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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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Europe’s smallest Jewish community gets a home of its own — complete with geothermal mikvah

(JTA) — REYKJAVIK, Iceland — Until recently, this city located near the Arctic Circle was one of the few places in Europe where organized Jewish life did not exist — no synagogue, no ritual bath, no communal building. That changed this week, as the Jewish community in Iceland opened the Beit Shvidler Jewish Center of Iceland, the country’s first-ever Jewish center.

The center is housed in a renovated, roughly 9,000-square-foot building in downtown Reykjavik that once operated as a bar and, before that, as the headquarters of a political party. It sits just minutes from where the husband-and-wife team of Rabbi Avraham and Mushky Feldman have lived and worked since arriving on the island in 2018. The project has been funded largely through community donations.

The center includes a synagogue, a seminar room seating nearly 80 people, a kosher shop, a community kitchen, a youth center, a library lounge and a security center, amenities the community has never had access to in one place.

There is also a mikvah, or ritual bath, that is heated geothermally, using the abundant underground volcanic heat that provides much of the country’s power.

“Jews here were yearning for a synagogue, for a rabbi, for some sort of a community,” Avraham Feldman said of the years before the couple’s arrival, “and it has been amazing to fill that need.”

Community members agree.

“Iceland has a highly diverse, dispersed and diffused Jewish community; given that we’re an isolated island, we all kind of washed up here,” said Michael Klein, an American Jew living in Iceland since 2020.

“The Feldmans managed to pull together the resources, the building and the work to turn a disused political party headquarters and restaurant into a Jewish center that can serve not only our small community but the far larger group of visitors from all over the Jewish world who come for our natural beauty and peaceful isolation,” added Klein.

Jewish life in Iceland has always been sparse and intermittent. Jewish traders are known to have passed through as early as the 1600s. Still, the organized Jewish presence dates to the late 1800s, and the first practicing Jew believed to have settled permanently was Fritz Natan, a businessman who, in 1917, built Iceland’s first five-story building.

For decades afterward, Jewish life in Iceland survived on the efforts of a handful of dedicated volunteers who coordinated informal gatherings, often meeting in rented spaces or in the basement of Hallgrímskirkja, the country’s most recognizable church. The U.S. Navy base in the town of Keflavík, near the international airport, occasionally provided Jewish chaplains until it closed in 2006. But there was still no permanent institution, no resident rabbi, and no dedicated building, a gap that led some to call Reykjavik the only European capital without a synagogue.

That began to change in 2018, when the Feldmans relocated from the United States to Reykjavik to establish a Chabad-Lubavitch presence, becoming Iceland’s first permanently stationed rabbi and his wife in the country’s documented history of a thousand years. The couple started small, hosting Shabbat dinners and holiday services out of their living room. Estimates of the community’s size hover around 300 self-identified Jews, out of Iceland’s total population of about 400,000.

Momentum built quickly. In 2020, the Jewish community celebrated its first native Torah scroll, commissioned by a donor in Switzerland and completed with the help of the Icelandic congregation. A year later, the Icelandic government formally recognized Judaism as an official religion, opening the door to officially recognized Jewish weddings and allowing residents to direct part of their religious tax to the community. How many have done so is not public information.

By 2024, the community had outgrown its rented rooms and church basements and purchased the building that became the new Jewish center, roughly tying one in Fairbanks, Alaska, as the northernmost Chabad houses in the world. The building sits in Reykjavik’s compact downtown, just blocks from the iconic Rainbow Street and Harpa Opera House that make the city one of the most Instagram-friendly sites in the world.

In a city that caters to tourists, and for a community built largely from immigrants, longtime Icelandic Jewish families, and people who married into Icelandic life, the new center represents something rare: a shared physical home.

“It’s been clear for a long time that we need a home for our community,” said one Jewish resident in Iceland, who spoke on the condition of anonymity because not all of his colleagues know he is Jewish. (Iceland’s relatively small number of Jews means that there is little record of antisemitism; anti-Israel sentiment is strong, with the country one of five to boycott the Eurovision song contest this year over Israel’s participation.)

“It’s not like we’ve been hiding or aren’t a strong community; we celebrate holidays together, and there are Shabbat dinners,” he continued. “But I think it’s important that we have this center. Seeing it opened is very moving and important.”

Like many Jewish institutions in Europe, the center will ensure security by being open only to members of the community or visitors who reach out in advance.

