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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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US Pulling Non-Essential Staff From Embassy in Beirut Amid Iran Tensions
A general view of a US State Department sign outside the US State Department building in Washington, DC, US, July 11, 2025. Photo: REUTERS/Annabelle Gordon
The State Department is pulling out non–essential government personnel and their eligible family members from the US embassy in Beirut, a senior State Department official said on Monday, amid growing concerns about the risk of a military conflict with Iran.
“We continuously assess the security environment, and based on our latest review, we determined it prudent to reduce our footprint to essential personnel,” said a senior State Department official, speaking on condition of anonymity.
“The Embassy remains operational with core staff in place. This is a temporary measure intended to ensure the safety of our personnel while maintaining our ability to operate and assist US citizens,” the official said.
A source at the US embassy said 50 people had been evacuated, while an official at Beirut airport said 32 embassy staff, along with family members, had flown out of Beirut airport on Monday.
The US has built up one of its biggest military deployments in the Middle East, with President Donald Trump warning on Thursday that “really bad things will happen” if no deal is reached to solve a longstanding dispute over Tehran’s nuclear program. Iran has threatened to strike American bases in the region if it is attacked.
“Should employees occupying emergency positions wish to depart post, please review alternative arrangements to fill the emergency position and consult with your regional bureau Executive Office as necessary,” said an internal State Department cable on the pullout, which was seen by Reuters.
The State Department on Monday updated its travel advisory for Lebanon, repeating its warning that US citizens should not travel to the country. Remaining embassy personnel are restricted from personal travel without advance permission and additional travel restrictions may be imposed “with little to no notice due to increased security issues or threats,” the advisory said.
American interests were repeatedly targeted in Lebanon in the 1980s during the 1975-90 civil war, during which the US held the Iran-backed Hezbollah responsible for attacks including the 1983 suicide bombing against the US Marines headquarters in Beirut, which killed 241 servicemen, and a 1983 suicide attack on the US embassy in Beirut that killed 49 embassy staff.
TALKS ON THURSDAY, DIVISIONS REMAIN
Meanwhile, US Secretary of State Marco Rubio, who is scheduled to travel to Israel on Saturday and meet with Prime Minister Benjamin Netanyahu, was still planning to do that, but “the schedule remains subject to change,” the US official said.
The United States wants Iran to give up its nuclear program, but Iran has adamantly refused and denied it is trying to develop an atomic weapon. Washington views enrichment inside Iran as a potential pathway to nuclear weapons.
Iranian Foreign Minister Abbas Araqchi said on Sunday that he expects to meet with Trump’s special envoy Steve Witkoff in Geneva on Thursday, adding that there was still “a good chance” of a diplomatic solution.
Both sides remain sharply divided – even over the scope and sequencing of relief from crippling US sanctions – following two rounds of talks, a senior Iranian official told Reuters.
Citing officials on both sides and diplomats across the Gulf and Europe, Reuters reported on Friday that Tehran and Washington are sliding rapidly toward military conflict as hopes fade for a diplomatic settlement.
On Sunday, Witkoff said the president was curious as to why Iran has not yet “capitulated” and agreed to curb its nuclear program.
It would be the second time the US and Israel have attacked Iran in less than a year, following US and Israeli airstrikes against military and nuclear facilities last June.
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Iranian Students Protest for Third Day as US Pressure Mounts
Protesters chant, ‘We’ll fight, we’ll die, we’ll reclaim Iran,’ at Al-Zahra University in Tehran, as they mark the 42nd day of mourning for those killed by the Iranian regime in recent anti-government protests. Photo: Screenshot taken Feb. 23, 2026, from social media video via Reuters Connect
Iranian students defied authorities with protests for a third day on Monday, weeks after security forces crushed mass unrest with thousands killed and as the United States weighs possible air strikes against the Islamic Republic.
State media outlets reported students chanting anti-government slogans at Tehran University, burning flags at the all-women al-Zahra University, and scuffles at Amir Kabir University, all located in the capital.
Reuters also verified video showing students at al-Zahra University chanting slogans including “we’ll reclaim Iran,” but was not able to confirm when it was recorded.
In a new sign of the mounting tension in the Middle East, the United States began pulling non-essential personnel and family members from the embassy in Beirut, a senior State Department official said.
US President Donald Trump has repeatedly threatened Iran since major nationwide protests across the country in January, saying on Thursday that “really bad things will happen” if talks between the countries fail to produce a deal.
Washington wants Iran to give up much of its nuclear program, which it believes is aimed at building a bomb, limit the range of its missiles to short distances, and stop supporting terrorist groups it backs in the Middle East.
It has built up forces across the Middle East, putting increased pressure on Iran as it weighs its response to US demands amid ongoing talks.
Iranian Supreme Leader Ayatollah Ali Khamenei already faces the gravest crisis of his 36-year tenure, with an economy struggling under the weight of international sanctions and growing unrest that broke out into major protests in January.
On Sunday Iranian President Masoud Pezeshkian said negotiations with the US had “yielded encouraging signals” even as a second US aircraft carrier headed towards the Middle East.
Trump has not laid out in detail his thinking on any possible Iran strike. A senior White House official told Reuters last week there was still no “unified support” within the administration to go ahead with an attack.
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US Military Begins Withdrawing From Main Base in Northeast Syria, Syrian Sources Say
An armored US military vehicle moves toward the Iraqi Kurdistan region as US troops withdraw from Qasrak military base in northeastern Syria, in Qamishli, Syria, Feb. 23, 2026. Photo: REUTERS/Orhan Qereman
US forces began pulling out of their largest base in northeastern Syria on Monday, three Syrian military and security sources said, part of a wider departure as the US-allied government in Damascus consolidates control.
Dozens of trucks, some carrying armored vehicles, departed the base at Qasrak in Hasakah province on Monday morning, witnesses said. Reuters footage later showed the trucks moving along a highway on the outskirts of the city of Qamishli.
A full withdrawal from Qasrak would still leave the US-led coalition with a base in Rmelan, also known as Kharab al-Jir, near the Iraqi border.
Qasrak has been a main hub for the US-led global coalition fighting Islamic State in Syria, where US troops deployed over a decade ago, partnering with the Kurdish-led Syrian Democratic Forces (SDF) against the jihadist group.
Asked for comment, a US defense official said: “We will not discuss future force posture or troop numbers to protect operational security.”
Neither the Syrian defense ministry nor the SDF responded to requests for comment.
DRAWDOWN EXPECTED TO TAKE WEEKS
One of the Syrian sources, a military official briefed on US plans, said the pullout was expected to take about a month, but that it remained unclear whether the withdrawal from the base was temporary or permanent.
The second Syrian source, also briefed on US plans, said it would take a number of weeks.
Since government forces under President Ahmed al-Sharaa seized control of swathes of the northeast from the SDF last month, US forces have withdrawn from a base at al-Shaddadi in Hasakah province, and a garrison at al-Tanf, located at the intersection of Syria‘s border with Iraq and Jordan.
A senior US official told Reuters on Wednesday that some US troops were leaving Syria as part of a “deliberate and conditions-based transition.”
The official said US presence at scale was no longer needed given the Syrian government’s “willingness to take primary responsibility for combating the terrorist threat within its borders.”
The Wall Street Journal reported last week that the US was withdrawing all of its roughly 1,000 troops from Syria.
Syria joined the US-led coalition to combat Islamic State last year. The terrorist group, which once controlled a third of Syria and Iraq, claimed responsibility for two attacks on Saturday that killed a soldier and a civilian.