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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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Lander unseats Goldman on winning congressional election night for Mamdani
Former City Comptroller Brad Lander handily defeated incumbent Rep. Dan Goldman in the New York Democratic primary Tuesday night, while lesser-known Assemblymember Claire Valdez secured the nomination for another House seat — both after campaigning as sharp critics of Israel and with the endorsement of Mayor Zohran Mamdani.
Preliminary results showed Lander with about 66% of the vote to Goldman’s 34%. Valdez won with 56% of the vote for the open seat being vacated by Rep. Nydia Velazquez. Both are virtually assured of winning the general election in November in their heavily Democratic districts.
A third candidate whom Mamdani had endorsed, former Columbia Gaza war encampment organizer Darializa Avila Chevalier, held a slight lead over Rep. Adriano Espaillat on Tuesday night.
Representing a spectrum ranging from liberal Zionist critic (Lander) to longtime activist for the Palestinian cause (Avila Chevalier), the strong results for Mamdani’s chosen candidates is being closely watched nationally in a Democratic Party where many voters say they want the U.S. to distance itself from Israel. All three candidates say they will support cutting off U.S. military aid to Israel, including for the Iron Dome defense system.
At a campaign rally last week, Mamdani compared the American Israel Public Affairs Committee to “monsters” who “move millions in dark money to accomplish a single goal — to preserve their power, so that they can turn us against one another.” The remarks drew widespread condemnation from Jewish leaders, including some Mamdani supporters.
Lander is a high-profile Jewish politician allied with Mamdani, who this election cycle threw his weight behind a slate of progressive candidates who have critiqued hardline pro-Israel money and use the terms “genocide” and “apartheid” to describe Israel’s actions in Gaza and the West Bank.
Setting out to challenge the incumbent, Lander zeroed in on Goldman’s support for U.S. military aid to Israel and his past ties to the campaign fundraising group AIPAC during the campaign.
Lander told the New York Times that criticizing AIPAC makes him “queasy” given “the antisemitic tropes at play,” but that he feels an obligation to call out its funding nonetheless as he promises to curtail U.S. military aid to Israel.
In NY-7, another candidate backed by Mamdani defeated the incumbent’s handpicked successor. democratic socialist Valdez won against Brooklyn Borough President Antonio Reynoso, who had the endorsement of outgoing Rep. Velázquez.
But Mamdani’s brand of Israel politics didn’t succeed everywhere: In the Bronx, Rep. Ritchie Torres — one of the Democratic party’s most staunch supporters of Israel — handily defeated Michael Blake, a former state assemblyman who allied with Mamdani during the mayoral primary last year.
For state comptroller, incumbent Thomas DiNapoli — who made additional purchases of Israel bonds in the aftermath of Oct. 7 — won over Jewish challenger Drew Warshaw, who argued that the state should divest from Israel bonds because they help “finance Israeli Prime Minister Benjamin Netanyahu’s wars.”
State Assemblymember Micah Lasher won the race to succeed Rep. Jerry Nadler, who retired after 33 years in the House and served as one of Congress’ leading voices for liberal Jews. In that race, the leading candidates Lasher and Alex Bores had broad agreement in their support of Israel.
The other candidate in the race, Kennedy political scion Jack Schlossberg, had called for conditioning aid to Israel and attempted to draw contrast with Bores and Lasher on the issue. But Schlossberg’s campaign struggled to gain traction amid questions about his lack of political experience.
The post Lander unseats Goldman on winning congressional election night for Mamdani appeared first on The Forward.
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Pro-Israel Democrats battle to take on vulnerable Republican Rep. Mike Lawler
(New York Jewish Week) — Voters in New York’s Hudson Valley on Tuesday are choosing a Democrat to challenge the staunchly pro-Israel Republican Rep. Mike Lawler in a heavily Jewish swing district.
Two candidates have emerged as frontrunners in the Democratic primary in New York’s 17th Congressional District, a suburb of New York City that includes about 30,000 Orthodox Jews.
Cait Conley, a military veteran and former national security adviser, leads by double digits in polls this month and prediction markets over Beth Davidson, a member of the Rockland County Legislature who has highlighted her Jewish identity. A poll from Tavern Research last week found that 28% of voters were still undecided as the election approached.
Both are appealing to residents anxious about the cost of living, housing, healthcare and foreign conflicts. The winner will also aim to claw back moderate voters who supported Lawler, one of the most vocally pro-Israel members of Congress and a representative who has forged close ties with Orthodox Jewish voters.
