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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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Stabbing of Jewish man in Manhattan prompts calls for Mamdani to turn down temperature

The stabbing of two men on Manhattan’s Upper West Side on Thursday — one of whom was wearing a kippah on his way home from a Tisha B’Av service at a modern Orthodox shul — has intensified New Yorkers’ fears of being visibly Jewish in public, leaders and community members said.

“Fear has become a lived experience for far too many Jewish New Yorkers. That is not normal,” Mark Treyger, CEO of the Jewish Community Relations Council, said at a press conference Friday near the location of the stabbing. “Today, Jewish parents are asking whether it is safe for their children to wear a kippah or a Magen David in public. Synagogues preparing for Shabbat are wondering whether they can afford additional security.”

Police said on Thursday afternoon, the suspect — identified as 51-year-old Raul Morales — stabbed an Asian man in the back with a knife before approaching a Jewish man and stabbing him in the torso with a screwdriver. Authorities said he yelled “Allahu akbar” during the attack. Both victims are expected to recover.

Morales is expected to face charges on Friday. Police are investigating the attack as a hate crime, and New York City Police Commissioner Jessica Tisch said in a statement Thursday that while the attacker did not have a known history of mental health issues, “the initial investigation suggests that mental health may have been a factor.”

New York Mayor Zohran Mamdani condemned the attack as “horrifying” and wrote on X that “these hateful and despicable attacks have no place in our city.”

At Friday’s press conference, City Council Speaker Julie Menin said she was having conversations with her daughter about whether it was safe to wear a Jewish star and with her sons about whether they should wear yarmulkes.

“How can this be normal?” Menin said. “We have to change what is happening in our city.”

But even as New York Attorney General Letitia James urged people not to “assign any particular outcome to this investigation,” adding she did not want to “draw any conclusions,” some leaders were quick to link the attack to a rising political temperature.

Some directly expressed their anger with Mayor Zohran Mamdani, who on Wednesday issued a video address conceding he did not have the authority to arrest Israeli Prime Minister Benjamin Netanyahu, while also calling Netanyahu a war criminal and accusing him of orchestrating a genocide. Unable to arrest Netanyahu, Mamdani encouraged New Yorkers to protest instead.

The UJA-Federation of New York and Orthodox Union said at the time that the mayor’s words put Jews in greater danger.

Rabbi Angela Buchdahl, the spiritual leader of Manhattan’s Central Synagogue, wrote in an open letter addressed to Mamdani that “you promised during and after your campaign to lead this city with unity rather than fear. Instead, you continue to divide Jews into those whose politics you deem acceptable and Zionists whom you cast beyond the pale.”

Mamdani was not at the press conference, and organizers did not answer a question about whether he had been invited.

“His words have profound, real-world consequence on us,” Eric Goldstein, CEO of UJA-Federation of New York, told the crowd. “Shame on him for doing this for perceived political benefit when it has real-world consequence for the Jews of New York. He must stop. He must stop.”

Rabbi Yosie Levine of the Jewish Center — where the victim had attended a Tisha B’Av service before he was stabbed — also expressed disappointment at Mamdani’s remarks.

“When I was growing up, the only time we saw security outside of my synagogue or outside of my Jewish day school was when the mayor came to speak,” Levine said. “The police were there to protect him. Today, every time the mayor speaks, we need the police to protect us.”

“No elected official is responsible for every act of hate, but every leader is responsible for helping shape the climate in which we all live,” Treyger said.

New York City Comptroller Mark Levine at Friday’s press conference cast the attack as part of a broader trend of rising attacks on Jewish New Yorkers, citing 178 acts of antisemitic hate crimes in the first six months of this year.

Menin pointed to the dozens of swastikas painted on a playground at a Brooklyn playground earlier this year and swastikas spray painted on homes and a synagogue in Queens last month. On Wednesday, a Jewish man was shoved to the ground in Brooklyn, with the attacker making antisemitic remarks, leaving the victim with back and hip injuries.

Thursday’s attacks were just the latest in a series of crimes targeting the Jewish community, they said.

Rabbi Mark Wildes of the Manhattan Jewish Experience told the Forward he was teaching his weekly class when the attacks occurred nearby.

“It literally happened on my block,” he said. “Two of my kids were out and about, and this guy was still at large before they had caught him.” Wildes, whose children are visibly Jewish, said he and his wife immediately tried to get them home. “We were saying, ‘Where are they? Get them inside.’”

The post Stabbing of Jewish man in Manhattan prompts calls for Mamdani to turn down temperature appeared first on The Forward.

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Assailant stabs two men, one visibly Jewish, on Upper West Side

(JTA) — NEW YORK – An assailant stabbed two victims, at least one of whom was visibly Jewish, in an area of the Upper West Side known for its Jewish institutions.

