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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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What happened during the 2025 Israel-Iran war? A timeline.

(JTA) — The U.S.-Israeli military attack on Iran that launched early Saturday morning comes eight months after the last Israel-Iran war, in June 2025.

As we wait to see what happens in the current war, here’s a look back at how the 2025 conflict played out, from uneasy tensions to U.S. intervention to a grim death toll for Israelis.

  • April 2024: First exchange of missiles between Israel and Iran in the 45-year history of the Islamic Republic:
  • May-June 2025: Tensions built in the weeks and days leading up to the attack, with the international community condemning Iran’s failure to abide by past nuclear agreements. Diplomatic efforts stalled as officials on all sides signaled that a direct confrontation was possible.

  • June 13: Israel launches its attack on Iranian nuclear facilities and ballistic missile program, followed shortly by a warning from Israeli Prime Minister Benjamin Netanyahu that retaliation by Iran was “expected in the immediate future.”

  • June 13—: As Israel continues to pummel targets in Iran, Tehran counter-attacks, sending missiles almost nightly. Twenty-eight people are killed in Israel, including four women in an Arab town in northern Israel; a Ukrainian family that had come for cancer treatment for their daughter; and an activist at her home in Beersheba. Many others lost their homes. Flights, schools and workplaces are all massively disrupted.

  • June 18: Donald Trump, who had run on a platform of opposing all war, sends mixed signals about whether he will jump in, as the Israelis clearly hoped he would. Trump tells reporters days into the conflict that “nobody knows what I’m going to do.”

  • June 21: The United States joins the fight, striking three sites associated with Iran’s nuclear program, including Fordow, Natanz and Esfahan, alongside Israeli forces. The deeply buried facilities were seen as impossible to target without U.S. arms.

  • June 23: Trump announces a ceasefire on social media. Iran’s Supreme National Security Council claims victory following the announcement despite striking Israel in its immediate wake. Israel does not say it had acceded to a ceasefire until many hours later.

  • Aftermath: The extent of damage to the Iranian regime was unclear. Even on Saturday, as Trump renewed the fight against the Islamic Republic following negotiations that he said had not been satisfactory, he said last year’s strikes had “obliterated” Iran’s nuclear program. But the regime was rebuilding it, he and other observers said, and Iran had reportedly stockpiled more missiles than it had before the 2025 war. And the regime remained intact, clamping down a domestic protest movement by killing tens of thousands of protesters within 48 hours last month. Trump initially threatened to strike over the mass killings but did not.

This article originally appeared on JTA.org.

The post What happened during the 2025 Israel-Iran war? A timeline. appeared first on The Forward.

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Sirens, shelters and an empty Old City: Jerusalem rattled on the first day of war with Iran

(JTA) — JERUSALEM — Jacob Phillips’ first trip to Israel from his home in Germany was in 2023, to visit Holocaust survivors in Tel Aviv as part of a university program. It was cut short by the Oct. 7 Hamas-led attack, which forced him to leave the country.

He returned with his girlfriend this month to see the sites he missed. “Because the last trip, it was a harsh cut,” he said. “That’s why we came back, to visit the people I met here in Israel.”

On Saturday, Phillips and his girlfriend Michelle were among the very few people walking the streets in Jerusalem as another war unfolded, with Iran. The war, which began when Israel and the United States together attacked Iran early Saturday, had already sent them multiple times to shelters and scrambled their departure plans for next Thursday. Ben Gurion Airport is closed until at least March 7.

Phillips said he was in touch with the German consulate and felt safe in Jerusalem despite the incoming missiles, citing Israel’s Iron Dome air defense system. He said he remained happy to be in Israel.

“I wanted to come here to learn about the Jewish experience, especially as a German, and I feel like I have gotten to see so much of it,” Phillips said.

While missile impacts rocked Tel Aviv and elsewhere in Israel, an eerie calm pervaded the streets of Jerusalem on Saturday, extreme even for Shabbat, as residents hunkered down at home between the sirens that indicated that war with Iran had begun anew. The sirens scattered the prayer services that dot the holy city and disrupted plans for shared meals.

The gates of the Old City were closed by Israeli police to everyone but residents. A crowd of Hasidic Jews argued with officers, petitioning for entry to pray at the Western Wall but ultimately giving up and turning back.

One resident who ventured out between air raid alerts said the assault had provided “pauses just long enough to walk up the stairs before heading back [to the shelter] again.”

Those who braved journeys away from their homes offered a general consensus that the war would be significantly worse this time around, only nine months after a 12-day war that led to the deaths of 32 Israelis. In that conflict, Iran launched more than 500 ballistic missiles at Israel and targets throughout the Middle East in retaliation for strikes that Israel initiated and the United States joined.

This time is indeed different. President Donald Trump and Prime Minister Benjamin Netanyahu are gunning for regime change and said they believed Iran’s supreme leader, Ayatollah Ali Khamenei, had been killed in an opening salvo. Sensing an existential threat, the Islamic Republic of Iran has already escalated its response, using its firepower against not only Israel but U.S. targets throughout the Middle East.

