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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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Sister of pro-Israel stalwart Lindsey Graham secures GOP Senate nomination
(JTA) — South Carolina Sen. Darline Graham defeated U.S. House Rep. Ralph Norman in a special primary runoff on Tuesday, putting her in a dominant position to win the Senate seat left vacant with the death in July of her older brother, the pro-Israel stalwart Lindsey Graham.
The Associated Press called the race two hours after polls closed at 9:01pm. By the time 99% of votes were tallied, Darline Graham had secured 52.3% of the votes to Norman’s 47.7%.
“Tonight is a great victory, but it’s not the finish line,” Graham told her supporters on Tuesday night. “In fact, it is the starting line for an even bigger fight, which lies ahead.”
If Darline Graham goes on to win November’s general election against Democrat Annie Andrews, she will have big shoes to fill. Her brother served 23 years in the Senate and eight in the U.S. House. He traveled to Israel about a dozen times between Hamas’s Oct. 7, 2023 attack on the Jewish state and his death at age 71.
Heading into the primaries, analysts expressed no doubt that Darline Graham would be pro-Israel. But matching Lindsey Graham’s level of foreign policy activity, they warned, would be a formidable task. Meanwhile, her campaign to date has largely avoided discussion of international affairs. Instead, she has focused on domestic concerns like reducing spending, securing borders and promoting Trump-backed policies.
During a debate aired on C-SPAN last week, Graham struggled to respond to a foreign policy question about Taiwan and the South China Sea, ultimately admitting that she’s “not that informed on national security.”
“I’m not a polished politician up here,” she said. “National security is not my thing, not my area of expertise.”
Later addressing issues of affordability, Graham linked the domestic economic situation to the war in Iran and said she trusts President Donald Trump “to get the Strait of Hormuz open.” She also voiced her preference for financial sanctions over putting troops on the ground.
Asked about the country’s relationship with Israel, Graham described the Jewish state as “one of our strongest allies.” Recognizing her brother’s close relationship with Prime Minister Benjamin Netanyahu, she added that during a recent meeting with the Israeli premier, she vowed to “continue supporting Israel in any way” she can.
“We have to stand with Israel,” Graham said.
At their previous face-off, Graham had secured 33% of the vote, while Norman came in second place, at 25%, against eight fellow Republicans. But South Carolina requires primary winners to earn a majority of votes in order to avoid a two-candidate runoff. In the November general election, Graham will contend with Democrat Annie Andrews, a pediatrician who is unlikely to prevail in the solidly Republican state.
Tuesday’s runoff marked the third time in two months that South Carolina Republicans came to the polls to select a Senate candidate. Lindsey Graham, won the first primary in June but died suddenly the next month from an aortic dissection.
A few days later, South Carolina Gov. Henry McMaster, a Republican, appointed Darline Graham to finish her brother’s term. Though she only had minimal policy experience, including a leadership role at the South Carolina Commission for the Blind, she earned President Donald Trump’s endorsement and declared her candidacy in the full race.
Trump celebrated Graham’s nomination in a Tuesday night Truth Social post, writing that “Darline Graham rides Trump endorsement to win GOP nomination for brother’s South Carolina seat.”
Graham thanked Trump profusely during her Tuesday night acceptance speech, recognizing the president as one of her brother’s “closest friends” and crediting him for helping her secure a victory.
Norman, meanwhile, thanked his supporters on Tuesday night for their “prayer crusade of a campaign,” stressing that he “did not prepare a concession speech.” He accused “outside PACs” of spending $8 million opposing him and blamed the Democrats for this situation, adding that “they got what they wanted.”
He recognized Trump’s role in the race as a supporter of Graham, noting that he “never understood why he got involved” but that it is the president’s prerogative to do so. Nonetheless, Norman pledged that there “won’t be any tears” and that he planned to back Graham.
“I’m not supporting a Democrat, so I will support her, Darline, as best I can,” he added. “We’ll live to fight another day.”
This article originally appeared on JTA.org.
The post Sister of pro-Israel stalwart Lindsey Graham secures GOP Senate nomination appeared first on The Forward.
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Progressive politics notches another deep-red win in Oklahoma race, bolstered by anti-AIPAC messaging
(JTA) — Oklahoma nurse and activist N’kiyla Jasmine Thomas, who ran a campaign with anti-AIPAC messaging, defeated centrist Jim Priest in a Democratic Senate primary runoff on Tuesday that marked the latest victory for a progressive politician in a solidly conservative state.
The Associated Press called Tuesday’s race, a sequel to the state’s June primary, less than an hour after polls closed. By the time 80% of votes were tallied, Thomas had accrued 59.9% of the votes to Priest’s 40.1%.
Like many progressives in the current election cycle, she repeatedly vowed during her campaign to reject funds from the American Israel Public Affairs Committee, the influential pro-Israel lobby.
Although AIPAC has not participated in this race, Thomas posted a social media reel in November that showed her pulling a giant red trash bin, labeled “AIPAC Funds” and “Corporate PAC Funds.” Adjacent to the reel is a caption that reads, “Just taking out the trash.”
“I am a sole grassroots candidate,” she said in the reel. “And we are not accepting AIPAC or corporate PAC funds. It’s garbage.”
