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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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Why protests in Iran seem surprisingly pro-Israel

Iranian cities are engulfed in anti-regime protests, the largest in several years. Initially sparked by economic frustration, the demonstrations have quickly expanded to include broader grievances — particularly anger at Iran’s foreign policy. One chant heard repeatedly in videos circulating from inside Iran captures that anger succinctly: “Neither Gaza, nor for Lebanon — my life is only for Iran.”

The slogan refers to Iran’s long-standing support for armed groups across the Middle East, including Hezbollah in Lebanon, Hamas and Palestinian Islamic Jihad in Gaza, the Houthis in Yemen, and militias in Iraq and Syria. Qassem Soleimani, the late commander of the Islamic Revolutionary Guard Corps’ Quds Force, designed the strategy with the intention of encircling Israel with proxy forces on multiple fronts.

Today, many Iranians view that strategy as a drain on a collapsing economy. On December 28, the Iranian rial — the country’s currency — plunged against the U.S. dollar, intensifying a long-running economic crisis marked by soaring prices and an annual inflation rate of around 40 percent.

Beyond the billions of dollars Tehran has spent supporting these groups, the U.S. and European Union have imposed harsh sanctions targeting Iran’s proxy networks and nuclear program. Those sanctions have restricted Iran’s access to international banking, restricted oil exports, and discouraged foreign investment into the country, contributing to inflation and the steady erosion of the rial.

In June, Iranians came face to face with the consequences of the regime’s foreign policy when Israeli strikes across the country targeted missile and nuclear sites, as well as IRGC leaders. The 12-Day War severely disrupted daily life and resulted in the death of 436 Iranian civilians.

For many protesters, the connection feels direct: money spent sustaining proxy forces abroad brings harsher sanctions at home, raising prices, shrinking wages, and worsening daily life. With that in mind, the chant is less an endorsement of Israel than a rejection of a foreign policy that, in protesters’ eyes, prioritizes anti-Israel and anti-Western ideology over basic economic survival.

The return of monarchist symbolism

Many protesters are also calling for the return of the Pahlavi dynasty, which ruled Iran until the 1979 Islamic Revolution. Videos shared online show protesters chanting slogans in favor of the former monarchy or displaying symbols associated with it, including the pre-revolutionary Iranian flag.

The Pahlavi era was marked by rapid modernization and close ties with the United States and Israel, including a strategic alliance with Israel that consisted of economic and intelligence cooperation. At the same time, the period was also defined by political repression, censorship, and the use of secret police to silence dissent — factors that ultimately fueled the revolution that ended the monarchy.

The most prominent figure associated with the dynasty today is Reza Pahlavi, the Shah’s son, who lives in Maryland and has been outspokenly pro-Israel. Pahlavi has called for normalizing relations between Iran and Israel through what he has dubbed the “Cyrus Accords,” an expansion of the Abraham Accords. Pahlavi has commented that the “only two countries on this planet that can claim to have a biblical relationship” are “Iran and Israel.”

In April 2023, Pahlavi traveled to Israel, where he met with Prime Minister Benjamin Netanyahu, President Isaac Herzog, and paid a visit to the Western Wall, where he said he prayed “for the day when the good people of Iran and Israel can renew our historic friendship.” He even consulted Israeli water management scientists, whom he dubbed the “best experts in the field,” to help him develop a plan of action for Iran’s water crisis, which has also been a major point of contention for protestors. In June, Pahlavi’s daughter married Jewish American businessman Bradley Sherman, and the hora was danced at the reception.

On Thursday, Pahlavi called on Iranians to take to the streets en masse. Since his call to action, the protests have escalated significantly, though the extent of his influence inside Iran remains difficult to assess.

Many analysts caution that monarchist support inside Iran remains fragmented, and that Pahlavi is unlikely to emerge as a singular opposition leader. Still, the symbolism matters. The current protests have been driven in large part by young Iranians, many of whom have no direct memory of the Pahlavi era. The use of monarchist symbolism may signal not only nostalgia, but also an alternative vision of Iran’s place in the world — one less defined by permanent hostility toward Israel.

