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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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Richmond mayor facing resignation calls over posts calling Sydney massacre ‘false flag’
Bay Area Jewish leaders are calling for the resignation of Richmond Mayor Eduardo Martinez after he re-shared multiple LinkedIn posts that called Sunday’s massacre of Jewish people in Sydney an Israeli “false flag attack.”
Martinez, who was elected by the city just north of Berkeley in 2023, also shared posts claiming that “the root cause of antisemitism is the behavior of Israel and Israelis.”
Martinez has since removed the posts from his account and apologized for sharing them “without thinking” — but he did not disavow the false flag conspiracy theory about the attack. He clarified only that “we know that antisemitism was here before the creation of the state of Israel.”
“As I’ve said many times before, we should not conflate Zionism with Judaism,” Martinez wrote on LinkedIn. “They are two separate beliefs.”
He later added, “I want to assure everyone that these postings are my opinions (or my mistakes) and mine only. They are not statements from my office or the city of Richmond. If I make a mistake, that mistake is mine only. Once again, I apologize for posting in haste without full understanding of the posting.”
He did not discuss the attack, which killed 15 people and injured dozens.
The Jewish Community Relations Council of the Bay Area was outraged by Martinez’s online activity and left cold by his apology. It called for his resignation Thursday in a statement posted to JCRC social media.
“These actions reflect a consistent and deeply troubling disregard for the safety and dignity of Jewish people,” the organization wrote on Instagram. “They erode public trust and send a chilling message to Jewish residents that they are neither protected nor respected by their own mayor.”
The local chapter of the Anti-Defamation League, ADL Central Pacific, also condemned the post.
“There’s no excuse for an elected leader to be amplifying warped antisemitic conspiracy theories that seek to blame the victim,” ADL regional director Marc Levine wrote in a statement to J. The Jewish News of Northern California. “The Australian community has already faced enough tragedy over the last few days. We hope Mayor Martinez will reconsider his hurtful words, which have absolutely no place in public discourse.”
The Forward has reached out to Martinez for comment.
Martinez’s LinkedIn posts were the latest in what local leaders say is a slew of antisemitic incidents during the progressive’s tenure. In 2023, just weeks after the Oct. 7 attacks, Martinez
Martinez, a former schoolteacher, posts regularly about the Israeli-Palestinian conflict on LinkedIn, sometimes multiple times per day.
In August, speaking at the People’s Conference for Palestine in Detroit, Martinez likened the Oct. 7 attack to someone snapping after being bullied on the playground, J. reported, adding that whether he supported Hamas was “complicated.”
The post Richmond mayor facing resignation calls over posts calling Sydney massacre ‘false flag’ appeared first on The Forward.
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Mamdani appointee resigns over past antisemitic online posts about ‘money hungry Jews’
(JTA) — New York City Mayor-elect Zohran Mamdani’s pick for a crucial City Hall position resigned on Thursday, shortly after her history of antisemitic posts on X came to light.
Mamdani had announced his appointment of Catherine Almonte Da Costa as director of appointments, responsible for staffing City Hall, on Wednesday. But on Thursday, several posts on X where she peddled age-old antisemitic stereotypes were published by the Judge Street Journal, a Substack about New York City politics.
“Money hungry Jews smh,” Da Costa posted on a now-deleted account on X in January 2011, when she 19 years old.
In another post from June 2012, she wrote, “Far Rockaway train is the Jew train,” appearing to reference the large Jewish communities off the line.
The Judge Street Journal also highlighted posts that suggested an antipathy to white men by Da Costa, who has worked in diversity, equity and inclusion roles in multiple companies.
As a firestorm grew, Da Costa said she would step down.
“I spoke with the mayor-elect this afternoon, apologized, and expressed my deep regret for my past statements,” she said in a statement shared by the Mamdani transition team. “These statements are not indicative of who I am. As the mother of Jewish children, I feel a profound sense of sadness and remorse at the harm these words have caused. As this has become a distraction from the work at hand, I have offered my resignation.”
Mamdani released a statement of his own. “Catherine expressed her deep remorse over her past statements and tendered her resignation, and I accepted,” he said.
The incident came as Mamdani’s election has roiled the city’s Jewish community, with many expressing fear and discomfort over the mayor-elect’s history of anti-Israel rhetoric and policies. He has emphasized that he aims to make the city safe and welcoming for all of its residents, including Jews, and has condemned antisemitic rhetoric and displays since his election.
Still, his transition period has been dotted with tensions, including While Mamdani has made inroads in the city’s Jewish community since election night last month, the appointment of an official with a visible history of antisemitic rhetoric could pose another hurdle for his incoming term.
The New York and New Jersey branch of the Anti-Defamation League, which launched what it is calling a “Mamdani Monitor” following November’s election, called Da Costa’s posts “indefensible” in a post on X.
“We appreciate Da Costa has relationships with members of the Jewish community,” the group tweeted. “But her posts require immediate explanation — not just from Ms. Da Costa, but also from the Mayor-Elect.”
Several Jewish leaders praised Da Costa’s resignation.
The CEO of the Jewish Democratic Council of America, Halie Soifer, welcomed the news of in a statement Thursday evening.
