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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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They survived Oct. 7. At Rock Camp, they found a way to feel alive again.

(JTA) — ”They tried to kill us. We survived. Let’s eat.”

Alan King’s joke about Jewish holidays gets to the essence of Jewish persistence in the face of horror. He might have added “Let’s sing.” Music has accompanied the Jewish people for millennia through periods of joy and sorrow. Moses and the Israelites praised God for His salvation from the Egyptians in  the “Song of the Sea.” Weddings, the Shabbat table and kumsitzes all come with joyous soundtracks.

In times of overwhelming devastation, songs have served as expressions of survival, determination and memory. During the Holocaust, Jews continued to compose and perform it in ghettos and concentration camps, including Theresienstadt. ”The Partisan Hymn,” “Zog nit keyn mol” (“Never Say”), was composed in the Vilna Ghetto.

Three years ago this week, music and tragedy once again intertwined when Hamas-led terrorists attacked the Nova Music Festival as part of the Oct. 7 assault on Israel. Approximately 1,200 people, including 364 civilians at the Nova festival, were killed that day, and 251 were abducted to Gaza.

Two months later, David Fishof, who founded Rock ’n Roll Fantasy Camp, saw music and trauma bound together at the funeral for Yotam Haim, the red-headed hostage who escaped with two others but was killed by friendly fire.

“Yotam’s brother, Tuval, and father, Raviv, are drummers,” said Fishof, an L.A. sports agent and entertainment producer. “They performed a 20-minute drum solo in Yotam’s honor, after which Tuval threw the sticks in the grave. At that moment, it hit me: I wanted to bring Tuval and nine other Oct. 7 survivors to Rock Camp in L.A.”

With the help of Sam Grundwerg, former world chairman of Keren Hayesod – United Israel Appeal, the 10 survivors were flown to Los Angeles in March 2024 to participate in the sold-out camp.

Now, their experience is chronicled in “The Bridge,” a new documentary produced by “Friends” executive producer Kevin Bright that highlights how music can become a pathway from trauma to healing. Its message: “When tragedy strikes the Jewish people, we play louder.” Ahead of a wider theatrical release in November, the film is now playing at select North American venues.

Rock Camp, founded by Fishof in 1997, brings amateur rockers alongside music legends for four days of mentorship, rehearsals and performances at such iconic clubs as Whisky a Go Go and The Viper Room.

Music, memory and trauma informed Fishof’s upbringing. Music saved the life of his father, Mark, a survivor of Auschwitz and Buchenwald.

“My dad would sing to the Nazis, just to entertain them,” Fishof said. “They would say, ‘Sing this song,’ and he would. Music saved him. It was a way for him to take his mind off of what he was going through.”

His father served as a cantor in Hackensack, New Jersey, for 33 years.

Fishof said his memories of his father’s sufferings made Oct. 7 the worst day of his life.

Raz Shifer and David Fishof, the founder of Rock ‘n Roll Fantasy Camp, share the stage during the four-day journey of music and healing documented in “The Bridge.” (Courtesy Rockcamp.com.)

By contrast, their four days at Rock Camp offered the Oct. 7 survivors a rare respite from their trauma and a chance to reconnect with the joy of making music. The Israelis jammed with rock legends Michael Anthony of Van Halen, Sebastian Bach of Skid Row, Warren DeMartini of Ratt and Tommy Aldridge of Whitesnake, and met Richard Fortus and Slash of Guns N’ Roses.

Among the Israeli rockers was 27-year-old vocalist and guitarist Raz Shifer of Ramat Gan, a Nova Festival survivor who was close friends with two hostages, including Inbar Hayman, who was murdered in captivity.

After that Black Saturday, Shifer says in the film, “I couldn’t sleep. I couldn’t eat. I just sat on my couch, literally in shock, trying to figure out what the f— had happened. I forgot who I was — the happy, smiley, energetic Raz. Rock Camp was my first time getting back on stage and letting it all out. For me, it was a really big step. I was able to remember myself again. Music is my victory. It’s the reason I get out of bed every day and the power that keeps me alive.”

