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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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At the Vatican with Chicago’s mayor, a rabbi gave Pope Leo a White Sox kippah

(JTA) — Lizzi Heydemann didn’t plan what she was going to say to Pope Leo XIV.

But when the Chicago rabbi found herself face-to-face with the new pontiff during a Vatican visit alongside a delegation of Chicago leaders, she thanked him for the way he has spoken about the war in Gaza.

“I said, you know, it’s been a hard time over these past two years to be a rabbi, but I want to thank you for, in the midst of conflict, holding the humanity of everyone involved in the conflict,” Heydemann recounted.

Leo, the first American pope and a native of Chicago’s South Side, repeatedly advocated after his election last year for the release of the Israeli hostages as well as a ceasefire in the war in Gaza, which he has referred to as “vengeance” and “barbarity.” The comments angered some Jewish leaders who have interpreted them as unfairly targeting Israel, but for others including Heydemann, they have offered a template for how to criticize the war.

“You may be anti-war, but I do not hear you denouncing or degrading people,” Heydemann said she told Leo. “Thank you for holding the humanity of Israelis and Palestinians in the same breath and the same thought. It’s not something that is modeled very often.”

She added, “He seemed grateful, and like he knew exactly what I was talking about.”

Heydemann, the founder and leader of Mishkan Chicago, an independent Jewish spiritual community, had been invited by Chicago Mayor Brandon Johnson to join a delegation of civic, business and faith leaders traveling to Rome last week. (Johnson has been a vocal critic of Israel who has drawn criticism himself from some Jewish leaders in Chicago.) She said she was the only rabbi to take part in the trip.

As she waited for the pope to enter a room where the delegation was assembled on Thursday, Heydemann said she began weeping.

“What I reflected on is that he, maybe more than anyone in the world, is a religious leader with the world’s eyes on him,” Heydemann said. “He is beloved and critiqued constantly, and every rabbi in America has had a little taste over the last few years of that weight.”

While the interaction carried an unexpected emotional weight for Heydemann, it also came with a distinctive Jewish Chicago touch: a White Sox-themed kippah.

She said she included the kippah, which featured the Chicago White Sox logo on the exterior as well as a pomegranate on the inside, in a chest of Chicago-themed gifts presented to the pope on Thursday during the visit as a nod to his lifelong devotion to the baseball team.

“We thought that would be a sweet point connection between me and the pope,” Heydemann said, adding that the pontiff’s typical white zucchetto looks “awfully like a kippah.”

“It brings us all joy to imagine that after a long day at work wearing the cream-colored one that matches his robes, maybe at the end of the day he’ll switch it out for a jersey material, White Sox kippah, and thinks fondly of sweet home Chicago, and the Jewish spiritual community gave it to him,” Heydemann added.

A list of gifts that circulated in local media included another piece of Jewish paraphernalia: a tote bag with the words “Resisting tyrants since Pharaoh.” That’s a catchphrase from T’ruah, the rabbinic human rights group where Heydemann has been on the board. But the rabbi said the inclusion was an error: She was carrying the bag, not giving it to Leo.

Looking back on the meeting with the pope, Heydemann said her experience reflected a broader conviction about “building bridges, even in the presence of difference.”

“There’s too much at stake in our world for us to not be continuing to be in relationship with one another in the presence of differences,” Heydemann said.

The post At the Vatican with Chicago’s mayor, a rabbi gave Pope Leo a White Sox kippah appeared first on The Forward.

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Finalists announced for lucrative Jewish literary award

(JTA) — Amir Tibon’s memoir about his family’s ordeal during the Oct. 7 attacks on Israel and Laura Hobson Faure’s history of Jewish children who fled from Germany to France during World War II are among the finalists for the 2026 Sami Rohr Prize.

The annual award — which alternates each year between works of fiction and nonfiction and which honors emerging Jewish writers — is considered one of the most prominent awards in Jewish literature.

The winner of the award, which comes with a $100,000 prize, will be announced on June 16.

A panel of judges will decide among four nonfiction finalists for this year’s award. Since the prize was established in 2006 — the first award was presented in 2007 — Sami Rohr Prize panelists and advisors have included historian and diplomat Deborah Lipstadt, historian Jonathan Sarna and longtime Columbia University journalism professor Sam Freedman.

