was repeatedly quizzed about my personal and professional background, as if my fellow attendees were actively looking for a reason to dismiss my position. Suspicion was immediate and hovered over every conversation whenever I questioned the status quo.
This is how ideological capture operates. It does not require formal censorship, all it needs is a couple of slogans and some bullies.
When a conference is promoted under the language of scholarly exploration to students and presents itself as an all-encompassing gathering of “Jewish left values,” the university’s association becomes part of the message.
For students who identify as both Progressive and Zionist, events like these reinforce the idea that there is no place for them. Many already navigate campus environments in which Zionism is treated as morally suspect. Student government resolutions single out Israel. Activist rhetoric regularly distorts Zionism into a kind of racism or colonialism. Institutional repetition normalizes and enables these intellectual boundary-breakers.
If Boston University intends to uphold its mission toward promoting intellectual diversity, it should clarify the distinction between providing space and conferring academic legitimacy. If organizers are truly acting in good faith, they should at least try to ensure that their conferences reflect the actual diversity within that tradition, or otherwise rebrand.
After three consecutive years of hosting this conference, the issue is no longer whether individual speakers have the right to present their views. They do. The question is whether a major university should repeatedly platform a singular ideological current while presenting it as representative of a broader intellectual tradition.
Melody Kaye is a Boston-based Campus Advisor for CAMERA.