Also among the group was 28-year-old vocalist and guitarist Bar Rudaeff of Tel Aviv, the son of Kibbutz Nir Yitzhak’s former deputy security coordinator Lior Rudaeff, who was murdered while defending the kibbutz on Oct. 7. His remains were returned to Israel in November 2025.

For Rudaeff, performing with Tommy Aldridge, the legendary hard rock and heavy metal drummer who played with Ozzy Osbourne and Whitesnake, was a way of reaching his father — through a joy they shared.

“My dad really liked ’80s rock, like Deep Purple, Bon Jovi, Foreigner and Ozzy Osbourne, so when we played with Tommy, it was really meaningful and emotional,” he says in “The Bridge.” “Rock Camp gave me the opportunity to stop thinking, for a little while, about my dad not being here. Music really helped me cope and pulled out a lot of feelings that I was repressing. It was a ray of hope in the middle of one of our darkest periods and gave me the strength to move on.”

At Rock Camp, Fishof said, “Each survivor played on behalf of loved ones — whether family members or friends who had been killed or were still being held in captivity. Every note meant something to them.”

Bright added, “Music enabled them to take a break from Oct. 7 for a week. I think it was a well-deserved respite from everything that was going on in Israel at the time. One of the survivors says in the film, ‘I’m still living Oct. 7. The trauma doesn’t go away.’ At the time that ‘The Bridge’ was made, their trauma was even stronger, and so their ability just to participate was really impressive.”

Three years after that devastating day in October, the survivors are continuing to do what their people have done in the face of adversity for millennia: sing and make music.

Tuval performs regularly and has released two albums, including “Ahim” (“Brothers”), a nod to Yotam. Bar now produces music, including a fellow camper’s upcoming album. And Raz is touring as a full-time vocalist.

“Music is what kept my father alive during the Holocaust,” said Fishof. “It’s what kept him going, and it’s what keeps me and many others going. Because no matter what happens, no one can ever take away our music. If we have that, we have life.”

They tried to kill us. We survived.

Let’s sing.

And eat.

To find local screenings, visit thebridgedoc.com

This article originally appeared on JTA.org.

The post They survived Oct. 7. At Rock Camp, they found a way to feel alive again. appeared first on The Forward.

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The battle for Sderot still rages in the minds of its survivors

(JTA) — SDEROT, Israel – Shalom Aida was at home when the first air raid siren sounded at 6:29 a.m. on October 7, 2023, but he wasn’t initially fazed.

Rocket sirens were a common occurrence in his city of Sderot, which is less than a mile from Gaza at its closest point.

It wasn’t until he heard gunshots that Aida, a retired police officer, realized that dozens of heavily armed Hamas terrorists had infiltrated Sderot and were gunning down any civilian, soldier or police officer they came across.

By the time he arrived at the police station “it was a battlefield,” he said. The sight almost paralyzed him.

“The entire street in front of the station was full of bloodied people. Police, civilians, dead or dying. Hamas kept firing.”

One of the police officers killed that day was Aida’s cousin. Many others were his friends.

Three years later, he is still haunted by the memories.

“Sderot seems quiet now, but it’s not quiet or peaceful inside our heads,” he said as he watched groups of visitors walk around the Sderot Memorial and Heroes Park. It is situated at the site of the police station, which was destroyed on that day and built elsewhere.

Shalom Aida, a retired police officer, said that on Oct. 7, the police station and street in front of it became “a battlefield.” (Michele Chabin)

Despite the ongoing trauma of Oct. 7 and its aftermath, Aida said he wouldn’t dream of moving elsewhere.

“I never once thought about leaving,” he said, shocked by the question. “The best people in the world live in Sderot.”

Not all residents of the “Gaza Envelope” who experienced the horrors of Oct. 7 returned home when the government gave the all-clear, after ordering them to evacuate for their own safety. But the vast majority of Sderot’s residents —  set at over 37,000 by the Central Bureau of Statistics in 2024 —  who had already lived through two decades of rocket barrages from Gaza, returned to the city within months.