Richard Weiner and Rolly Feld had been in Nahariya, in Israel’s north, until Saturday morning. When the sirens began, they drove back to Jerusalem in the hope they would be safer in the city and farther from significant military targets for the Iranian regime, including the port of Haifa, which was struck by an Iranian barrage at 10 a.m.

Feld recounted that while driving down Route 4 toward Jerusalem, it felt as if they were being chased by missiles. Periodically, another batch of air raid alerts would sound, forcing them to shelter in tunnels along the highway.

Feld said he would have preferred to continue driving, contrary to the advice of Israeli authorities who recommend pulling over and lying flat to avoid exposure to shrapnel from missile impacts.

“My wife wanted all the time to stick to the guidelines, to stop the car and stay away, and I keep driving fast then stopped in the tunnels. It’s a compromise,” Feld said.

Weiner, who grew up in Israel but has lived as an adult in South Africa, was critical of Netanyahu’s decision to launch the strikes.

“What he’s doing is horrible for the Iranian people and it’s horrible for the people over here. The government is pushing for this; the people are not.” Weiner identified himself as “something of a pacifist,” adding, “We have to look for other ways of dealing with the Iranian government, as irrational as they are. We should be supporting the people who are protesting and not trying to topple the government by killing the leadership.”

Weiner and Feld bantered back and forth on a sidewalk in the leafy neighborhood of Rehavia, discussing the possibility of further escalation and whether it was Israel’s place to intervene on behalf of the Iranian people — if that was indeed part of the calculus.

Weiner concluded, “I have a love-hate relationship with this country. I come back and this happens again. This is clearly not the answer. Many people will be killed, and it’s horrible that tens of thousands have been killed due to their dissent, but how does this help?”

The question of whether the war would succeed in the U.S.-Israeli ambition of achieving regime change in Iran was a preoccupation of many of those who were out and about.

“The chance of actual change is so low,” said Ishay, 44, a Jerusalem resident. “Like in Israel, there is such a strong contingent of those with radical beliefs in Iran. Even if the regime is toppled, who will replace Khamenei?”

Information was hard to come by throughout the day, though over time it became clear that missile impacts had been confirmed in multiple locations, including Bnei Brak, where Magen David Adom treated people who were wounded. By overnight, it was clear that one woman had been killed and another man had been seriously wounded in Tel Aviv.

The war comes as Israel prepares to celebrate Purim, a Jewish holiday commemorating the overthrow of an oppressive Persian regime, offering a powerful parallel for the current moment.

In the lead-up to the holiday, two Israelis stood talking down the street, seemingly unconcerned by the sirens, both in costume — one wearing a sombrero, the other dressed as a clown.

Yael, who lives in Rehavia, was walking her dog, Lucky, in Meir Sherman Garden Park in central Jerusalem.

“We’ve just come to expect this. I am raising my children here in Israel, but sometimes I wonder if there is a future here,” she said.

For Phillips, the fact that both of his visits to Israel have been derailed by two different conflicts did not dampen his support for Israel’s decision to launch the attacks on Iran.

“It’s time to change the regime there because of the nuclear weapons; it’s important to have this under control,” he said. “For Israel, it will be a hard time, I think, but nothing is free. You have to pay with something.”

This article originally appeared on JTA.org.

The post Sirens, shelters and an empty Old City: Jerusalem rattled on the first day of war with Iran appeared first on The Forward.

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Israel says Iranian supreme leader Khamenei killed during strikes on Tehran

(JTA) — Ayatollah Ali Khamenei, Iran’s supreme leader, was killed Saturday morning during a joint U.S.-Israeli strike that hit targets throughout the country, Israeli officials have announced.

In a televised address late Saturday, Prime Minister Benjamin Netanyahu said there were “growing signs” that Khamenei had been killed during an Israeli strike on his compound in Tehran. Shortly after the address, Israeli officials told Axios and the Associated Press that they had confirmed his death.

The alleged death of Khamenei, 86, who has ruled Iran since 1989 and was one of the world’s longest-serving authoritarian leaders, would serve as a major blow to the Islamic Republic regime, which Netanyahu and President Donald Trump both said they sought to topple in the strikes.

Trump cautiously confirmed the reports of Khamenei’s death on Saturday, telling NBC News about the Israeli report, “We feel that that is a correct story.” The president also told ABC correspondent Rachel Scott, “I don’t want to say anything definitively until I see things but we believe he is, and much of their leaders are gone.”

Iran appeared to deny claims that Khamenei had died on Saturday, with Iranian state media reporting that a source close to Khamenei’s office said, “I can tell you with confidence that the leader of the revolution is steadfast and firm in commanding the field,” according to Reuters.

Khamenei reportedly appointed a deputy to succeed him ahead of the strikes. But the CIA has assessed that he may be replaced by hardline figures from the Islamic Revolutionary Guard, according to Reuters.

Trump said he believed a large number of other Iranian officials were killed in the initial strikes, but neither he nor Israeli officials immediately named other officials they believed had been killed.

This article originally appeared on JTA.org.

The post Israel says Iranian supreme leader Khamenei killed during strikes on Tehran appeared first on The Forward.

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