Avraham Feldman said the space will hold a display case with three small prayer books donated by early Jewish residents, the only known surviving physical remnants of Jewish life in Iceland before his arrival, a reminder of how recent, and how hard-won, this permanence has been.

“The result of this center is a combination of home, family, and permanence that was unimaginable when I started visiting 14 years ago and was only a mere dream when I moved here in 2020,” Klein said.

The post Europe’s smallest Jewish community gets a home of its own — complete with geothermal mikvah appeared first on The Forward.

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Armenia’s Jews hope Israeli recognition of 1915 Ottoman genocide will jumpstart bilateral ties

(JTA) — YEREVAN, Armenia — Last Friday night, 13 mostly Russian-speaking Jews and three Arab Muslims gathered under a cherry tree next to the popular Common Grounds coffee shop in Yerevan — capital of the world’s oldest Christian country — to welcome Shabbat.

Samson Karapetyan — the son of an Armenian Christian father and a Jewish mother from Azerbaijan — recited the Hebrew blessing for wine over a glass of Georgian Palavani kosher merlot. Karapetyan, 29, stood at the head of a table piled high with hummus, falafel, pita, stuffed grape leaves, babaganoush and other Middle Eastern delicacies supplied by a local Lebanese caterer.

Then everyone, including the three invited Arabs, joined in a spirited rendition of “Lecha Dodi” — with printed transliterations in English for those not familiar with the traditional Jewish melody.

“I’m so glad we have a community here,” said Ekaterina Goldschmidt, 32, a tattooed landscape architect who showed up to the Shabbat dinner with Teya, her little black Kokoni dog.

The dinner was organized by Yerevan Jewish Home, a social network formed by Russian-born journalist and blogger Nathaniel Trubkin in the wake of Vladimir Putin’s 2022 invasion of Ukraine. That ongoing war spurred a large exodus from both countries and brought as many as  2,000 Jews to Armenia — boosting the ex-Soviet republic’s tiny Jewish population tenfold and injecting new blood into what had been a stagnant, dwindling community of mostly pensioners.

The explosion of Jewish life came against the backdrop of frosty ties between Armenia and Israel, the country that absorbed the most Ukrainian and Russian Jewish emigres since the war’s start. The chill has been a consequence of Armenia’s close relations with neighboring Iran as well as Israel’s unwillingness to offend Turkey by naming as a genocide the Ottoman massacre of 1.5 million Armenians during World War I.

Another key obstacle has been resentment over Israel’s extensive weapons sales to neighboring Azerbaijan, with which Armenia has fought several border wars in the Nagorno-Karabakh region.

Those obstacles may be falling away. Last year in Washington, predominantly Muslim Azerbaijan and mostly Christian Armenia signed a peace treaty at the urging of U.S. President Donald Trump — garnering praise from Jewish leaders in both countries.

And on June 29, Israel’s Cabinet unanimously passed a resolution recognizing the 1915 genocide. That declaration now goes to the full Knesset where, despite intense lobbying from both Turkey and Azerbaijan, it will likely be ratified — making Israel the 36th country to take that step.

“The Jewish community here is happy that Israel has finally recognized this genocide,” Trubkin told the Jewish Telegraphic Agency. “Every self-respecting Jew knows what happened to the Armenians, though of course many Armenians are asking, ‘Why only now?’ It’s all about politics.”

Added Karapetyan: “Everyone understands that our two nations have a similar heritage, with a similar destiny. It is impossible, when you speak about the Shoah, to not also speak about the Armenian genocide. If we study one of them, we need to study the other.”

Both Turkey and its ally, Azerbaijan, immediately condemned the Cabinet vote; the chief rabbi of Azerbaijan’s Ashkenazi congregation in Baku, Shneur Segal, has already urged Israel to reverse it immediately.

The reaction from Armenian Prime Minister Nikol Pashinyan was cold. Suggesting that Israel is motivated purely by geopolitics, he told reporters the day the change was announced: “We believe that not entering into the issue of the weaponization of the Armenian genocide is in the interests of the Republic of Armenia. Therefore, we do not see any need for a response.”

Other external factors appear to be drawing Yerevan and Jerusalem closer together.

Late last month, some 350 women representing the Israeli labor federation Histadrut gathered at Yerevan’s Megerian Carpet Restaurant to mark International Day of Women in Diplomacy. The event featured popular songs in Hebrew by prominent Georgian vocalist Kristi Japaridze as well as a performance of traditional Armenian music and dance.

