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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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11-Year-Old Girl Succumbs to Wounds from Iranian Missile Strike
A photo of Nesya Karadi. Photo: courtesy of her family.
i24 News – An 11-year-old girl has died nearly three weeks after being critically injured by an Iranian missile strike on her family home.
Nesya Karadi passed away Friday at Sheba Medical Center, becoming the 21st civilian fatality in Israel since the current conflict began on February 28.
The attack occurred on April 1, just hours before the start of Passover. Officials confirmed the strike involved an Iranian missile equipped with a cluster warhead; a sub-munition directly hit the Karadi home, wounding 14 people.
Among the injured was Nesya’s father, a volunteer with the Magen David Adom paramedic service. In a final act of heroism before losing consciousness from his own injuries, he reportedly administered life-saving first aid to his daughter.
Hanoch Zeibert, the Mayor of Bnei Brak, expressed the city’s deep grief over the loss of a “pure child whose whole life was ahead of her,” pledging the municipality’s full support to the Karadi family during their ordeal
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Palestinian Local Elections Give Some Gazans First Chance to Vote in Years
A Palestinian woman votes during the municipal election at a polling station in Deir al-Balah, central Gaza Strip April 25, 2026. REUTERS/Mahmoud Issa
Palestinians voted in local elections on Saturday that for the first time in two decades include Gaza and are a gauge of the political mood.
The West Bank-based Palestinian Authority has said it hopes the inclusion of the Gazan city of Deir al-Balah will reinforce its claim to authority over the territory from which it was ousted by Hamas in 2007.
Some Gazans, who are struggling to meet their basic needs in the devastated enclave, welcomed the opportunity to vote.
“As a Palestinian and a son of the Gaza Strip, I feel proud that after this war the democratic process is returning,” said voter Mamdouh al-Bhaisi, 52, at the Deir al-Balah polling station.
Turnout, however, was low at 13.8 percent in Deir al-Balah by 1 p.m. (1000 GMT) and at 25.3 percent in the West Bank, according to official figures. Voting will continue in the West Bank until 7 p.m., while in Deir Al-Balah it ends an hour earlier due to electricity constraints.
Casting his ballot in a polling station in the Al-Bireh area, near Ramallah, Palestinian President Mahmoud Abbas said eventually elections will be held across the Gaza Strip.
“Gaza is an inseparable part of the state of Palestine. Therefore, we have worked by all means to ensure that elections take place in Deir al-Balah to affirm the unity of the two parts of the country together,” he said.
ISRAEL HAS EXTENDED CONTROL OVER GAZA AND WEST BANK
Since a US-brokered ceasefire in Gaza between Hamas and Israel took effect in October, intermittent talks led by the United States have made little progress towards a settlement that envisages international supervision of Gaza.
European and Arab governments broadly support an eventual return of Palestinian Authority governance in Gaza, together with the establishment of an independent Palestinian state. It would comprise Gaza, East Jerusalem and the West Bank, where the Palestinian Authority exercises limited self-rule.
Western diplomats say local elections could be a step towards the first national elections in nearly two decades and advance reforms to increase transparency and accountability that the PA says are under way.
“We hope that the procedure carried out today will be crowned with legislative and presidential elections,” said Munif Treish, one of the candidates in the West Bank.
Saturday’s vote is the first of any kind in Gaza since 2006 and the first Palestinian elections to be held since the Gaza war started more than two years ago with a cross-border Hamas assault on southern Israeli communities. Municipal elections were last held in the West Bank four years ago.
STRUGGLE TO PAY WAGES AS ISRAEL WITHHOLDS FUNDS
The Palestinian Authority has struggled to pay wages as Israel withholds tax revenues it collects on its behalf, raising fears of economic collapse. Israel justifies withholding the funds in protest at welfare payments to prisoners and families of those killed by its forces, which it says incentivize attacks.
The Israeli government has also taken steps to help settlers acquire West Bank land. Finance Minister Bezalel Smotrich has repeatedly said: “We will continue to kill the idea of a Palestinian state.”
In Deir al-Balah, which has suffered less damage from Israel’s assault since 2023 than other Gazan cities, banners bearing candidate lists hang from buildings.
The Palestinian election committee cited widespread destruction among the reasons voting could not be held across the rest of Gaza, more than half of which is controlled by Israel, with the rest under Hamas rule.
HAMAS BOYCOTTS VOTE BUT SOME CANDIDATES ARE ALIGNED
Some Palestinian factions are boycotting the elections in protest at the PA’s request that candidates back its agreements, which include recognition of the state of Israel.
Hamas, which has ruled Gaza for nearly two decades, has not formally nominated any candidates but one list in the Deir al-Balah election is widely viewed by residents and analysts as aligned with it.
Analysts say the performance of candidates linked to the militant group could gauge its popularity. Most candidates, including in the West Bank, are running under Fatah, the main political movement behind the PA, or as independents.
Hamas has said it would respect the results. Palestinian sources told Reuters ahead of the vote that the group’s civil policemen would be deployed to safeguard polling stations in Gaza.
