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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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Milei Reaffirms Unwavering Support for Israel Ahead of Independence Day Visit

Argentine President Javier Milei speaks at the 12th annual Algemeiner J100 Gala on March 9, 2026, in New York City.

Argentine President Javier Milei has once again voiced his unwavering support for Israel ahead of a diplomatic visit beginning this weekend, during which he will take part in Independence Day celebrations and light a ceremonial torch.

In an interview with Israel’s Channel 14 on Thursday, Milei offered unequivocal support for Israel amid its ongoing war with Iran, describing the Islamist regime in Tehran as “an enemy to the West.”

“I defend Israel and the Jewish people because it is a just cause,” the Argentine leader said. “Israel stands as the fortress of the West. Turning your back on it would mean turning your back on a legacy that has produced one of the greatest civilizational achievements in history.”

“Rejecting Israel’s legacy to humanity means destroying everything that has made Western civilization great,” he continued.

Milei also praised both Israeli Prime Minister Benjamin Netanyahu and US President Donald Trump, calling them “exceptional leaders,” amid what he described as a fight for democracy, freedom, and the very foundations of modern civilization.

“Beyond the threat of developing nuclear capabilities, Iran exports and finances terrorism around the world. It is not only an enemy of Israel, but of the entire West,” the Argentine leader said. “If we fail to understand the danger posed by this theocratic regime, we are jeopardizing our very existence.”

He also criticized the international community for what he portrayed as a lack of support for Washington and Jerusalem during the conflict, warning that such hesitation reflects a broader failure to confront rising global threats.

“They are cowards who are afraid to confront them. If you want peace, you must be prepared for war,” he said. “If we fail to understand that and refuse to face those who seek to destroy our existence, we will ultimately become victims anyway.”

In his third diplomatic visit to the Jewish state, Milei will arrive on Sunday to take part in Israel’s Independence Day celebrations, scheduled to run from April 19 to 22.

He will become the first foreign head of state to light a torch as part of the official Independence Day ceremony.

During his trip, Milei will also receive a series of honors, including the Presidential Medal of Honor from Israeli President Isaac Herzog and an honorary doctorate, in recognition of what Israeli officials describe as his exceptional contribution to Israel and humanity.

“Milei has demonstrated unwavering support for Israel on the international stage, stood alongside the families of Gaza hostages, and expressed a deep connection to the Jewish people and its heritage,” the Israeli president said in a statement announcing the decision, calling Argentina a “key ally.”

The Argentine leader “represents bold leadership and has pursued a clear, unequivocal policy of standing with the State of Israel as an ardent Zionist,” he continued.

During his visit, Milei will also meet with Netanyahu, and some reports suggest discussions could advance his earlier pledge to move Argentina’s embassy from Tel Aviv to Jerusalem.

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Israeli Defense Chief Says Hezbollah Will Be Disarmed, Terror Group Vows Continued ‘Resistance’ as Truce Begins

Smoke rises following an airstrike in Lebanon, as seen from Israeli side of the border, April 11, 2026. Photo: REUTERS/Amir Cohen

As a newly agreed ceasefire between Israel and Lebanon took effect, Israel’s defense minister warned on Friday that Hezbollah will ultimately be disarmed and Israeli forces will not withdraw from Lebanese territory, vowing the campaign will continue until the threat to Israel’s northern communities is fully eliminated.

During a press conference, Israel Katz said the military campaign had entered a temporary “freeze” phase under a 10-day ceasefire framework. However, he stressed that Israel’s operational objectives on the ground remain unfinished and the maneuver is far from complete.

“The IDF [Israel Defense Forces] will continue to hold all positions it has cleared and taken inside Lebanon,” the Israeli defense chief said. “The ground operation and nationwide strikes against Hezbollah have achieved significant gains, but the mission is not yet complete.”

“Disarming Hezbollah — whether through military force or political pressure — was and remains the central objective of the campaign to which we are committed,” he continued. “Significant political leverage has now also been created, with the direct involvement of US President [Donald Trump] and increased pressure on the Lebanese government to advance that goal.”

Katz’s remarks came shortly after the Iran-back Lebanese terrorist group issued a defiant statement rejecting the ceasefire and any prospect of direct negotiations with Jerusalem, while vowing its forces would continue resisting Israeli troops.

“Our fighters will keep their hands on the trigger, preparing for the enemy’s betrayal and violation of its commitments. We will remain loyal to the alliance until our last breath, and our flag will not fall,” the statement read.

“The presence of Israeli forces on Lebanese territory gives Lebanon and the Lebanese people the right to resist,” it continued.

Meanwhile, residents across southern Lebanon, Beirut, and other parts of the country began making their way back home as the ceasefire took effect, with social media footage showing reconstruction work already underway on infrastructure damaged during the war.

However, Israel has warned Lebanese citizens against returning to their homes at this stage, with officials saying that Hezbollah could try to exploit the situation to reestablish its terrorist infrastructure under civilian cover.

“With the ceasefire agreement taking effect, the IDF will continue to hold its positions in southern Lebanon in light of Hezbollah’s terrorist activity,” Col. Avichai Edraei, the IDF spokesperson in Arabic, said in a statement. 

“Until further notice, you are asked not to move south of the Litani River,” he continued. “If the fire resumes, those who return to the security zone will be forced to evacuate in order to allow the mission to be completed.”

Israeli Prime Minister Benjamin Netanyahu also signaled that Israel does not intend to withdraw its forces from Lebanese territory, saying the military is establishing what he described as a “thickened security zone” along the border area.

“That’s where we are – and we’re not leaving,” the Israeli leader said in a video statement issued on Thursday.

