Uncategorized
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?”
—
The post A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah? appeared first on Jewish Telegraphic Agency.
Uncategorized
Jewish authors object to scheduling of a Chicago literary festival on Rosh Hashanah
Jewish writers say they are dismayed to learn that one of the nation’s largest free outdoor literary festivals is scheduled to take place during the two days of Rosh Hashanah, September 12 and 13.
Printers Row Lit Fest, an outdoor book festival that draws thousands of authors and book lovers to the streets of Chicago’s South Loop, announced the festival’s dates in April. But only recently, amid rising concerns about antisemitism in the publishing world, did some Jewish authors realize the schedule conflict. This year’s Rosh Hashanah begins at sundown on Friday, Sept. 11 and ends at sundown on Sunday, Sept. 13.
Brian Berg, a spokesman for Printers Row, said that scheduling difficulties caused the overlap with Rosh Hashanah.
“As someone who is Jewish and involved with the festival, I wish there had been an option that avoided a conflict with the High Holy Days,” Berg told the Forward. “After weighing alternatives, the weekend that was picked was really the most practical balance of financial, operational and scheduling realities.”
Chicago-based Jewish novelist Lisa Barr, who participated in a Printers Row panel last year about “Holocaust Literature in the 21st Century,” said she likely will miss at least one day of the festival this year to attend worship services and host family for the Jewish New Year.
Barr said the scheduling forces an unnecessary choice between honoring an important religious and cultural tradition and participating in one of Chicago’s signature literary events.
“Scheduling a major literary festival on such a sacred holiday sends a deeply painful message—whether intentional or not—that Jewish authors, readers, booksellers, and members of the literary community were not fully considered,” Barr told the Forward. “I can’t help but wonder: Given the climate of hate and antisemitism — was this an accident or purposeful?”
S.L. Wisenberg, another Jewish author in Chicago, explained that upon learning of the conflict, she assumed it was a scheduling mistake. “I don’t think it’s an anti-Jewish action,” she said. Still, she says, “it’s unfortunate.”
According to Berg, the other weekends in September also had conflicts: the first was Labor Day, the third had Yom Kippur, and the fourth might have been too cold. Yim Kippur begins at sundown on Sunday, Sept. 20.
Turi Ryder, a podcaster and novelist from Chicago, was unsatisfied by this explanation, after communicating with conference staff. She told her social media followers, “FILE UNDER, “WE KNOW BUT WE DON’T GIVE A RAT’S PATOOTIE ABOUT YOUR JEWISH HOLIDAY.”
Ryder pointed out that if they had held the festival the following week, there would not have been significant overlap with Yom Kippur, which begins at sundown on Sunday, Sept. 20. Berg explained that Sunday may still have been difficult for those observing the holiday, since they may have needed to spend the day spending time with family and preparing to go to synagogue.
The festival had been held every June for almost 40 years, but in 2021 organizers postponed the events until September to adjust for the COVID-19 pandemic. What was intended to be a temporary schedule change became permanent. Until then, the High Holidays had never been an issue.
The post Jewish authors object to scheduling of a Chicago literary festival on Rosh Hashanah appeared first on The Forward.
Uncategorized
Loved ones remember two Jewish women killed in Midtown Manhattan mass shooting one year ago
One year after Blackstone executive and Jewish community leader Wesley LePatner was killed in a mass shooting in the lobby of her Midtown Manhattan office, her family is marking the yahrtzeit by launching a foundation in her name.
“What we are officially launching today is not just the start of a love letter to my amazing wife,” her husband, Evan LePatner, said in a statement. “We are building programs and a community that she would have led, nurtured, and inspired many others to join.”
The Wesley Mittman LePatner Foundation aims to cultivate 1,000 leaders in the coming decades through a mentorship program. The two-year leadership accelerator will connect fellows with mentors to hone their skills supporting nonprofit organizations and civic institutions, according to a press release. Sheryl Sandberg, the former COO of Facebook, is among the foundation’s supporters.
LePatner was shot and killed at age 43, along with Julia Hyman, a 27-year-old associate at the real estate company Rudin Management, who was also Jewish.
The gunman, identified as 27-year-old Shane Tamura, opened fire at a Park Avenue office building, killing four people before turning the gun on himself. Investigators said Tamura — who claimed in a note to suffer from CTE, the brain disease associated with repeated head trauma — had intended to target the office of the National Football League, but took the wrong elevator.
The foundation is one of several initiatives to honor the victims of the shooting. Earlier this year, UJA-Federation of New York — where LePatner was on the board — created the Wesley M. LePatner Emerging Leadership Award, which will honor a rising star on Wall Street who strives to make a positive difference.
