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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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In the world of Jewish translators, she was known as a mentor, a friend and a literary giant
Barbara Harshav, widely considered one of the most important translators of Jewish literature of our time, passed away June 24 at age 85. She translated from French, German, Hebrew, and Yiddish — and won acclaim from scholars and fellow translators for her range and high standards. Her curiosity and willingness to tackle difficult material were legendary.
“Few people would be able to and feel comfortable translating from French and German alongside Hebrew and Yiddish,” Shachar Pinsker, professor of Judaic Studies and Middle East Studies at The University of Michigan, wrote in an email.
She translated giants, including Shmuel Yosef Agnon, winner of the Nobel Prize; Avrom Sutzkever, the towering Yiddish poet; the Israeli novelist Meir Shalev; and the beloved poet Yehuda Amichai. But she was also loved as a mentor and friend to scholars and translators of several generations.
“I knew Bobbi Harshav through reading her translations before I met her for the first time, when I helped her carry a suitcase to a room in Berkeley’s Bancroft Hotel in 2005,” Pinsker recalled. “Since then, we have seen each other in Ann Arbor, Tel Aviv, New York and Boston. It was always a thrill to meet her, speak and correspond with her, and learn from her.”
Her personality was reflected in the books she translated.
“Bobbi had a fierce sense of curiosity and independence that carried her forward. I can’t think of anyone else who would translate the Palestinian author Emile Habibi’s essay ‘Your Holocaust and our Catastrophe,’ alongside poetry by Abraham Sutzkever, Yehuda Amichai, the best of American Yiddish poetry, as well as novels, stories, and plays by Hanoch Levin, Yoram Kaniuk, Yehudit Hendel, Yehudit Kazir, and Leah Goldberg,” Pinsker wrote.
Harshav also co-translated many books with her late husband, Benjamin Harshav, including Sing Stranger: A Century of American Yiddish Poetry.
Her translations included some of the most challenging books in recent Jewish literature, like Agnon’s fiction. Made up of layers upon layers, with allusions to Jewish texts everywhere, it is notoriously challenging, if not impossible, to translate.
“Bobbi took on the heroic task of translating S.Y. Agnon’s Tmol Shilshom (“Only Yesterday”), which many considered untranslatable, and although she was aware of the limitations of Agnon in English, she proved them wrong,” Pinsker recalled.
“Perhaps the main thing about this translation is that Bobbi captured Agnon’s sense of irony, because of her own smart and wicked sense of humor.”
On social media, scholars mourned this loss.
“I just read her translation of The Loves of Judith. It’s a stunning and masterful translation of a book that plays with languages, gender, timelines and so much,” Shayna Weiss, Senior Associate Director of the Schusterman Center for Israel Studies at Brandeis, wrote. “What a loss.”
Weiss, in an email, shared that she was reading Harshav’s translation of Shalev’s book because she is speaking at a film festival that is showing For the Love of a Woman, a new film based on this book.
Bobbi, as she was known, was famous inside translation circles for her warmth and kindness to other translators, including invitations to live in her home, rent-free, while translating.
She was especially encouraging to beginners.
When I was a graduate student, she emailed me out of the blue and invited me to participate in a panel at the American Literary Translators Association conference, which was meeting that year in Chicago. I knew no one there, and made a friend — the Yiddish translator Leah Zazulyer, also gone now — while waiting for Bobbi to show up.
I did not know it then, but Bobbi was a celebrity in that conference; she was a past president of the American Literary Translators Association. Later she would become the only Hebrew or Yiddish translator in history to win the PEN/ Manheim medal.
The Manheim medal is awarded every three years for lifetime achievement in literary translation. Bernard Malamud and Gay Talese donated the initial funding for the award; it received additional support from the family and friends of Ralph Manheim, the American translator of Mein Kampf, who died in 1992, and it is now named after him.
The medal recognizes translators “whose career has demonstrated a commitment to excellence through the body of their work.” Prior winners include Gregory Rabassa, translator of A Hundred Years of Solitude, which Gabriel García Márquez famously declared superior to his original, and Edith Grossman, translator of Don Quixote and author of the influential book Why Translation Matters.
