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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 refuses to disavow Tucker Carlson
(JTA) — Vice President JD Vance acknowledged that he has “political disagreements” with Tucker Carlson, the former Fox News personality who has spread antisemitic conspiracy theories and sparked a rift within the Republican Party.
But that won’t impact their friendship, Vance said during a press conference on Thursday at the White House.
“Everybody knows that Tucker Carlson and I are friends, and I think it’s very obvious that Tucker has said some things that I disagree with,” Vance said.
He pointed to Carlson’s criticisms of Vance’s boss, President Donald Trump, as well as Carlson’s suggestion that he would rather Democratic progressive Abdul El-Sayed win Michigan’s U.S. Senate seat than Republican Mike Rogers, as examples of where they disagree.
“Tucker is a friend despite the fact that we disagree on a number of things. And I’m not going to play the game where I throw friends under the bus because I have political disagreements with them,” Vance said.
Vance’s refusal to disavow Carlson comes days after he appeared in a closed-doors session in Las Vegas before hundreds of Republican Jewish Coalition members, some of whom have indicated that they would prefer Secretary of State Marco Rubio to Vance as Trump’s successor in 2028.
His RJC appearance started and ended with standing ovations for the vice president, and he spoke about the importance of the U.S.-Israel relationship and denounced antisemitism during the 35-minute conversation. He angered a number of attendees and Jewish conservatives, however, when he sidestepped a question about Carlson and other controversial right-wing podcasters.
On Thursday, a reporter asked Vance about “those who are uneasy” with his close relationship to Carlson and believe that he is avoiding addressing questions about it.
“I’m not avoiding anything,” Vance countered.
After declining to distance himself from Carlson, Vance said that his refusal to do so should be a model for how other Americans engage in discourse across lines of disagreement.
“If you have a disagreement with someone politically — even over a deeply held issue — you should still be friends with that person, because the whole republic depends on people of different perspectives being able to talk to one another,” Vance said.
This article originally appeared on JTA.org.
The post JD Vance refuses to disavow Tucker Carlson appeared first on The Forward.
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Jerusalem cafe bows to Haredi protests, will no longer open on Shabbat
(JTA) — Cafe Basimta, the Jerusalem coffee shop that became a flashpoint in the city’s long-running dispute over Shabbat observance, will stop opening on Saturdays beginning this weekend after two months of weekly ultra-Orthodox protests.
The cafe said Thursday that the decision was made “after prolonged deliberation and with a heavy heart,” out of a desire to lower tensions and restore calm.
Eli Birnbaum, CEO of the messianic group Jews for Jesus, which runs the cafe, called the move a “difficult and painful decision” in the statement, saying it stemmed from a responsibility to its customers, its faith and Israeli society.
“Over the past few months, the cafe has become a focal point of friction and danger, a reality that contradicts our identity as Jews who believe in Jesus and our belief in loving others, respect and bringing people closer together, even with those who oppose us,” Birnbaum said.
He thanked Israel Police, the Jerusalem municipality and those who had come to support the cafe during the protests. “We now want to return Cafe Basimta to what it was intended to be: a calm, pleasant and open place for coffee, culture and dialogue.”
The decision marks a reversal for Cafe Basimta and its operator, Yoel Ben David, who said after the first protest on July 4 that the business would continue opening on weekends despite pressure from demonstrators. By late July, Ben David told the Jewish Telegraphic Agency that the protests had actually helped business financially, but added: “Me and the staff, we don’t love it. We’d all love it to just chill out.”
Basimta opened earlier this summer in Jerusalem’s central Nahlaot neighborhood, near the Mahane Yehuda market. It later emerged that the cafe was operated by Jews for Jesus, a missionary organization whose members identify as Jews who believe Jesus is the Messiah.
The demonstrations began July 4 and continued for nine consecutive Saturdays through Aug. 29. At the first protest, dozens of ultra-Orthodox demonstrators, many of them minors, surrounded the cafe, banged on its windows and overturned tables, according to staff and video from the scene.
Later protests saw demonstrators break through police barricades and try to approach the cafe, while a bag containing feces was thrown at its entrance on another weekend. In August, a woman was accused of putting glue in the front-door lock, delaying the cafe’s opening.