Hyman’s friends organized a fundraiser for March Fourth, a nonprofit that aims to end mass shootings.
“Her smile lit up every room and her hugs could brighten even the worst days,” Megan Arden, a friend of Hyman’s who ran the New York City marathon in her honor, wrote in a statement. “There will be a hole in my heart forever.”
On Tuesday, Mayor Zohran Mamdani and Police Commissioner Jessica Tisch led a memorial service for NYPD Detective Didarul Islam, who was off-duty working as a security guard when he was shot and killed.
A new law, raising the minimum wage for private security officers to $22.20 an hour, also took effect on Tuesday in honor of security officer Aland Etienne, who was killed while trying to shut down the building’s elevators during the attack.
Jewish legacies
Both Hyman and LePatner were active members of the Jewish community.
LePatner was a board member of UJA-Federation of New York and the Abraham Joshua Heschel School. She won a Youth Enrichment Center Award from Park East Synagogue, and was involved in the founding of the Orthodox Altneu congregation on the Upper East Side.
She also received the Alan C. Greenberg Young Leadership Award at UJA’s annual Wall Street Dinner in 2023. In her acceptance speech, LePatner shared how, growing up, her parents always reminded her that she “was an American, but first and foremost Jewish.”
At LePatner’s funeral, her father, Lawrence Mittman, recalled how her passion for Judaism began early, studying Talmud the summer before starting college at Yale University.
Others recalled her love for the state of Israel, including a “solidarity mission” she led to the country in the wake of the Hamas-led Oct. 7 attacks on Israel.
“Israel is Wesley, and Wesley was Israel,” her husband, Evan LePatner, said at the funeral. “Small in size, insanely productive, wrangling with being religious and pragmatic all at once, inclusive of all who want to be inside the tent, fierce in the defense of its people.”
Hyman grew up in Manhattan and attended the Riverdale Country School in the Bronx. She went on to study hotel and restaurant administration at the Cornell Nolan School of Hotel Administration, where she graduated summa cum laude in 2020.
At Hyman’s funeral, former classmates of Hyman from Riverdale sang “Shalom Rav,” a song that a friend recalled the two had sung together at her bat mitzvah.
Rabbi Maurice Salth of Central spoke at the funeral about how Hyman “took a stand for Israel, and continued to do so during what has been a deeply challenging and demanding time.”
“Let us be careful about trying to make this tragedy feel better by saying such things as, ‘At least she went quickly,’ or, ‘At least we had her for 27 years,’” Salth added. “There is nothing that can make this tragedy better or logical.”
The post Loved ones remember two Jewish women killed in Midtown Manhattan mass shooting one year ago appeared first on The Forward.
Uncategorized
Shmuel Plavnik: A classic example of Jewish-Belarusian identity
מיט צוויי חדשים צוריק האָב איך געשריבן אינעם פֿאָרווערטס, אַז איך האָב צופֿעליק אַנטדעקט מאַגישע כּתבֿ־ידן אויף ווײַסרוסיש, אָנגעשריבן מיט ייִדישע אותיות. דאָס געפֿינס איז ממש אויף אַ מיסטישן אופֿן צונויפֿגעפֿאַלן מיטן 160־יאָריקן געבורט־יוביליי פֿונעם ייִדישן שרײַבער שמואל־נחום פּלאַווניק, באַקאַנט אויף רײַסיש ווי זמיטראָק ביאַדוליאַ.
פֿאַר וואָס איז דאָס אַ חידוש? אין 1921 האָט פּלאַווניק פֿאַרעפֿנטלעכט אַ קורצן אַרטיקל וועגן אַ ייִדישן כּתבֿ־יד, וווּ צווישן עטלעכע סגולות אויף לשון־קודש און ייִדיש טרעפֿט זיך אויך רײַסיש. ביז איצט האָבן די פֿאָרשער געמיינט, אַז יענער אַרטיקל איז פֿאַרלוירן געגאַנגען, און נאַט אײַך – אָט האָט ער זיך אָפּגעפֿונען, פּונקט צו פּלאַווניקס יוביליי!
