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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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JD Vance Argues Against the Pope’s Calls for Peace As Iran’s LEGO AI Videos Stoke America’s Religious Divisions
An Iranian propaganda video attacks President Donald Trump in response to social media postings critical of the Pope and regarded as insensitive to Christians. Photo: Screenshot.
Vice President JD Vance, who converted to Catholicism in August 2019 at age 35 criticzed Pope Leo’s call for peace between the United States and Iran, another example of growing religious disagreements among Christians which Iranian propagandists have sought to exacerbate in new propaganda videos.
On Thursday at an event organized in Georgia by conservative activist group Turning Point USA, Vance said when asked about the head of his church disagreeing with President Donald Trump’s policies, “I do think we have to remember that each of us has our own role. I’m the Vice President of the United States. The fundamental way I understand my role is I’m trying to take the lessons, the moral truths that are rooted in Christianity and I’m trying to apply to a whole host of complicated real world scenarios.” Tepid applause broke out in response with Vance then thanking the crowd.
The Vice President’s comments came in the days following social media postings from Trump which included a broadside against Pope Leo and an AI-generated image depicting the Commander-in-Chief wearing white and red flowing robes as he placed one of his glowing hands on the head of a sick man. Trump later removed the image following the criticism of longtime Christian members of his Make America Great Again (MAGA) movement.
Iran took advantage of the social media kerfuffle, on Wednesday the Iranian embassy in Tajikistan posted an AI animation which took the original image and modified it to mock Trump.
Another propaganda video released by a pro-Iran group this week also responded to Trump’s social media postings about the Pope and the Jesus image, again deploying the AI-generated animation style depicting the president and other American officials as LEGO characters while a soundtrack delivers rhyming insults.
The Occupy Democrats Facebook group which has 11 million followers celebrated another pro-Iran propaganda video that has started circulating online.
While the president’s opponents on the progressive left may enjoy Iran’s jabs at Trump, the video’s themes casting him as an enemy of Christianity seek to exacerbate pre-existing intra-theological conflicts among the MAGA base.
This year, other recent Catholic converts — notably far-right podcaster Candace Owens and her supporter Carrie Prejean Boller, the former beauty queen contestant ejected from a White House Religious Liberty Panel on antisemitism following her questioning about Christian Zionism — have also advanced positions counter to Catholic teachings.
Prejean Boller claims that Zionism and Catholicism are incompatible, writing on X after her dismissal from the panel that “I will continue to stand against Zionist supremacy in America. I’m a proud Catholic. I, in no way will be forced to embrace Zionism as a fulfillment of biblical prophesy [sic]. I am a free American. Not a slave to a foreign nation.”
In response to her actions, the group Catholics for Catholics awarded Prejean Boller a “Catholic Champion” award at its gala, an event also featuring Owens and Joe Kent, the recently-resigned director of the National Counterterrorism Center who has suggested that Israel controls America’s foreign policy and may have have had a hand in the Sept. 10, 2025 assassination of Turning Point USA chief Charlie Kirk.
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Antisemitic Beliefs More Common Among Young Social Media Users, Yale Poll Reveals
Penn State graduate student Roua Daas, an organizer with Students for Justice in Palestine, speaks at a pro-Palestinian protest at the Allen Street gates in State College, Pa. on Monday, February 12, 2024. (Photo by Paul Weaver/Sipa USA)No Use Germany.
A new survey from Yale Youth Poll is raising fresh concerns about antisemitism among younger Americans, revealing a significant link between social media consumption and anti-Jewish sentiment.
The Spring 2026 poll, conducted by researchers affiliated with Yale University, finds that Americans aged 18 to 34 are more likely than older generations to agree with statements widely recognized as antisemitic even as many express uncertainty about what qualifies as antisemitism in the first place.
According to the survey, a significant share of young respondents agreed with longstanding antisemitic tropes. Roughly a quarter to a third of the youngest respondents expressed belief in ideas such as Jews having “too much power” or divided loyalty between the United States and Israel. The poll also found that about one in five young respondents supported boycotts of Jewish-owned businesses to express disapproval over Israel’s war in Gaza.
The poll reveals that roughly 10 percent of those 18-34 agreed with all three of these antisemitic sentiments. Conversely, only 2 percent of those above 65 agreed with all three.
While these views are not held by a majority, experts say the numbers are high enough to raise alarms.
Beyond attitudes themselves, the poll also indicates that youth who receive news from alternative media sources, such as social media, are more likely to harbor antisemitic sentiments.
Respondents who rely more heavily on social media platforms, including TikTok, Instagram, and X/Twitter, were significantly more likely to agree with antisemitic statements.
The survey also points to a striking divide based on how young Americans consume news. Respondents who rely primarily on social media platforms such as TikTok, Instagram, and X were roughly 1.5 to 2 times more likely to agree with antisemitic statements than their peers who turn to traditional sources like television or newspapers. On measures such as beliefs about Jewish power or loyalty, gaps of 10 to 15 percentage points emerged between the two groups, with social media–heavy users consistently showing higher levels of agreement.