Davidson and Conley have both said they support the United States alliance with Israel while opposing actions by Israeli Prime Minister Benjamin Netanyahu’s government. During a candidate forum in April, they distanced themselves from Democratic efforts in the Senate to block certain military sales to Israel.
Polling far behind Conley and Davidson is Effie Phillips-Staley, a progressive who says Israel is an apartheid state that has committed genocide in Gaza.
Conley and Davidson say they are marrying pro-Israel views with a liberal agenda, including fighting President Donald Trump. Davidson told the Jewish Telegraphic Agency that she wants to create a political home for “Jews that have felt lost in the Democratic party.” She previously served on the board of her White Plains synagogue, Beth Am Shalom, and has touted Jewish values as driving her public service, including tikkun olam, or repairing the world, and welcoming the stranger.
Conley has presented her military experience as an advantage. A former national security adviser in the Biden administration, she has said that she supports a two-state solution to the Israeli-Palestinian conflict and views Israel as a critical national security ally.
The winner will face off with Lawler, who has become so closely identified with the district’s Jewish community that he was recently attacked in comments by Sen. Rand Paul’s son, William Paul, who accused the lawmaker of being one of “you people,” although Lawler is not Jewish.
Often working with Democrats, Lawler has proposed a spate of legislation aimed at supporting Israel since he entered Congress in 2023. He co-sponsored the bipartisan Antisemitism Awareness Act, which would require the Department of Education to codify the International Holocaust Remembrance Alliance’s definition of antisemitism, a move championed by major Jewish groups and criticized by progressives for classifying some forms of Israel criticism as antisemitic. The bill passed in the House in 2024 but stalled in the Senate amid free speech concerns and was reintroduced in the House last year.
Lawler also introduced in 2024 the bipartisan Stand with Israel Act, which seeks to halt funding for United Nations agencies that “expel, downgrade, suspend, or otherwise restrict the participation of the State of Israel.” His bipartisan 2025 Bunker Buster Act seeks to equip Israel with massive bombs to target Iran’s nuclear infrastructure.
This year, Lawler has partnered with Democrats on two new measures that he says will combat antisemitism. The Jewish American Security Act introduced this month proposes expanding federal security support for Jewish institutions, and a House resolution from April condemns leftist streamer Hasan Piker and far-right podcaster Candace Owens for “antisemitic hate-filled rhetoric and content.”
Phillips-Staley represents the rising progressive wing of the Democratic party that is sharply critical of Israel, differentiating herself from Lawler as well as Conley and Davidson. Phillips-Staley has said that her views solidified after she traveled to Israel and the West Bank in February. She was criticized by some Democratic officials for doing an interview with Piker.
She told JTA in March that many Jewish residents supported her belief that Israel has committed genocide and the United States should sever military aid.
“I get the most encouragement, from lots of people, but a lot of encouragement from Jews who really challenged me, especially in the beginning, to be brave and say it like it is,” said Philips-Staley.
Republicans are suspected of jumping into the late stage of the race by funding a shadowy new group called Progressive Champions PAC, which mirrors GOP efforts to influence other Democratic primaries nationwide. Davidson publicly disavowed the PAC, which has spent $1.5 million on ads attacking Conley for her contract work for an AI company that works with the Department of Homeland Security, according to the Cook Political Report.
The primary winner will quickly rocket to national prominence in the general election, as Lawler’s seat is considered one of the most likely to flip in November. Democrats outnumber Republicans in the district, which former presidential candidate Kamala Harris won by less than one percentage point in 2024.
The post Pro-Israel Democrats battle to take on vulnerable Republican Rep. Mike Lawler appeared first on The Forward.
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Primary battle between rabbi and Jewish lawyer is a referendum on Mamdani and buffer zones
(New York Jewish Week) — A primary race on New York’s Upper West Side for a state legislative battle pits a rabbi against a Jewish lawyer in a referendum on where Jews stand on Mayor Zohran Mamdani and on the right to protest outside houses of worship.
Stephanie Ruskay would be the first female rabbi elected to state office in U.S. history. Her opponent is the Mamdani-endorsed Eli Northrup, a public defender and the grandson of a Jewish civil rights lawyer who worked on Supreme Court cases to combat antisemitism and racial segregation in the 1950s.
The hotly contested Democratic primary is for the State Assembly’s District 69, which covers much of the Upper West Side and all of Morningside Heights, including the Columbia University campus roiled in 2024 by pro-Palestinian protests over Israel’s actions in Gaza.
