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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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Trump Says ‘Good Chance’ of Iran Nuclear Deal After Delaying Strike
US President Donald Trump delivers remarks on the White House campus in Washington, DC, US, May 18, 2026. Photo: REUTERS/Jonathan Ernst
US President Donald Trump said on Monday there was a “very good chance” the United States could reach an agreement with Iran to prevent Tehran from obtaining a nuclear weapon, hours after saying he had postponed a planned military attack to allow negotiations to continue.
“There seems to be a very good chance that they can work something out. If we can do that without bombing the hell out of them, I would be very happy,” Trump told reporters gathered for a drug price announcement.
Earlier in the day, Trump said he had paused a planned attack against Iran to allow for negotiations to take place on a deal to end the US-Israeli war, after Iran sent a new peace proposal to Washington.
Trump said he had instructed the US military that “we will NOT be doing the scheduled attack of Iran tomorrow, but have further instructed them to be prepared to go forward with a full, large scale assault of Iran, on a moment’s notice, in the event that an acceptable Deal is not reached.”
No such attack had previously been announced, and Reuters could not determine whether preparations had been made for strikes that would mark a renewal of the war Trump started in late February.
Under pressure to reach an accord that would reopen the Strait of Hormuz, Trump has previously expressed hope that a deal was close on ending the war, and similarly threatened heavy strikes on Iran if Tehran does not reach a deal.
In his post, he said the leaders of Qatar, Saudi Arabia, and the United Arab Emirates had requested that he hold off on the attack because “a Deal will be made, which will be very acceptable to the United States of America, as well as all Countries in the Middle East, and beyond.” He did not offer details of the agreement being discussed.
Trump’s post came after Iranian Foreign Ministry spokesperson Esmaeil Baghaei confirmed that Tehran’s views had been “conveyed to the American side through Pakistan” but gave no details.
A Pakistani source confirmed that Islamabad, which has conveyed messages between the sides in the war in the Middle East since hosting the only round of peace talks last month, had shared the latest proposal with Washington. But the source suggested progress had been difficult.
The sides “keep changing their goalposts,” the Pakistani source said, adding: “We don’t have much time.”
IRAN REMAINS DEFIANT
Iran remained defiant in statements issued on state media after Trump’s announcement, warning the US and its allies against making any further “strategic mistakes or miscalculations” in attacking Iran, while contending the Iranian armed forces were “more prepared and stronger than in the past.”
Iran‘s top joint military command, Khatam al-Anbiya, said Iran‘s armed forces are “ready to pull the trigger” in the event of any renewed US attack, according to Iran‘s Tasnim news agency.
“Any renewed aggression and invasion … will be responded to quickly, decisively, powerfully, and extensively,” the commander of Khatam al-Anbiya, Ali Abdollahi, was quoted as saying.
The Iranian peace proposal, as described by a senior Iranian source, appeared similar in many respects to Iran‘s previous offer, which Trump rejected last week as “garbage.”
It would focus first on securing an end to the war, reopening the Strait of Hormuz – a major oil supply route that Iran has effectively blockaded – and lifting maritime sanctions.
APPARENT SOFTENING BY WASHINGTON
Contentious issues around Iran‘s nuclear program and uranium enrichment would be deferred to later rounds of talks, the source said.
However, in an apparent softening of Washington’s stance, the senior Iranian source said on Monday that the United States had agreed to release a quarter of Iran‘s frozen funds – totaling tens of billions of dollars – held in foreign banks. Iran wants all the assets released.
The Iranian source also said Washington had shown more flexibility in agreeing to let Iran continue some peaceful nuclear activity under supervision of the International Atomic Energy Agency.
The US has not confirmed that it has agreed to anything in the talks.
Iran‘s Tasnim news agency separately quoted an unidentified source as saying the US had agreed to waive oil sanctions on Iran while negotiations were under way.
Iranian officials did not immediately comment on Tasnim’s report, which a US official, who declined to be named, said was false.
A fragile ceasefire is in place after six weeks of war that followed US-Israeli airstrikes on Iran, although drones have been launched from Iraq towards Gulf countries, including Saudi Arabia and Kuwait, apparently by Iran and its allies. Pakistan’s Foreign Ministry issued a statement on Monday condemning a drone attack on Sunday, in which Saudi Arabia said it had intercepted three drones that entered the country from Iraqi airspace.
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Cornell University Clears President of Wrongdoing After Incident With Anti-Israel Protesters
Cornell University students walk on campus, November 2023. Photo: USA TODAY NETWORK via Reuters Connect
Cornell University absolved its president, Michael Kotlikoff, of wrongdoing following an incident in which anti-Israel protesters accused him of lightly impacting a student and an alumnus with his car as they participated in a mob which had surrounded the vehicle to prevent his leaving a parking space.
As seen in viral footage shared on social media and reported in local outlets, Kotlikoff was walking to his car on April 30 when an anti-Zionist group converged on him, demanding a chance to interrogate him about free speech and the Israeli-Palestinian conflict. Kotlikoff resolved to go home, however, telling the group that he would not answer any more questions and asked them to stop recording.
After the protesters refused to comply, Kotlikoff denied the protesters their move to form a blockade around his parking spot, reversing out of it even as the student and alumnus held their positions to hold him still.
All the while, the mob banged on the vehicle, creating what the school described as a sense of imminent danger.
“The actions taken by these individuals on April 30th, which included following President Kotlikoff from an evening event into a parking lot and impeding his ability to leave, are inconsistent with university policies governing expressive activity and our standards for respectful conduct, safety, and the prohibition of intimidation,” the university’s Ad Hoc Special Committee of the Board of Trustees said in a statement on Friday announcing its decision after reviewing the incident. “President Kotlikoff has declined to pursue a complaint against the students involved.”
