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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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Gaza ‘Board of Peace’ to Convene at WH on Feb. 19, One Day After Trump’s Meeting with Netanyahu
US President Donald Trump speaks to the media during the 56th annual World Economic Forum (WEF) meeting in Davos, Switzerland, January 22, 2026. Photo: REUTERS/Denis Balibouse/File Photo
i24 News – A senior official from one of the member states confirms to i24NEWS that an invitation has been received for a gathering of President Trump’s Board of Peace at the White House on February 19, just one day after the president’s planned meeting with Israeli Prime Minister Benjamin Netanyahu.
The meeting comes amid efforts to advance the implementation of the second phase of the Gaza ceasefire, following the limited reopening of the Rafah crossing, the expected announcement on the composition and mandate of the International Stabilization Force, and anticipation of a Trump declaration setting a deadline for Hamas to disarm.
In Israel officials assess that the announcement is expected very soon but has been delayed in part due to ongoing talks with the Americans over Israel’s demands for the demilitarization of the Gaza Strip. Trump reiterated on Thursday his promise that Hamas will indeed be disarmed.
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If US Attacks, Iran Says It Will Strike US Bases in the Region
FILE PHOTO: Iranian Foreign Minister Abbas Araqchi meets with Omani Foreign Minister Sayyid Badr Albusaidi in Muscat, Oman, February 6, 2026. Photo: Omani Ministry of Foreign Affairs/ Handout via REUTERS/File Photo
Iran will strike US bases in the Middle East if it is attacked by US forces that have massed in the region, its foreign minister said on Saturday, insisting that this should not be seen as an attack on the countries hosting them.
Foreign Minister Abbas Araqchi spoke to Qatari Al Jazeera TV a day after Tehran and Washington pledged to continue indirect nuclear talks following what both sides described as positive discussions on Friday in Oman.
While Araqchi said no date had yet been set for the next round of negotiations, US President Donald Trump said they could take place early next week. “We and Washington believe it should be held soon,” Araqchi said.
Trump has threatened to strike Iran after a US naval buildup in the region, demanding that it renounce uranium enrichment, a possible pathway to nuclear bombs, as well as stopping ballistic missile development and support for armed groups around the region. Tehran has long denied any intent to weaponize nuclear fuel production.
While both sides have indicated readiness to revive diplomacy over Tehran’s long-running nuclear dispute with the West, Araqchi balked at widening the talks out.
“Any dialogue requires refraining from threats and pressure. (Tehran) only discusses its nuclear issue … We do not discuss any other issue with the US,” he said.
Last June, the US bombed Iranian nuclear facilities, joining in the final stages of a 12-day Israeli bombing campaign. Tehran has since said it has halted uranium enrichment activity.
Its response at the time included a missile attack on a US base in Qatar, which maintains good relations with both Tehran and Washington.
In the event of a new US attack, Araqchi said the consequences could be similar.
“It would not be possible to attack American soil, but we will target their bases in the region,” he said.
“We will not attack neighboring countries; rather, we will target US bases stationed in them. There is a big difference between the two.”
Iran says it wants recognition of its right to enrich uranium, and that putting its missile program on the negotiating table would leave it vulnerable to Israeli attacks.
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My university wants me to sign a loyalty oath — am I in America or Vichy France?
As a historian of modern France, I have rarely seen a connection between my everyday life in my adopted state of Texas and my work on my adopted specialization: the period we call Vichy France. Apart from the Texan boast that the Lone Star Republic is bigger than the French Republic, and the small town of Paris, Texas, which boasts its own Eiffel Tower, I had no reason to compare the two places where I have spent more than half of my life.
Until now.
Last week, professors and instructors at the University of Houston received an unsettling memo from the administration, which asked us to sign a statement that we teach rather than “indoctrinate” our students.
Though the administration did not define “indoctrinate,” it hardly takes a PhD in English to read between the lines. Indoctrination is precisely what our state government has already forbidden us from doing in our classes. There must not be the slightest sign in our courses and curricula of references to diversity, identity and inclusion. The catch-all word used is “ideology,” a term Governor Greg Abbott recently invoked when he warned that “Texas is targeting professors who are more focused on pushing leftist ideologies rather than preparing students to lead our nation. We must end indoctrination.”
This is not the first time in the past several months that I have been reminded of what occurred in France during the four years that it was ruled by its German occupiers and Vichy collaborators.
Very briefly, with Germany’s rapid and complete defeat of France in 1940, an authoritarian, antisemitic and collaborationist regime assumed power. Among its first acts was to purge French Jews from all the professions, including high school and university faculties, and to impose an “oath of loyalty” to the person of Marshal Philippe Pétain, the elderly but ramrod straight and clear-headed hero of World War I.
The purpose of the oath was simple and straightforward: By demanding the fealty of all state employees to the person of Pétain, it also demanded their hostility to the secular and democratic values of the French republican tradition. Nevertheless, an overwhelming majority of teachers signed the oath —even the novelist and feminist Simone de Beauvoir, who needed her salary as a lycée teacher, as did the writer Jean Guéhenno, a visceral anti-Pétainist who continued to teach at the prestigious Paris lycée Henri IV until he was fired in 1943.
Vichy’s ministers of education understood the vital importance that schools and universities played in shaping citizens. Determined to replace the revolutionary values of liberty, equality and fraternity with the reactionary goals of family, work and homeland, they sought to eliminate “godless schools” and instill a “moral order” based on submission to state and church authorities. This radical experiment, powered by a reactionary ideology, to return France to the golden age of kings, cardinals and social castes came to an inglorious end with the Allied liberation of the country and collapse of Vichy scarcely four years after it had begun.
The French Jewish historian Marc Bloch — who joined the Resistance and sacrificed his life on behalf of a very different ideology we can call humanism — always insisted on the importance of comparative history. But comparison was important not because it identified similarities but because it illuminated differences. Clearly, the situation of professors at UH is very different from that of their French peers in Vichy France. We are not risking our jobs, much less our lives, by resisting this ham-handed effort to demand our loyalty to an anti-indoctrination memo.
But the two situations are not entirely dissimilar, either. Historians of fascism like Robert Paxton remind us that such movements begin slowly, then suddenly assume terrifying proportions. This was certainly the case in interwar France, where highly polarized politics, frequent political violence and a long history of antisemitism and anti-republicanism prepared the ground for Vichy. In France, Paxton writes, this slow, then sudden transformation “changed the practice of citizenship from the enjoyment of constitutional rights and duties to participation in mass ceremonies of affirmation and conformity.”
As an historian of France, I always thought its lurch into authoritarianism was shocking, but not surprising. After all, many of the elements for this change had existed well before 1940. But as a citizen of America, I am not just shocked, but also surprised by official demands for affirmation and conformity. One day I will find the time to think hard about my naiveté. But the time is now to think about how we should respond to these demands.
The post My university wants me to sign a loyalty oath — am I in America or Vichy France? appeared first on The Forward.