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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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Israel Publishes Draft Law Seeking to Boost State Revenues From Dead Sea Minerals
A drone picture shows part of the Dead Sea and its shore near Ein Gedi, Israel, Feb. 7, 2025. Photo: REUTERS/Ilan Rosenberg
Israel on Wednesday published a draft law that aims to boost state revenues from a concession for extracting minerals from the Dead Sea as well as tackling its environmental consequences.
The Finance Ministry said the proposed law intends to redefine the concession to ensure the public and the state get their rightful share, while ensuring the preservation of nature and environmental values.
“The law serves as the basis for allocating the concession and the terms of the future tender for resource extraction from the Dead Sea, with an emphasis on promoting optimal competition, lowering entry barriers, and attracting leading international players,” it said.
Fertilizer maker ICL Group has held the concession, giving it exclusive rights to minerals from the Dead Sea site, for five decades, but its permit is set to expire in 2030.
Last month, ICL gave up right of first refusal for its Dead Sea concession under a government plan to open it up for tender, although it would receive some $3 billion if it loses the permit when it expires.
ICL, one of the world’s largest potash producers, has previously said its Dead Sea assets were worth $6 billion. ICL extracts mainly potash and magnesium from the concession.
Under the draft law, which still needs preliminary approval from lawmakers, the state‘s share of concession profits would ultimately rise to an average of 50% from 35% currently, partly through royalties, the ministry said.
The law also aims to tackle negative impacts of resource extraction activities in the Dead Sea, which continues to shrink.
ICL plans to participate in the future tender and has said it believes it is the most suitable candidate to operate the future concession.
Accountant General Yali Rothenberg said the law places emphasis on fair, efficient, and responsible use of one of Israel’s most important natural resources.
It “will ensure that the state maximizes economic value for the public, promotes optimal competition, and protects the unique environment of the Dead Sea region for future generations,” he said.
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Israel Says It Received Body From Hamas, Indicates Rafah Crossing to Open Soon to Let Gazans Cross Into Egypt
People hold images of dead hostages Ran Gvili and Sudthisak Rinthalak, whose bodies haven’t been returned yet, as Israelis attend a rally calling for the immediate return of the remains of all hostages held in Gaza, more than two years after the deadly Oct. 7, 2023, attack on Israel by Hamas, at the Hostages Square in Tel Aviv, Israel, Nov. 29, 2025. Photo: REUTERS/Nir Elias
Israel received a body that the Palestinian terrorist group Hamas said was one of the last two deceased hostages in the Gaza Strip on Wednesday, as Israel said it would allow Gaza’s gateway to Egypt to open once all hostages were returned.
A body has been transferred by the Red Cross to the Israeli military and will undergo forensic identification, a statement from the Israeli Prime Minister’s Office said.
Hamas also handed over remains on Tuesday, which Prime Minister Benjamin Netanyahu’s office later said were not of any hostage.
The handover of the last hostages’ bodies in Gaza would complete a key condition of the initial part of US President Donald Trump’s plan to end the two-year Gaza war, which also provides for the Rafah border crossing between Gaza and Egypt to open in both directions.
Israel has kept the crossing shut since the ceasefire came into effect in October, saying that Hamas must abide by the agreement to return all hostages still in Gaza, living and deceased.
“The crossing will be opened both ways when all of our hostages have been returned,” Israeli government spokesperson Shosh Bedrosian told reporters.
Since the fragile truce started, Hamas has returned all 20 living hostages and 26 bodies in exchange for around 2,000 Palestinian detainees and convicted prisoners, but two more deceased captives – an Israeli police officer and a Thai agricultural worker – are still in Gaza.
ISRAEL SAYS PREVIOUS ‘FINDINGS’ NOT LINKED TO HOSTAGES
The armed wing of the Hamas-allied Palestinian Islamic Jihad terrorist group, the Al Quds Brigades, said it had found a hostage body after conducting a search in northern Gaza, along with a team from the Red Cross.
Hamas and Islamic Jihad said they had handed over the body to the Red Cross late on Wednesday afternoon. The groups did not say which of the two remaining deceased hostages they believed it to be.
The two are Israeli police officer Ran Gvili and Thai national Sudthisak Rinthalak, both kidnapped during Hamas’s Oct. 7, 2023, attack on Israel that triggered two years of devastating war in Gaza.
OPENING OF CROSSING COULD ALLOW OUT THOSE NEEDING TREATMENT
COGAT, the Israeli military arm that oversees humanitarian matters, said the Rafah crossing would be opened in the coming days to allow Palestinians to cross into Egypt.
