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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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UK Jewish leaders demand answers after Muslim police group paper calls Zionism a form of hatred
(JTA) — British Jewish groups say they are alarmed about revelations that a fraternal society for Muslim police officers published a policy paper that described Zionism as a form of anti-Muslim hatred and called the Israeli army a “Zionist terrorist group.”
The Board of Deputies of British Jews called the paper posted by the National Association of Muslim Police “disturbing” in its presentation of Jewish identity, history and the nature of antisemitism.
“If this is being circulated among officers, it poses a direct challenge to the integrity of policing and it should be withdrawn immediately,” the group said.
NAMP has distanced itself from the report and, in a statement, rejected any allegation that the group “supports Hamas.”
The 39-page paper titled “From Past Prejudices to Present Policies: Confronting anti-Muslim hatred and Promoting Human Rights,” was written by NAMP’s then-vice president, Khaldoun Kabbani, and published in July 2025. It says “Zionism represents one of the manifestations of anti-Muslim hatred”; likens the war in Gaza to the Holocaust; and disputes facts about Hamas’ Oct. 7, 2023, attack on Israel, including that Israeli children were killed.
The Spectator, a right-wing British newspaper, drew attention to the report in a piece published on Friday that said the report illuminated “the disturbing truth about the National Association of Muslim Police.” The group has a formal affiliation with 16 of 43 police departments in the U.K. and says it represents more than 20,000 officers.
Kabbani, a forensics officer, was briefly the chair of the Scottish Muslim Police Association but planned to move abroad after retiring earlier this year, according to a post by the group on LinkedIn.
The revelation of the NAMP report comes at a time of heightened tension over policing in the U.K., amid both a surge in anti-Jewish crimes and a renewed uproar over a December murder that has fueled allegations of “two-tier policing” that treats some victims differently from others. The Spectator referenced the victim, Henry Nowak, in the column about NAMP.
The NAMP report has spurred distress for many British Jews who are on edge amid a string of violent incidents targeting Jewish communities. The Campaign Against Antisemitism, a watchdog group, said its polling shows that 83% of British Jews do not think the police are doing enough to protect them — and that the report suggested their concerns were well founded.
“The people responsible for publishing this extremist screed on the official police.uk web domain are unfit to be police officers and must be immediately investigated by their respective forces’ professional standards departments and dismissed,” Steven Silverman, CAM’s director of investigations and enforcement, said in a statement.
“British Jews have long suffered two-tier policing that sees antisemitic crime go unpunished,” he said, adding that CAM would press the British government “ensure a clear message is being sent. This cannot pass with the document being quietly deleted.”
The report was removed from NAMP’s website over the weekend. The group distanced itself from the report in a statement published on Tuesday, saying that it had removed the report “immediately” after learning about its existence and emphasizing that the author was “no longer associated” with NAMP.
“We understand that the publication of this document has affected several communities, and we regret any concern, discomfort, or misunderstanding it may have caused,” the group said.
It added, “NAMP categorically does not ‘defend’ Hamas or any other proscribed organisation. We condemn all forms of terrorism and extremism.”
The document is “deeply troubling,” a spokesperson for the Jewish Leadership Council, which coordinates British Jewish groups, said in a statement.
“This document appears to falsely associate an ideology held by the majority of Jewish people as a threat to Muslims. It also engages in deeply troubling Holocaust inversion and denial of some of the worst atrocities carried out by Hamas on October 7th,” the spokesperson said. “At a time of rising antisemitism including violent attacks on British Jews, this document further threatens community cohesion and police forces should be clear in distancing themselves from it.”
The Board of Deputies of British Jews said it plans to speak with the “relevant” government and police departments to discover the paper’s provenance, how it’s being used and “how to ensure that the valued relationships of trust between British Jews and the police are not being undermined.”
The Metropolitan Police of London, the largest police department in the U.K. and a formal NAMP affiliate, declined to comment on the report. The department has recently stepped up policing in Jewish communities in an effort to stem antisemitic violence.
The post UK Jewish leaders demand answers after Muslim police group paper calls Zionism a form of hatred appeared first on The Forward.
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Jacob Reses, Vance’s Jewish chief of staff, to leave administration
(JTA) — Jacob Reses, the Jewish chief of staff to Vice President JD Vance, is leaving the administration at the end of the summer, a source confirmed to the Jewish Telegraphic Agency on Thursday.
Reses, who’s been in his role since Vance and President Donald Trump took office in January 2025, is perhaps the closest Jewish official in Vance’s orbit. He has had a close relationship with the vice president since Vance’s 2022 Senate campaign in Ohio.
A source familiar with the matter confirmed NBC News’ initial report that Reses informed Vance of his decision months ago, after his wife became pregnant. Vance said in a statement on Thursday that he will “miss him dearly, but he won’t be far, and I plan to keep his counsel close until our paths cross again.” Reses’ plans for his next role are currently unknown.
Vance has recently drawn the ire of some Jewish Republicans who say that he has refused to confront antisemitism on the right, including from former Fox news host Tucker Carlson. (Carlson’s son is also a Vance staffer.) A New York Magazine profile published in March suggested that Reses was on board with Vance’s approach, and revealed that Reses used his private X account to amplify voices calling on Jews to embrace, rather than resist, the Christian nationalist current surging within the GOP.
Reses has been “by my side for my whole career in public life,” Vance said in a statement.
“I can’t imagine having been on this life-changing journey without him,” Vance said. “From day one of my time as a Senator-elect, I could not have asked for a more loyal and discerning advisor and friend as my chief of staff.”
