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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?”


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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Anti-Israel Republican Thomas Massie ousted from Congress as Trump endorsee wins primary

(JTA) — The only Republican to refrain from supporting Israel in the immediate aftermath of Hamas’ Oct. 7, 2023, attack will exit Congress following a decisive primary loss on Tuesday.

Rep. Thomas Massie, who has represented Kentucky’s 4th Congressional District since 2013, lost to Ed Gallrein, an endorsee of President Donald Trump who drew support from pro-Israel PACs.

Massie conceded the election on Tuesday night — but not without a dig at Gallrein’s purported relationship to Israel.

“I would’ve come out sooner, but I had to call my opponent and concede. And it took a while to find Ed Gallrein in Tel Aviv,” he said in his concession speech.

With almost all ballots counted on Tuesday night, Gallrein had drawn 55% of the votes.

The result means that Massie, the most anti-Israel Republican in Congress and the only Republican to vote at times with far-left Democrats on measures opposing Israel, will leave Congress at the end of the year.

The Republican Jewish Coalition, which long opposed Massie, congratulated Gallrein in an extensive statement that cast the primary as a referendum on the Republican Party’s recent divide over Israel. The party is increasingly split between acolytes of Trump and those who believe Trump has been too accommodating to Israel.

“Kentucky Republicans sent an unmistakable message: there is no place in the Republican Party for those who turn their back on the MAGA agenda,” said CEO Matt Brooks.

He added, “We know that Ed Gallrein, a 5th-generation Kentucky farmer, decorated Navy SEAL, and true MAGA patriot, will serve with honor and distinction, as he has his entire career.”

Brooks criticized both Massie’s record in Congress and his behavior as a candidate, saying, “Notably, Massie’s conduct throughout this campaign — trafficking in antisemitism and bottom-of-the-barrel nativism at a time when Jew-hatred is on the rise — was wildly unacceptable and outrageous from an elected member of Congress.”

A widely condemned pro-Massie campaign ad last week claimed that a Gallrein win would bring “trans woke madness” to Kentucky at the behest of billionaire Jewish Republican donor Paul Singer. The ad placed a rainbow Star of David next to a photo of Singer’s head.

The ad came amid a blitz that watchdogs say made the race the most expensive congressional contest in U.S. history, with an estimated $32.6 million spent according to the advertising tracking firm AdImpact. That includes $5 million from a PAC affiliated with the Republican Jewish Coalition and a reported $2.6 million from PACs affiliated with the American Israel Public Affairs Committee, the pro-Israel lobby.

Massie’s record in Congress has placed him far outside the Republican mainstream. In October 2023, he voted with the progressive “Squad” against a resolution expressing support for Israel in the wake of the Oct. 7 attack. The next month, he was the only member of Congress from either party to vote “no” on a resolution affirming Israel’s right to exist. Last year, Massie called for ending all U.S. military aid to Israel.

This article originally appeared on JTA.org.

The post Anti-Israel Republican Thomas Massie ousted from Congress as Trump endorsee wins primary appeared first on The Forward.

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Jewish groups rally behind bipartisan Senate antisemitism bill with $1B security allocation

(JTA) — Major U.S. Jewish organizations are calling for the quick passage of new bipartisan Senate legislation aimed at protecting Jews and Jewish institutions from antisemitism.

The Jewish American Security Act is sponsored by James Lankford, a Republican from Oregon, and Jacky Rosen, a Jewish Democrat from Nevada. It would require the federal education department to adopt a civil rights strategy to fight antisemitism and would force social media platforms to share more details about how they handle antisemitism online.

The legislation also proposes $1 billion in security funding for houses of worship and other at-risk nonprofits, a key demand in a six-point security proposal that Jewish Federations of North America has been promoting on Capitol Hill.

The legislation was announced Tuesday as hundreds of Jewish advocates traveled to Washington, D.C., on Tuesday to promote the call for the $1 billion allocation, which would triple the amount appropriated by Congress this year for security at houses of worship.

