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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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Condemnation and Applause in Latin America after US Seizes Venezuela’s Maduro
Venezuelans gather to celebrate, after US President Donald Trump said that the US attacked Venezuela and deposed its President Nicolas Maduro, in Santiago, Chile January 3, 2026. Photo: REUTERS/Pablo Sanhueza
Latin American leaders were divided between condemnation and jubilation in the wake of a surprise attack on Venezuela early on Saturday that US President Donald Trump said resulted in the capture of Venezuelan leader Nicolas Maduro.
While much of the region has long been wary of a return to US interventions throughout the 20th century that helped install authoritarian governments from Chile to Honduras, Maduro – who presided over his country’s social and economic collapse – was an increasingly unpopular and isolated leader.
Many Latin American countries have also experienced a shift in recent elections to more right-leaning governments, many of whose leaders view the US-backed military regimes of the last century as necessary bulwarks against socialism.
In a sign of the economic pain faced under Maduro, nearly 8 million Venezuelans have fled the country since 2018, with 85 percent of them migrating to neighbors in Latin America and the Caribbean, according to the UN’s International Organization for Migration.
Many countries in the region have experienced surges in organized crime in recent years and the specter of Venezuela’s Tren de Aragua gang has loomed large over voters’ minds, leading to a rise in politicians vowing to crack down on crime and immigration.
While few leaders will shed serious tears about Maduro’s ousting, governments in the region will react along political lines, said Steven Levitsky, a professor and director of Harvard’s David Rockefeller Center for Latin American Studies.
“I think you’ll see right-wing governments applaud because that’s what they do. You’ll see left-wing governments criticize because how could they not?” Levitsky said.
REACTIONS SPLIT ALONG IDEOLOGY
The strongest condemnation of the attack came in a string of posts on X from neighboring Colombia’s President Gustavo Petro, a leftist who has frequently clashed with Trump and has also been threatened by the US president.
“The Colombian government rejects the aggression against the sovereignty of Venezuela and Latin America,” Petro said in one message, while calling for an immediate meeting of the United Nations Security Council, of which Colombia is a member.
His Brazilian counterpart, Luiz Inacio Lula da Silva, echoed Petro’s comments.
“The bombings on Venezuela’s territory and the capture of its president cross an unacceptable line,” Lula said in a statement.
Chile’s outgoing President Gabriel Boric condemned the attack but President-elect Jose Antonio Kast, who rose to power by promising to crack down on migration and crime, said in a post on X that Maduro’s arrest was great news for the region.
“Now begins a greater task. The governments of Latin America must ensure that the entire apparatus of the regime abandons power and is held accountable,” said Kast, who will be sworn in on March 11.
In Mexico, President Claudia Sheinbaum also condemned the US intervention in Venezuela. Asked about comments Trump made on Saturday to Fox News, when he said the US has offered to “take out the cartels” in Mexico and that “we have to do something,” Sheinbaum replied that Mexico has a very good relationship with the US on security matters.
ARGENTINA, ECUADOR BACK ACTION
Argentina’s President Javier Milei, Trump’s closest ally in the region, has long criticized Maduro and posted videos and statements on X in favor of the attack.
In Ecuador, right-wing President Daniel Noboa said Venezuelans opposed to Maduro and his political godfather Hugo Chavez have an ally in Ecuador.
“All the criminal narco-Chavistas will have their moment,” Noboa said on X. “Their structure will finally collapse across the continent.”
Protests both in favor and against the strikes in Venezuela have been scheduled in Buenos Aires and other cities across the region.
The capture of Maduro by US forces “is one of the most momentous decisions in the history of US-Latin America relations,” said Brian Winter, editor-in-chief of Americas Quarterly and vice president of policy at Americas Society/Council of the Americas.
“The operation confirms return of Washington as policeman in its ‘sphere of influence,’ an idea that defined much of 19th and 20th centuries but had faded since (the) end of the Cold War,” Winter said in a post on LinkedIn.
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Democratic US Lawmakers Say They Were Misled on Venezuela, Demand a Plan
US Senate Majority Leader Chuck Schumer (D-NY) holds a press conference in the US Capitol in Washington, DC, April 23, 2024. Photo: Annabelle Gordon / CNP/Sipa USA via Reuters Connect
Democratic members of the US Congress said on Saturday that senior officials of President Donald Trump‘s administration had misled them during recent briefings about plans for Venezuela by insisting they were not planning regime change in Caracas.
The US attacked Venezuela and deposed its long-serving President Nicolas Maduro in an overnight operation, in Washington’s most direct intervention in Latin America since the 1989 invasion of Panama.