The Palestinian Central Elections Committee said more than one million Palestinians, including 70,000 in Gaza, are eligible to vote, with results expected late on Saturday or on Sunday.
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Iran Says It Won’t Accept ‘Maximalist Demands’ as Islamabad Hosts Peace Push
Iran’s Foreign Minister Abbas Araqchi meets with Pakistan’s Foreign Minister Ishaq Dar, as Pakistan prepares to host the US and Iran for the second phase of peace talks, in a location given as Islamabad, Pakistan, released April 25, 2026. Photo: ESMAEIL BAQAEI VIA X/Handout via REUTERS
Iranian Foreign Minister Abbas Araqchi laid out Iran’s demands and its reservations about US positions on Saturday as Islamabad hosted a new push to end a war that has killed thousands and roiled global markets.
Though details of the talks were scant, Araqchi met Pakistani Prime Minister Shehbaz Sharif and other high-ranking officials. The White House had earlier announced that President Donald Trump’s special envoy Steve Witkoff and son-in-law Jared Kushner would travel to the Pakistani capital on Saturday, but Iran has so far ruled out a new round of direct talks.
Washington and Tehran are at an impasse as Iran has largely closed the Strait of Hormuz, which normally carries one-fifth of global oil shipments, while the US blocks Iran’s oil exports.
IRAN SETS OUT ITS ‘PRINCIPLED POSITIONS’
The conflict, in which a ceasefire is now in force, began with US-Israeli airstrikes on Iran on February 28. Iran has since carried out strikes against Israel, US bases and Gulf states, and the war has pushed up energy prices to multi-year highs, stoking inflation and darkening global growth prospects.
Araqchi “explained our country’s principled positions regarding the latest developments related to the ceasefire and the complete end of the imposed war against Iran,” said a statement on the minister’s official Telegram account.
Asked about Tehran’s reservations about US positions in the talks, an Iranian diplomatic source in Islamabad told Reuters: “Principally, Iranian side will not accept maximalist demands.”
US Defense Secretary Pete Hegseth had earlier told reporters that Iran had a chance to make a “good deal.”
“Iran knows that they still have an open window to choose wisely,” he said. “All they have to do is abandon a nuclear weapon in meaningful and verifiable ways.”
Araqchi arrived in Islamabad on Friday. But an Iranian foreign ministry spokesperson posted on X that Iranian officials did not plan to meet US representatives and that Tehran’s concerns would be conveyed to mediator Pakistan.
Trump told Reuters on Friday that Iran planned to make an offer aimed at satisfying US demands but that he did not know what the offer entailed. He declined to say who Washington was negotiating with, “but we’re dealing with the people that are in charge now.”
White House press secretary Karoline Leavitt said the US had seen some progress from the Iranian side in recent days and hoped more would come this weekend, while Vice President JD Vance was ready to travel to Pakistan as well.
CEASEFIRES IN PLACE, FEW SHIPS CROSSING HORMUZ
Days after Trump extended the ceasefire, international flights resumed from Tehran’s Imam Khomeini International Airport on Saturday, Iranian media said. The first passengers had departed for Medina, in Saudi Arabia, Muscat and Istanbul, with operations expected to accelerate in the coming days.
“Well, it’s a good feeling. When flights resume, trade is done, and people can do their jobs. It’s a good feeling,” said one passenger at the airport, where passengers were queuing at check-in desks.
Iranian airspace has been largely closed since the start of the war. Tens of thousands of flights have been canceled, rerouted and rescheduled worldwide, shutting much of the Middle East’s airspace because of missile and drone threats.
Trump unilaterally extended a two-week ceasefire on Tuesday to allow more time to reconvene the negotiators.
Oil prices surged this week, with Brent crude futures soaring 16 percent, on uncertainty over the fate of the peace talks and as violence flared in the region.
Shipping data on Friday showed that five ships had crossed the Strait of Hormuz in the previous 24 hours, compared to around 130 a day before the war. The ships included an Iranian oil-products tanker but none of the vast crude-carrying supertankers that normally feed global energy markets.
Data analytics firm Vortexa said this week it had recorded 35 total transits through the US blockade from April 13 to 22, involving Iran-linked or sanctioned vessels for inbound and outbound journeys.
“The enemy, whose objective of crippling Iran’s missile and military capabilities has failed, is now seeking an honorable exit from the quagmire of war,” Iranian media quoted a defense ministry spokesperson as saying. “Iran is today in firm control of the Strait of Hormuz.”
Iranian state TV quoted the country’s top military command as reiterating that Iran would react if US forces continued their “blockade and piracy” in the region.
On Thursday, Israel and Lebanon extended their ceasefire for three weeks at a White House meeting brokered by Trump, but there was little sign of an end to the fighting in southern Lebanon.
Israel invaded its northern neighbor last month to root out Iran’s Hezbollah allies after the militant group fired across the border in support of Iran. Tehran says a ceasefire there is a precondition for talks.
Four people were killed in Israeli strikes on southern Lebanon on Saturday, Lebanon’s state news agency reported, and Hezbollah fired rockets at Israel, the Israeli military said, in the latest challenge to the ceasefire there.