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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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Board of Peace Publishes Roadmap for Gaza Peace Plan
Palestinians walk among piles of rubble and damaged buildings in Khan Younis in the southern Gaza Strip, Nov. 24, 2025. Photo: REUTERS/Ramadan Abed
The US-led Board of Peace has unveiled an ambitious roadmap aimed at bringing the Gaza war to an end, dismantling Hamas’s military capabilities, and replacing its rule with a new governance structure backed by international oversight and Palestinian technocrats.
The plan, presented by the Board of Peace’s director-general and high representative for Gaza, Nickolay Mladenov, marks the most comprehensive effort yet to convert a fragile ceasefire into a durable post-war agreement, one that requires Hamas’s disarmament as a necessary component for any political or economic future for the enclave.
Calling Hamas’s refusal to lay down its arms and relinquish control the “principal obstacle” to implementation, Mladenov told the UN Security Council in New York on Thursday that “reconstruction financing [for Gaza] will not follow where weapons have not been laid down. No investment, no movement, no horizon.”
US President Donald Trump set up the Board of Peace to oversee his plan to end the Israel-Hamas war in Gaza, a conflict started by the Palestinian terrorist group’s Oct. 7, 2023, invasion of and massacre across the Jewish state. The UN has recognized the board, although several countries opted not to join despite being invited to do so.
After Israel and Hamas agreed to a ceasefire in October, Israeli forces partially withdrew and now control at least 53 percent of Gazan territory, with Hamas ruling the rest of the Palestinian enclave and the vast majority of its residents. Talks to further the peace plan have stalled since then, with Hamas tightening its control over its part of Gaza, largely through a brutal crackdown, and working to rebuild its military capabilities.
“The risk is that the deteriorating status quo becomes permanent – a divided Gaza, Hamas holding military and administrative control over 2 million people across less than half the territory,” Mladenov told the Security Council.
His proposal calls for a strict sequencing of steps that conditions reconstruction and political transition on Hamas giving up its weapons and military infrastructure.
According to Mladenov’s presentation and supporters of the plan, rebuilding efforts cannot credibly proceed while an armed terrorist organization retaining control over territory, borders, and civilian life. Earlier this month, for example, Hamas members blocked international efforts to begin reconstruction work in Rafah, a city in southern Gaza, threatening contractors who were set to enter an area under Israeli control in coordination with Israeli and American forces to begin reconstruction work funded by the United Arab Emirates (UAE).
Mladenov contended that efforts to rebuild the infrastructure of Gaza will commence when “commitments to stop internal killings, prohibit reprisals, ban armed demonstrations, and end displays of armed force.”
“The faster implementation progresses, the faster Gaza can begin rebuilding homes, schools, hospitals, infrastructure, and economic life at scale,” he said.
Under the roadmap, Hamas would be required to surrender its heavy weapons, dismantle its tunnel networks, and withdraw from any governing role in Gaza. Security responsibilities would gradually shift toward vetted local Palestinian forces supported by international partners, in what is designed as a phased transition rather than an immediate power vacuum. Israeli officials and supporters of the framework have emphasized that this sequencing is essential to prevent a repeat of past cycles in which reconstruction and governance reforms were ultimately overtaken by renewed militarization.
The governance model outlined by the Board of Peace envisions Gaza being administered through a hybrid structure combining a Palestinian technocratic committee responsible for day-to-day civil affairs with an international supervisory body tasked with overseeing reconstruction funding, security benchmarks, and implementation of the broader transition plan. The aim, according to officials involved in the effort, is to bypass Hamas entirely while also avoiding a return to full Israeli administrative control, instead placing long-term coordination under an internationally backed framework.
Reconstruction itself would be tightly tied to compliance with security conditions, meaning that large-scale rebuilding of housing, infrastructure, and utilities would only accelerate once demilitarization milestones are met. The board has also been pressing donor countries to follow through on approximately $17 billion in pledged reconstruction funding, warning that only a small portion of those commitments has been disbursed so far, leaving early recovery efforts stalled despite widespread international promises.