The post Why protests in Iran seem surprisingly pro-Israel appeared first on The Forward.

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God heard the cries of Israelites in Egypt. Who will respond to our devastation in Minnesota?

In this week’s Torah portion, Shemot, God hears the cries of the oppressed Israelites in Egypt and calls out to Moses through the form of a burning bush.

Today, here in Minnesota, cries of the oppressed can be heard, too. They come from all those who grieve the tragic loss of Renée Nicole Good, fatally shot by an Immigration and Customs Enforcement agent on Wednesday morning in front of her wife and horrified neighbors. And they come from all those feeling fear and outrage as federal agents have increased their efforts to detain immigrants, acting with new violence and brutality as they do so.

Many of my fellow Minnesotans have been frightened to leave their homes. They are not going to the jobs they rely on to afford their basic needs, or attending worship services. Parents are scared to send their children to school. Schools, daycare centers and businesses are afraid to open, as ICE makes arrests on their doorsteps. Community members who have been eager to help are now fearful, in the wake of Good’s killing, that they, too, may be targeted, harassed, or even killed.

My own child’s elementary school moved recess indoors to protect vulnerable students and staff who are worried about their safety from ICE.

In Shemot, God calls to Moses to usher in an era of change for the Israelites desperate for relief from fear, violence and vicious retribution. Moses hesitates, asking “who am I?” to take on this monumental task. God assures him that he is not alone, because God will be with him throughout the journey.

As we enter this Shabbat, with the tragedy of Good’s death fresh in our minds, we must commit ourselves to hearing the cries of all who suffer among us. That is the first step toward healing and repairing the brokenness that so many now feel.

That repair will be a monumental task. But like Moses, we are not called to do it alone.

In fact, we must not try to. Instead, we must focus our efforts on building bonds in the face of terror — not letting that terror break our connections to one another.

The Jewish sages taught that, for our ancestors, sinat chinam — baseless hatred — led to internal fracture, civil war, the destruction of both Jewish temples, and our people’s forced exile from the land of Israel. Their warning is not abstract. It reminds us that societies collapse not only because of external threats, but also because of the consequences of unmitigated internal rage.

What’s needed to correct our dangerous path?

First, a strong pushback against those voices who have issued incomprehensible personal attacks against Good since her death. Too many federal officials and media personalities have not only failed to express empathy for a life lost, but also used her death to inflame polarization.

Our state desperately needs calm and clarity. Our leaders and our citizens must forcefully affirm that Good’s death was needless and tragic, and that we will not go along with attempts to rewrite that truth.

As part of this affirmation, we must call on the federal government to allow the professional and nonpartisan Minnesota Bureau of Criminal Apprehension to fully participate in the investigation of Good’s death. No matter what findings are ultimately reached, the investigation’s credibility relies upon it being done in partnership with state and federal officials.

This event has proven what many of us already knew: The ongoing surge of more than 2,000 ICE agents into Minnesota is counterproductive to restoring public safety and public trust. Minnesotans desperately want to return to normalcy. We want to feel safe in going to school, to work, and to spend time with family and friends. ICE has brought fear and anxiety into our lives, not peace or justice. They must go.

Our country’s immigration system has been broken for decades. Congress has at points come close to reaching bipartisan, consensus-driven, comprehensive immigration reform, but political polarization has made such compromises all but impossible to reach.

We must redouble our efforts to build an immigration system based upon respect for the rule of law, compassion, and an understanding of the vital role that immigrants play in strengthening our society as a whole.

We ask our fellow Minnesotans to treat members of law enforcement, and the men and women of our Minnesota National Guard, with patience and kindness. And we urge our community to exercise compassion for the vulnerable in the days ahead.

As Jewish Americans, we have a long and proud history of supporting immigrant communities — remembering that we too were once strangers in a strange land. Not just our ancestors in ancient Egypt, whose anguish this week’s Torah portion recounts, but also here, in the U.S. We must reinvigorate that commitment — for the sake of Good’s memory, our immigrant neighbors, and the health of our whole society.

The post God heard the cries of Israelites in Egypt. Who will respond to our devastation in Minnesota? appeared first on The Forward.

