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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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LA mayor condemns protest outside synagogue event that featured Israeli defense firm
An anti-Israel demonstration outside a prominent Los Angeles synagogue led to two arrests Wednesday, drawing condemnation from the city’s mayor who decried the protesters’ behavior as antisemitic.
Multiple local pro-Palestinian groups promoted the protest outside Wilshire Boulevard Temple, a Reform synagogue, which was hosting a program on the intersection of artificial intelligence and public safety that featured speakers from Israeli defense firm Elbit Systems, the Israeli police and the local Jewish federation. The event was organized by the Israeli Consulate General of Los Angeles.
Videos from the scene uploaded to social media showed around 20 protesters, many clad in masks and keffiyehs, gathering outside the entrance to the Audrey Irmas Pavilion, a neighboring event space owned by the synagogue, and engaging in heated arguments with people on their way into the event.
The protesters hung a large banner that said “Elbit out of Los Angeles” and “Genociders not welcome,” and distributed flyers that said Elbit was responsible for weapons and technology that Israel uses against Palestinian civilians and that ICE uses in the U.S.
A spokesperson for the Los Angeles Police Department said officers arrested one person for battery and another for vandalism.
Rabbi Joel Nickerson, the synagogue’s head rabbi, called the incident “a disturbing outbreak of hate” in a statement.
“These individuals targeted the Jewish community and chose to disrupt a community event on synagogue property that was focused on advancing public safety in Koreatown,” he said, adding, “No one should be targeted in the City of Los Angeles on account of their faith.”
Los Angeles Mayor Karen Bass said in a statement that protesters were calling attendees antisemitic names and had damaged property inside the synagogue. She said additional LAPD officers had been deployed to patrol near areas of worship.
“This behavior is abhorrent and has no place in Los Angeles,” Bass said. “I spoke with Rabbi Nickerson to ensure he and his congregation know that the City of Los Angeles stands with them and fully condemns these attacks.”
It was unclear how many protesters gained access to the building or how they were able to. The damaged property appeared to include a broken vase, according to video from the scene posted to social media.
The Jewish Federation of Greater Los Angeles said in a statement that the protest was “antisemitism and hate disguised as dissent.”
“We are outraged and condemn this antisemitic behavior in the strongest of terms,” it said.
The protest appeared to be coordinated by multiple groups, among them Koreatown for Palestine, a local chapter of the Palestinian Youth Movement and the far-left group People’s City Council Los Angeles. They urged their social media followers to call in their concerns prior to the event to the synagogue and to the Audrey Irmas Pavilion, and to arrive early Wednesday to picket outside the latter.
“We KNOW that these technologies are created on the targeting and killing of Palestinians in Gaza and the West Bank, and will do the same to vulnerable communities in Ktown,” the Palestinian Youth Movement chapter wrote Tuesday on Instagram.
Titled “Innovating Safety, Empowering Communities,” Wednesday’s symposium was billed as an event that would strengthen bonds between Jews, Israelis, Koreans and Korean Americans. The Korean American Federation of Los Angeles’ emblem appears on a flyer for the event.
The program included appearances from Gal Ben Ish, the Israel Police Attache to North America, and Goni Saar from Elbit Systems. Saar’s LinkedIn profile says he is a strategic business development manager for the firm; a program for the event said he presented on “public safety AI tools.”
Saar did not immediately respond to a request for comment.
Also speaking were the head of the Jewish federation’s Community Security Initiative, and Sheva Cho, a Korean singer who moved to Israel in 2012.
Elbit is one of the oldest and largest defense companies in Israel, employing some 18,000 people, and it developed the drones IDF has used heavily in its wars following the Oct. 7 attacks. An Elbit Hermes 450 drone reportedly struck the World Central Kitchen aid convoy in April 2024, killing seven aid workers.
According to the Elbit website, artificial intelligence tools have played a major role in Israel’s war in Gaza.
“From unmanned aerial systems and drones to electronic warfare, intelligence gathering, robotics and more, AI played an important role,” an article on the website reads. “Elbit is leading some of these directions like autonomous vehicles, different platforms and weapons that are targeted and analyzed constantly with AI, drones, AI on a strategic level to analyze different signals that can show how the enemy is working (including in civilian areas).”
People’s City Council Los Angeles did not return a request for comment, but pushed back against the assertion that the protest was antisemitic in posts Wednesday night on X.
“The ‘private event’ in question was put on by the Consulate General of Israel,” the organization wrote in a response to Bass’ post. “It featured Goni Saar from Elbit Systems and the Israel Police Attache to North America, Gal Ben Ish. It took place at Audrey Irmas Pavilion, an events venue, not Wilshire Boulevard Temple.”