Harshav published more than 40 books of translation including works of poetry, drama, fiction, philosophy, economics, sociology and history.
“I know that the Manheim Lifetime Achievement medal acknowledges the full range of Barbara’s work, including her translations from French and German, but the fact that this award casts the spotlight on Hebrew and Yiddish translation, languages that often are overlooked in the world literary economy, is just monumental,” translator, scholar, and Oxford professor Adriana X. Jacobs said when Harshav won the medal.
“In all her translations, Barbara’s voice comes across so clearly and distinctly, even as she is capturing the qualities unique to a specific writer. And what I mean is that when you read Barbara’s translations, her commitment to her choices is evident. And every time I have heard Barbara speak on translation, this has been confirmed,” Jacobs said. “She can tell you why she made one choice and not another, why she chose to translate a particular text and not another, and she always — always — stands by her work.”
Harshav’s comments on writing and translation sometimes made it to Twitter and other social media, like this snippet from her talk at Davidson College: “Style is the morality of the mind. And obscurantism is sinful.”
She came of age in a time well before AI and before translation apps. Learning a language then was slow hard work. For French and German, she focused on basics, then read newspapers and novels.
“As for Hebrew, I started studying Jewish history and realized that I had a serious handicap because I did not know Hebrew at all, not the alphabet, nothing,” she told Rainer Schulte in Translation Review in 2012.
Unlike many Hebrew translators, Harshav came to the language relatively late, at 34.
“I literally fell in love with the language. There was the exhilarating feeling of learning a new language and a new alphabet at that age. It must have repeated the original childhood sense of learning to read, when the letters suddenly make sense and a new world is opened.” She learned Yiddish last.
Scholars and translators saw something distinctive in Bobbi Harshav’s work, in all four languages she translated from. In conversation, she often talked about translation quality; her goal was always excellence.
One reason for her excellence was that she was always reading. Another reason was her attitude, toward the text, and toward herself.
“I carry books all the time because you never know when the elevator will break down, and I am reading all the time,” she told Translation Review. “It is the element of play that is very important. Humility is also important, and the text is sacred. It is also true for performance. You have to have a kind of humility. I take what I do very seriously, but I do not take myself seriously.”
You can hear all of that in her translator’s note to Tmol Shilshom, or Only Yesterday, by Agnon. “If there is some other world, where translators can discuss ‘deviations’ with authors,” she wrote,” I hope Agnon will understand.”
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AIPAC isn’t to blame for the Graham Platner scandal — no matter what social media trolls say
“Zionists are just upset anti-Israel candidates are winning,” read one Instagram comment, which got 164 likes. “Israel working over time on this one,” read another, which garnered 341. “AIPC” — presumably meaning AIPAC — “is going hard against you, but fuk em keep going,” read a third, with 458.
These comments were prompted by allegations that Graham Platner, the Democratic candidate for Senate in Maine, sexually assaulted a woman in 2021. Such insights did not exclusively come from random internet users: former Rep. Marjorie Taylor Greene posted on X, “I do find it interesting that Platner is hated by AIPAC and rape accusations show up years later from a woman who dated him.”
It’s impossible to determine how widespread a conspiracy theory that AIPAC, a pro-Israel lobbying group, is somehow behind Jenny Racicot’s credible allegations might be. But the fact that such a baseless idea is spreading at all is instructive in two ways.
First: It forces us to once again confront the fact that too much of our society tends to treat allegations of sexual violence as a team sport — only disqualifying if they attach to the side you root against. A version of this same trend was on view earlier this year, with the wildly disparate responses of pro-Israel and pro-Palestinian parties to reporting about sexual violence committed by Hamas and Israeli forces.
In fairness, the majority of the politicians who had previously endorsed Platner have retracted their support in the wake of Racicot’s allegations. But there are still people out there who would rather think that Israel and AIPAC somehow made a woman come forward than sit with the fact that these allegations were made against someone with whom they are ideologically aligned. (Racicot also told multiple people about the alleged assault years before Platner ever ran for office. I am unclear on how, exactly, AIPAC is meant to have coordinated that, although I have no doubt proponents of this theory have an explanation.)
This is what happens when we see having theoretically good principles as more important than actually being and doing good in the world.