“What strikes me about this year’s finalists for the Sami Rohr Prize for Jewish Literature is the remarkable range of stories they tell and the depth of insight they bring to Jewish life and history,” Debra Goldberg, director of the Sami Rohr Prize, said in an email. “Each of the four books explores questions of memory, identity, displacement, resilience and responsibility through deeply personal narratives that feel both timely and enduring.”

The 2026 Sami Rohr Prize finalists are:

Laura Hobson Faure, “Who Will Rescue Us?: The Story of the Jewish Children who Fled to France and America During the Holocaust.” Faure is a professor of modern Jewish history at Université Paris 1-Panthéon-Sorbonne. Yale University Press, her publisher, describes “Who Will Rescue Us” as “the first comprehensive study of Jewish children’s flight from Nazi Germany to France — and their subsequent escape to America from the Vichy regime.” It is her second book.

Shaul Kelner, “A Cold War Exodus: How American Activists Mobilized to Free Soviet Jews.” A professor of Jewish studies and sociology at Vanderbilt University, Kelner’s second book details how American Jews transformed a largely overlooked human rights issue into a landmark 20th-century mass-mobilization effort.

Jordan Salama, “Stranger in the Desert: A Family Story.” Salama, an author and contributor to The New Yorker, National Geographic and other publications, traces his Jewish family’s history “from Moorish Spain and Ottoman Syria to Argentina and beyond.” A mix of travelogue, memoir, history and reportage, “Stranger in the Desert” is his second book.

Amir Tibon, “The Gates of Gaza: A Story of Betrayal, Survival, and Hope in Israel’s Borderlands.” The first book by the Israeli journalist is a first-person account of his family’s ordeal as residents of Kibbutz Nahal Oz, which was violently attacked by Hamas on Oct. 7, 2023. Alongside accounts of the day’s losses, Tibon also recounts the heroic efforts by his father, a retired major general, to race into the battle zone and rescue his son, daughter-in-law and two granddaughters from Hamas gunmen.

“As the Prize approaches its 20th year, I hope it will continue to support writers whose work expands our understanding of the Jewish experience and sparks meaningful conversation for generations to come,” Goldberg said. “I am immensely grateful to share in the Prize’s mission to honor excellence, nurture talent and connect Jewish voices across the globe.”

The Sami Rohr Prize, named for the late American real estate developer and philanthropist who fled Nazi Germany as a boy, is administered in association with the National Library of Israel. 70 Faces Media, the parent company of the Jewish Telegraphic Agency, is the prize’s media partner.

The post Finalists announced for lucrative Jewish literary award appeared first on The Forward.

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A decaying historic farmhouse finds a savior in Chabad

A Dutch Colonial home,  just one of a handful of pre-Revolutionary War houses left in New York City, has been vacant and decaying for years. The windows are boarded up, signs warning against trespassing cover the property, and chunks of the ceiling are missing inside.

This historic landmark has an unlikely savior: Chabad, the global Lubavitch movement, which is planting one of its thousands of outposts there.

“Dilapidated is an understatement,” Rabbi Zalman Liberow of Chabad of Flatbush said as he gave the Forward a tour.




Chabad of Flatbush, led by Liberow and his wife, Chana, bought the historic Brooklyn property in December 2024 and will soon begin renovations to make the place livable. In the meantime, the couple has already transformed the barnhouse next door into a sanctuary, where a photo of the Lubavitch rebbe hangs on the wall near a compartment once used to store hay.

As other Jewish organizations have shifted toward digital community, Chabad has continued investing heavily in brick-and-mortar real estate, ranging from modest suburban homes to multimillion-dollar towers and converted landmarks. It’s a strategy that anchors Chabad in the communities it serves, but can also be costly: For the most part, Chabad couples — each unit headed by a rabbi and rebbitzin — finance their own operations, raising their own money to buy homes and establish centers of Jewish life.

The Liberows said a generous donation of Bitcoin from a donor, Eliot Stavrach, ultimately allowed them to purchase the 22,000 square foot lot for roughly $3 million, along with securing a high-interest loan to pay the mortgage while the couple awaited the sale of their old headquarters down the street. Last week, that transaction went through and reaped nearly $1.1 million.

The seller had also cut the asking price by nearly half, offloading what had become a white elephant, Liberow said.

“For him, it was a pain. For us, it was good,” Liberow said. “And I thought, even better, this is such an important piece of United States history.”