Supporters meanwhile began turning up each Saturday to patronize the cafe, at times forming long lines outside, while police deployed officers and barricades to separate the two sides. Politicians including Yisrael Beytenu Chairman and former Defense Minister Avigdor Liberman and Democrats Chairman Yair Golan, a former IDF deputy chief of staff, also visited or backed supporters of the cafe.
Golan denounced Thursday’s decision as the result of “haredi terror,” saying weeks of violence, demonstrations and threats had ultimately forced the cafe to give in. Liberman said the closure showed growing religious coercion, writing on X that in “Israel 2026,” drinking coffee on Shabbat was forbidden while “hating, attacking and rioting on Shabbat was permitted.”
Jerusalem Deputy Mayor Adir Schwartz, who heads the pluralist Hitorerut municipal faction, also criticized the closure. Hitorerut said it was examining ways to operate a cafe on Saturdays in response to Basimta’s closure.
A spokesperson for Jews for Jesus told JTA that any such initiative was unrelated to Basimta or the organization.
Basimta’s ties to Jews for Jesus have also prompted a separate campaign against the cafe by anti-missionary activists. Rabbi Binyamin Vulcan, who heads the counter-missionary activities of Or LeAchim, told JTA in July that the organization was planning a weekday demonstration focused specifically on the cafe’s connection to Jews for Jesus and was seeking to have it closed through municipal channels.
This article originally appeared on JTA.org.
The post Jerusalem cafe bows to Haredi protests, will no longer open on Shabbat appeared first on The Forward.
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Spain’s Jewish federation reports over 200 antisemitic incidents in 2025
(JTA) —
MADRID — Spain’s Jewish umbrella organization and a watchdog group have reported that antisemitic incidents rose 14.5% in 2025, warning that hatred was being “normalized.”
The Federation of Jewish Communities of Spain (FCJE) recorded 221 antisemitic incidents in Spain last year, up from 193 in 2024, in a report released Wednesday together with the Movement Against Intolerance (MCI), a Spanish human rights group. Spain is home to an estimated 40,000 to 70,000 Jews.
The trend matches an increase in hate incidents documented by the Spanish government. Spain’s Interior Ministry said in June that Jews were targeted in 69 hate crimes and incidents in 2025, jumping from 37 in 2024. Data from the Interior Ministry reflects crimes that are formally reported or detected by police, while the FCJE monitors incidents collected from community members, social media and other sources.
The new report came from the Observatory of Antisemitism, a joint initiative by the FCJE and the MCI to track antisemitism since Hamas’s attacks on Israel on Oct. 7, 2023, and Israel’s ensuing assault in Gaza. The initiative has followed incidents such as the vandalism of Holocaust memorials with swastikas, the desecration of Jewish graves and the individual targeting of Jews, including a group of French tourists who were harassed and spat on in July while leaving a synagogue in Barcelona.
“Since October 7, 2023, Spanish Jews have had to go to our gathering places with special security measures,” FCJE president David Obadía said in a statement. “Our children are the only ones who go to school with a police presence, and insults and discrimination are part of our reality practically every day.”
María Royo, a spokesperson for the FCJE, blamed “campaigns against Israel” for the rise in antisemitic incidents. She told the Jewish Telegraphic Agency that some groups, saying Israel has committed genocide in Gaza, also “blame all Jews.”
“The security forces are doing everything within their power, but the government, politicians, media and opinion leaders could be much more rigorous and careful to prevent this situation,” said Royo.
Spanish Prime Minister Pedro Sánchez is among Europe’s most vocal critics of Israel, which he says has committed genocide. The Israeli government has repeatedly said the Spanish government is antisemitic, an accusation that Spain strongly rejects.
Esteban Ibarra, the president of the MCI, said in a statement that antisemitism should be distinguished from debates about Israel.
“Antisemitism is not an opinion or a political disagreement: it is a form of hatred and discrimination against Jews,” said Ibarra. “When it is tolerated, normalized or minimized, coexistence deteriorates and democracy is weakened.”
This article originally appeared on JTA.org.
The post Spain’s Jewish federation reports over 200 antisemitic incidents in 2025 appeared first on The Forward.