סיאַרהיי שופּאַ, אַ ווײַסרוסישער שפּראַך־אַקטיוויסט, וועלכער קען גוט ייִדיש און האָט איבערגעזעצט אַ סך ווערק פֿון משה קולבאַקן אויף רײַסיש, האָט געלייענט וועגן מײַנע געפֿינסן, און האָט פֿאַרגליכן איינס פֿון זיי מיט יענעם, וואָס ס׳האָט אָנגעהויבן פֿאָרשן ביאַדוליאַ. ער האָט באַמערקט, אַז ער שטימט אין אַלע פּרטים מיט איינעם פֿון מײַנע. כ׳האָב צוערשט געמיינט, אַז דער כּתבֿ־יד איז טאַקע פֿאַרלוירן געגאַנגען; נישט געוווּסט, אַז ער געפֿינט זיך שוין לאַנג דיגיטאַליזירט, אָפֿענערהייט אין דער אינטערנעץ. באַקומט זיך, אַז איך בין פּלוצעם געוואָרן זמיטראָק ביאַדוליאַס אַ ממשיך־דרך.
אַ געבוירענער דעם 23סטן אַפּריל אינעם דערפֿל פּאַסאַדזעץ אויף צפֿון פֿון מינסק (הײַנט וווינען דאָרט אַרום 150 תּושבֿים), האָט זיך שמואל פּלאַווניק פֿון קינדווײַז אָן געפֿילט היימיש סײַ אין דער ייִדישער קולטור פֿון זײַן היים, סײַ אין דער אַרומיקער קולטור פֿון די רײַסישע פּויערים. אין זײַנע ווערק באַטאָנט ער, אַז אַזוי איז געווען דער דורות־לאַנגער שטייגער פֿון אַ סך ייִדן אין רײַסן.
ס׳איז כּדאַי דאָ צו באַמערקן, אַז ווי באַלד דער אַלטער ייִדישער נאָמען פֿון בעלאַרוס איז רײַסן, להיפּוך צום פֿאַרעלטערטן דײַטשישן וואָרט „ווײַסרוסלאַנד‟, איז בעסער הײַנט אויף ייִדיש צו רופֿן די שפּראַך רײַסיש, הגם אין דער סאָוועטישער נאָמענקלאַטור איז אָנגענומען „ווײַסרוסיש‟. „בעלאַרוסיש‟ קלינגט, דאַכט זיך מיר, איבעריק, ווײַל בײַ ייִדן איז שוין במשך פֿון דורות פֿאַראַן אַן אייגן וואָרט פֿאַרן דאָזיקן סלאַווישן לשון.
פּלאַווניק האָט געלערנט אין אַ חדר און אַ ישיבֿה; בײַ זײַן זיידן, דעם אָרטיקן אײַזן־ און קופּער־שמיד, איז געווען די איינציקע ביבליאָטעק אינעם דאָרף, וווּ לעבן דער גמרא זענען אויף דער פּאָליצע געשטאַנען ביכער וועגן מאַטעמאַטיק און מעטאַלורגיע.
מיט זײַן טאַטן האָט ער זיך אָפֿט פֿאַרנומען מיט געהילץ־אַרבעט אין וועלדער. דערפֿאַר איז פֿאַר אים די וואַלדישע נאַטור פֿון רײַסן אויך געווען פֿון קינדווײַז אָן היימיש. זײַנע ערשטע דערציילונגען אויף ייִדיש און העברעיִש זענען געווען געווידמעט דער שווערער מי פֿון געהילץ־אַרבעטער. דערנאָך האָט ער זיך באַקענט מיט דער רײַסיש־שפּראַכיקער פּרעסע, וועלכער האָט דעמאָלט ערשט אָנגעהויבן זיך אַנטוויקלען. פֿון 1910 אָן האָט ער זיך כּמעט אין גאַנצן אָפּגעגעבן מיט רײַסיש אונטערן פּסעוודאָנים זמיטראָק ביאַדוליאַ. אַ ייִד און אַ ווײַסרוס מיט אַ טאָפּלטער עטנישער אידענטיטעט, האָט ער איבערגעזעצט פֿון ייִדיש אויף רײַסיש שלום־עליכמס ראָמאַן „מאָטל פּייסי דעם חזנס‟ און שמואל גאָדינערס ראָמאַן „דער מענטש מיט דער ביקס‟. גאָדינער איז געווען זײַנער אַ לאַנדסמאַן, אַ ווײַסרוסישער ייִד.
ווען די נאַציס זענען אָנגעפֿאַלן אויפֿן ראַטן־פֿאַרבאַנד, האָט דער שרײַבער זיך עוואַקויִרט פֿון מינסק. דעם 3טן נאָוועמבער 1941, איז ער געשטאָרבן פֿון אַ האַרץ־אַטאַק צו 55 יאָר.