The personal bond between the two men was on display in January, when Vance took part in Reses’ wedding to Rachel Altman at a synagogue in Rockville, Maryland, delivering a Jewish prayer under the chuppah. Chabad of Princeton University, Reses’ alma mater, posted a photo of the couple with the vice president, celebrating the occasion as an expression of Jewish pride.
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That closeness, and Reses’ reported alignment with Vance’s stance on right-wing antisemitism, have not spared Reses from becoming a target of antisemites. In one instance, a white-nationalist website ran an article about him headlined, “Another Nail in the Coffin — Jew Runs J. D. Vance.”
A Jewish Telegraphic Agency profile published in 2024, when Vance was selected as Trump’s running mate, traced Reses’ Jewish identity and his journey from a Democratic-leaning Jewish teenager in southern New Jersey, whose grandfather escaped the Holocaust in Lithuania, to one of the most influential conservatives in Washington. His trajectory included internships for Hillary Clinton and John Kerry, a political conversion at Princeton and stints at the Heritage Foundation and in the office of Missouri Sen. Josh Hawley.
On Thursday, Republican leaders and Trump administration officials sang Reses’ praises in statements shared with JTA.
“Jacob Reses has been an invaluable, loyal, and trusted hand to Vice President Vance and President Trump,” said Matt Brooks, CEO of the Republican Jewish Coalition. “As a proud Jewish American, whose own family story carries the weight of our people’s history, Jacob brought both conviction and clarity to one of the most consequential roles in Washington.” Brooks added that the RJC has “no doubt he will continue to play a critical role moving forward.”
Secretary of State Marco Rubio, who’s seen as a possible challenger to Vance for the 2028 presidential nomination, said that Reses served Vance and the entire administration “with distinction,” and that he “understands the moment we’re in and he spent every day fighting to deliver results for the President.”
Steve Witkoff, Trump’s special envoy to the Middle East, said he was proud to have Reses “by my side in negotiating some of the toughest deals for the President.”
“Don’t let Jacob fool you — beneath his kind exterior he’s a killer,” Witkoff said. “It’s been a delight to get to know him through the Vice President, and our foreign adventures from Israel to Pakistan have been historic.”
He added, “We haven’t seen the last of him.”
The post Jacob Reses, Vance’s Jewish chief of staff, to leave administration appeared first on The Forward.
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Helen Mirren criticizes Israel at film festival after being called ‘evil Zionist’ in viral video
(JTA) — British actor Helen Mirren criticized Israel at a film festival in Italy, in her first public comments since security footage of a November incident where she was accused by a stranger of being an “evil Zionist b—h” went viral late last month.
“Evil forces are rising everywhere, even in a country like Israel,” Mirren said in an interview with journalists at the Taormina Film Fest in Sicily, according to reports in entertainment media. “How could you possibly repeat the actions of what was done to you as people to other people? Crimes against humanity, it’s called.”
The Academy Award-winning actor, who is 80, is being honored with a lifetime achievement award from the festival on Friday. Her many roles have included playing former Israeli Prime Minister Golda Meir in the 2023 biopic “Golda,” which she premiered in Jerusalem.
Mirren is not Jewish but has a long history of connection to Israel, dating back to 1967, when she traveled with a Jewish boyfriend to work for a month on a kibbutz in the country’s north.
She referenced that period in her comments at Taormina.
“I saw it from the inside and I saw some things that disturbed me from the inside in Israel at that time,” she said, according to Deadline. “I’m talking about six months after the Six Day War.”
Mirren has previously criticized the Israeli government. While promoting “Golda” in early 2023, she said she believed that Meir would be “utterly horrified” by Israel’s current leadership, which she referred to as a “dictatorship.”
But she also spoke favorably about Israel during the promotional events, which shortly preceded the Hamas attack that began the war in Gaza.
“I believe in Israel, in the existence of Israel, and I believe Israel has to go forward into the future, for the rest of eternity,” she told the country’s Channel 12 in August 2023. “I believe in Israel because of the Holocaust.”
During the November incident, the person who accosted Mirren and her husband Taylor Hackford appeared to reference those comments, saying, “She said Israel should last forever because of the Holocaust, and she was very happy that Palestinians’ houses were gone.”
Hackford responded, “F–ck off,” and Mirren did not say anything in the video.
At Taormina, the actor offered a more nuanced characterization of her beliefs while also praising Israel’s creative and intellectual communities.
“I grew up in Europe post-Second World War and the realization in my parents’ generation of what had happened in the Holocaust was so profound, so important,” Mirren said. “Therefore, the creation of Israel was a very important moment, although maybe it was done in completely the wrong way, in the wrong place, I don’t know. But something had to happen after the horror.”
According to Variety, she also said, “The evil is always lurking, waiting to take over, even in a place like Israel. I played Golda Meir and worked in a country that was the idealistic Israel, and I always thought it was a country that would never do wrong, but of course they were doing wrong, even then.”
About the viral video showing her being accosted, Mirren told journalists at the festival she believes she was “attacked by mistake by a man who was maybe a little over passionate or maybe mentally not quite stable.”
She added, “I don’t know whether he read things on the Internet or thought he read something which he hadn’t read, I don’t know.”
Though London’s Metropolitan Police initially said it was possible for an incident to be investigated as an antisemitic hate crime even if the victim is not Jewish, it will not be investigating further, as Mirren and Hackford have decided not to press charges.
The post Helen Mirren criticizes Israel at film festival after being called ‘evil Zionist’ in viral video appeared first on The Forward.

