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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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Rashida Tlaib Introduces Resolution ‘Recognizing Ongoing Nakba’

US Rep. Rashida Tlaib (D-MI) addresses attendees as she takes part in a protest calling for a ceasefire in Gaza outside the US Capitol, in Washington, DC, US, Oct. 18, 2023. Photo: REUTERS/Leah Millis

US Rep. Rashida Tlaib (D-MI) on Thursday reintroduced a congressional resolution recognizing the 78th anniversary of what she described as the “ongoing nakba,” using the Arabic term for “catastrophe” deployed by Palestinians and anti-Israel activists to refer to the establishment of the modern state of Israel in 1948.

The resolution, introduced on the anniversary of Israel’s independence, accuses the Jewish state of carrying out “ethnic cleansing,” “apartheid,” and “genocide” against Palestinians, language that many pro-Israel lawmakers in Congress and advocacy groups strongly reject as inflammatory and inaccurate. The measure also calls for renewed US support for the United Nations Relief and Works Agency for Palestine Refugees in the Near East (UNRWA), an agency that has faced mounting scrutiny from Israel and several Western governments over allegations that employees participated in or supported Hamas’s Oct. 7, 2023, massacre across southern Israel.

In a statement announcing the resolution, Tlaib argued that the so-called nakba “did not end” with the Arab-Israeli war in 1948 and continues today through Israeli military operations and settlement expansion.

“War criminal Netanyahu and his cabinet have repeatedly threatened to ethnically cleanse the entire Palestinian population in Gaza, annex the land, and permanently occupy it. Today, they are extending these same threats towards southern Lebanon,” she said, referring to Israel Prime Minister Benjamin Netanyahu and military operations against US-designated terrorist groups Hamas and Hezbollah. “As we mark the 78th anniversary of the Nakba, we honor all of those killed since the ethnic cleansing of Palestine began and all those who have been forced from their homes and violently displaced from their land.”

Activists often invoke the term “nakba” when discussing the displacement of some 750,000 Palestinian Arabs following Israel’s War of Independence, many of whom left the nascent state for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading Arab armies. 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.

Tlaib’s resolution is co-sponsored by several prominent progressive Democrats, including Reps. Alexandria Ocasio-Cortez (NY), Ilhan Omar (MN), Ayanna Pressley (MA), and Summer Lee (PA).

The move is likely to draw fierce criticism from pro-Israel lawmakers and Jewish organizations, many of whom argue the resolution ignores the historical context surrounding Israel’s founding and the 1948 war. Israel accepted the United Nations partition plan in 1947 to create two states, one Jewish and one Arab, while neighboring Arab states rejected it and launched a military invasion after Israel declared independence.

The resolution also calls for a so-called Palestinian “right of return,” a demand insisting that potentially millions of descendants of Palestinian refugees should be able to return to the land of Israel, a step that, according to proponents, would result in the abolition of the world’s only Jewish state.

“This immense trauma, including the loss of their loved ones and connections to the communities they grew up in, needs to be repaired. True peace must be built on justice and the inalienable right of return for Palestinian refugees,” Tlaib said in her statement.

While refugees are generally defined as those who flee a country out of credible fear of persecution, UNRWA uniquely defines Palestinian refugees to include all descendants of those who left the land, regardless of where they were born.

Tlaib, the only Palestinian American member of the US Congress, has emerged as one of Israel’s loudest critics on Capitol Hill, repeatedly accusing the Jewish state of genocide and drawing rebuke from fellow lawmakers.

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Toronto Sees 50% Drop in 2025 Hate Crimes, Yet 82% of Religiously Motivated Attacks Target Jews

A member of law enforcement personnel works at the scene outside the US Consulate after shots were fired, in Toronto, Ontario, Canada, March 10, 2026. Picture taken with a mobile phone. Photo: REUTERS/Kyaw Soe Oo

Even as Toronto recorded an overall decline in reported hate crimes last year, newly released data shows the city’s Jewish community continued to face disproportionately high levels of targeted antisemitism and violence amid an increasingly concerning social climate.

On Thursday, Toronto Police released its annual hate crime statistical report, showing that Jews accounted for 82 percent of all religiously motivated hate crimes in 2025, compared to 14 percent targeting Muslims.

Even though the Jewish community makes up less than 3 percent of Toronto’s population, officials now warn that Jewish residents are 14 times more likely than other residents to be targeted in a hate incident.

With 81 anti-Jewish hate crimes recorded, Jews and Israelis were the targets of 35 percent of all reported hate incidents in the city.

Despite a 50 percent overall decline in reported hate crimes, from 443 in 2024 to 231 in 2025, Toronto has seen a 40 percent increase in such incidents so far this year compared with the same period last year.

Toronto Police Chief Myron Demkiw noted that, even with the overall decline, the Jewish community continued to be the primary target of hate-motivated offenses.

“We are steadfast in our commitment to confronting hate in all its forms and making it easier for people to come forward and report incidents of hate,” Demkiw said in a press release. 

Because police-reported hate crime data only includes incidents that come to the attention of authorities and are later confirmed or suspected to be hate-driven, official figures likely underestimate the true scale of such incidents.