Endorsements tell a story of two New York establishments vying over prime legislative real estate: Mamdani’s Israel-critical progressives facing off against the city’s storied Jewish liberals.
Along with Mamdani’s blessing, Northrup has won prized endorsements from left-wing icons who ran now legendary insurgent campaigns: Vermont Sen. Bernie Sanders, whose energetic presidential primary run in 2016 helped doom Hillary Clinton’s presidential run; and New York Rep. Alexandria Ocasio-Cortez, whose ouster of top Democrat Joseph Crowley in a 2018 primary paved the way for the youthful congressional “Squad.” Mamdani has roiled this election season with endorsements of democratic socialists challenging incumbent congressional Democrats.
Ruskay has been endorsed by leading Jews in New York politics, such as City Council Speaker Julie Menin, City Comptroller Mark Levine, Manhattan Borough President Brad Hoylman-Sigal and former Borough President Ruth Messinger. She also has the backing of ActJew, a nonprofit focused on combating antisemitism, and the New York Solidarity Network, a pro-Israel group.
Ruskay and Northrup, who both identify as progressives, are battling in a neighborhood where nearly one-third of households are Jewish. The Assembly seat opened in the fall when current Assembly member Micah Lasher, who is also Jewish, decided to run for Congress.
The district overwhelmingly supported Mamdani in the 2025 mayoral race, when his sharp criticism of Israel broke with the city’s Democratic establishment and fomented ongoing tensions with segments of the Jewish community.
Northrup is a full-throated supporter of the mayor who volunteered for his campaign. Ruskay has voiced more tepid views on Mamdani, acknowledging that many Jewish New Yorkers disagreed with his views about Israel.
“When we agree, I’ll be very excited to work together, and when we don’t agree or when I know that I represent people who have a very different perspective from what’s happening, then my job is to bring that into the room,” Ruskay told the Jewish Telegraphic Agency in December.
Ruskay joined New York’s annual Israel Day Parade in May, which Mamdani skipped. She said on X that she was “proud” to attend the gathering, which she described as a reminder of “the deep bonds between New York’s Jewish community and Israel, and of the strength, resilience, and vibrancy of Jewish life.”
Northrup has resisted the long tradition among Jewish Democrats of identifying as a Zionist. “I don’t know that it’s serving us to be categorizing people as Zionist or anti-Zionist,” he told JTA last month. “I certainly don’t see myself in those terms.”
Both candidates have cited their faith and Jewish values as driving their politics. They agree on building more affordable housing, filling the district’s many vacant storefronts, supporting unions and enforcing labor laws. Both have also voiced their commitment to fighting President Donald Trump and his crackdown on immigration.
One of their rare areas of disagreement is the fight over “buffer zones” to insulate synagogues from protests, a flashpoint in New York politics. The city and state both recently passed legislation that restricts demonstrations outside houses of worship. Some Jewish leaders and lawmakers championed the measures in the aftermath of a string of pro-Palestinian rallies outside synagogues, which were hosting events that promoted migration to Israel and real estate sales in Israel and the West Bank.
Ruskay supports the buffer zones. She has argued they are necessary to protect Jews from intimidation, saying during a candidate forum in May, “In the world as we wish it was, I don’t think that you should have [to] have a buffer zone. But in the world that we actually live in right now, I think that we do need one.”
Northrup, meanwhile, said in the forum that outlawing protest within a certain distance of an institution “wouldn’t pass constitutional muster,” citing Planned Parenthood and the ACLU. He told JTA that buffer zones were more symbolic than effective in addressing rising antisemitism, and that he instead supported multifaith education and building alliances across communities.
Various civil rights groups and Jewish progressives, such as Jews for Racial & Economic Justice, have said that buffer zone laws infringe on free speech and assembly. JFREJ has endorsed Northrup.
Northrup’s skepticism of the laws aligns with Mamdani’s views. The mayor resisted signing the City Council’s buffer zone bill pertaining to houses of worship, though it became law with a veto-proof majority, and he vetoed a separate bill implementing buffer zones around schools.
Ruskay has received $25,000 from the American Centerpoint PAC, which was formed on June 11, according to City and State. The PAC’s sole contributor was Adeena Rosen, a key figure in the Solidarity PAC that boosted pro-Israel candidates in 2024 state races.
In a race lacking publicly available polls, fundraising is a significant indicator. The candidates were neck-and-neck in fundraising on Election Day, with Ruskay gathering $436,381 and Northrup raising $443,522, according to Transparency USA.
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