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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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Jewishness found me on my European vacation
To visit Europe is to look at many old, stone churches. My recent trip was no exception, but a few things set our tour of Geneva’s Cathédrale Saint-Pierre apart.
The most obvious difference between it and your typical Notre Dames and basilicas is aesthetic: Saint-Pierre is a Protestant church at the hub of John Calvin’s ministry in the Old Town. There’s no crucifix or stations of the cross and the stained glass eschews biblical scenes, a rebuke of Catholic extravagance. An exception is a small adjoining chapel.
Our Swiss guide gave us the name of this alcove, the burial place of Cardinal Jean de Brogny: Chapelle des Maccabées.
I assumed she was giving some French term for “tomb” that shared a root with “macabre.” I was wrong. The chapel, whose gorgeous, 15th-century stained glass depicts the Evangelists, the Last Supper and Jesus seeming to teach what may be the first-ever CCD class, is one of the few Christian structures to boast an explicitly Jewish name. (The Book of Maccabees, replete with martyrs, is part of the Catholic canon, not the Protestant.)
As for that ghoulish word “macabre,” linguists believe it to be a cognate with the name of the Hasmonean rebels, perhaps a reference to many of their grisly fates.
I should say now that when I am on vacation I don’t seek out Jewish landmarks. A lot of times there isn’t much to see: a street sign clinging to the name of a ghettoized population long-since liquidated, an old cathedral built on top of an even-older synagogue, a museum in a basement in Barcelona.
When I arrived in Paris before setting sail on a Rhone river cruise, my
fiancée, her family and I paid a visit to the Shoah Museum there. English-speaking Chabadniks tried to get me to wrap tefillin while I waited in line at L’as Du Fallafel, the kosher-certified institution in the Marais. Nearby we found a Hellenic-themed juice bar — Temple du Jus — which boasts an ancient sandstone wall with inscriptions in Greek and Hebrew (next to a chintzy, fake Ionic column).
France boasts the largest population of Jews in Europe, mostly now from North Africa. There are synagogues in Avignon and Lyon, but on this trip, the less obvious markers were the ones that kept asserting themselves. There was the Rue Léon-Blum in Arles, named for the three-time prime minister of France. Geneva has Rue Albert-Cohen, for the Corfu-born Swiss novelist.
Montreux in Switzerland has a resplendent statue of the resort town’s longtime resident Freddie Mercury, arguably the world’s most-famous Zoroastrian. But when we visited, the construction workers building the Christmas village behind the Queen frontman were listening to Leonard Cohen’s “Suzanne.” (If you stop inside the shopping mall right near it, you’ll find Cohen’s name on the tiles, marking his 1976 performance at Montreux’s Jazz Festival.)

Our hotel breakfast had a version of chocolate babka, part of their “luxury collection,” with a posted explanation of the “sweet braided bread which originated in the Jewish communities of Poland and Ukraine.”
Our second evening in Geneva we went to a chalet-themed fondue restaurant called Edelweiss. There, a Swiss accordion player sang the establishment’s eponymous, invented folk song of Austria penned by a duo of Jewish Americans in English for The Sound of Music.
In the city hosting the UN’s base in Europe, and before that the League of Nations, such an international display was maybe unsurprising, but what struck me more is that it felt so natural.
For years now, watchdog groups have been fearing for the future of European Jewry amid increasing attacks and widespread pro-Palestinian protests. This assessment, rooted in valid concern, at times marches in lockstep with a far-right hostile to immigrants from the Muslim world. That alarm comes at times from the very same parties, and in the case of the National Assembly’s Marine Le Pen, the same family, that once leveled their xenophobia at Jews.
What I saw on my petit tour was a kind of cultural victory that will be harder to shake, even as French and British Jews continue to make aliyah in record numbers. It would perhaps shock those who lived through World War II that so much of the so-called national character, to which new arrivals are being labelled a threat, is now so casually Jewish. Emphasis on the “ish.”