“Jewish Americans are being targeted, attacked, and killed simply because of who they are. This alarming trend demands a comprehensive, bipartisan approach that addresses both the seeds and the impacts of this vile hatred,” Rosen, who is famously a former synagogue president, said in a statement.

The bill follows several other recent attempts to advance antisemitism legislation in Congress.

In December, four progressives in the House of Representatives introduced the Antisemitism Response and Prevention Act, which calls for fully funding the federal Office of Civil Rights while also repudiating the Trump administration’s tactics around antisemitism that progressives say “weaponize” antisemitism in support of a repressive agenda. It has not advanced in the Republican-led House.

A Senate bill sponsored by Chuck Schumer, the Antisemitism Awareness Act, meanwhile, failed to advance despite intense advocacy by Jewish groups. It would have enshrined the International Holocaust Remembrance Alliance’s definition of antisemitism, which is contested on both the left and the right for its citation of some forms of Israel criticism as antisemitic and examples that some conservative Christians say would constrain their religious expression.

A wide swath of Jewish groups are endorsing the Jewish American Security Act, including JFNA, the Anti-Defamation League and the Jewish Council for Public Affairs. Organizations affiliated with the Reform, Conservative and Orthodox movements of Judaism — which are often split politically — also signed on.

“At this perilous moment of violent antisemitism experienced by congregants, clergy, and congregations in our own Reform Jewish community and beyond, the need for meaningful steps to bolster security and the fight against hate is vital,” Rabbi Jonah Pesner, director of the Religious Action Center of Reform Judaism, said in a statement. “The Jewish American Security Act strengthens the government tools and funding that will be available to help us meet this moment and uphold the American commitment to religious freedom.”

One group that opposed the Antisemitism Awareness Act is listed among supporters of the new legislation: the Nexus Project, which launched to fight antisemitism and simultaneously “speak out when fears of antisemitism are cynically exploited to stifle legitimate criticism of Israel or US policy.” It is a critic of the IHRA definition of antisemitism.

The Nexus Project did not respond to a request for comment on Tuesday.

Unlike the Antisemitism Awareness Act, the new legislation does not seek to enshrine IHRA into law. While the legislation’s prognosis is not clear, the omission could prove to be one less hurdle in a Congress where appearing to support Israel is increasingly a third rail.

Lankford said in a statement that Jewish Americans are facing “an unprecedented surge in antisemitism” and that action was needed.

“These are not just numbers, these are real stories impacting real people,” he said.

This article originally appeared on JTA.org.

The post Jewish groups rally behind bipartisan Senate antisemitism bill with $1B security allocation appeared first on The Forward.

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With AOC backing and anti-Israel message, Chris Rabb vies for open House seat in Philadelphia

(JTA) — A Philadelphia Democratic primary on Tuesday could poise Chris Rabb — a progressive state lawmaker who is staunchly critical of Israel — to become the newest member of Congress’ “Squad.”

Rabb has made opposition to Israel and AIPAC, the pro-Israel lobbying group, a focal point of his campaign in Pennsylvania’s Third Congressional District.

He also recently made headlines when it was reported that his Instagram account had shared a post saying the Bondi Beach massacre was a false flag by “Zionists”; he disavowed the post and said it was shared by a former staffer.

Rabb’s top two opponents are Sharif Street, a state senator who’s garnered support from J Street and figures in the political establishment such as Sen. Cory Booker; and Ala Stanford, a pediatric surgeon who has faced scrutiny for being boosted by a group that’s alleged to be a shell organization for AIPAC.

The victor will become the Democratic nominee for a November general election they are almost assured to win in the country’s “bluest House district.”

At a time when Democratic voters are overwhelmingly sympathizing with Palestinians over Israelis, the turnout for Rabb, who has centered pro-Palestinian advocacy in his bid for Congress, could signal how those sentiments translate to electoral results.