ביאַדוליאַ האָט איבערגעלאָזט אַ גרויסע ליטעראַרישע ירושה: לידער, דערציילונגען, בתוכם גאַנץ לאַנגע און דעם ראָמאַן „יאַזעפּ קרושינסקי‟. אין 1932 האָט ער בשותּפֿות מיט נחום רובינשטיינען אַרויסגעגעבן אונטער זײַן אמתן נאָמען, שמואל־נחום פּלאַווניק, דאָס ערשטע ווײַסרוסיש־ייִדישע ווערטערבוך, וואָס מע קען הײַנט געפֿינען אין דער אינטערנעץ.
זײַן מיינונג וועגן די באַציִונגען צווישן ייִדן און ווײַסרוסן אין רײַסן האָט ער אויסגעדריקט אין זײַן אַרטיקל וועגן דעם מאַגישן כּתבֿ־יד, ווי אויך אין אַ צאָל שפּעטערדיקע עסייען. ער האָט געהאַלטן, אַז אין פֿאַרגלײַך מיט די אַנדערע פֿעלקער פֿון מיזרח־אייראָפּע, האָבן די רײַסישע ייִדן געלעבט באַזונדערס נאָענט צו זייערע סלאַווישע שכנים, אָנגעהאַלטן מיט זיי פֿרײַנדלעכע באַציִונגען, גערעדט אויף זייער שפּראַך, געזונגען אייגענע לידער אויף רײַסיש. ממילא, האָבן זיי אויך אָפּגעלערנט אַזעלכע ענינים, ווי שפּרוכן קעגן וועלף און שלאַנגען.
ס׳זענען פֿאַראַן אַ סך אַנדערע סימנים, אַז אַזוי איז טאַקע געווען. בײַ די ליובאַוויטשער חסידים זענען פֿאַראַן עטלעכע ניגונים אויף רײַסיש, און אין די זכרונות פֿונעם זעקסטן ליובאַוויטשער רבין, יוסף־יצחק שניאורסאָן, ווערן דערמאָנט סלאַוויש־שפּראַכיקע דאָרפֿישע ייִדן, וואָס האָבן קוים געקענט ייִדיש. אין דער אמתן, שטעלן זײַנע „זכרונות‟ מיט זיך פֿאָר חסידישע מעשׂיות, ליטעראַריש באַאַרבעטע דורכן שרײַבער און זשורנאַליסט דוד־לייב מעקלער. פֿון דעסט וועגן, איז דאָס גאָר אַן אוצר. נאָך פֿריִער האָט דער פֿילאָסאָף שלמה מײַמון דערמאָנט אַזעלכע טיפּן ייִדן אין זײַנע טיף פּערזענלעכע, מײַסטעריש אָנגעשריבענע דײַטשיש־שפּראַכיקע מעמואַרן.
בײַ רײַסישע ייִדן איז פֿאַראַן אַן אויסדרוק: „האַלב טײַטש, פּאָלאָווינאַ רײַסיש‟. פּאָלאָווינאַ מיינט אויף רײַסיש און רוסיש אַ האַלב. ער טרעפֿט זיך בײַם דיכטער יהודה־לייב גאָרדאָן, בײַ מענדעלע, אין שלום־עליכמס אַ קריטישן עסיי וועגן ייִדן אין אַמעריקע, אין נחום סטוטשקאָפֿס „אוצר‟ און אַנדערע קוואַלן. אַזוי רופֿט מען דאָס שפּראַך־געמישעכץ, וואָס איז געווען פֿאַרשפּרייט בײַ שטעלטדיקע און בפֿרט בײַ דאָרפֿישע ייִדן און רײַסן.
עס קאָן זײַן, אַז דווקא צוליב אַזאַ פֿאַרשפּרייטער צוויי־שפּראַכיקייט האָבן געוויסע ייִדן געפֿירט גאַנצע זשורנאַלן פֿון סלאַווישע שפּרוכן, פֿאַרשרײַבנדיק זיי מיטן ייִדישן אַלף־בית. פֿון אַנ־סקיס עקספּעדיציעס ווייסן מיר, אַז אין אוקראַיִנע פֿלעגן ייִדישע פֿאָלקס־רופֿאים, געוויינטלעך פֿרויען, אָפּשפּרעכן אויף אוקראַיִניש, נאָר קיין אַלטע שריפֿטלעכע באַווײַזן דערפֿון האָב איך דערווײַל נישט געפֿונען. שאַפֿט זיך דער אײַנדרוק, אַז בײַ אַ סך ווײַסרוסישע ייִדן איז די שפּראַך פֿון זייערע שכנים טאַקע געווען זייער צווייט מאַמע־לשון.
The post Shmuel Plavnik: A classic example of Jewish-Belarusian identity appeared first on The Forward.