Netanyahu also said the opportunity for a ceasefire emerged only after what he described as a dramatic shift in Lebanon’s strategic balance of power since the start of the war.

He pointed to major blows to Hezbollah’s military capabilities, including the killing of its longtime leader Hassan Nasrallah in 2024 and the subsequent destruction of large weapons stockpiles, saying these developments led to calls from Lebanese officials for direct peace talks for the first time in decades.

With negotiations now underway toward a longer-term arrangement, Netanyahu said Israel’s position rests on two core demands: the full disarmament of Hezbollah and a “sustainable” security-based peace framework.

For its part, Hezbollah insisted any agreement must include a complete Israeli withdrawal from Lebanese territory and adherence to a reciprocal “quiet for quiet”” arrangement — terms Israel has rejected.

Netanyahu also warned that Hezbollah, which openly seeks Israel’s destruction, still retains a significant rocket arsenal, saying neutralizing that threat will remain a central component of the ongoing security and political process.

According to a report by The Wall Street Journal, nearly half of the roughly 8,000 rockets fired by Hezbollah during the war were launched from the southern Litani River region — an area that, under previous agreements, was supposed to be fully demilitarized.

The newly agreed ceasefire, which took effect Thursday-Friday at midnight, establishes a fixed 10-day window intended “to allow for good-faith negotiations toward a permanent security and peace agreement.”

As part of direct mediation efforts from Washington, Trump invited Netanyahu and Lebanese President Joseph Aoun to White House talks aimed at advancing a broader settlement framework.

According to the US Department of State, the Lebanese government pledged to take “significant steps” to prevent Hezbollah from launching further attacks against Israeli targets.

“Both countries recognize the challenge posed by armed groups that violate Lebanon’s sovereignty and threaten regional stability … The only forces authorized to bear arms in Lebanon will be Lebanese government forces,” an official statement from the meeting said. 

“Israel will retain its right to take all necessary measures for self-defense, at any time, against planned, immediate or sustained attacks,” it continued.

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Despite Winning New Jersey Special Election, Anti-Israel Candidate Underperforms in Heavily Jewish Town

Analilia Mejia, Democratic candidate for New Jersey's 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz

Analilia Mejia, Democratic candidate for New Jersey’s 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz

In Thursday night’s US congressional election in the 11th district of New Jersey, Jewish voters seemed to defect from the Democratic nominee in massive numbers, potentially foreshadowing a significant shift in Jewish voting patterns.

Analilia Mejia, a progressive activist known for her sharp condemnations of Israel, comfortably won the special congressional election in New Jersey in the deep-blue district by a margin of 60 percent to 40 percent.

Despite defeating her Republican opponent by 20 points, however, pundits pointed out that Mejia underperformed expectations and that Democrats hemorrhaged support among heavily Jewish communities. 

In Livingston, New Jersey, a town with a significant Jewish population, Mejia barely eked out a 51-49 majority over Joe Hathaway, a staggering sea-change from recent elections. The deep-blue town voted for Democratic Gov. Mikie Sherrill and Democratic presidential nominee Kamala Harris by margins of 0.5 and 12 points, respectively. Taking into account party registration, the town has seen a shift to the political right by over 50 percent since 2024.

Though Mejia won Thursday’s race by a comfortable margin, experts pointed out that the progressive insurgent underperformed throughout the affluent suburban district. When taking into account party registration patterns, Mejia underperformed in Millburn by 23 points, North Caldwell by 10 points, South Orange by 7 points, and West Caldwell by 6 points, among others.

Spectators suggested that Mejia’s impressive margin of victory could be attributed to anti-Trump sentiment and massive turnout among Democrats and depressed turnout from Republicans.

Mejia’s positions on Israel, once considered fringe within the party, are increasingly becoming more mainstream, particularly in elections dominated by liberal voters. Her rhetoric on Israel, which critics say is one-sided and inflammatory, has drawn backlash from moderates and pro-Israel Democrats.

The outcome raises fresh questions about the party’s direction heading into national elections. While progressives see momentum, others worry candidates like Mejia could alienate Jewish and moderate voters while complicating efforts to maintain a broad electoral coalition. Her victory is likely to deepen internal party tensions, especially as debates over Israel grow more polarized and politically charged.

Mejia has said Israel’s actions in Gaza amount to “genocide,” a position that put her well to the left of many mainstream Democrats. She has aligned herself with calls for stronger conditions, or outright opposition, to US military support for Israel, reflecting the broader progressive wing’s push to reassess the traditional US-Israel relationship. She has also aimed sharp criticism toward the American Israel Public Affairs Committee (AIPAC), the preeminent pro-Israel lobbying group in the US, calling the organization “horrendous” and accusing it of dividing the Democratic Party. 

A progressive organizer with a record of criticizing Israeli government actions, Mejia benefited from a coalition of younger voters, activists, and highly engaged ideological blocs. Her win is consistent with recent polling trends showing a generational divide within the party, with younger Democrats expressing more skepticism toward Israel than older cohorts.

Mejia’s struggles in heavily Jewish and moderate areas of the district could forecast a split between the Democratic Party and what has been historically one of its most reliable voting blocs.

Since Hamas’s Oct. 7, 2023, massacre across southern Israel launched the Gaza war, the Democratic Paty’s rhetoric toward Israel has become increasingly hostile. Progressive Democrats, such as Reps. Ilhan Omar (MN) and Alexandria Ocasio-Cortez (NY), have accused Israel of committing “genocide” in Gaza.

This past week, approximately 80 percent of Democratic senators voted to halt military aid transfers to Israel, citing poor humanitarian conditions in Gaza and dismay over the US-Israeli war with Iran.

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