For the most part, this Jewishness blends with the dominant culture, forming the soundtrack to builders putting up their Christmas market, giving the name to a Catholic tomb attached to a Protestant landmark or sitting on the buffet table a few stations away from cured ham. It is at times imported, at times native, like Serge Gainsbourg, or naturalized like Albert Cohen.
It’s not going anywhere, and if you’re paying even the slightest attention, it’s hard to miss.
The post Jewishness found me on my European vacation appeared first on The Forward.
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Christianity won in the midterm elections — but not Christian nationalism
The midterms saw the election of many new Jewish congressional representatives — Brad Lander in New York, Daniel Biss in Illinois, Scott Wiener in California, Zach Dembo in Kentucky. But another group was surprisingly well-represented in the Democratic wins: Christian pastors.
For decades, Christian clergy have usually been associated with the Republican party, thanks to evangelical groups like James Dobson’s Focus on the Family, Jerry Falwell’s Moral Majority and Pat Robertson’s Christian Coalition. They have rallied Evangelical support for politicians around culture war issues like opposing abortion rights and gay marriage, and white Evangelicals have been one of the defining voting blocs for Republicans ever since.
In 2024, fundamentalist evangelicals voted overwhelmingly for Trump, and they have been influential members of his cabinet and advisory team. Paula White-Cain, a charismatic Christian, is Trump’s personal faith adviser. Defense Secretary Pete Hegseth is a member of an ultra-conservative denomination called the Communion of Reformed Evangelical Churches founded and led by Doug Wilson, a pastor who has said women should not have the right to vote and that slavery was good; Hegseth has instituted prayer services at the Pentagon, something once considered a violation of the separation of church and state, and he and his preferred preachers often promote Christian nationalism in the services.
But in the 2026 midterms, the pastors and seminarians who won their races were overwhelmingly Democrats. And they were not Evangelical — they were mainline Protestants.
This includes James Talarico, a seminarian currently enrolled in the Austin Presbyterian Theological Seminary, who defeated Ken Paxton for the Texas Senate seat; Adam Hamilton, a United Methodist minister who became the first Democrat elected to the Senate from Kansas since 1932; and Rev. Sarah Trone Garriott, who won her House race in Iowa.
The shift in American Christianity that these wins represent, of mainline Protestantism over fundamentalist evangelicalism, may sound esoteric — both groups are, technically, Protestant, after all. And it can get confusing; Garriott’s mainline Protestant denomination is called the Evangelical Lutheran Church in America.
But the difference between the two Christian movements is essential to understanding the appetite for, and power of, Christian nationalism in the U.S., and represents Americans’ changing relationship to Jews and Israel.
What is mainline Protestantism?

The term mainline — or, sometimes, oldline — Protestant emerged in the early 20th century, during a debate between an emergent fundamentalist church movement and more modernist denominations. It referred to a historical group of churches that were influential in earlier American history, known as the Seven Sisters of American Protestantism.
But more colloquially, the term refers to a broader set of churches that share a theologically liberal style of scriptural interpretation, a focus on ecumenism — or acceptance and understanding among different Christian movements — and, usually, a progressive-leaning politics focused on social justice.
While mainline Protestants do not vote as a liberal bloc, the theology is less focused on culture war issues like abortion and LGBTQ+ rights; instead, they center the Social Gospel — a form of theology oriented toward loving thy neighbor and serving the poor. Most mainline churches allow women to be pastors and are accepting of LGBTQ+ members.
For much of American history, these churches were also the mainstream of American Christianity; they were the churches associated with WASPs and with wealthy, influential families like the Rockefellers. In 1970, mainline denominations accounted for 30% of Americans.
But in the 1970s, with the rise of major political evangelical organizations and leaders like Jerry Falwell, the balance of power shifted, and conservative, fundamentalist churches began to gain power. By 2024, only 14% of Americans identified as mainline Protestants according to the Pew Research Center; 23% identified as evangelical.
But judging by the midterms, mainline Protestant progressivism might be making a comeback.
Mainline Protestantism squares off against MAGA fundamentalism

The battle between fundamentalism and progressive mainline churches was not an undercurrent in many midterm campaigns; religion was an overt theme of attacks from the right on the Democrat pastors, and Republicans repeatedly cast doubt on the legitimacy of the Democrat’s Christianity.
