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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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Greece Plans Extension of Territorial Waters Despite Turkish Warning
Greek Foreign Minister George Gerapetritis attends a joint press conference at the Foreign Ministry in Athens, Greece, Oct/ 14, 2025. Photo: REUTERS/Stelios Misinas
Greece plans to extend its territorial waters further, including potentially in the Aegean Sea, Foreign Minister George Gerapetritis said on Friday, despite Turkey’s long-standing threat of war should Athens take such a step.
The NATO allies, but historic rivals, have eased tensions in recent years but remain at odds over where their continental shelves begin and end in the Aegean – an area believed to hold significant energy potential and with implications for overflights and airspace.
Greece has already extended its territorial waters in the Ionian Sea to 12 nautical miles from six, following agreements with Italy, and it has signed a maritime delimitation deal with Egypt in the eastern Mediterranean.
But it has avoided similar moves in the Aegean, where Ankara objected sharply.
In 1995, the Turkish parliament declared a “casus belli,” or cause for war, if Greece unilaterally extended its waters beyond six nautical miles in the Aegean, a position Athens says violates international maritime law.
Answering questions in parliament on Friday, Gerapetritis said further expansion was expected.
“Today, our sovereignty in the Aegean Sea extends to six nautical miles,” Gerapetritis said. “As there was an agreement with Egypt, as there was an agreement with Italy, there will also be a (further) extension of the territorial waters.”
He didn’t specify which maritime areas could be extended.
Turkey’s Foreign Ministry was not immediately available for comment.
In July, Greece took another step by unveiling the boundaries of two planned marine parks in the Ionian and Aegean seas. The Aegean park, covering 9,500 square kilometers (3,668 square miles), would initially expand around the southern Cyclades islands, further south of Turkey, according to the maps submitted by Athens. The announcement has drawn objections from Ankara.
Greece says the only issue it is prepared to discuss with Turkey is the demarcation of their maritime zones, including the continental shelf and an exclusive economic zone.
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Lebanon Detains Syrian Who Helped Funnel Funds to Pro-Assad Fighters, Sources Say
A person gestures next to a burning picture of President Bashar al-Assad, after rebels seized the capital and ousted the president, in Qamishli, Syria, Dec. 8, 2024. Photo: REUTERS/Orhan Qereman
Lebanon has arrested a Syrian national who was helping senior associates of ousted president Bashar al-Assad finance fighters as part of a plot to destabilize Syria’s new ruling order, four sources familiar with the matter told Reuters on Friday.
Ahmad Dunya was detained earlier this week, according to two Lebanese security sources and two of his former associates. The Lebanese security sources did not say what charges were linked to his arrest or if he would be extradited to Syria.
Reuters could not immediately reach Dunya or his legal counsel for comment.
His arrest came nearly a month after top Syrian security officials asked Lebanon to track down and hand over more than 200 officers who fled there after Assad was overthrown by rebel forces in December 2024 following 14 years of civil war.
That request followed a Reuters investigation that detailed rival plots being pursued by former Assad cohorts to finance potential Alawite militant groups in Lebanon and along the Syrian coast through financial intermediaries.
Dunya was one of those intermediaries and funneled money from Rami Makhlouf, Assad‘s billionaire cousin who now lives along with the ex-Syrian dictator in exile in Moscow, to prospective fighters in Lebanon and Syria, Reuters found.
A former associate of Dunya’s and a Syrian figure close to Makhlouf both confirmed that Dunya was a key financial conduit for his funds and was detained in Lebanon. The two sources said he managed extensive financial records, including payroll tables and financial receipts.
In recent months, Dunya had been skimming off the top of Makhlouf’s transfers, according to the two Syrian sources.
The Reuters investigation found that Makhlouf had spent at least $6 million on salaries and equipment for prospective fighters. Some of the financial records uncovered claimed that Makhlouf spent $976,705 in May, and that one group of 5,000 fighters received $150,000 in August.
A Lebanese security source said there were likely dozens of other financial handlers like Dunya still operating in Lebanon on behalf of Assad‘s former associates.
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Kremlin Says Putin Is Mediating in Iran Situation to Try to Deescalate
Russian President Vladimir Putin speaks on the day he attends a documents signing ceremony with Iranian President Masoud Pezeshkian in Moscow, Russia, Jan. 17, 2025. Photo: REUTERS/Evgenia Novozhenina/Pool
President Vladimir Putin is mediating in the Iran situation to try to quickly deescalate tensions, the Kremlin said on Friday, after the Russian leader spoke to Israeli Prime Minister Benjamin Netanyahu and Iranian President Masoud Pezeshkian.
Moscow, an ally of Tehran, has condemned US President Donald Trump’s threats of new military strikes after Iran cracked down on protests that broke out late last month.
Israel and the US last year both bombed Iranian nuclear sites, and Iran fought a 12-day war with Israel.
Russia has pursued closer ties with Iran since the start of its war in Ukraine, and Putin last year signed a 20-year strategic partnership pact with Pezeshkian. Moscow also has a long-established working relationship with Israel.
Putin in his call with Netanyahu expressed Russia’s willingness to “continue its mediation efforts and to promote constructive dialogue with the participation of all interested states,” the Kremlin said, adding he had set out his ideas for boosting stability in the Middle East.
No further details were given on Putin‘s mediation attempt.
Putin had then been briefed by Pezeshkian in a separate call on what the Kremlin called Tehran’s “sustained efforts” to normalize the situation inside Iran.
“It was noted that Russia and Iran unanimously and consistently support deescalating the tensions — both surrounding Iran and in the region as a whole — as soon as possible and resolving any emerging issues through exclusively political and diplomatic means,” the Kremlin said.
Putin and Pezeshkian had confirmed their commitment to their countries’ strategic partnership and to implementing joint economic projects, the Kremlin added.
WESTERN SANCTIONS
Separately, the Shanghai Cooperation Organization, which includes Russia, China, India, and Iran among others, said it opposed external interference in Iran and blamed Western sanctions for creating conditions for unrest.
“Unilateral sanctions have had a significant negative impact on the economic stability of the state, led to a deterioration in people’s living conditions and objectively limited the ability of the Government of the Islamic Republic of Iran to implement measures to ensure the country‘s socio-economic development,” the SCO said in a statement.
Protests erupted on Dec. 28 over soaring inflation in Iran, whose economy has been crippled by sanctions, before spiraling into one of the biggest challenges yet to the clerical establishment ruling Iran since the 1979 Islamic Revolution.
Any threat to the survival of the Iranian leadership would pose a serious concern for Moscow, 13 months after it lost another key Middle East ally with the toppling of Syrian President Bashar al-Assad. Earlier this month another Russian ally, Venezuelan President Nicolas Maduro, was captured by the United States and brought to New York to face drug trafficking charges.
Asked what support Russia could provide to Iran, Kremlin spokesman Dmitry Peskov said: “Russia is already providing assistance not only to Iran but also to the entire region, and to the cause of regional stability and peace. This is partly thanks to the president’s efforts to help deescalate tensions.”
Western powers accuse Iran of having a clandestine agenda to develop nuclear weapons, something Tehran denies. Russia says it supports Iran‘s right to peaceful nuclear energy.