Noting it considered evidence gathered by the Cornell University Police Department (CUPD), including video footage and a sworn statement from Kotlikoff, the committee said the person at the scene who reported that Kotlikoff’s vehicle had made contact refused treatment from the EMS team and would not provide a sworn statement to CUPD. None of the individuals at the scene gave sworn statements about the incident.
The committee added that “appropriate action” was taken against at least one of Kotlikoff’s “non-student” harassers and called on students to appreciate the importance of “robust debate” and “peaceful protest,” values it extolled Kotlikoff for upholding “over the course of his decades long tenure at Cornell.”
Cornell University is no stranger to radical anti-Zionist activity. In 2023, a history professor there cheered Hamas’s Oct. 7, 2023, massacre across southern Israel — a cornucopia of evils which included torture and gang rape. That same semester, an ex-student, Patrick Dai, threatened to perpetrate mass murder and sex crimes against Jewish students.
Anti-Zionists activists at Cornell have also heavily featured blood in their political messaging. Last year, they doused a statue in red paint and left behind a graffitied message which said “occupation=death.”
Kotlikoff, whom trustees appointed to the university’s top position in 2024 at the peak of student protests over the Israel-Hamas war, is a veteran of several clashes with the school’s anti-Israel faction.
Having enacted a zero-tolerance disciplinary policy, Kotlikoff has pursued criminal investigations against protesters who break the law, as happened in September 2024 when a mass of them disrupted a career fair because it was attended by defense contractors Boeing and L3Harris. The incident resulted in at least three arrests, and, later, severe sanctions, including classifying five students as “persona non grata,” which, Cornell says, bans from campus “a person who has exhibited behavior which has been deemed detrimental to the university community.”
Anti-Zionist student groups have tried and failed several times to initiate mass demonstrations or make other big moves during these final weeks of the academic year.
At Occidental College in Los Angeles, Students for Justice in Palestine (SJP) “peacefully” took down an encampment it established in April to protest the institution’s financial ties to Israel after school officials rushed to the scene to take names and issue disciplinary referrals, deterring others joining in.
At Smith College in Massachusetts, SJP activists last month were granted a meeting with high-level officials at a later date in exchange for the group’s ending an unauthorized encampment established on campus to protest the board of trustees’ decision to reject a proposal inspired by the boycott, divestment, and sanctions (BDS) movement against Israel.
Follow Dion J. Pierre @DionJPierre.
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Jewish Man Brutally Attacked in London After Speaking Hebrew
Jewish man beaten in London on May 17, 2026, after speaking Hebrew. Images circulating on social media show the victim’s face heavily bloodied and bruised, with multiple visible cuts and swelling in the aftermath of the assault. Photo: Screenshot
British police are searching for a group of attackers after a young Jewish man was brutally assaulted in the north London area of Golders Green following an incident in which he was overheard speaking Hebrew, the latest outrage in a surge of antisemitic violence and harassment shaking the city’s Jewish community.
On Sunday night, a 22-year-old Jewish man was violently attacked by a group of four to five unidentified individuals outside his home in Golders Green, one of the most visible centers of Jewish life in London, around 2 am, after they allegedly overheard him speaking Hebrew during a phone call.
According to multiple media reports, masked men walking nearby heard the man speaking Hebrew on his phone and began chasing him while shouting antisemitic insults.
Once they caught up with him, the group allegedly demanded to know if he was Jewish, before dragging him across the road, ripping his clothes, and stealing one of his shoes.
The attackers brutally beat him, according to reports, repeatedly kicking him until he was left close to losing consciousness, with images later circulating on social media showing his face covered in cuts and bruises.
Local law enforcement arrived at the scene shortly afterward, but the suspects had already fled. The victim was later taken to hospital for treatment of his injuries and has since been receiving medical care.
As authorities continue their investigation, the assault is being treated as an antisemitic hate crime, with no arrests made so far.
The Campaign Against Antisemitism, a British charity, strongly condemned the incident, warning of a sharp escalation in threats facing Jewish communities and calling for urgent action to confront the rising tide of violence.
“It is plain for all to see that Jewish lives are under threat in their own communities. We cannot wait any longer for real intervention against this horrific wave of violence against Britain’s Jews,” the statement read. “We are in dire need of urgent action.”
In the United Kingdom, the Jewish community has faced a mounting wave of antisemitic violence, intimidation, and street-level harassment over the past two years following the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, with the escalation deepening concerns over public safety.
Over the past couple months, however, the rate and intensity of incidents have spiked, with arson attacks, stabbings, and other forms of violence.
Recently, an increasingly popular antisemitic TikTok trend in London has led to arrests and convictions after young men filmed themselves using cash to mock and harass members of Orthodox Jewish communities.
Videos circulating on social media show young men walking through heavily Jewish areas of London carrying fishing rods with money attached to the line in an apparent attempt to “fish for Jews.”
In a separate incident last weekend in Stamford Hill, a man allegedly whipped several Haredi Jewish women with a belt before spitting at volunteer responders who arrived at the scene. Witnesses said he also shouted racist insults, antisemitic slurs, and threats at both the victims and the volunteers.
Hours later, in nearby Amhurst Park in north London, a Jewish child was allegedly assaulted outside a school after a woman screamed antisemitic insults and punched the minor.
Three weeks ago, an assailant stabbed two Jewish men in Golders Green — an attack that prompted the British government to raise the national terrorism threat level from “substantial” to “severe” for the first time in over four years.
In March, arsonists set fire to four ambulances belonging to the Jewish Hatzola organization in the area. Weeks later, a synagogue and the former premises of a Jewish charity in north London were also targeted.