Senator Chuck Schumer of New York, the Democrats’ leader in the Senate, said he had been told in three classified briefings that the administration was not pursuing regime change or planning to take military action in Venezuela.
“They assured me that they were not pursuing those things,” Schumer said on a call with reporters. “Clearly they’re not being straight with the American people.”
Schumer said he had not been briefed by Saturday afternoon and called for the administration to fill in not just congressional and intelligence committee leaders, but also all lawmakers by early next week.
“They’ve kept everyone in the total dark,” he said.
Lawmakers said they wanted more guidance on Trump‘s plans for Venezuela, after he told reporters he would put the country under US control, for now.
“No serious plan has been presented for how such an extraordinary undertaking would work or what it will cost the American people. History offers no shortage of warnings about the costs – human, strategic, and moral – of assuming we can govern another nation by force,” said Senator Jack Reed of Rhode Island, the top Democrat on the Senate Armed Services Committee.
The Senate is due to vote next week on whether to block further military action against Venezuela without congressional approval.
In briefings in November and December by officials including Secretary of State Marco Rubio and Secretary of Defense Pete Hegseth, lawmakers said they were told repeatedly that there were no plans for a land invasion inside Venezuela and that the administration was not focused on regime change.
“Instead, the Administration consistently misled the American people and their elected representatives,” Senator Jeanne Shaheen of New Hampshire, the top Democrat on the Senate Foreign Relations Committee, said in a statement.
The Pentagon, State Department and White House did not immediately respond to a request for comment.
SOME LAWMAKERS SAY ADMINISTRATION LIED
Several lawmakers said they felt they had been lied to.
“The Administration lied to Congress and launched an illegal war for regime change and oil,” Democratic Representative Don Beyer of Virginia said on X. Beyer’s district includes the Pentagon, just across the river from Washington.
At a news conference on Saturday, Trump said Congress had not been kept fully informed because of concerns that word about his plans would get out. “Congress does have a tendency to leak,” Trump told reporters.
Members of Congress, including some of Trump‘s fellow Republicans as well as Democrats, had been clamoring for more information about his strategy toward the oil-rich South American nation since September, when he began a military build-up in the Caribbean and ordered strikes on boats he said were carrying drugs.
“When we had briefings on Venezuela, we asked, ‘Are you going to invade the country?’ We were told no. ‘Do you plan to put troops on the ground?’ We were told no. ‘Do you intend regime change in Venezuela?’ We were told no,” Democratic Representative Seth Moulton of Massachusetts said on CNN. “So in a sense, we have been briefed, we’ve just been completely lied to.”
Lawmakers said they were not briefed before the operation, although Rubio called some members of Congress after it took place. There were no briefings for lawmakers scheduled by Saturday afternoon. Republican congressional leaders said they hoped to arrange some after lawmakers return to Washington on January 5 following their year-end recess.
Most Republicans praised Trump‘s action and have declined to discuss what has been said in classified briefings.
“President Trump‘s decisive action to disrupt the unacceptable status quo and apprehend Maduro, through the execution of a valid Department of Justice warrant, is an important first step to bring him to justice for the drug crimes for which he has been indicted in the United States,” said Senate Republican Majority Leader John Thune of South Dakota.
Members of Congress have long accused presidents from both parties of seeking to sidestep the Constitution’s requirement that Congress, not the president, approve anything other than brief and limited military action needed to defend the United States.
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Israeli Leadership Hails Trump for ‘Brave, Brilliant’ Venezuela Operation
Photo of Maduro in U.S. custody shared by Trump. Photo: i24 illustration.
i24 News – Israel’s prime minister and foreign minister issued high praise to US President Donald Trump following the successful operation on Saturday to capture Venezuelan dictator Nicolas Maduro.
“Israel commends the United States’ operation, led by President Trump, which acted as the leader of the free world,” Gideon Sa’ar, the Jewish state’s top diplomat, wrote on social media. “At this historic moment, Israel stands alongside the freedom-loving Venezuelan people, who have suffered under Maduro’s illegal tyranny.”
“Israel welcomes the removal of the dictator who led a network of drugs and terror and hopes for the return of democracy to the country and for friendly relations between the states,” he further added.
The statement came hours after Maduro and his wife were seized in an overnight operation.
“This was one of the most stunning, effective and powerful displays of American military might and competence in American history,” Trump told reporters at his Mar-a-Lago resort.
Benjamin Netanyahu, meanwhile, hailed Trump’s “bold and historic leadership on behalf of freedom and justice.”
“I salute your decisive resolve and the brilliant action of your brave soldiers,” the premier added.