The pattern is striking enough to suggest that digital information ecosystems may be shaping perceptions in ways that traditional media does not. Further, the underlying pattern can give insight into why opinions on Israel and antisemitism substantially diverge among US youth compared to older generations.
Observers point to the nature of these platforms, where algorithm-driven feeds often elevate emotionally charged, highly simplified content. In that environment, complex geopolitical conflicts, such as the war in Gaza, can be reduced to slogans, viral clips, and narratives that blur the line between political criticism and longstanding antisemitic themes.
In the immediate aftermath of the Oct. 7 slaughters in Israel, a bevy of left-leaning social media personalities immediately condemned Israel and accused the Jewish state of committing war crimes and genocide in Gaza. Several reports indicate that anti-Israel content performs especially well on youth-centric social media platforms such as TikTok and Instagram, incentivizing content creators to intensify public criticisms of the Jewish state. The Yale survey suggests that for many young Americans, views on Israel are increasingly intertwined with perceptions of Jewish people more broadly.
The poll also challenges attempts to place blame on a single political group. The data indicates that both “extremely conservative” and “extremely liberal” individuals are likely to express belief that antisemitism is a “serious problem” in the country. Moderate voters are more likely to express ambivalence, with a plurality indicating that they “neither agree nor disagree” that antisemitism is a significant issue in the US.
Importantly, the survey does not suggest that most young Americans hold antisemitic views.
But it does point to a rising level of acceptance, or at least tolerance, of ideas that were once more widely rejected. Moreover, the poll suggests that young people underestimate the level of antisemitism that persists in the country. For instance, among voters ages 18-34, 29 percent agree with the antisemitic conspiracy “Jews have an extremely organized international community that puts their own interests before those of their home countries” compared to only 17 percent of those age 65. Approximately 8 percent of the 18-34 age cohort believe “people exaggerate how bad the Holocaust actually was” compared to 2 percent of those above 65.
A mere 21 percent of voters aged 18-34 agreed with the notion that Jews experience the bulk of hate crimes in the US, compared to 40 percent of overall voters. Various surveys indicate that Jews have faced the greatest increase in hate crimes over the past two years.
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Columbia Graduate Students Amend Complaint Against Union Dominated by Anti-Zionist Bosses
Protesters gather at the gates of Columbia University, in support of student protesters who barricaded themselves in Hamilton Hall, in New York City, US, April 30, 2024. Photo: REUTERS/David Dee Delgado
Students at Columbia University are escalating their fight against a graduate workers union dominated by anti-Israel advocates, having recently updated a federal complaint filed with the National Labor Relations Board (NLRB) last year to include new troubling accusations.
As previously reported by The Algemeiner, the students allege that the bosses who run Student Workers of Columbia (SWC), an affiliate of United Auto Workers (UAW), devote more energy and resources to pursuing “radical policy proposals” than improving occupational conditions. In collective bargaining negotiations, it allegedly pressures the university to adopt the boycott, divestment, and sanctions (BDS) movement against Israel and to enact other measures, such as ending its partnership with the New York City Police Department (NYPD) and closing a dual-degree program with Tel Aviv University.
In response, the students formed the Graduate Researchers Against Discrimination and Suppression (Columbia GRADS) organization and petitioned the NLRB to rein the SWC in.
The National Right to Work Foundation (NRTW), which represents the petitioning students has told The Algemeiner that the SWC subjects students to abuses which magnify problems inherent in compulsory union membership.
The amended complaint enumerates a slew of new examples, including that the SWC, under the threat of a strike, has demanded that the university dismantle CCTV security cameras, proclaim the campus a “sanctuary space” for illegal immigrants, and revoke the authority of public safety officers to detain and arrest students who pose a danger to themselves and others.
“The charges point out that many of these demands are so radical that even the SWC’s parent union, the UAW, has directed the SWC union to retract them,” the group said. “The UAW has also demanded, to no avail, that the SWC union drop its strike threats over these topics, as striking over such extraneous demands is a violation of federal labor law.”
It added, “The charges declare that these actions discriminate against Columbia GRADS and constitute bad-faith bargaining, all of which is prohibited under the National Labor Relations Act.”
“Under the National Labor Relations Act, the only bargaining that is required for a good faith sit down is over mandatory subjects of bargaining such as wages, hours, benefits, and the like,” NRTW staff attorney Glenn Taubman, told The Algemeiner during an interview on Wednesday.” Everything else is either a permissive subject, meaning the parties can choose to bargain or not…what is going on here is the union is trying to force Columbia to bargain over things that are permissive at best, and the items in dispute don’t really benefit the employees that they purport to represent. Instead the union is using bargaining to push an ideological agenda against Israel.”
He added, “All of this adds up to a union that is out of control, and I note that they don’t have an agenda against the Mullahs in Iran, against the dictator who runs Turkey, against the Chinese Communists who oppress their citizens or the North Koreans. But they have an agenda against Israel, the one democracy in the Middle East.”
The SWC is not the only higher education union sidelining important objectives to pursue politics and anti-Zionist policies which cross the line into antisemitism. In a letter sent to Congress in August, NRTW said the problem is also present in unions affiliated with United Electrical, Radio, and Machine Workers of America (UE).
Follow Dion J. Pierre @DionJPierre.