“Glad to see that Catherine Almonte Da Costa has resigned,” said Soifer in a statement. “The views she expressed are unacceptable and intolerable. Especially at a time of rising antisemitism, she had no place in the mayor’s office of the city with the largest Jewish population in the world.”
Sara Forman, executive director of the New York Solidarity Network, which backed Mamdani’s leading opponent in the election, praised “cutting ties” with Da Costa as” the right thing to do.” But Forman speculated that “had she said ‘Zionist’ instead of ‘Jew’ the response from the incoming Mamdani administration and the outcome we just witnessed would likely have been quite different.”
Da Costa’s husband, Ricky Da Costa, is a deputy in the office of Comptroller Brad Lander, Mamdani’s most prominent Jewish backer during the campaign. He is Jewish and posted on X for the first time in more than a year in a half on Thursday afternoon, in response to the criticism of his wife.
“I don’t come back to this awful place much these days but as the Jew who married Cat, I can guarantee she has grown so much since some dumb tweets when she was 19,” he wrote. “Her remorse, like everything else about her, is deeply genuine & she works so hard for a NYC where everyone is safe.”
The post Mamdani appointee resigns over past antisemitic online posts about ‘money hungry Jews’ appeared first on The Forward.
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Belgium Reverses Decision to Cut Federal Security in Antwerp’s Jewish District Amid Community Outcry
Police officers on patrol in the Belgian city of Antwerp. Photo: Reuters / Nicolas Maeterlink
After facing strong opposition from public officials and the local Jewish community over plans to withdraw federal security in Antwerp’s Jewish district, the Belgian government announced it will maintain current security measures, keeping federal police deployed for the time being.
Belgian Interior Minister Bernard Quintin announced on Thursday that federal officers will remain deployed in the district, reversing an earlier government plan to cut the police presence there by roughly half. The reversal followed Quintin’s meeting with representatives of Antwerp’s Jewish community
Avec des représentants de la communauté juive d’#Anvers.
Leur sécurité est une priorité absolue: les dispositifs actuellement en place sont maintenus.
Je souhaite les renforcer par la présence de #militaires et espère que cette mesure pourra aboutir dans les heures à venir. pic.twitter.com/ODKh8sjMZ6
— Bernard Quintin (@BernardQuintin_) December 18, 2025
This latest decision comes just days after a deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach that left 15 dead and at least 40 injured, amid ongoing concerns about threats to Jewish communities worldwide.
On Monday, the Antwerp branch of the far-right political party Vlaams Belang had called for increased protection for Jewish schools and institutions during a city council meeting, Belgian media reported.
The government had originally rejected calls to bolster security, planning instead to withdraw the federal deployment, a move that sparked outrage from city leaders and renewed concern within the Jewish community amid ongoing threats.
Addressing these concerns, Quintin stressed that protecting Jewish sites is a top priority for the government, but emphasized that the federal police presence in Antwerp is not intended as a permanent solution, with local police responsible for maintaining security on the ground.
Antwerp Mayor Els van Doesburg had condemned the government’s earlier decision as “incomprehensible,” warning that the city cannot risk a security gap, especially in the wake of the Bondi Beach attack on Sunday.
“There must be no vacuum in the safety of Antwerp’s Jewish quarter,” Doesburg told Belgian media. “This is something we have to do together. It goes beyond the Antwerp police.”
Since the deadly attack at Brussels’ Jewish Museum in 2014, security measures have been strengthened, with Belgian intelligence consistently warning of elevated threats to Jewish sites.
In response, Antwerp has long maintained a mixed model in which local and federal police share responsibility for their protection.
The federal government has now proposed an alternative plan to deploy military personnel at Jewish community sites in Antwerp to support local police and increase capacity, though a government-wide consensus has yet to be reached.
Jewish community leaders had previously sharply criticized proposals to reduce security, dismissing Quintin’s explanation and denouncing it as a “political decision.”
Ralph Pais, deputy chair of the Jewish Information and Documentation Center (JID), a Belgian nonprofit that combats antisemitism, noted that the planned withdrawal, both in its timing and execution, had heightened concern within the community.
Despite the community’s expectation that authorities would address the issue, Pais had warned that inadequate security could lead to serious problems.
Dus geen 48 uur na de verschrikkelijke aanslag op joden in Australië zet nota bene onze minister van Binnenlandse Zaken @BernardQuintin_ de federale politiebeveiliging in @Stad_Antwerpen stop!
Burgemeester @elsvandoesburg vindt het uiteraard…
— JID (@s_antisemitisme) December 16, 2025
Van Doesburg had called for federal officers to remain in place until a suitable replacement could be established, whether through increased local police staffing or the deployment of military personnel — a request now addressed by the government’s decision to maintain current measures.
The European Jewish Association (EJA) said in a statement that it “welcomed” the move to maintain current federal police levels in Antwerp, noting that the initial plan “caused deep concern within the Jewish community and beyond.”
“This decision follows direct engagement with elected officials and Jewish representatives and sends an important message: the safety of Jewish life is a core responsibility of the state and cannot be subject to uncertainty or gradual erosion,” the EJA said. “The EJA wishes to express its sincere appreciation to [Quintin] for listening carefully to these concerns and for acting decisively to prevent any security vacuum. We also commend MP Michael Freilich, who raised the issue forcefully in Parliament.”