Uncategorized
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.
Uncategorized
Lebanon Plans UN Complaint Against Israel Over Border Wall
A UN vehicle drives near a concrete wall along Lebanon’s southern border which, according to the Lebanese presidency, extends beyond the “Blue Line”, a U.N.-mapped line separating Lebanon from Israel and the Israeli-occupied Golan Heights, as seen from northern Israel, November 16, 2025. REUTERS/Shir Torem
Lebanon will file a complaint to the U.N. Security Council against Israel for constructing a concrete wall along Lebanon’s southern border that extends beyond the “Blue Line,” the Lebanese presidency said on Saturday.
The Blue Line is a U.N.-mapped line separating Lebanon from Israel and the Israeli-occupied Golan Heights. Israeli forces withdrew to the Blue Line when they left south Lebanon in 2000.
A spokesperson for the U.N. secretary-general, Stephane Dujarric, said on Friday the wall has made more than 4,000 square meters (nearly an acre) of Lebanese territory inaccessible to the local population.
The Lebanese presidency echoed his remarks, saying in a statement that Israel’s ongoing construction constituted “a violation of U.N. Security Council Resolution 1701 and an infringement on Lebanon’s sovereignty and territorial integrity.”
Dujarric said the United Nations Interim Force in Lebanon (UNIFIL) had requested that the wall be removed.
An Israeli military spokesperson denied on Friday that the wall crossed the Blue Line.
“The wall is part of a broader IDF plan whose construction began in 2022,” the spokesperson said, referring to the Israel Defense Forces.
“Since the start of the war, and as part of lessons learned from it, the IDF has been advancing a series of measures, including reinforcing the physical barrier along the northern border.”
UNIFIL, established in 1978, operates between the Litani River in the north and the Blue Line in the south. The mission has more than 10,000 troops from 50 countries and about 800 civilian staff, according to its website.
Uncategorized
Iran Says US Is Not Ready for ‘Equal and Fair’ Nuclear Talks
Iranian Foreign Minister Abbas Araqchi speaks during a meeting with foreign ambassadors in Tehran, Iran, July 12, 2025. Photo: Hamid Forootan/Iranian Foreign Ministry/WANA (West Asia News Agency)/Handout via REUTERS
Washington’s current approach toward Tehran does not indicate any readiness for “equal and fair negotiations,” Iran’s foreign minister said on Sunday, after US President Donald Trump hinted last week at potential discussions.
Following Israel’s attack on Iran in June, which was joined by U.S. strikes on Iranian nuclear facilities, attempts at renewing dialogue on Tehran’s nuclear program have failed.
The United States, its European allies and Israel accuse Tehran of using its nuclear program as a veil for efforts to develop the capability to produce weapons. Iran says its nuclear program is for peaceful purposes only.
Tehran and Washington underwent five rounds of indirect nuclear talks prior to the 12-days-war, but faced obstacles such as the issue of domestic uranium enrichment, which the U.S. wants Iran to forego.
“The U.S. cannot expect to gain what it couldn’t in war through negotiations,” Abbas Araqchi said during a Tehran conference named “international law under assault.”
“Iran will always be prepared to engage in diplomacy, but not negotiations meant for dictation,” he added.
During the same conference, deputy foreign minister Saeed Khatibzadeh accused Washington of pursuing its wartime goals with “negotiations as a show.”
Uncategorized
Israeli Government Decides ‘Independent’ Commission to Investigate Oct. 7 Failures
The Israeli Supreme Court in Jerusalem. Photo: Wikimedia Commons.
i24 News – The Israeli government has approved the creation of an “independent” commission of inquiry to examine the failures that enabled the Hamas assault of October 7, 2023.
However, in a move sharply criticized by the opposition and contrary to the recommendation of the Supreme Court, the panel will not be a formal state commission of inquiry. Instead, its mandate, authorities, and scope will be determined directly by government ministers.
According to the decision, the commission will receive full investigative powers and must be composed in a way that ensures “the broadest possible public trust.”
Prime Minister Benjamin Netanyahu will form a special ministerial committee tasked with defining what the inquiry may investigate, the time periods to be reviewed, and the authority it will receive. The committee has 45 days to deliver its recommendations.
For the past year, the government has repeatedly resisted calls to establish a state commission, arguing at first that such a body could not operate during wartime. Later, some ministers accused Supreme Court President Isaac Amit of being incapable of appointing an impartial chairperson.
But on October 15, the High Court of Justice ruled that there was “no substantive argument” against forming a state commission, giving the government 30 days to respond.
Netanyahu maintains that responsibility for the October 7 failures lies primarily with Israel’s security agencies rather than with political leaders.
His critics accuse him of creating a weaker, government-controlled inquiry designed to limit scrutiny of his decisions, undermining the prospect of full accountability for the deadliest attack in Israel’s history.