Wilshire Boulevard Temple is one of the oldest synagogues on the West Coast, dating its construction to the 1920s; the congregation itself was founded in the 19th century. But the Audrey Irmas Pavilion is a recent addition, opening in 2021. It has since been featured in the Netflix show Nobody Wants This.
The post LA mayor condemns protest outside synagogue event that featured Israeli defense firm appeared first on The Forward.
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China Slams Israel for Joining UN Human Rights Statement Condemning Beijing
Israel’s Ambassador to the United Nations Danny Danon addressing the UN Security Council on Sept. 19, 2024. Photo: Screenshot
China slammed Israel on Wednesday for joining a United Nations declaration condemning its human rights record, accusing some nations of “slandering” Beijing on the international stage as bilateral relations between the two countries grow increasingly tense.
Last week, Israel endorsed a US-backed declaration, signed by 15 other countries — including the United Kingdom, Australia, and Japan — that expressed “deep and ongoing concerns” over human rights violations in China.
In a rare move, Jerusalem broke with its traditionally cautious approach to China — aimed at preserving diplomatic and economic ties — by signing on to the statement as Beijing continues to strengthen relations with Iran, whose Islamic government openly seeks Israel’s destruction, and expand its influence in the Middle East.
China, a key diplomatic and economic backer of Tehran, has moved to deepen ties with the regime in recent years, signing a 25-year cooperation agreement, holding joint naval drills, and continuing to purchase Iranian oil despite US sanctions.
China is the largest importer of Iranian oil, with nearly 90 percent of Iran’s crude and condensate exports going to Beijing.
Iran’s growing ties with China come at a time when Tehran faces mounting economic sanctions from Western powers, while Beijing itself is also under US sanctions.
According to some media reports, China may be even helping Iran rebuild its decimated air defenses following the 12-day war with Israel in June.
With this latest UN declaration, the signatory countries denounced China’s repression of ethnic and religious minority groups, citing arbitrary detentions, forced labor, mass surveillance, and restrictions on cultural and religious expression.
According to the statement, minority groups — particularly Uyghurs, other Muslim communities, Christians, Tibetans, and Falun Gong practitioners — face targeted repression, including the separation of children from their families, torture, and the destruction of cultural heritage.
In response, China’s Foreign Ministry accused the signatories of “slandering and smearing” the country and interfering in its internal affairs “in serious violation of international law and basic norms of international relations.”
The UN declaration also voiced “deep concern” over the erosion of civil liberties and the rule of law in Hong Kong, citing arrest warrants and fines for activists abroad, as well as the use of state censorship and surveillance to control information, suppress public debate, and create a “climate of fear” that silences criticism.
Western powers called on China to release all individuals unjustly detained for exercising their human rights and fundamental freedoms and to fully comply with international law.
Israel’s latest diplomatic move comes amid an already tense relationship with China, strained since the start of the war in Gaza. In September, Israeli Prime Minister Benjamin Netanyahu accused Beijing, along with Qatar, of funding a “media blockade” against the Jewish state.
At the time, the Chinese embassy in Israel dismissed such accusations, saying they “lack factual basis [and] harm China-Israel relations.”
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‘Dead on Arrival’: Inside the Breakdown of Second Phase of Gaza Ceasefire and Hamas’s Resurgent Control
Palestinian Hamas terrorists stand guard at a site as Hamas says it continues to search for the bodies of deceased hostages, in Beit Lahiya in the northern Gaza Strip, Dec. 3, 2025. Photo: REUTERS/Stringer
The second phase of the Trump administration’s Gaza plan has collapsed into “stalemate,” according to Gaza-born analyst Ahmed Fouad Alkhatib, derailing plans to disarm Hamas and enabling the terrorist group to reassert control over aid convoys and Gaza’s three main hospitals, which he said have turned into interrogation centers for political opponents.
“Phase Two is not going to proceed,” Alkhatib, senior fellow at the Atlantic Council, said in a call with journalists on Tuesday.
Under the plan, the first stage included Hamas releasing all the remaining hostages, both living and deceased, who were kidnapped by Hamas-led Palestinian terrorists during their Oct. 7, 2023, invasion of and massacre across southern Israel. In exchange, Israeli released thousands of Palestinian prisoners and detainees and partially withdrew its military forces in Gaza.
Currently, the Israeli military controls 53 percent of Gaza’s territory, and Hamas has moved to reestablish control over the other 47 percent. However, the vast majority of the Gazan population is located in the Hamas-controlled half, where the Islamist group has been imposing a brutal crackdown.