That funding gap has emerged as one of the central obstacles to implementation. While donor states signaled major financial support during earlier conferences, officials say the lack of actual disbursement has left the plan underpowered at a critical moment, effectively freezing reconstruction on paper while humanitarian needs continue to persist on the ground.
Hamas, for its part, has rejected the framework’s core premise, insisting that disarmament cannot be separated from a full Israeli withdrawal and broader political guarantees. The group has accused international mediators of advancing a process that ignores what it describes as unresolved core issues of sovereignty and ceasefire enforcement, deepening the diplomatic deadlock that has defined previous attempts to stabilize Gaza.
Israel has said it will not withdraw its forces any further until Hamas, which openly seeks the Jewish state’s destruction, disarms.
Despite the ceasefire framework that underpins the Board of Peace initiative, the situation on the ground remains fragile, with sporadic violence, unresolved security disputes, and widespread displacement continuing to strain civilian life. Humanitarian conditions remain severe, and reconstruction has yet to meaningfully begin at scale, reinforcing the sense that the political framework and the realities in Gaza are still far apart.
In statements to the UN Security Council, Mladenov warned that intermittent violence in Gaza risks “unraveling” the unstable ceasefire.
“There is no third option,” he stressed. “There never was, and the people of Gaza should not be made to wait while some pretend there is.”
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Giuliani Says Mamdani Has ‘Hatred’ for Jews for Declining to Attend Israel Day Parade in New York City
Former Donald Trump lawyer and former New York City Mayor Rudolph Giuliani arrives at US federal court in New York City, US, Nov. 26, 2024. Photo: REUTERS/Brendan McDermid
Former New York City Mayor Rudy Giuliani has lambasted the city’s current mayor, Zohran Mamdani, for the latter’s decision not to attend the annual Israel Day parade, which is set to take place later this month.
“Mamdani’s decision to snub the Israel Day Parade demonstrates his deep disdain and hatred of the Jewish community,” Giuliani, a Republican, told the New York Post on Wednesday. “When you combine this with his failure to attend the investiture of the new Catholic Archbishop [Ronald Hicks], a pattern emerges, revealing a man on a mission to tear down the foundations of Western civilization.”
Mamdani, a far-left democratic socialist, has made fierce anti-Israel activism a cornerstone of his political career, leading many Jewish leaders and other critics to accuse him of antisemitism.
“Have New Yorkers awakened to the fact that they made a disastrous decision in November 2025 by electing this man?” added Giuliani, who served as New York City’s mayor from 1994 through 2001.
Mamdani confirmed earlier this month that he will skip this year’s Israel Day Parade. However, the avowed anti-Zionist first indicated that he would not attend the event in October 2025, the month before his election. At the time, he told the Jewish Telegraphic Agency that he looked forward “to joining — and hosting — many community events celebrating Jewish life in New York and the rich Jewish history and culture of our city,” but not including the parade.
“While I will not be attending the Israel Day Parade, my lack of attendance should not be mistaken for a refusal to provide security or the necessary permits for its safety,” Mamdani said last year. “I’ve been very clear: I believe in equal rights for all people — everywhere. That principle guides me consistently.”
Mamdani is reportedly the first mayor of New York City to skip the Israel Day Parade, which has been held annually since 1964. The parade takes place along Manhattan’s Fifth Avenue and is set this year for May 31 under the theme, “Proud Americans, Proud Zionists.”
For what is believed to be the first time in history, a Muslim group will march in the parade. Supporters of the nonprofit American Muslim & Multifaith Women’s Empowerment Council will participate and be led by Anila Ali, the organization’s board chair and president.
As a supporter of the boycott, divestment, and sanctions (BDS) movement against Israel, Mamdani has been highly critical of the country and has refused to recognize it as a Jewish state. New York City is home to the world’s largest population of Jews outside of Israel.
“Since the very first Israel Parade in 1964, every single sitting mayor of New York City has joined in the festive celebrations. New York has historically been proud of its deep relationship with Israel. Not joining the parade is an affront to the history of New York City,” Moshe Davis – former executive director of the Mayor’s Office to Combat Antisemitism, a body formed by Mamdani’s predecessor, Mayor Eric Adams – told Fox News Digital.