The prior landlord had reportedly struggled to find a buyer for the landmarked home, which by law cannot be demolished, and any alterations to the facade must be pre-approved by the city Landmarks Preservation Commission. In buying the home, the Liberows are also preventing its further deterioration — to the relief of neighbors who said the abandoned site had become a hotspot for drug use and a symbol of neglect.

“I’m just happy that the house will not be torn down and will actually have a future — a good one, it seems,” said Lori Citron Knipel, a former leader in the Brooklyn Democratic Party who used to frequent the house. “So that absolutely warms my heart, because it’s been breaking every time I pass it.”

The house’s history

The Wyckoff-Bennett Homestead is likely among the ten oldest properties in Brooklyn and the 50 oldest houses in all of New York City, according to Simeon Bankoff, former executive director of the Historic Districts Council.

A 1968 report from the Landmarks Preservation Commission noted that “two hundred years of wear have done little to diminish the simple beauty of its clear-cut profile,” and described it as “the most beautiful example of Dutch Colonial architecture in Brooklyn.”

The house is also notable for its role in the Revolutionary War: During the conflict, it quartered German soldiers fighting for the British, known as Hessians. Two of the soldiers etched their names and units into a windowpane.

A historical marker at the house notes that those troops may have taken part in the Battle of Brooklyn, the first major battle after the signing of the Declaration of Independence.

According to Liberow, local legend holds that George Washington once stopped at the Wyckoff-Bennett house for tea — though, “we never did find the teacup,” he joked.

Bankoff attributed the properties’ staying power partly to the fact that prior to a venture called 22nd Street Investors LLC purchasing the lots in 2021, the property had only ever been owned by three families over more than 250 years.

Hendrick H. Wyckoff, son of a Dutch settler who emigrated to New Amsterdam in 1637, is believed to have built the house before 1766. In 1835, Cornelius W. Bennett purchased it, and it remained in the Bennett family for four generations before a Jewish couple, Annette and Stuart Mont, bought the property in 1983.


‘A piece of Brooklyn’s history’

The Monts had a deep appreciation for the home’s history, Citron Knipel said, and often opened it to the community. They hosted political fundraisers, birthday parties, and even a wedding at the house, she said, and they welcomed school groups into their home for local history field trips.

Only the facade of the house is landmarked, making its preservation legally required. But the Monts also preserved its interior details, including furniture from the Wyckoffs and Bennetts, an ornate fireplace framed by decorative tiles depicting biblical scenes, and an antique Richardson & Boynton Co. stove.

“There’s a sense of being part of and having a responsibility to the rest of the community to preserve it and move it forward,” Stu said in the 2013 documentary Living in a Landmark.

“And share it,” Annette added. “Because we have bought a piece of Brooklyn’s history.”

But an effort to secure the home’s legacy fell apart in 2010. The Monts had been in talks with the city to purchase the property, only to withdraw after the city reduced the sale price, deducting the rent the Monts theoretically would have paid to continue living there.

Annette died in 2013 at age 72, and Stuart died three years later at age 76. Their children, Ira and Randi Mont, sold the property to 22nd Street Investors LLC, registered to real estate investor Avraham Dishi, in 2021.

In an interview with the Forward, Ira Mont said he believed at the time of sale that 22nd Street Investors LLC would keep the house in good condition — and was disappointed that they ultimately did not.

Dishi drew two complaints for failing to maintain the Wyckoff Bennett house: one for the poor condition of the fence, still active, and another for the condition of the facade and roof, later withdrawn.

Officials at a Landmarks Preservation Commission hearing in March to discuss the Liberows’ minor proposed changes to the home noted there had been “all kinds of vandalism, fires, squatters, [and] drug users” there in recent years.

The Forward reached Dishi’s office by phone and left a message, but did not hear back.

Liberow said he has big plans for the house pending approval from the Landmarks Preservation Commission, including displaying a video in the front yard highlighting Jewish history in the United States. The Commission has already approved plans to install porch railings, a curb cut and a driveway at the site. And like the Motts, the couple plans to open the space up to the public. They’ve already begun hosting Hebrew school and holiday gatherings in the barnhouse next door, which they renovated for about $200,000 with rustic touches including wood paneling, barrels, lanterns and candle chandeliers.

For neighbors, the most meaningful change may simply be that the property is occupied at all.

“We got a very big welcome over here, because everyone’s so happy,” Liberow said. “Someone is going to save the property.”

The post A decaying historic farmhouse finds a savior in Chabad appeared first on The Forward.

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