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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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London Police Set Up Specialist Jewish Protection Team
A police officer stands at the scene, after a man was arrested following a stabbing incident in the Golders Green area, which is home to a large Jewish population, in London, Britain, April 29, 2026. Photo: REUTERS/Hannah McKay
British police are setting up a new team of 100 officers including counter terrorism specialists to help protect Jewish communities across London after a series of antisemitic attacks including the stabbing of two men.
The plan announced on Wednesday for a dedicated protection team comes as officers announced more arrests for antisemitism, including detaining a 35-year-old man on Saturday after rocks were thrown at an ambulance belonging to the Jewish community.
London‘s top police boss Mark Rowley said Jewish communities were facing “sustained threats” from hostile state actors as well as extreme right-wing groups, elements of the extreme left, and Islamist terrorists.
Detectives are examining whether the arson incidents have possible Iranian links, after British security officials warned that Iran was using criminal proxies to carry out hostile activity.
Since late March, there have been a number of high-profile arson attacks with four Jewish ambulances burned and synagogues targeted. Last week, two Jewish men were also stabbed. Both victims survived the attack.
Over the past four weeks, police said they had arrested around 50 people for antisemitic hate crimes and charged eight individuals. On top of that, 28 arrests have been made as part of investigations alongside counter terrorism policing for arson and other serious incidents.
“This new team will be primarily focused on protecting the Jewish community, which faces some of the highest levels of hate crime alongside significant terrorist and hostile state threats,” said a statement from London‘s Metropolitan Police force.
British Prime Minister Keir Starmer convened a meeting on Monday with business, health and cultural leaders aimed at trying to tackle antisemitism.
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Iran Reviewing US Proposal to End War, Though Key Demands Remain Unaddressed
People walk on a street near a mural featuring an image of the late Supreme Leader of Iran, Ayatollah Ali Khamenei, in Tehran, Iran, May 6, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iran said on Wednesday it was reviewing a US peace proposal that sources said would formally end the war while leaving unresolved the key US demands that Iran suspend its nuclear program and reopen the Strait of Hormuz.
An Iranian foreign ministry spokesperson cited by Iran‘s ISNA news agency said Tehran would convey its response. US President Donald Trump said he believed Iran wanted an agreement.
“They want to make a deal. We’ve had very good talks over the last 24 hours, and it’s very possible that we’ll make a deal,” Trump told reporters in the Oval Office on Wednesday.
Earlier in the day, Trump had sounded more pessimistic about the chances of a deal. In a Truth Social post, he threatened to restart the US bombing campaign in Iran, calling the possibility of Tehran agreeing to the latest US proposal a “big assumption.”
Trump has repeatedly played up the prospect of an agreement that would end the war that started Feb. 28, so far without success. The two sides remain at odds over a variety of difficult issues, such as Iran‘s nuclear ambitions and its control of the Strait of Hormuz, which before the war handled one-fifth of the world’s oil and gas supply.
A Pakistani source and another source briefed on the mediation said an agreement was close on a one-page memorandum that would formally end the conflict. That would kick off discussions to unblock shipping through the strait, lift US sanctions on Iran, and set curbs on Iran‘s nuclear program, the sources said.
It was unclear how the memorandum differs from a 14-point plan proposed by Iran last week, and Iran has yet to respond to the latest US proposal.
Iran‘s semi-official Tasnim news agency, citing an unnamed source, said the US proposal contained some unacceptable provisions, without specifying which ones.
Iranian lawmaker Ebrahim Rezaei, a spokesperson for parliament’s powerful foreign policy and national security committee, described the text as “more of an American wish-list than a reality.”
“The Americans will not gain anything in a war they are losing that they have not gained in face-to-face negotiations,” he wrote on social media.
OIL PRICES TUMBLE
Reports of a possible agreement caused global oil prices to tumble to two-week lows, with benchmark Brent crude futures falling around 11% to around $98 a barrel at one point before rising back above the $100 mark.
Global share prices also leapt and bond yields fell on optimism about an end to a war that has disrupted energy supplies.
Trump on Tuesday paused a two-day-old naval mission to reopen the blockaded strait, citing progress in peace talks.
The US military has kept up its own blockade on Iranian ships in the region. US Central Command said forces fired at an unladen Iranian-flagged tanker on Wednesday, disabling the vessel as it attempted to sail toward an Iranian port in violation of the blockade.