Adams told the news outlet that the Israel Day Parade “is a testament to one of New York City’s most important relationships.”
“From health care to technology to innovation, Israel and New York City are partners in building a better future,” he explained. “I want every New Yorker to join the Parade on Fifth Avenue because celebrating this bond isn’t just for the Jewish community; it’s for our entire city.”
Last week, Mamdani posted a video on social media in honor of “Nakba Day.” The word “nakba” is Arabic for “catastrophe” and used by Palestinians to describe Israel’s founding and the displacement of hundreds of thousands of Arabs during Israel’s 1948 War of Independence.
Many Arabs left for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading armies to destroy the nascent Jewish state. At the same time, about 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, primarily in the aftermath of Israel’s declaring independence.
Several pro-Israel Jewish groups found the video posted by Mamdani offensive, and as a result, some Jewish leaders decided not to attend a pre-Shavuot event Mamdani hosted at Gracie Mansion in honor of Jewish Heritage Month.
The UJA Federation of New York and the Jewish Community Relations Council of New York, both of which are organizing the Israel Day Parade, declined to attend the gathering. They told the New York Post they made the decision because the event’s host is a mayor who “denies the core pillar of our heritage, the State of Israel as the homeland of the Jewish people.” At the event, Mamdani announced that his administration will allocate $26 million annually to expand efforts made by the city’s Office for the Prevention of Hate Crimes.
Since Mamdani assumed office, Jews have been targeted in the majority of all hate crimes committed in New York City, continuing a troubling trend of rising antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
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Vermont Police Investigate Anti-Israel Vandalism of Jewish-Owned Store as Possible Hate Crime
Graffiti is seen on the windows of DG Bodyworks in Cavendish on Wednesday, May 20, 2026. The Vermont State Police has partially redacted profanity that appears on the window to the right. Photo: Vermont State Police
A Jewish woman’s store in Vermont was vandalized early Wednesday morning with anti-Israel graffiti in an incident that police are investigating as a possible hate crime.
“Free Palestine” and “F–k Israel” were spray-painted on the windows of DG Bodyworks, where Israeli flags were on display.
Vermont State Police said they are investigating the vandalism in the Windsor County town of Cavendish as a possible hate crime and will inform the Attorney General’s Office of the incident. Officers who responded to the crime scene reviewed security footage and saw an individual vandalizing the store with purple spray paint during the early hours of Wednesday morning. Police released a photo of the suspect, a white male who wore a cap and covered his face while spray-painting the messages.
Shop owner Denise Gebroe said that her store was targeted because she is Jewish and that while she was “shaken” to discover the graffiti, “I am OK and will not be broken.”
“This was an act of intimidation directed at me because I am Jewish,” she added, in a statement shared with The Algemeiner by Vermont Friends of Israel. “I made Vermont my home because I love it here, but it does not feel the same as it once did. Incidents like this are happening more than many people realize, and most go unreported. I fear for the future of the Jewish community here, and Jewish friends of mine have already left.”
In a statement given to The Algemeiner, Mark Treinkman, president of Vermont Friends of Israel, also called the vandalism an anti-Jewish hate crime and said such an incident “is the predictable consequence of a political campaign in Vermont that demonizes Israel and pressures local communities to treat Jews and Zionists as equivalent to Nazis.” He referenced an Apartheid Free Community campaign active in Vermont, promoted by the Palestine Solidarity Coalition, that is marketed locally as “grassroots activism.”
“When anti-Zionist activists tell people that Jews with deep spiritual, cultural, and familial ties to Israel are ‘baby killers’ and ‘genocide supporters,’ it sends a dangerous signal that intimidation against them is understandable, deserved, or even justified,” Treinkman noted. “History teaches us where this goes. First come campaigns of dehumanization, slogans, pledges, and public shaming. Now a Jewish woman’s storefront has been vandalized in rural Vermont.”
“Synagogues in Vermont have been sent death threats. Swastikas are found on Vermont school walls,” he added, referring to threatening letters sent to several local synagogues and antisemitism graffiti discovered at an elementary school last year. “Jewish students are bullied. What comes next if this is not confronted?”