The Histadrut visit — the largest such Israeli delegation to tour Armenia in years — was organized with help from Israeli House, an NGO based in Jerusalem. Founded in 2012 by former Jewish Agency official Itsik Moshe, the network promotes Israeli culture and business, and now operates in 30 countries including both Azerbaijan and Turkey.

Moshe, who is also president of the Israel-Georgia Chamber of Business, said Israeli House will open its next outpost in Armenia sometime in August or September.

Assisting Moshe is Andranik Arakelyan, an educational consultant at Yerevan’s National Polytechnic University, though a specific location has yet to be decided. In its final form, he suggested, Israeli House could include a business center to showcase Israeli tourism as well as innovations in agriculture and medicine.

“I consider Israeli House as a cultural first step for strengthening ties between our two nations. The rest is up to politicians and diplomats,” said Arakelyan, 36, a Christian who spent four years in Glendale, California, a predominantly Armenian suburb of Los Angeles.

“This is the best time for our countries to get closer,” Arakelyan said, while acknowledging that “a small minority” of Armenians hold antisemitic views. “Many parties here question the timing of this [genocide] recognition, calling it a political maneuver. But when the draft becomes resolution in the Knesset, Armenians will see that it wasn’t fake.”

Marina Kozliner, a community activist who has long campaigned for this recognition, said reaction among the 10,000 or so Armenian Jews and Christian living in Israel has been mixed.

“On one hand, there is real happiness. Our community has waited for this for decades,” said Kozliner, the daughter of a Jewish father and an Armenian atheist mother who is based in Bat Yam, just south of Tel Aviv. “On the other, many people feel it came at the wrong political moment. Because of that, something that should have been a moral decision has become a political tool, and that has taken away part of the joy.”

She added: “Still, I prefer to look ahead. Armenia is making real efforts to move toward peace and to normalize relations with its neighbors, including Azerbaijan. That gives many of us hope for a more stable future in the region.”

In fact, the same day Trubkin and his friends were celebrating their Shabbat dinner in Yerevan, Narek Mkrtchyan, Armenia’s ambassador to the United States, received prominent pro-Israel philanthropist and Trump supporter Miriam Adelson in Washington, D.C.

“We had an interesting and substantive conversation regarding the Armenia-U.S. agenda, investment opportunities in Armenia, and the country’s rich historical and cultural heritage,” Mkrtchyan posted on Facebook, adding, “Mrs. Adelson expressed great interest in considering a visit to Armenia.”

Eric Hacopian, a political analyst who made his career advising Democratic candidates in southern California, suggested that such a meeting “could not have happened a few months ago.”

But when it comes to Armenian-Israeli relations, he said, it’s important to take a long-term view of the genocide declaration from Jerusalem..

“I think something like this five to 10 years ago would have meant a lot more. It means a lot less now,” he said. “One reason is that [Prime Minister Pashinyan] is particularly anti-nationalist and more focused on normalization of ties with Turkey and Azerbaijan, so they won’t engage directly with Israel.”

He predicted a long-term shift. “I’m very confident that over the next 10 or 15 years, we’re going to see a switcheroo, in which Israel will have much better relations with Armenia, and more problematic relations with Azerbaijan,” Hacopian said. “I see relations improving, mostly because Turkish-Israeli relations are going downhill, and Israel’s relations with Azerbaijan are entirely transactional — oil for weapons and access to Iran.”

And if and when the Islamist regime in Iran collapses, Azerbaijan’s strategic importance to Israel declines as well, and Armenia’s increases. For one thing, Hacopian noted, Armenia’s economy is booming. In 2018, per-capita GDP was around $4,500; this year, it’ll likely surpass $10,000 — helped along by the presence of information technology giants including AMD, Synopsis and Invidia.

“The one ‘X factor’ no one notices is that the IT business is booming. Israeli IT firms are already here, and data centers are being built,” he said. “You cannot be in the IT business in this region if you don’t have relations with Israel.”

Meanwhile, Jewish life is taking root in Armenia, thanks largely to the efforts of Trubkin and his friends in the Yerevan Jewish Home network.

Goldschmidt, the tattooed landscape artist with the dog, was born and raised in Saratov — a major city southeast of Moscow. She left Russia in 2023, about a year after it attacked Ukraine.

“When everything started, I shared my opinions and told everyone what I thought. Eventually, I had to leave; otherwise I’d have ended up in jail,” said the young woman, who moved to Berlin and then spent four years in Limassol and Nicosia with her Cypriot ex-boyfriend. She’s now been in Armenia for the past six months — where she proudly wears a Star of David necklace — and wants to open an art gallery here.