NO MENTION OF KEY US DEMANDS
The source briefed on the mediation said the US negotiations were being led by Trump’s envoy Steve Witkoff and son-in-law Jared Kushner. If both sides agreed on the preliminary deal, that would start the clock on 30 days of detailed negotiations to reach a full agreement.
The full agreement would end the competing US and Iranian blockades on the strait, lift US sanctions, and release frozen Iranian funds. It would also include some curbs on Iran‘s nuclear program, with the aim of a pause or moratorium on Iranian enrichment of uranium.
While the sources said the memorandum would not initially require concessions from either side, they did not mention several key demands Washington has made in the past, which Iran has rejected, such as curbs on Iran‘s missile program and an end to its support for proxy militias in the Middle East.
The sources also made no mention of Iran‘s existing stockpile of more than 400 kg (900 pounds) of near-weapons-grade uranium.
Israeli Prime Minister Benjamin Netanyahu, Trump’s ally against Iran, said on Wednesday the two leaders agreed that all enriched uranium must be removed from Iran to prevent it from developing a nuclear bomb.
Tehran denies wanting to acquire a nuclear weapon.
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Brussels cathedral installs plaques apologizing for medieval antisemitic persecution depicted in stained glass
(JTA) — More than 650 years after Jews in Brussels were executed and expelled following false antisemitic accusations, church officials at the Cathedral of St. Michael and St. Gudula have installed a plaque apologizing for the persecution commemorated in its stained glass windows.
At a ceremony on April 27, Archbishop Luc Terlinden of Mechelen-Brussels and Rabbi Albert Guigui, the chief rabbi of Brussels, unveiled four plaques, written in Dutch, French, English and Hebrew, providing historical context for the windows and an apology for the antisemitic persecution tied to the events they depict.
The plaques, which Terlinden signed, state that “baseless accusations of the desecration of the Eucharistic host were made against Jewish communities” in medieval Europe and that the accusations “led to persecution, massacres, and unjustifiable expulsions.” The windows show Jews being executed at the stake in response to their alleged attacks on the Eucharist, bread that Catholic doctrine considers a literal representation of Jesus’ body.
“Theological and social anti-Judaism is in direct contradiction with the Gospel of Christ, which calls for truth, justice, and brotherhood,” the plaques say. “We ask forgiveness from the Jewish people for the suffering these accusations have caused.”
The stained glass windows in the cathedral depict the “Brussels Host Desecration,” an antisemitic accusation in 1370 that Jews had desecrated communion wafers, leading to the execution of Jews in Brussels and the expulsion of the city’s Jewish community.
The windows have drawn scrutiny for decades, particularly as the Catholic Church sought to reckon with its history of antisemitism. In 1969, shortly after the landmark Nostra Aetate declaration rejecting longstanding anti-Jewish Catholic doctrine, the Archbishop of Brussels ordered that several paintings be removed and a plaque be mounted to offer context about the remaining depictions.
Several years later, the European Jewish Congress noted last week, Catholic leaders did install a plaque that drew readers’ attention to “the biased nature of the accusations [against the Jews accused of the desecration] and to the legendary presentation of the ‘miracle.’”
But Flora Cassen, the director of the Brandeis Center for Jewish Studies and a scholar of European antisemitism, said the existing plaque was “very ambiguous about the responsibility and what happened” and installed in an easy-to-miss location. The new plaques, she said, contain a clear and “very moving” apology and cannot be missed by anyone who comes to see the windows.
“The significance is enormous of the church finally putting a plaque there that tells the story, that acknowledges the antisemitism behind it, that acknowledges that it was a slander and that it resulted in persecution and in the execution of Jews in Brussels and their expulsion,” Cassen said.
The new plaques cite Nostra Aetate and the Catholic Church’s subsequent effort under Pope John Paul II to reckon with historical antisemitism in 2000. They affirm the church’s “commitment to combat all forms of antisemitism, to deepen dialogue between Jews and Christians, and to pass on to future generations a clear remembrance, based on the acknowledgement of truth and mutual respect.”
While some have called for the historic windows to be removed, Guigui said in a statement that the plaques represented an appropriate way to address relics of historical antisemitism.
“What matters today is how we look at these images,” the rabbi said. “They must not be erased, because they are part of history, but they must be accompanied by explanation and moral insight in order to understand the context and avoid repeating past mistakes.”
The post Brussels cathedral installs plaques apologizing for medieval antisemitic persecution depicted in stained glass appeared first on The Forward.