Asked about her rhetoric on AIPAC, Thomas told the Jewish Telegraphic Agency in a written statement that her “concerns [with AIPAC] have NEVER been about Jewish people, Judaism, or Israel’s existence,” adding that she instead prioritizes human rights, civilian lives and the accountability of all governments.
“When I discuss political influence or organizations, my focus is on the broader role of money, lobbying, and special interests in our political system, not on any one religion or community,” she added.
In their previous matchup, a five-candidate race, neither candidate had earned the majority required to secure a win. Thomas earned 45% of votes in June, while Priest, a lawyer and ordained minister, accrued 24%.
Heading into Tuesday’s runoff, it was already clear that both Thomas and Priest would be longshots this November in a state that hasn’t sent a Democrat to the Senate in more than three decades. The Republican opponent, Rep. Kevin Hern, swept his primary and has the endorsement of President Donald Trump.
But Thomas’s win served as yet another litmus test on the potency of progressivism in a deep-red state, just a week after democratic socialist Angie Nixon knocked trounced a moderate candidate in Florida’s Democratic Senate primary.
Thomas, unlike Nixon, is not a member of Democratic Socialists of America, but she has openly identified with socialist policies. The 31-year-old is a citizen of the Chickasaw Nation who says she represents “the next generation of leaders.” Among her priorities are women’s health and safety, civil rights and LGBTQIA+ protections.
During a debate this past Saturday, both Thomas and Priest described a “genocide” in Gaza. Priest linked the word to Israel, while Thomas connected it to the actions of Prime Minister Benjamin Netanyahu.
She emphasized that “we can be for our Jewish brothers and sisters, and we can be against Netanyahu and what he is doing.”
“He is committing genocide. He is absolutely murdering children,” Thomas said at the debate. “We have to stop providing funding for these wars.”
In her statement to JTA, Thomas expressed her commitment to a two-state solution, adding that “both Israelis and Palestinians deserve the opportunity to live in peace, security and self-determination.”
This article originally appeared on JTA.org.
The post Progressive politics notches another deep-red win in Oklahoma race, bolstered by anti-AIPAC messaging appeared first on The Forward.
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Montreal passes Palestinian solidarity motion after removing text on cutting ties with Israel
(JTA) — Montreal has passed a motion of solidarity with Palestinians after stripping a clause that called for severing institutional and diplomatic ties with Israel.
Montreal’s city council late Monday adopted the measure, which also removed earlier references to Israeli “apartheid” and “genocide,” after a contentious debate about the role of local government in denouncing conflicts abroad. The amended motion passed with 54 councillors voting in favor and six against.
The motion was introduced by Projet Montréal, a progressive, environmentalist municipal party that forms the opposition in the city council. An original version demanded the city “immediately suspend its institutional ties with the current government of Israel, its institutions, and its municipalities.” Major Canadian Jewish organizations pushed to discard that clause.
Montreal Mayor Soraya Martinez Ferrada clashed with progressive councillors during Monday’s debate. She argued that it was not the role of a city government to make determinations about international crises, saying that “recognizing the limits of our institution is not turning a blind eye to Gaza.” Changes to the final motion from Martinez Ferrada’s administration focused on diversity and inclusion in Montreal.
According to the original proposal by Projet Montréal, Israeli government representatives would no longer have been invited to Montreal City Hall until Israel “returns to its internationally recognized borders, ceases its violations of the rights of the Palestinian people and ends its violations of international law.”
The initial motion also stipulated that Montreal “recognizes and denounces the apartheid regime imposed in Palestine and the genocide perpetrated there,” citing definitions of “apartheid” and “genocide” that international human rights groups and scholars have used to describe Israel. Another clause condemned rising antisemitism and said “the Jewish communities of Montreal and elsewhere, as well as people of Israeli origin, cannot be held responsible for the actions of the State of Israel.”
The measure’s dilution comes after national Jewish organizations raised strong opposition to the initial language. B’nai Brith Canada said in an open letter to the city council earlier this month that it would be “inappropriate and exacerbate tensions between communities” if Montreal weighed in on the Middle East.
“It is deceitful and inflammatory to conflate Israel with Apartheid South Africa, and Canada has rejected the view that Israel’s actions constitute apartheid,” the group said. “No court of competent jurisdiction has found that a genocide has occurred.” B’nai Brith also linked the proposed policy with antisemitism, saying it would “further normalize the targeting of our Jewish community.”
After Monday’s vote, B’nai Brith Canada celebrated the motion’s transformation.
“We are pleased that the city council did not adopt the deceitful and distorted language contained in the original motion,” Paola Samuel, the regional director for Quebec and Atlantic Canada, said in a statement.
Rabbi Yehoshua Ellis, a member of the clergy at the Montreal-area synagogue Shaar Hashomayim, told the Jewish Telegraphic Agency that the final motion resulted from Jews “mobilizing” in support of Israel.
Projet Montréal called the solidarity motion a “historic breakthrough,” but lamented the changes that “significantly weakened the scope of the original motion.”
“Palestine deserves the same solidarity as Montréal has expressed towards so many other peoples,” the party said in a social media statement. “Thousands of Montréalers have loved ones directly affected and we have the responsibility to stand by their side.”
This article originally appeared on JTA.org.
The post Montreal passes Palestinian solidarity motion after removing text on cutting ties with Israel appeared first on The Forward.