The second stage of the US plan was supposed to install an interim administrative authority — a so-called “technocratic government” — deploy an International Stabilization Force — a multinational force meant to take over security in Gaza — and begin the demilitarization of Hamas, the Palestinian terrorist group that has ruled the enclave for nearly two decades.
“The International Stabilization Force is dead on arrival,” Alkhatib said. “The gap between what the force is meant to do versus the expectation of the volunteers is too wide.”
Alkhatib’s comments stood in stark contrast to those of US President Donald Trump, who on Wednesday told reporters at the White House that phase two of his Gaza peace plan was “going to happen pretty soon.”
“It’s going very well. We have peace in the Middle East. People don’t realize it,” Trump said. “Phase two is moving along. It’s going to happen pretty soon.”
However, Israel and Hamas have not actually reached an agreement regarding the second phase.
The United States had hoped to scale back its role in its newly built Civil-Military Coordination Center in the Israel city of Kiryat Gat, Alkhatib said, while pushing regional partners to assume responsibilities they lack the capacity or willingness to take on.
However, Saudi Arabia and the United Arab Emirates are “furious” that the process has placed Qatar and Turkey, both longtime backers of Hamas, in what Alkhatib called the “driver’s seat,” giving them outsized influence over Gaza without requiring them to shoulder the financial burden.
“You put the Qataris in the driver’s seat, then why don’t you make them commit a billion dollars?” Alkhatib said.
Egypt and Jordan, meanwhile, lack the money and resources to train security personnel on the ground, while other partners like Pakistan and Indonesia have made clear they will not take part in disarming Hamas.
“Israel is the only body in the world — from a brute force perspective — that can take on Hamas,” he said, arguing that the Islamist group had been “very close to defeat” before the US-brokered ceasefire took effect in October, though at an extreme cost for Gazans and after a two-year campaign he said was at times undermined by far-right elements in the Israeli government.
Meanwhile, Hamas is building a new tax economy around the flow of goods into Gaza. Alkhatib described a sharp rise in commercial shipments alongside humanitarian aid, with merchants paying 50 percent of the value of the goods in taxes and fees.
“The same Qassam brigadiers [Hamas operatives] who were in tunnels throwing IEDs [improvised explosive devices] at Israeli soldiers are now protecting commercial goods trucks,” he said.
He added that Hamas was continuing to seize control of the humanitarian pipeline, imposing charges on aid shipments and asserting authority over the 800 to 900 trucks entering Gaza each day.
Alkhatib’s comments came one day before the research institution NGO Monitor, which tracks anti-Israel bias among nongovernmental organizations, released a new report revealing how Hamas has long run a coordinated effort to penetrate and influence NGOs in Gaza, systematically weaponizing humanitarian aid in Gaza and tightening its grip over foreign NGOs operating in the territory.
The terrorist group has also stepped up the recruitment of teenagers, described by Alkhatib as “child soldiers,” to help enforce control over goods and movement.
Gaza’s three main hospitals — Shifa, Nasser, and Al-Aqsa — have been turned into “pseudo-government operation centers,” Alkhatib said, with the terrorist group embedding elements of its Interior, Economy, and Finance ministries inside the compounds, and using them to interrogate political opponents, levy financial penalties on businessmen, and oversee arrests.
Alkhatib said the difficulty of speaking candidly about Hamas’s conduct has created a distorted public conversation.
“I can’t say these things without journalists saying, ‘Ahmed, I can’t believe you’re repeating Israeli talking points,’” he said. “Meanwhile, you talk to any child in Gaza about what’s happening [in the hospitals],” he added, noting that Gazans have circulated a grim joke that Hamas has “come out of the labor and delivery department” — a reference to operatives hiding in maternity wards and using pregnant women as human shields.
Part of the postwar landscape now includes several anti-Hamas militias, loosely aligned under the Abu Shabab group. While some Muslim Brotherhood–aligned outlets, including Al Jazeera, have claimed the Israel Defense Forces plan to dismantle these militias, Alkhatib argued the opposite is more likely, predicting the IDF will lean on them as the only armed actors available for post-ceasefire “mop-up” operations against Hamas cells.
In late October, The Algemeiner reported that four Israel-backed militias fighting Hamas are moving to fill the power vacuum in Gaza, pledging to cooperate with most international forces involved in rebuilding the enclave but vowing to resist any presence from Qatar, Turkey, or Iran.
Iran, like Qatar and Turkey, has spent years supporting Hamas.
Based in Khan Younis, Hossam al-Astal, commander of the Counter Terrorism Strike Force, said his group and three allied militias had coordinated in recent weeks to secure areas vacated by Hamas.
The militias, mainly in southern Gaza, are not part of US President Donald Trump’s proposed plan for a technocratic administration in the enclave.
