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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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Iran Faces Nationwide Protests Amid Economic Collapse as Israel Voices Support for Demonstrators

Protesters demonstrate against poor economic conditions in Tehran, Iran, with some shopkeepers closing their stores on Dec. 29, 2025, in response to ongoing hardships and fluctuations in the national currency. Photo: ZUMA Press Wire via Reuters Connect

Iran on Monday experienced a second straight day of expanding nationwide anti-government protests, with violent clashes between demonstrators and security forces escalating as the country grapples with unprecedented domestic crises amid Israel’s open support for the protesters.

On Sunday, thousands of people joined protests across Tehran as shopkeepers closed their stores and went on strike over the country’s deepening economic crisis and the rial — the nation’s currency — plummeting to record lows, Iranian media reported.

Demonstrators are now calling to extend strikes into a third day on Tuesday, with closures reported across key markets and protests spreading nationwide amid mounting economic pressure and growing calls for regime change.

With public unrest sweeping the nation and disrupting commercial districts, security forces have escalated their crackdown, clashing violently with protesters while firing tear gas at shopkeepers.

In widely circulated social media videos, protesters can be heard chanting slogans such as “Death to the dictator” and “[Iranian Supreme Leader Ayatollah Ali Khamenei] will be toppled this year,” while also calling for Iranian President Masoud Pezeshkian to step down.

On Monday, Pezeshkian made his first official response to the protests, announcing that government officials had been instructed to engage in talks with community leaders.

“I have instructed the interior minister to hear the legitimate demands of the protesters by engaging in dialogue with their representatives, so the government can fully address the issues and respond responsibly,” the Iranian leader said in a televised speech.

According to Iranian media, Pezeshkian also appointed former economy minister Abdolnaser Hemmati as the new head of the central bank, announcing a leadership change amid growing criticism over the rial’s historic decline and accelerating inflation.

Meanwhile, Israel has openly expressed support for the protests, denouncing the Islamist regime’s ongoing oppression and pointing to the country’s dire economic and social conditions.

“People in Iran are exhausted with the regime and the collapsed economy,” Israel’s Foreign Ministry wrote in a post on its Persian-language X account.

Former Israeli Prime Minister Naftali Bennett also voiced his support for the protesters, saying they deserve a better future and affirming that the international community stands with them.

​”The Iranian people have a glorious past, and they can have an even more glorious future. That future depends on every one of you,” Bennett said in a video posted on X. 

“So, to all the brave men and women now rising up across your country, all the nations of the free world stand with you in your just struggle. Change is possible, there will be a better Middle East,” he continued.

Meanwhile, the Mossad — Israel’s national intelligence agency — used its X account in Farsi to urge the Iranian people to stand up to the regime, indicating agents would join them in support.

“Let’s come out to the streets together,” the Mossad wrote. “The time has come. We are with you. Not just from afar and verbally. We are with you in the field as well.”

Iranian authorities warned that anyone accused of disrupting the country’s economic system would face punishment, calling such acts part of a “foreign-backed effort to destabilize the country.”

The Iranian Interior Ministry blamed the growing unrest on “hostile psychological operations,” claiming that foreign exchange fluctuations were driven by “enemy inducements” rather than economic factors, while urging the public to resist outside propaganda.

Iran has been facing a brutal economic and ecological crisis, with crippling pressure on its water and energy resources, forcing the government to take steps to relocate its capital amid mounting economic and foreign sanctions.

As the country’s domestic crises deepen, the government has also intensified its internal crackdown.

According to Iran Human Rights Monitor (IHR), a Norway-based NGO that tracks the death penalty in the country, at least 1,791 people have been executed this year, marking a staggering rise from the 993 executions recorded in 2024.

Most of those executed were accused of collaborating with Mossad and aiding covert operations in Iran, such as assassinations and sabotage targeting the country’s nuclear program.

With at least 61 women among those executed, Iran remains the world’s leading executioner on a per capita basis, using capital punishment as a tool of repression, fear, and ideological control.

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Trump Warns Iran of Possible Strike, Urges Hamas to Disarm After Meeting Netanyahu

US President Donald Trump greets Israeli Prime Minister Benjamin Netanyahu upon arrival for meetings at Trump’s Mar-a-Lago club in Palm Beach, Florida, US, Dec. 29, 2025. Photo: REUTERS/Jonathan Ernst

US President Donald Trump said on Monday the United States could support another major strike on Iran were it to resume rebuilding its ballistic missile or nuclear weapons programs and warned Hamas of severe consequences if it does not disarm.

Speaking beside Israeli Prime Minister Benjamin Netanyahu following a meeting at his Mar-a-Lago estate in Florida, Trump suggested Tehran may be working to restore its weapons programs after a massive US strike in June.