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Mamdani Remains Silent on Pro-Hamas Synagogue Protest, Other NYC Lawmakers Issue Condemnations

New York City Mayor Zohran Mamdani delivers a speech during his inauguration ceremony in New York City, US, Jan. 1, 2026. Photo: REUTERS/Kylie Cooper

Newly inaugurated New York City Mayor Zohran Mamdani has remained silent regarding an anti-Israel protest outside a Queens synagogue on Thursday evening that featured chants supporting Hamas and prompted nearby Jewish institutions to shut down out of safety concerns.

The demonstration took place outside Young Israel of Kew Gardens Hills, where an event promoting Israeli real estate investments was scheduled. Dozens of protesters chanted slogans including “Globalize the intifada” and “Say it loud, say it clear, we support Hamas here,” according to video footage shared online. Hamas is designated a terrorist organization by the United States and the architect behind the Oct. 7 massacres in Israel which killed roughly 1200 and resulted in the abduction of 250 others. 

The protest also unfolded near the Yeshiva of Central Queens, leading synagogue leaders to cancel evening prayer services and local schools to dismiss students early. While the New York Police Department maintained a buffer zone and no major violence was reported, residents described the atmosphere as tense and intimidating.

A chorus of condemnation has come from city and state lawmakers since the protest.

State Assemblyman Sam Berger, whose district includes the synagogue, said the mayor’s failure to speak out was “deeply concerning,” arguing that city leadership has a responsibility to draw clear lines when protests target houses of worship.

“This wasn’t an abstract political rally,” Berger said. “It was outside a synagogue, in a residential Jewish neighborhood, with chants that glorify violence. The mayor should be unequivocal.”

Governor Kathy Hochul, by contrast, swiftly condemned the protest, calling the chants “disgusting” and emphasizing that support for Hamas has no place in New York.

“No matter your political beliefs, this type of rhetoric is disgusting, it’s dangerous, and it has no place in New York,” Hochul wrote. 

NYC Council Speaker Julie Menin wrote that “openly and proudly sympathizing with Hamas, especially while standing in the largely Jewish community of Kew Gardens Hills, stokes fear and division.”

Mark Levine, NYC Comptroller, repudiated the demonstrations, saying they “cannot be normalized or excused.”

Rep. Ritchie Torres, a Bronx Democrat, also denounced the demonstration, saying rhetoric that praises terrorist organizations amounts to hate, not legitimate political speech.

Meanwhile, as criticism mounted from state and federal officials, Mamdani, who took office just days earlier, did not issue a direct statement condemning the protest or the rhetoric used by demonstrators.

The protest was organized by groups affiliated with the Palestinian Assembly for Liberation (PAL-Awda) NY/NJ, which has previously promoted demonstrations targeting Israel-related events. Organizers framed the rally as opposition to Israeli land sales, but Jewish leaders say the location and language crossed a line.

The episode echoes earlier controversies surrounding Mamdani, who has faced criticism in the past for what opponents describe as equivocation when anti-Israel protests occur near Jewish religious spaces. In a previous incident outside an Upper East Side synagogue, Mamdani criticized language used by the protesters while simultaneously condemning the synagogue for hosting real estate events. 

The protest comes amid an alarming surge in antisemitic hate crimes across New York City.

Jews were targeted in the majority (54 percent) of all hate crimes perpetrated in New York City in 2024, according to data issued by the New York City Police Department (NYPD). A new report released on Wednesday by the New York City Mayor’s Office to Combat Antisemitism, which was established in May, noted that figure rose to a staggering 62 percent in the first quarter of this year, despite Jewish New Yorkers comprising just 11 percent of the city’s population.

After securing the election, Mamdani has repeatedly stressed a commitment to forcefully combatting antisemitism while in office. However, a recent report released by the Anti-Defamation League (ADL) revealed that at least 20 percent of Mamdani’s transition and administrative appointees have either a “documented history of making anti-Israel statements” or ties to radical anti-Zionist organizations that “openly promote terror and harass Jewish people.”

Mamdani, a far-left democratic socialist and avowed anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has made anti-Israel activism a cornerstone of his political career and been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.

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