The decision to open the crossing for those seeking to leave Gaza was made in “full coordination” with those that have mediated between Israel and Hamas during the war, Bedrosian said.
Egypt, along with Qatar and the US, has acted as a mediator.
COGAT said it would be opened under the supervision of a European Union mission – a similar mechanism to that employed during a previous Gaza ceasefire agreed in January 2025.
Before the war, the Rafah crossing was a key entry point for aid into the territory, as well as weapons smuggling for Hamas. It has been mostly closed throughout the conflict.
At least 16,500 patients in Gaza require medical care outside of the enclave, according to the United Nations. Some Gazans have managed to leave for medical treatment abroad through Israel.
Violence has tailed off since the Oct. 10 ceasefire but Israel has continued to strike Gaza and conduct demolitions against what it says is Hamas infrastructure. Hamas and Israel have traded blame for violating the US-backed agreement.
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Israel, Lebanon Send Civilian Envoys to Truce Committee for First Direct Talks in Decades
An Israeli citizen looks out from a viewpoint towards Lebanon, near the Israel-Lebanon border, as seen from northern Israel, Nov. 24, 2025. Photo: REUTERS/Shir Torem
Israel and Lebanon sent civilian envoys to a military committee monitoring their ceasefire, top officials from both said on Wednesday, in a move set to expand the scope of talks between the long-time foes for the first time.
The meeting was a step toward a months-old US demand that the two countries broaden talks beyond monitoring the 2024 ceasefire, in line with US President Donald Trump’s agenda of peace agreements across the Middle East.
It came even as fears of a renewed flare-up between Israel and powerful Lebanese terrorist group Hezbollah persist.
Lebanese Prime Minister Nawaf Salam told journalists he hoped civilian participation in the meetings would help “defuse tensions,” saying further Israeli strikes in recent weeks had been a clear escalatory signal.
Israeli Prime Minister Benjamin Netanyahu said the atmosphere at the meeting was good and that the sides agreed to put forth ideas for economic cooperation.
LEBANON OPEN TO US, FRENCH TROOPS
Lebanon and Israel have been officially enemy states for over 70 years, and Beirut criminalizes contacts with Israeli nationals. Meetings between civilian officials of each side have been extraordinarily rare throughout their fraught history.
Lebanese President Joseph Aoun has said in recent months, however, that he is open to negotiations to pursue a more robust truce and dispatched Lebanon‘s former ambassador to Washington, Simon Karam, to head his country’s delegation to the truce committee‘s meeting.
Netanyahu’s office said that it had sent the deputy head of foreign policy division at Israel‘s National Security Council to the meeting, as part of what it said was the ongoing dialogue between Israel, Lebanon, and the United States.
The committee, chaired by the United States, met on Wednesday for approximately three hours on the Blue Line, which serves as the frontier between Lebanon and Israel.
A statement issued after the session concluded said attendees welcomed the added envoys as an “important step” toward ensuring the committee is “anchored in lasting civilian as well as military dialogue.”
It said it looked forward to working with the representatives to nurture peace along the long-volatile border.
Israel and Lebanon agreed to a US-brokered ceasefire in 2024 that ended more than a year of fighting between Israel and Iran-backed Hezbollah. Since then, they have traded accusations over violations.
Salam said on Wednesday Lebanon was open to the committee taking on a direct verification role to check Israeli claims that Hezbollah is re-arming, and verify the work of the Lebanese army in dismantling the terrorist group’s infrastructure.
Asked by reporters if that meant Beirut was willing to have French and US troops on the ground, Salam said, “Of course.”
ISRAEL DEMANDS HEZBOLLAH DISARM
Netanyahu’s office said that regardless of any economic cooperation, Hezbollah must be disarmed.
Hezbollah’s media office did not immediately respond to questions from Reuters on the talks‘ expansion.
The Iranian-backed, Shi’ite Muslim group has repeatedly rejected any negotiations with Israel as a “trap.”
Despite the ceasefire, Israel has continued air strikes on what it says are Hezbollah’s efforts to rebuild its military capabilities in breach of the truce. Lebanon says Israel‘s bombardment and occupation of hilltop positions in south Lebanon amount to ceasefire breaches.
Fears have been growing in Lebanon that Israel will return to a full-blown military campaign after expressing frustration with the pace of Lebanese authorities’ efforts to seize Hezbollah weaponry across the country.