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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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Rights Groups Say at Least 16 Dead in Iran During Week of Protests
People walk past closed shops following protests over a plunge in the currency’s value, in the Tehran Grand Bazaar in Tehran, Iran, December 30, 2025. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
At least 16 people have been killed during a week of unrest in Iran, rights groups said on Sunday, as protests over soaring inflation spread across the country, sparking violent clashes between demonstrators and security forces.
Deaths and arrests have been reported through the week both by state media and rights groups, though the figures differ. Reuters has not been able to independently verify the numbers.
The protests are the biggest in three years. Senior figures have struck a softer tone than in some previous bouts of unrest, at a moment of vulnerability for the Islamic Republic with the economy in tatters and international pressure building.
SUPREME LEADER SAYS IRAN WILL NOT YIELD TO ENEMY
President Masoud Pezeshkian told the Interior Ministry to take a “kind and responsible” approach toward protesters, according to remarks published by state media, saying “society cannot be convinced or calmed by forceful approaches.”
That language is the most conciliatory yet adopted by Iranian authorities, who have this week acknowledged economic pain and promised dialogue even as security forces cracked down on public dissent in the streets.
US President Donald Trump has threatened to come to the protesters’ aid if they face violence, saying on Friday “we are locked and loaded and ready to go,” without specifying what actions he was considering.
That warning prompted threats of retaliation against US forces in the region from senior Iranian officials. Supreme Leader Ayatollah Ali Khamenei said Iran “will not yield to the enemy.”
Kurdish rights group Hengaw reported that at least 17 people had been killed since the start of the protests. HRANA, a network of rights activists, said at least 16 people had been killed and 582 arrested.
Iran’s police chief Ahmad-Reza Radan told state media that security forces had been targeting protest leaders for arrest over the previous two days, saying “a big number of leaders on the virtual space have been detained.”
Police said 40 people had been arrested in the capital Tehran alone over what they called “fake posts” on protests aimed at disturbing public opinion.
The most intense clashes have been reported in western parts of Iran but there have also been protests and clashes between demonstrators and police in Tehran, in central areas, and in the southern Baluchistan province.
Late on Saturday, the governor of Qom, the conservative centre of Iran’s Shi’ite Muslim clerical establishment, said two people had been killed there in unrest, adding that one of them had died when an explosive device he made blew up prematurely.
HRANA and the state-affiliated Tasnim news agency reported that authorities had detained the administrator of online accounts urging protests.
CURRENCY LOST AROUND HALF ITS VALUE
Protests began a week ago among bazaar traders and shopkeepers before spreading to university students and then provincial cities, where some protesters have been chanting against Iran’s clerical rulers.
Iran has faced inflation above 36 percent since the start of its year in March and the rial currency has lost around half its value against the dollar, causing hardship for many people.
International sanctions over Iran’s nuclear program have been reimposed, the government has struggled to provide water and electricity across the country through the year, and global financial bodies predict a recession in 2026.
Khamenei said on Saturday that although authorities would talk to protesters, “rioters should be put in their place.”
Speaking on Sunday, Vice President Mohammadreza Aref said the government acknowledged the country faced shortcomings while warning that some people were seeking to exploit the protests.
“We expect the youth not to fall into the trap of the enemies,” Aref said in comments carried by state media.
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Antisemitic Graffiti Painted on the Facade of Canada Synagogue
Antisemitic graffiti on a synagogue in Winnipeg, Canada. Photo: CIJA, via i24.
i24 News – The Winnipeg police in central Canada have opened a hate crime investigation after the discovery of swastikas and antisemitic messages spray-painted on the exterior of the Shaarey Zedek synagogue, one of the city’s main Jewish congregations. The graffiti is believed to have been done during the night from Saturday to Sunday.
The acts of vandalism were discovered early in the morning. Several hateful symbols were visible on exterior parts of the building. No injuries were reported. Officers went to the scene to assess the damage and secure the premises. The police are currently reviewing surveillance footage from the area and are asking anyone with information to come forward.
The incident has drawn strong condemnation from national and local Jewish organizations. The Centre for Israel and Jewish Affairs (CIJA) denounced these acts, stressing that the desecration of Jewish institutions with Nazi symbols requires a firm response from municipal and police authorities.
The Jewish Federation of Winnipeg has also condemned what it calls “pure hatred,” warning that the repeated targeting of Jewish institutions poses a serious threat to the community’s safety. It has once again encouraged citizens to promptly report any hate-related incident to enable investigators to gather the necessary evidence.
These graffiti have appeared in a context of rising antisemitic incidents across the country. Community organizations note that synagogues, schools, and Jewish centers are increasingly being targeted, particularly during times of international tension, even when they have no direct connection to those events.