Efforts to install a new “Squad” member have so far fallen short this cycle, though those candidates — like Nida Allam in North Carolina — were up against incumbents, or, as in the case of Kat Abughazaleh in Illinois, lacked Rabb’s experience in elected office.

Rabb’s campaign has picked up momentum in recent weeks. He’s been endorsed by a number of left-wing House representatives including Alexandria Ocasio-Cortez, Ilhan Omar, Rashida Tlaib, Ro Khanna and Summer Lee, who is also from Pennsylvania. He also rallied alongside the progressive streamer Hasan Piker, a staunch critic of Israel who has been accused of antisemitism, in Philadelphia.

If elected, Rabb’s platform would make him one of Congress’ farthest left candidates on Israel. He supports a complete embargo on arms sales to Israel. He posted on X last week that “the Nakba never ended,” and said he would co-sponsor a resolution with Omar and Tlaib to “recognize the Nakba and reaffirm Palestinian refugees’ right to return.”

Maryland Rep. Jamie Raskin, who is Jewish and has sponsored the Block the Bombs to Israel Act, endorsed Rabb. He has also been endorsed by anti-Zionist group Jewish Voice for Peace, and a slew of left-wing groups including Democratic Socialists of America and the Working Families Party, as well as groups that explicitly work to counter AIPAC such as Track AIPAC and PAL PAC.

The super PAC American Priorities, which seeks to be a counterweight to AIPAC’s super PAC, United Democracy Project, has spent more than $400,000 boosting Rabb, according to FEC filings.

Pennsylvania Gov. Josh Shapiro, who is Jewish and supports a continued U.S.-Israel relationship, was reportedly rumored to be working behind the scenes to quietly derail Rabb’s campaign; Shapiro has not publicly weighed in on the race and did not respond to a request for comment.

The latest polling data to come out of this race was collected in early April, and had Stanford leading with 28% with Rabb trailing by 5 percentage points and Street in third at 16%. But much has changed in the weeks since those polls, including a significant mobilization from the left to back Rabb.

The poll was also conducted by 314 Action Fund, a political action committee that endorsed Stanford. A few weeks after the polling was released, Drop Site News, which has an anti-Israel bent, reported that the group is operating as a shell organization for AIPAC, the way other groups did in Illinois races earlier this year. AIPAC did not immediately respond to a request for comment.

Stanford’s reported support from AIPAC has thrust her into the spotlight on Israel. During a tense moment at a candidates’ forum last month, Stanford was pressed by an audience member on whether she believed Israel was committing a genocide.

She refused to use the term to describe Israel’s military actions, and said, “For Israelis who have been accused of committing it, it’s hurtful for them.”

Stanford has been endorsed by the district’s representative, Dwight Evans, who is retiring at the end of this term, and a handful of other U.S. House representatives including Madeleine Dean and Chrissy Houlahan from Pennsylvania. Hawaii’s Jewish governor, Josh Green, also endorsed Stanford.

Meanwhile, Street has the chance to become Pennsylvania’s first Muslim member of Congress. He has been critical of Israeli Prime Minister Benjamin Netanyahu, saying he should be prosecuted for war crimes, but is far more moderate on Israel than Rabb and has made the subject less central to his campaign messaging. Like Stanford, he has not referred to Israel’s military actions as a “genocide” and advocates for a two-state solution, as well as continued U.S. aid to Israel.

Booker traveled to Philadelphia on Monday to stump for Street.

Street is the son of former Philadelphia mayor John Street and has the support of a number of state legislators and City Council members, as well as the Philadelphia City Democratic Committee. Rue Landau, the only Jewish member of the City Council and its first openly LGBTQ member, has endorsed Street.

Street is listed as “primary approved” on the website of liberal pro-Israel advocacy group J Street, which has recently drifted to a position that advocates for continued weapons sales, but a phasing out of military subsidies, to Israel.

This article originally appeared on JTA.org.

The post With AOC backing and anti-Israel message, Chris Rabb vies for open House seat in Philadelphia appeared first on The Forward.

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