“I’ve been reading that they’re building up weapons and other things, and if they are, they’re not using the sites we obliterated, but possibly different sites,” Trump told reporters during a press conference.

“We know exactly where they’re going, what they’re doing, and I hope they’re not doing it because we don’t want to waste fuel on a B-2,” he added, referring to the bomber used in the earlier strike. “It’s a 37-hour trip both ways. I don’t want to waste a lot of fuel.”

Trump, who has broached a potential nuclear deal with Tehran in recent months, said his talks with Netanyahu focused on advancing the fragile Gaza peace deal he brokered and addressing Israeli concerns over Iran and over Hezbollah in Lebanon.

Iran, which fought a 12-day war with Israel in June, said last week that it had conducted missile exercises for the second time this month.

Netanyahu said last week that Israel was not seeking a confrontation with Iran, but was aware of the reports, and said he would raise Tehran’s activities with Trump.

A SECOND PHASE IN GAZA?

Trump said he wanted to move to the second phase of the ceasefire deal between Israel and the Palestinian terrorist group Hamas reached in October after two years of fighting in Gaza, a progression that entails international peacekeeping forces deployed in the Palestinian enclave.

Israel and Hamas accuse each other of major breaches of the deal and look no closer to accepting the much more difficult steps envisaged for the next phase. Hamas, which has refused to disarm, has been reasserting its control as Israeli troops remain entrenched in about half the territory.

Israel has indicated that if Hamas is not disarmed peacefully, it will resume military action to make it do so.

During his Monday comments, Trump heaped the blame on the terrorist group for not disarming more promptly, arguing that Israel had lived up to its side of the deal and warning that Hamas was inviting grave consequences.

“There will be hell to pay,” Trump warned when asked what he will do if Hamas does not lay down its arms. He has made similar statements at previous intervals during the fighting.

Netanyahu said this month that Trump had invited him for the talks, as Washington pushes to establish transitional governance for the Palestinian enclave amid Israeli reluctance to move forward.

The deployment of the international security force was mandated by a Nov. 17 UN Security Council resolution.

While Washington has brokered three ceasefires involving its longtime ally – between Israel and Hamas, Israel and Iran, and Israel and Lebanon – Netanyahu is wary of Israel‘s foes rebuilding their forces after they were considerably weakened in multiple wars.

Overall, Trump’s comments suggested he remains firmly in Netanyahu’s camp, even as some aides have privately questioned the Israeli leader’s commitment to the Gaza ceasefire. His comments also suggested he is willing to risk additional hostilities related to Gaza and Iran, even as Trump has taken credit for resolving Israel‘s wars in both places.

Trump struck a warm tone as he greeted Netanyahu before their meeting, going so far as to say that Israeli President Isaac Herzog had told him he planned to pardon Netanyahu of corruption-related charges – a conversation Herzog’s office immediately denied took place.

Netanyahu reciprocated, telling reporters after the meeting that he was gifting Trump the country’s Israel Prize, which he said has historically been reserved for Israelis.

NEXT STEPS IN GAZA CEASEFIRE PLAN

Trump’s plan to end the Gaza war ultimately calls for Israel to withdraw from the Palestinian territory and Hamas to give up its weapons and forgo a governing role.

The first phase of the ceasefire included a partial Israeli withdrawal, an increase in aid and the exchange of Israeli hostages kidnapped by Hamas for Palestinian detainees and prisoners.

An Israeli official in Netanyahu’s circle said that the prime minister would demand that the first phase of the ceasefire be completed by Hamas returning the remains of the last Israeli hostage left in Gaza, before moving ahead to the next stages. The family of the deceased hostage, Ran Gvili, joined the prime minister’s visiting entourage.

Israel has yet to open the Rafah crossing between Gaza and Egypt, also a condition of Trump’s plan, saying it will only do so once Gvili’s remains are returned.

Trump said that he and Netanyahu did not agree fully on the issue of the West Bank but the Republican leader did not lay out what the disagreement was.

TURKEY, SYRIA ALSO DISCUSSED

Before the meeting, Trump told reporters he would talk to Netanyahu about the possibility of stationing Turkish peacekeepers in Gaza. That is a fraught subject – while Trump has frequently praised Turkish President Tayyip Erdogan, Israel and Turkey have a much more circumspect relationship.

While the fighting in Gaza has abated, it has not stopped entirely. Although the ceasefire officially began in October, Israeli strikes have killed more than 400 Palestinians — according to Hamas-controlled Gaza health officials — and Palestinian terrorists have killed three Israeli soldiers.