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Oil Prices Likely to Move Higher on Venezuelan Turmoil, Ample Supply to Cap Gains
FILE PHOTO: The Guinea-flagged oil tanker MT Bandra, which is under sanctions, is partially seen alongside another vessel at El Palito terminal, near Puerto Cabello, Venezuela December 29, 2025. Photo: REUTERS/Juan Carlos Hernandez/File Photo
Oil prices are likely to move higher when benchmark futures resume trading later on Sunday on concern that supply may be disrupted after the United States snatched Venezuelan President Nicolas Maduro from Caracas at the weekend and President Donald Trump said Washington would take control of the oil-producing nation.
There is plentiful oil supply in global markets, meaning any further disruption to Venezuela’s exports would have little immediate impact on prices, analysts said.
The US strike on Venezuela to extract the country’s president inflicted no damage on the country’s oil production and refining industry, two sources with knowledge of operations at state oil company PDVSA said at the weekend.
Since Trump imposed a blockade of sanctioned oil tankers entering or leaving Venezuelan waters and seized two cargoes last month, exports have fallen and have been completely paralysed since January 1.
That has left millions of barrels stuck on loaded tankers in Venezuelan waters and led to millions more barrels going into Venezuelan oil storage.
The OPEC member’s exports fell to around 500,000 barrels per day in December, around half of what they were in November. Most of the December exports took place before the embargo. Since then, only exports from Chevron of around 100,000 bpd have continued to leave Venezuela. The global oil major has US authorization to produce and export from Venezuela despite sanctions.
The embargo prompted PDVSA to begin cutting oil output, three sources close to the decision said on Sunday, because Venezuela is running out of storage capacity for the oil that it cannot export. PDVSA has asked some of the joint ventures that are operating in the country to cut back production, the sources said. They would need to shut down oilfields or well clusters.
Trump said on Saturday that the oil embargo on Venezuelan exports remained in full effect. If the US government loosens the embargo and allows more Venezuelan crude exports to the US Gulf, there are refiners there that previously processed the country’s oil.
The weekend’s events were unlikely to materially alter global oil markets or the global economy given the US strikes avoided Venezuela’s oil infrastructure, said Neil Shearing, group chief economist at Capital Economics.
“In any case, any short-term disruption to Venezuelan output can easily be offset by increased production elsewhere. And any medium-term recovery in Venezuelan supply would be dwarfed by shifts among the major producers,” he said in a note.
Trump also threatened on Friday to intervene in a crackdown on protests in Iran, another OPEC producer, ratcheting up geopolitical tensions. Trump on Friday said “we are locked and loaded and ready to go,” without specifying what actions he was considering against Tehran, which has seen a week of unrest as protests over soaring inflation spread across the country.
“Prices may see modest upside on heightened geopolitical tensions and disruption risks linked to Venezuela and Iran, but ample global supply should continue to cap those risks for now,” said Ole Hansen, head of commodities research at Saxo Bank.
On Sunday, the Organization of the Petroleum Exporting Countries and their allies agreed to maintain steady oil output in the first quarter, OPEC+ said in a statement. Both Venezuela and Iran are members of OPEC. Several other members of OPEC+ are also embroiled in conflict and political crises.
The producer group has put increases in production on pause for the first quarter after raising output targets by around 2.9 million barrels per day from April to December 2025, equal to almost 3% of world oil demand.
Brent and US crude futures settled lower on Friday, the first day of trading of 2026, as investors weighed oversupply concerns against geopolitical risks. Both contracts closed 2025 with their biggest annual loss since 2020 marked by wars, higher tariffs, increased OPEC+ output and sanctions on Russia, Iran and Venezuela.
VENEZUELA
“The political transition in Venezuela adds another major layer of uncertainty, with elevated risks of civil unrest and near-term supply disruptions,” said Jorge Leon, head of geopolitical analysis at consultancy Rystad Energy and a former OPEC official.
“In an environment this fragile, OPEC+ is choosing caution, preserving flexibility rather than introducing new uncertainty into an already volatile market.”
Trump said on Saturday that the US would control the country until it could make an orderly transition, but an interim government led by vice president and oil minister Delcy Rodriguez remains in control of the country’s institutions, including state energy company PDVSA, with the blessing of Venezuela’s top court.
A top Venezuelan official said on Sunday that the country’s government would stay unified behind Maduro amid deep uncertainty about what is next for the Latin American country.
Trump said that American oil companies were prepared to reenter Venezuela and invest billions of dollars to restore production there.
Venezuela is unlikely to see any meaningful boost to crude output for years even if US oil majors do invest the billions of dollars in the country that Trump has promised, analysts said.
“We continue to caution market observers that it will be a long road back for the country, given its decades-long decline under the Chávez and Maduro regimes, as well as the fact that the US regime change track record is not one of unambiguous success,” Helima Croft, RBC Capital’s head of commodities research, said in a note.