Police said two male victims, aged 57 and 50, were in stable condition and being treated for stab wounds to the torso.

Rabbi Allen Schwartz of the neighborhood’s Congregation Ohab Tzedek told the Jewish Telegraphic Agency that one of the victims was a congregant who is visibly Jewish and wears a kippah.

Schwartz, who is in Israel, said he spoke to the congregant on the phone and that he is “alert.” “He may go home before Shabbos,” Schwartz said.

One person of interest has been taken into custody, according to the New York Police Department, who announced no immediate motive for the attack.

This article originally appeared on JTA.org.

The post Assailant stabs two men, one visibly Jewish, on Upper West Side appeared first on The Forward.

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What sort of Yiddish do Yiddishists speak today?

Ask the question: “What sort of Yiddish do Yiddishists speak?” and a jokester might respond: “Well, these days they speak English.”

But let’s consider the Yiddishists who really do speak it in order to preserve it as a living language, because they see it as a treasured part of the Ashkenazi cultural heritage.

Their purpose is different than the Hasidim who speak the language as a way of preserving their religious lifestyle and traditional Jewish values.

Linguist Emma Breslow recently defended her dissertation about the way that Yiddishists speak the language. She interviewed 30 Yiddish speakers at the annual week-long Yiddish immersion retreat Yiddish Vokh and also met with Yiddish speakers from New York, Boston and Montreal.

When she asked people whether they considered themselves Yiddishists, most said no. Perhaps the words Yiddishism and Yiddishist sound rather old-fashioned today. Since Breslow couldn’t find a label that speakers could agree on, she uses the phrase “minority-context Yiddish community” in her study. This category, she writes, also includes former Hasidim who occasionally participate in Yiddishist gatherings.

One surprise in her dissertation is the diversity in this community’s Yiddish. An outsider might assume that all Yiddishists speak the same but that isn’t so: some adhere to Standard Yiddish — the literary standard established by the YIVO Institute for Jewish Research and used in most Yiddish language courses today. Others use the Polish or Ukrainian Yiddish dialect or switch dialects. Sometimes they would say gut (good) and other times — git; sometimes zogn (to say) and other times — zugn.

When Breslow asked people their opinion of Standard Yiddish she mainly received negative answers, although some acknowledged that Standard Yiddish could be useful for learning the language, since the spelling closely matches the pronunciation.

Some interviewees made unexpected comments about Standard Yiddish, as in “Nobody speaks that,” even if, being at the Yiddish Vokh, they might have earlier chatted with Standard Yiddish speakers, and even heard children speak it as a native language. Her dissertation discusses this feeling they have that Standard Yiddish lacks authenticity — maybe precisely because so few people speak it from birth.

The minority-context Yiddish community consists of several groups: a) native speakers — those who speak Yiddish well from home; b) heritage speakers — those who heard it as children, but don’t speak it well; c) students and others who studied the language as adults, and d) former Hasidim, who now live in the larger secular world. Each group speaks differently, but there are interesting points of comparison.

Among her subjects, the former Hasidim speak so-called Hasidic Yiddish — a dialect that linguists have been researching intensely in recent years. Students mostly speak a sort of Standard Yiddish, which they learned from their teachers. All of the Yiddish speakers often exhibited a certain influence or interference from English; no surprise, considering that Hasidim — the largest group of Yiddish speakers today by far — mix English words into their Yiddish too.

Breslow’s quotations include interesting examples of code-switching — when speakers go back and forth between languages. Some of the younger speakers use the word like as a discourse marker in their Yiddish just as in their English.

A second topic of Breslow’s investigation is the articulation of the Yiddish letter reysh, which is similar to the R sound. In the older dialects there were two sorts of reysh: the throat (uvular) reysh, like in French or Modern Hebrew, and the tongue-tip (apical) reysh, as in Russian or Spanish. In addition to those two pronunciations, today’s Yiddishists also use the English-style (retroflex) reysh. Interestingly, linguist Uriel Weinreich, who authored the textbook, cautioned in the preface that students should not use the American reysh.

The grammar of the Yiddishists is also worth examining. Although many have taken courses teaching the grammar of Standard Yiddish, they don’t necessarily follow the rules. That shouldn’t come as a surprise, since even authentic Yiddish speakers of previous generations spoke in dialects that differed considerably from the way Yiddish was written in books and in the press. That’s why there’s no reason to criticize Hasidim for “ruining the grammar,” as many non-Hasidic Yiddish speakers do, since Yiddish speakers have been “ruining” the proper grammar for centuries.

The post What sort of Yiddish do Yiddishists speak today? appeared first on The Forward.

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