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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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French Jewish Community Marks 20 Years Since Ilan Halimi’s Brutal Murder
A crowd gathers at the Jardin Ilan Halimi in Paris on Feb. 14, 2021, to commemorate the 15th anniversary of Halimi’s kidnapping and murder. Photo: Reuters/Xose Bouzas/Hans Lucas
France’s Jewish community on Tuesday commemorated the 20th anniversary of the death of Ilan Halimi, a young Jewish man who was brutally tortured to death, as his memory continues to be defaced amid a rising tide of antisemitism threatening Jews and Israelis across the country.
“Twenty years on, Ilan Halimi’s memory still needs to be protected and honored, yet it continues to come under attack, as recent vandalism at his memorial site shows,” the Representative Council of Jewish Institutions of France (CRIF) — the main representative body of French Jews — wrote in a post on X.
“Antisemitism remains a persistent threat in France today,” the statement read.
Le 20 janvier 2006 marque l’enlèvement et le début de la séquestration d’Ilan Halimi, 23 ans, parce qu’il était Juif.
20 ans plus tard, alors que la mémoire d’Ilan Halimi doit être protégée et honorée, elle continue d’être atteinte, comme l’ont montré les récents actes de… pic.twitter.com/Htu9ntMHhq
— CRIF (@Le_CRIF) January 20, 2026
Last week, another olive tree planted to honor Halimi’s memory was vandalized and cut down, as French authorities continue efforts to replant trees in remembrance of the young Jewish man who was murdered in 2006.
“We will bring those responsible to justice,” French Interior Minister Laurent Nunez wrote in a post on X. “Our collective outrage is matched only by our unwavering determination to combat antisemitic and anti-religious acts that continue to tarnish the memory of an innocent man.”
This latest antisemitic act came after a plaque honoring Halimi was vandalized in Cagnes-sur-Mer, a town in southeastern France, prompting local authorities to open an investigation for “destruction and antisemitic damage.”
According to local reports, a 29-year-old man with no prior criminal record has been arrested. While he admitted to the acts, he denied any antisemitic motive and is now awaiting trial.
Last year, a tree planted in memory of Halimi was also vandalized and cut down in Épinay-sur-Seine, a suburb north of Paris.
Two Tunisian twin brothers were arrested and convicted for cutting down the tree, but were acquitted of the antisemitism charges brought against them.
Both of them were sentenced to eight months in prison, but one of them received a suspended sentence, meaning he will not serve time unless he commits another offense or violates certain conditions.
According to local media, one of the brothers has reportedly been deported from France.
Halimi was abducted, held captive, and tortured in January 2006 by a gang of about 20 people in a low-income housing estate in the Paris suburb of Bagneux.
Three weeks later, Halimi was found in Essonne, south of Paris, naked, gagged, and handcuffed, with clear signs of torture and burns. The 23-year-old died on the way to the hospital.
In 2011, French authorities planted the first olive tree in Halimi’s memory. However, the young Jewish boy’s memory has faced attacks before, with two other trees planted in his honor vandalized in 2019 in Essonne, where he was found dying near a railway track.
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Mourner’s Kaddish for Bondi Beach victims recited in Australian parliament as tougher hate crime laws pass
(JTA) — A Jewish member of Australian Parliament recited the Mourner’s Kaddish in an address Monday to honor the victims of the Hanukkah massacre on Bondi Beach.
The address, delivered by Jewish parliamentarian and former attorney general Mark Dreyfus, came over a month after two gunmen motivated by what authorities said was “Islamic State ideology” opened fire on a celebration in Sydney, killing 15 and injuring dozens more. Most of the victims were Jewish, and Dreyfus read all of their names aloud.
Dreyfus, who wore a kippah for the presentation, then commended the “acts of extraordinary courage” by bystanders and emergency workers during the attack, naming Ahmed al-Ahmed, the Muslim man who received widespread support from the Jewish community after he was shot while disarming one of the attackers. He also told the Australian House of Representatives that the country’s “response cannot be confined to grief,” exhorting his fellow lawmakers to take action around “upholding our laws against hate.”
Then he invited everyone present to rise for the Mourner’s Kaddish, recited in Jewish communities in memory of the dead.
“You don’t have to be Jewish to feel this in your chest, an attack like this hurts all of us,” Dreyfus said, describing the prayer as “a prayer about life, dignity and the hope for peace at times of profound loss.”
The public recitation was redolent of the decision of the Pittsburgh Post-Gazette to publish the Hebrew text of the prayer on its front page following the murder of 11 Jews in their synagogue there in 2018.
https://www.instagram.com/p/DTtw-r7Dehs/?hl=en
Late Tuesday, Australia’s parliament passed anti-hate speech and gun reform bills initiated in the wake of the attack. The gun reform bill included new checks on firearm license applications and a national gun buy-back program, while the anti-hate speech bill banned hate groups and imposed penalties for preachers who promote hate.
The hate speech component won support from liberal lawmakers who said they had free-speech concerns after it was weakened from its initial version.
“The terrorists at Bondi Beach had hatred in their hearts and guns in their hands,” wrote Prime Minister Anthony Albanese in a post on X. “Today we passed new laws that deal with both. Combatting antisemitism and cracking down on guns.”