In the race for Iowa’s second congressional district, Republican candidate Joe Mitchell jeered at the Christianity of the mainline Protestant ministers running for a variety of seats, including his opponent, Presbyterian minister Lindsay James, who ran as a Democrat.
“I call them PINOs,” Mitchell said at a conference; the term, he explained, means “pastors in name only.”
Republicans ripped Garriott, also a pastor, as “the wicked witch of Woke” and denounced her preaching as “fake.” Zachary Nunn, who lost to Garriott, took a similar tone in lambasting his opponent.
“I don’t need a lecture from someone who pretends to preach from the pulpit,” the Republican said in May during a Des Moines campaign rally with Republican Vice President JD Vance.
Talarico — who is not ordained but is a current seminary student, and who centered Christianity in his campaign — was meanwhile castigated by evangelical Republicans for statements they called un-Christian, such as saying God is “nonbinary.”
His rival, Paxton, castigated his theology, saying Talarico’s beliefs are “literally the opposite of Christianity,” while Texas’ Lieutenant Governor, Dan Patrick, said he has “never seen anyone commit so much blasphemy against the word of God and the Bible” and that the now-senator-elect was “going to Hell.”
At a service in a CREC church — Hegseth’s ultra-conservative denomination — a night was devoted to preachers inveighing against Hamilton’s Christian bonafides. Pastors called on the Democratic candidate in Kansas, a preacher at a large United Methodist congregation, to “repent” for his teachings, including that non-Christians aren’t going to hell. Vance accused him of wearing Christianity as “a skin suit.”
The Democratic pastors’ voting records, such as James’ support for gender-affirming care for minors or Talarico’s support for abortion access, were also framed as damning evidence of fake Christianity by Republican evangelicals.
Meanwhile, the ordained Christian Democratic candidates were open about their hope to reclaim Christianity from Republicans. Talarico made similar accusations to his critics, saying that “Christians in the halls of power are blatantly violating the teachings of Christianity on a daily basis and hurting our neighbors in the process.”
Garriott even stated that the representation of Christianity in Republican politics upset her so much that it motivated her to run for office to offer a different Christianity. “Faith has something to say to politics. And what we are seeing labeled as the faith perspective is not faithful to me,” she said in an interview with Religion News Service earlier in her campaign.
A Christian repudiation of Christian nationalism

Numerous members of Trump’s administration are outspoken Christian nationalists. Hegseth has a Crusades tattoo, and his preacher, Doug Wilson of the CREC, opposes the right of non-Christian Americans to hold office. Numerous architects of Project 2025, which advocated for a government imbued with “biblical principles” are members of the administration. JD Vance has stated that “Christianity is America’s creed.”
For religious minorities in the U.S., however, the mainstreaming of open Christian nationalism has been worrying; the Christianity pushed by these Christian nationalist figures has roots in antisemitism and Islamophobia, and imposing a version of religion that does not allow for diverse beliefs feels dangerous.
For many of these conservative Christians, supporting Christian nationalism is synonymous with being a devout Christian; they equate biblical values with morality, and advocating for a moral country is simple obedience to their beliefs. Not all Christians believe this is part of their religion, however; the mainline Protestants who just swept the midterms preach a Christianity that is overtly opposed to Christian nationalism.
Garriott has preached about the topic directly, saying that “evangelicalism, from a Christian nationalist perspective, is trying to make the nation, the government, and everyone the same.” She argued that her faith requires a diverse republic founded on ecumenism.
Talarico has similarly argued directly against Christian nationalism: “I believe the separation of church and state is sacred. I think a nation with one supreme religion is not just un-American, I also think it’s un-Christian, given how Jesus taught about religious supremacy,” he told Ezra Klein of The New York Times. “I have a special moral responsibility to combat Christian nationalism wherever I see it.”