Netanyahu said on Monday that Israel was keen to ensure a peaceful border with Syria, and Trump said he was sure Israel would get along with President Ahmed al-Sharaa, who took power after longtime strongman Bashar al-Assad was deposed last year.

But Israel has been suspicious of the new leader, who was once a member of al-Qaeda, going so far as to bomb government buildings in Damascus this July.

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Global Antisemitism Sparks Surge in Aliyah From Western Countries as Jews Leave US, UK, France for Israel

New olim disembark at Tel Aviv’s Ben Gurion Airport on the first charter aliyah flight after he Oct. 7, 2023, Hamas attacks, arriving to begin new lives in Israel. Photo: The Algemeiner

As global antisemitism continues to skyrocket, Israel recorded a surge in Jewish immigration from Western nations specifically in 2025, despite an overall decline in Jews abroad moving to their ancient homeland.

Israel welcomed over 21,900 Jews from more than 100 countries this year amid ongoing hostility abroad. The figure represented a drop of about one-third from last year’s numbers, due largely to a steep dip in Russian emigration.

However, aliyah – the process of Jews immigrating to Israel – from the United States, France, the United Kingdom, and other Western countries surged sharply this year, according to data released Monday by Israel’s Immigration and Absorption Ministry.

This growing migration pattern comes as Jewish communities around the world, especially in Europe, have faced a troubling surge in antisemitic incidents and anti-Israel sentiment since the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.

Jewish leaders have consistently called on authorities to take swift action against the rising wave of targeted attacks and anti-Jewish hate crimes, ranging from the vandalism of murals and businesses to violent physical assaults, that their communities continue to face. 

“Aliyah to Israel in 2025 is a moving testament to Jewish resilience and the strength of the Zionist spirit, even amid security and national challenges,” Jewish Agency chairman Maj. Gen. (res.) Doron Almog said in a statement.

“In the shadow of the war, thousands of young people and families chose to bind their fate with Israel and build a shared future here,” he continued. “Aliyah is Israel’s growth engine, demographically, socially, economically, and morally.”

Continuing a steady upward trend, arrivals from France jumped 45 percent this year to 3,300, up from 2,200 in 2024, while immigration from the UK rose almost 20 percent to 840 immigrants. 

Ministry data also showed 420 newcomers from Canada, 220 from South Africa, and 180 from Australia.

These latest figures come as Jewish communities worldwide warn of escalating threats in the wake of a deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach that left 15 dead and at least 40 injured.

Earlier this year, a string of deadly terrorist attacks also targeted Jewish communities abroad, including the Yom Kippur assault in Manchester that killed two Jewish men, the firebombing of a march for Israeli hostages in Boulder, Colorado – which killed one and injured 13 – and the murder of two Israeli Embassy staffers in Washington, DC.

According to Nefesh B’Nefesh (NBN), a nonprofit that promotes and facilitates aliyah from the US and Canada, overall North American immigration rose about 12 percent this year to 4,150 new arrivals, the highest annual total the organization has seen in four years.

“These olim [or new immigrants] underscore that aliyah is not solely a personal milestone, but a national and historic endeavor,” NBN executive director Rabbi Yehoshua Fass said in a statement.

“Together, these new olim are already helping to address Israel’s national needs and strengthen its future, and we recognize the significance of their decision to establish their lives in the State of Israel at this pivotal moment in the country’s history,” he continued.

Among all countries, Russia accounted for the largest number of immigrants in 2025, with about 8,300 arriving, continuing a trend seen every year since the 1990s. Yet, this figure represents nearly a 60 percent decline from 19,500 last year and is only a fraction of the 74,000 immigrants who arrived in 2022 following Russia’s invasion of Ukraine.

The ministry also showed that about a third of all new immigrants during the year were aged 18–35, highlighting a continued trend of younger Jews making aliyah.

Since the start of the war in Gaza, the Israeli government has been working to boost the country’s capacity to attract and absorb rising numbers of new arrivals, introducing initiatives such as partnering with Israeli companies to provide immediate employment and offering a zero percent income tax rate for immigrants arriving in 2026.

Earlier this year, the government also unveiled a $46.4 million program to support immigrant integration and attract skilled Jewish candidates with in-demand expertise, including a reform to expedite professional licensing for new arrivals.

According to Jewish Agency data, roughly 30,000 Jews worldwide began the immigration process in 2025, with particularly significant increases seen in the UK and Australia.

Despite these figures, Israel still faces a net migration deficit, with more people leaving than arriving — a trend experts warn is expected to continue next year.

In 2024, approximately 80,000 Israelis left the country while only 24,000 returned, creating an unprecedented negative migration balance of almost 58,000 people, according to the Israeli Bureau of Statistics.

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