Over the past two years, Toronto authorities have expanded law enforcement capacity and resources to investigate hate crimes by establishing a Counter-Terrorism Security Unit and increasing specialized training for officers, while also strengthening Holocaust education initiatives and introducing digital literacy programs for youth aimed at countering online radicalization.

Centre for Israel and Jewish Affairs Vice President Michelle Stock called the latest statistics “deeply alarming,” warning of a broader reality of hostility that Jewish families across the city are confronting on a daily basis.

“Toronto prides itself on being a city where people of all backgrounds can live openly, safely and without fear. Those values are undermined when any community no longer feels secure expressing its identity in public,” Stock said in a statement.

“From synagogues to schools to public displays of Jewish identity, blatant attacks against the Jewish community are becoming more frequent and more brazen,” she continued. “Jewish Canadians are being targeted simply for who they are. No one should have to think twice about wearing a kippah, attending synagogue, sending their children to Jewish schools or participating openly in Jewish life.”

The city’s figures reflect a broader nationwide rise in antisemitism and anti-Israel hostility, with the Jewish advocacy group B’nai Brith Canada reporting a record high in anti-Jewish hate crimes in 2025 for the second consecutive year, documenting 6,800 such cases across the country.

According to the latest report, antisemitic incidents nationwide increased by 9.3 percent last year, surpassing the previous record total of 6,219 set in 2024.

With an average of 18.6 incidents per day, this figure represents a 145.6 percent increase from 2022, before the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.

Early 2026 data already indicate the country is now on track to see its most violent year against the Jewish community in recent memory, with more violent antisemitic attacks recorded so far this year than during all of 2025, B’nai Brith Canada reported.

In total, 11 violent antisemitic incidents have already been recorded across the country since January, surpassing the 10 violent cases documented during all of last year

“These brazen attacks on Jewish Canadians are a sign of a crisis of antisemitism that has spiraled out of control,” Simon Wolle, chief executive officer of B’nai Brith Canada, said in a statement.

“Violence such as this, which has escalated from targeting synagogues to targeting Jewish people directly, does not occur in a vacuum. It is what happens when governments fail to act despite mounting evidence that antisemitism is becoming more normalized and dangerous,” Wolle continued.

Last week, a group of Jewish worshippers standing outside the Congregation Chasidei Bobov synagogue in Montreal was targeted in a drive-by shooting, leaving one person with minor injuries.

A week earlier, three visibly Jewish residents were targeted in a separate antisemitic attack when suspects opened fire with a gel-pellet gun, causing minor injuries.

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Israel, Lebanon Extend Ceasefire by 45 Days as Washington Talks Conclude

Smoke rises following explosions in southern Lebanon, near the Israel-Lebanon border, as seen from northern Israel, April 27, 2026. Photo: REUTERS/Shir Torem

Israel and Lebanon agreed to a 45-day extension of a ceasefire that has tamped down the conflict between Israel and Iran-backed terrorist group Hezbollah in southern Lebanon, as two days of talks facilitated by Washington concluded on Friday with an agreement to hold further meetings in the coming weeks.

“The April 16 cessation of hostilities will be extended by 45 days to enable further progress,” State Department spokesperson Tommy Pigott said on X, adding that the talks aimed at settling decades of conflict between the two countries were “highly productive.”  The ceasefire was set to expire on Sunday.

The Lebanese and Israeli delegations issued positive statements about the talks, their third meeting since Israel intensified air attacks on Lebanon after Hezbollah fired missiles at Israel on March 2, three days into the US-Israeli war with Iran. Israel‘s bombing campaign and ground invasion into Lebanon’s south displaced some 1.2 million people, before US President Donald Trump announced a ceasefire last month following initial talks between the two countries’ ambassadors in Washington.

Hezbollah and Israel have continued to trade blows, with hostilities ​focused in southern Lebanon, where Israeli forces are occupying a self-declared security zone.

LEBANON WANTS HOSTILITIES TO CEASE

The US-led mediation between Lebanon ​and Israel has emerged in parallel to diplomacy ​aimed at ending the US-Iran conflict. Iran has ⁠said ending Israel‘s war in Lebanon is one of its demands for a deal over the wider conflict.

Lebanon’s delegation, which is attending despite objections from Shi’ite Muslim Hezbollah, has prioritized a cessation in hostilities in the talks. Israel says Hezbollah, which openly seeks the Jewish state’s destruction, must be disarmed as part of any broader peace agreement with Lebanon.

The Washington meetings, the highest-level contact between Lebanon and Israel in decades, have evolved to include security and military officials. Pigott said on X that a new “security track” of the negotiations would be launched at the Pentagon on May 29, while the State Department will convene the two sides again June 2-3 for a political track of negotiations.

“We hope these discussions will advance lasting peace between the two countries, full recognition of each other’s sovereignty and territorial integrity, and establishing genuine security along their shared border,” Pigott said.

Lebanon’s delegation said in a statement that it wanted to turn the momentum from the ceasefire into a lasting peace agreement. “The extension of the ceasefire and the establishment of a US-facilitated security track provide critical breathing space for our citizens, reinforce state institutions, and advance a political pathway toward lasting stability,” the delegation said.

Israeli ambassador to the US Yechiel Leiter said the talks were “frank and constructive.”

“There will be ups and downs, but the potential for success is great. What will be paramount throughout negotiations is the security of our citizens and our soldiers,” Leiter said on X.

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