Karapetyan, who recently spent a semester at the European Institute for Jewish Studies in Sweden, sees a future for liberal Judaism among the newcomers to Armenia.

“Jews here cannot relate to the Orthodox way of life. They like their freedom, and they’re not used to having separate seating for men and women,” he said. Karapetyan said that he has discussed joint projects with Rabbi Gershon Burshteyn, who has led Yerevan’s only synagogue — the Mordechay Navi Jewish Religious Center of Armenia — since 1996.

Trubkin says his Telegram chat has around 600 people.

“Every week, I meet several new people asking about Jewish life in Armenia — people from Russia, from Israel, from Moldova. For some of them, it’s their second round of emigration,” he said, adding that he’s looking to establish a physical presence for Yerevan Jewish Home. “And we’re also establishing a new Armenian-Israeli organization for business and culture.”

The sense of optimism is palpable, even with an undercurrent of concern about the influence that Turkey plays in the region. But if Israel fails — for whatever reason — to formally recognize the Armenian genocide after raising expectations, all bets are off.

“I sincerely hope that the Israeli government will complete this process and that the Knesset will adopt an official resolution recognizing the Armenian genocide,” said former Knesset member Alexander Tsinker, co-chair of the Armenia-Israel Public Forum. “Otherwise, it would be, to put it mildly, unacceptable.”

The post Armenia’s Jews hope Israeli recognition of 1915 Ottoman genocide will jumpstart bilateral ties appeared first on The Forward.

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Americans’ views of Israelis have grown more negative, survey finds

(JTA) — While Americans view Israelis far more favorably than the Israeli government, their opinion of the Jewish state’s residents has continued to decline, according to a survey released Thursday by the Pew Research Center.

The survey, which surveyed 12,574 U.S. adults from May 4 to May 17, 2026, found that 52% have a favorable opinion of the Israeli people, compared with 42% who held an unfavorable opinion.

A similar share held a favorable view of Palestinians, with 50% saying they held a favorable opinion while 44% had unfavorable views. The margin of error for the full sample was plus or minus 1.3 percentage points.

The survey found that Americans’ views of Israelis have grown increasingly negative in recent years, while views toward Palestinians have remained steady. In 2022, 67% of U.S. adults held a favorable view of Israelis, dropping to 52% this year, while views of Palestinians have dropped from 53% to 50%.

Unfavorable views of Israelis rose from 25% in 2022 to 42% this year, while unfavorable views of Palestinians rose from 39% in 2022 to 44% this year.

In contrast, the majority of Americans, 62%, held unfavorable views of the Israeli government, while 69% said they held an unfavorable opinion of the Palestinian Authority, which governs in the West Bank, and 84% said they had an unfavorable view of Hamas.

The Pew survey was conducted prior to Hamas’ announcement Monday that it will dissolve its government in Gaza ahead of its transfer to the Palestinian technocratic committee that was established by President Donald Trump’s Board of Peace.

The survey comes as a number of recent polls show, for the first time, Americans sympathize more with Palestinians than Israelis.

Opinions of Israeli and Palestinian people were split among Republicans and Democrats, with 65% of Republicans holding a favorable view of Israelis compared to 43% of Democrats. Roughly two-thirds of Democrats held a favorable view of Palestinians, compared to one-third of Republicans.

Just over half of Democrats now hold an unfavorable view of Israelis, up from 31% in 2022. Among Republicans, the share that held a negative view towards Israelis also rose from 17% in 2022 to 31% in 2026.

U.S. adults under 30-years-old were also more likely to hold a favorable view of Palestinians, at 58%, than Israelis, at 32%. According to pollsters, the attitude was largely driven by young Democrats, of which 72% held a positive view toward Palestinians and just 26% held a positive view of Israelis.

Among Jewish respondents, the poll found that attitudes toward the Israeli people and government had declined in recent years. Since 2024, their favorable views of the Israeli people had fallen from 89% to 83%, and favorable opinions toward the Israeli government had fallen from 54% to 47%.

It also found that 40% of Jewish adults in the U.S. view the Palestinian people favorably, compared to 58% who said they viewed Palestinians unfavorably. Just 10% of Jewish adults said they held a favorable view toward the Palestinian Authority, and 2% said they held a favorable view of Hamas.

The post Americans’ views of Israelis have grown more negative, survey finds appeared first on The Forward.

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