Second, this discourse is a reminder of the importance of drawing a clear line between criticism of AIPAC and conspiracy-mongering, which can quickly edge into antisemitism.
The importance of this distinction has come up repeatedly in recent weeks, as political candidates have made criticism of AIPAC central to their campaigns.
Criticism is about what an individual or entity is actually saying or doing. Conspiracy, on the other hand, is not about what someone is actually doing. It is about suggesting someone holds too much power and control, often over events that have little to nothing to do with them, rather than examining their actual actions.
It is not antisemitic to say, for example, that AIPAC has endorsed election deniers; that it spent more $4 million dollars in 2022 campaigning against a Jewish Democrat who sponsored a “Two State Solution Act” because it deemed him insufficiently pro-Israel; or that it spent almost $14 million across just four Illinois races this year. Those are just facts. To observe that they are things that happened is not perpetuating antisemitism, but noting reality.
There is nothing realistic, on the other hand, about suggesting that AIPAC somehow made Racicot talk to the press about her experiences with Platner.
Hence a basic rule: Grounded criticism of AIPAC isn’t antisemitic, and conspiracy theories about it are.
Take the example of Brad Lander, who recently won his Congressional primary in New York City, and who told The New York Times that he felt “queasy” discussing AIPAC critically but felt it needed to be done. Lander was making an important point: the fact that antisemitic tropes can be evoked while critiquing powerful Jewish and pro-Israel institutions does not mean that that any such critique is inherently antisemitic, as some have suggested.
Yet the fact that criticism of AIPAC isn’t inherently bigoted doesn’t mean that invoking it never is. Crying “AIPAC” to deflect from blame or responsibility, as those blaming the lobby for Platner’s scandal are, is absolutely antisemitic.
The stakes of this aren’t just Jewish well-being, or the future of a particular Senate seat. When we infuse our politics with conspiracies, it doesn’t matter if they come from the left or right: The end result is a politics that’s more hateful and deluded, regardless of the source. Those who wanted Graham Platner in the Senate because they yearn for officials who will further human rights and dignity should ask themselves whether that’s the kind of politics that helps us achieve those goals.
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VIDEO: Memories of the Workmen’s Circle in Montreal
מער ווי הונדערט יאָר לאַנג האָט דער אַרבעטער־רינג געשפּילט אַ וויכטיקע ראָלע אין דעם ייִדישן לעבן פֿון מאָנטרעאָל. די אָרגאַניזאַציע איז געווען איינע פֿון די וויכטיקסטע וועלטלעכע ייִדישע כּוחות אין דער שטאָט און האָט אין משך פֿון לאַנגע יאָרן אַנטוויקלט אַ רײַך קולטור־ און געזעלשאַפֿטלעך לעבן.
אין דער רעקאָרדירונג וועט איר זיך באַקענען מיט שלום (סאָל) עדלשטיין, וואָס האָט אָנגעפֿירט דעם אַרבעטער־רינג אין מאָנטרעאָל אין אירע לעצטע יאָרן. מיטן שמועס פֿירט אָן אלי בענעדיקט פֿון דער ייִדיש־ליגע.
אין די ערשטע יאָרן פֿונעם 20סטן יאָרהונדערט זענען געווען אַ ריי אַרבעטער־רינג-„ברענטשעס“ איבער קאַנאַדע, וואָס האָבן געפֿירט אַ רײַכע קולטור־אַרבעט, אַרײַנגערעכנט שולן, טעאַטער־טרופּעס און כאָרן. במשך פֿון די יאָרן האָבן זיך די „ברענטשעס“ צו ביסלעך פֿאַרמאַכט, און די פֿאַרבליבענע אַקטיוויטעטן האָבן זיך צונויפֿגעקליבן אין איין הויז אין מאָנטרעאָל. אין דעם לעצטן יאָר האָט זיך אויך דאָס הויז פֿאַרמאַכט. אין דעם שמועס וועט שלום עדלשטיין דערציילן וועגן די „ברענטשעס“, וועגן דעם לעבן און די אויפֿטוען אין דעם הויז, און וועגן זײַנע אייגענע איבערלעבונגען דאָרט.
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