The new laws come as Australia grapples with another searing antisemitic incident. Late in the day on Monday, five Jewish teenagers in Melbourne were chased for several minutes by a car whose occupants chanted “Heil Hitler” and performed Nazi salutes at them.
The boys, aged 15 and 16 and easily identifiable as Orthodox Jews, were walking home from Adass High School when the incident occurred in the proximity of Adass Israel Synagogue, which was firebombed in December 2024. No arrests were immediately made.
“The antisemitic hate incident last night in St Kilda targeting young Jewish boys has no place in our country,” Albanese in a statement, according to The Australian. “At a time when Australians are joining with the Jewish community in sorrow and solidarity, it is beyond disgusting to see these cowards shouting Nazi slogans at young people.”
The post Mourner’s Kaddish for Bondi Beach victims recited in Australian parliament as tougher hate crime laws pass appeared first on The Forward.
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Number of UK Schools Marking Holocaust Has Dropped by Nearly 60% Since Oct. 7 Massacre
Tens of thousands joined the National March Against Antisemitism in London, Nov. 26, 2023. Photo: Tayfun Salci/ZUMA Press Wire via Reuters Connect
The number of British schools commemorating the Holocaust has plummeted by nearly 60 percent following the Palestinian terrorist group Hamas’s Oct. 7, 2023, invasion of southern Israel.
Since Hamas-led Palestinian terrorists perpetrated the largest single-day massacre of Jews since World War II, the number of secondary schools across the UK signed up for events commemorating Holocaust Remembrance Day, which takes place annually on Jan. 27, dropped to fewer than 1,200 in 2024 and 854 in 2025, according to data from the Holocaust Memorial Day Trust.
The figure had been rising each year since 2019, reaching more than 2,000 secondary schools in 2023.
There are about 4,200 secondary schools in the UK.
Sir Ephraim Mirvis, chief rabbi of the UK, commented on the figures in an essay published in The Sunday Times, expressing alarm about an increasingly hostile environment for the British Jewish community.
“I fear for what will happen this year,” Mirvis wrote. “For if we cannot teach our children to remember the past with integrity and resolve, then we must ask ourselves what kind of future they will inherit.”
Mirvis urged readers to put themselves in the shoes of a UK teacher preparing a Holocaust memorial event. “Now imagine that as you begin to organize such an event, you learn that some parents of pupils at your school are unhappy about it,” he added. “One of the claims that Holocaust education is a form of “propaganda”; another insists that the event must not go ahead unless it also highlights the awful suffering of Palestinians in Gaza.”
Karen Pollock, chief executive of the Holocaust Educational Trust, described to The Times how some students “arrive in the classroom with views shaped by social media trends rather than evidence.”
The European Jewish Congress (EJC) released a statement on Monday reflecting on the drop in UK schools recognizing the Holocaust.
“Holocaust Memorial Day is not about politics. It is about memory, responsibility, and education. It exists to honor the 6 million Jews murdered in the Holocaust and to remind future generations of the consequences of hatred, indifference, and extremism,” the EJC stated. “Avoiding commemoration out of fear of controversy undermines the very purpose of education. When remembrance becomes optional, memory itself becomes fragile.”
The EJC continued, “Now is precisely the moment when Holocaust education matters most: when misinformation spreads easily, when antisemitism is openly visible, and when fewer survivors remain to bear witness. Schools play a vital role in preserving this memory, not only for Jewish communities, but for society as a whole.”
Dwindling commemoration of the Holocaust comes amid a steep surge in antisemitism across the UK.
The Community Security Trust (CST) — a nonprofit charity that advises Britain’s Jewish community on security matters — recorded 1,521 antisemitic incidents from January to June this year. This was the second-highest number of antisemitic crimes ever recorded by CST in the first six months of any year, following 2,019 incidents in the first half of 2024.
In total last year, CST recorded 3,528 anti-Jewish hate crimes — the country’s second worst year for antisemitism, despite an 18 percent drop from 2023’s record of 4,296.
“When a trigger event such as the Oct. 7 attack occurs, antisemitic incidents initially spike to a record peak; then gradually recede until they plateau at a higher level than before the original trigger event occurred,” CST stated.
These figures juxtapose with 1,662 antisemitic incidents in 2022, 2,261 in 2021, and 1,684 in 2020.
The struggles of the UK’s educational establishment to counter the rising antisemitism problem mirror the ongoing challenges confronted by its medical institutions.
In November, UK Health Secretary Wes Streeting called it “chilling” that some members of the Jewish community fear discrimination within the NHS, amid reports of widespread antisemitism in Britain’s health-care system.
The comments came weeks after British Prime Minister Keir Starmer unveiled a new plan to address what he described as “just too many examples, clear examples, of antisemitism that have not been dealt with adequately or effectively” in the country’s National Health Service (NHS).
One notable case drawing attention involved Dr. Rahmeh Aladwan, a trainee trauma and orthopedic surgeon, who police arrested on Oct. 21, charging her with four offenses related to malicious communications and inciting racial hatred. In November, she was suspended from practicing medicine in the UK over social media posts denigrating Jews and celebrating Hamas’s terrorism.
Other incidents in the UK included a Jewish family fearing their London doctor’s antisemitism influenced their disabled son’s treatment. The North London hospital suspended the physician who was under investigation for publicly claiming that all Jews have “feelings of supremacy” and downplaying antisemitism.