This repudiation of Christian nationalism from within the majority religion of the U.S. is an essential defense for the minority religions of the U.S. And it comes from the ecumenism at the heart of mainline Protestantism. Though ecumenism historically focused on Christian unity, and acceptance of other denominations of Christianity, the theological bent toward nonjudgment — instead of conservative evangelicalism’s fire and brimstone — opens doors toward interfaith dialogue. Mainline Protestants are capable of antisemitism, of course, but the less literal theological interpretation that defines the movement helps keep minds open.
There is one detail of mainline Protestantism that may concern some Jews, however. Evangelicals have long been a source of stalwart support for Israel, thanks to the conservative movement’s eschatology, which focuses on the End Times when, it teaches, Jews must all return to the Holy Land in order for Jesus to return. In the past several decades, evangelicals who subscribe to this apocalyptic theology, including the current ambassador to Israel, Mike Huckabee, Christians United for Israel founder John Hagee and Texas senator Ted Cruz, have referenced their Christianity as grounds for supporting Israel unconditionally.
Mainline Protestantism has its roots in churches founded before this form of dispensationalism was popularized, and they are therefore less attached — at least theologically — to the state of Israel. And though most of the Democratic ministers are moderate on Israel, that’s far from the hawkish pro-Israel template for religious politicians that has previously been defined by evangelicals.
Still, in 2024, Americans voted for an evangelical, conservative, Christian nationalist government. That made for a government full of people defending their right to say that Jews killed Jesus, to post the Ten Commandments in schools, to make Christian prayer a part of military service. And in the midterms, the vision of Christianity the Republican party promoted couldn’t even accept other Christians, much less minority religions.
But that’s not what Christianity has to be. In 2026, Americans voted for a different Christianity: one that is tolerant of other religions, values and viewpoints. That can only be good for the Jews.
The post Christianity won in the midterm elections — but not Christian nationalism appeared first on The Forward.
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Video: The queen of Yiddish cabaret
אַן אינטערוויו מיט דער אָנגעזעענער ייִדישער זינגערין, אַקטריסע און שרײַבערין עלענאָר ריסאַ איז לעצטנס אַרויפֿגעשטעלט געוואָרן אויף יוטוב.
אינעם שמועס געפֿירט פֿון אלי בענעדיקט פֿון דער ייִדיש־ליגע, דערציילט ריסאַ וועגן אירע ערשטע טריט אויף דער בינע, די מענטשן און פֿאָרשטעלונגען וואָס האָבן אויסגעבויט איר קינסטלערישן וועג, אירע אויפֿטריטן איבער דער וועלט, און דעם אופֿן ווי זי בויט אַ מוזיקאַלישע פּראָגראַם און קלײַבט אויס לידער. זי רעדט אויך וועגן איר בליק אויף דער צוקונפֿט פֿון ייִדיש־טעאַטער.
ריסאַ איז אַ געבוירענע ייִדיש־רעדערין פֿון פּויליש־ייִדיש, קאָן דער ווידעאָ אויך דינען ווי אַ גוטער לערן־מיטל פֿאַר ייִדיש־סטודענטן וואָס ווילן הערן אַ נאַטירלעכן ייִדיש.
עלענאָר ריסאַ איז אַן אַמעריקאַנער אַקטריסע, רעזשיסאָרין, דראַמאַטורגין און זינגערין, און ייִדיש איז איר מאַמע־לשון. זי איז אויפֿגעוואַקסן אין ברוקלין, די טאָכטער פֿון צוויי לעבן־געבליבענע פֿון פּוילן. אין משך פֿון לאַנגע יאָרן האָט זי געשפּילט, רעזשיסירט און געשאַפֿן סײַ אין ענגלישן, סײַ אין ייִדישן טעאַטער, און איז געווען די קינסטלערישע מיטדירעקטאָרין פֿון דער פֿאָלקסבינע.
זי האָט אויך געשריבן, רעזשיסירט און איבערגעזעצט אַ ריי פּיעסעס און מוזיקאַלישע פּראָגראַמען. אין די לעצטע יאָרן פֿירט זי דעם פּאָדקאַסט “Those Who Were There” בײַם פֿאָרטונאָף־אַרכיוו אין יעיל־אוניווערסיטעט און אַרויסגעגעבן אַ בוך זכרונות, The Letters Project.
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