Once it was a struggling development town where successive governments sent immigrants who had just arrived from the Middle East and the former Soviet Union.

It generated domestic and international headlines over the last two decades, as it became the first city hit by Hamas rockets as early as 2001, and remained one of the places the Gaza-based terror group has most frequently targeted.

International dignitaries including U.N. Secretary-General Ban Ki-moon in 2009 and then Sen.  Barack Obama during his 2008 presidential campaign visited Sderot.

Initially a city without adequate protective shelter for its residents, it became the only place in Israel where every single apartment and bus stop has its own bomb shelter.

Despite it all, the city has prospered: gleaming new apartment buildings, parks and a sprawling mall greet visitors as they enter.

Ilan Abecassis, a retired educator and now a tour guide, says “the more they try to destroy us, the stronger we become.” (Michele Chabin)

“If you were to input all the data about Sderot into OpenAI, the 25 years of rockets and Oct. 7 and the bomb shelters, it would say this must be a ghost town. But that’s not the reality here,” said Ilan Abecassis, a retired educator and now tour guide who has lived in the city all his life.

Rather than shrinking, he said, the city’s population has grown by about 5,000 people since the Oct. 7 attack.

“I know it’s counterintuitive, but the more they try to destroy us, the stronger we become,” Abecassis said. “In the Torah, a new pharaoh sees the Israelite population growing and enslaves them. But the Torah tells us ‘the more they afflicted them, the more they multiplied and grew.’ We are like those Israelites.”

Arie Yagudaev, 30, from Sderot, and his cousin Eitan Izayev, 28, who lives in nearby Kibbutz Nir Am, said they are also committed to staying, even after they encountered terrorists in the street on Oct. 7.

Drinking strong coffee outside his family’s grocery store in Sderot, Izayev recounted how he had begged his cousin to pick him up from the kibbutz, which terrorists were trying to infiltrate, so he could help defend loved ones in Sderot. Along the way, they picked up two teenage girls, survivors of the Nova music festival.

“As we approached the roundabout into Sderot, we saw some pickup trucks ahead of us,” Izayev recalled. “We thought the men in the bed of the truck were IDF soldiers. But when the terrorists saw us, they shot at us nonstop.”

“One of the bullets shattered my car’s back window. It’s a miracle we survived,” Yagudaev said. Even though he suffered from PTSD every night as an evacuee in an Eilat hotel room, he said, “I wanted to go home.”

“It wasn’t just because the hotel room was cramped,” he said “Leaving Sderot and Israel is exactly what the terrorists want. We’re not going anywhere.”

Cousins Arie Yugudaev left and Eitan Uzayev, right, encountered Hamas terrorists when they tried to drive into Sderot to save their families. (Michele Chabin)

One Sderot restaurant owner, who was born and raised in Sderot but moved to Kibbutz Nir Am several years ago, feels the same way.

“Not to return would be rewarding Hamas for its terrorism,” said the restaurant owner who requested anonymity because of his ongoing stints in the IDF reserves.

As it was, he and his wife and baby spent almost a year in a small Tel Aviv hotel room before returning to their kibbutz two years ago. It wasn’t an easy homecoming, he said. For one thing, IDF soldiers had lived in their empty house, and it needed major repairs. Returning to the area also triggered traumatic memories from the Hamas attack.

“For 22 hours I stood outside our house to protect my wife and newborn baby,” he recalled, sitting at a table in his restaurant. “Eventually we decided to flee in our car with just the clothes we could throw into a trash bag. We placed the baby under the seat of the car, hoping to protect him.”

Once the owner of three restaurants, he now owns only one. He needed to sell the two popular restaurants he owned at another kibbutz because he couldn’t operate them from Tel Aviv, and, back then, the Gaza border was an active war zone.

Although the Gaza border is much more secure due to the buffer zone the IDF maintains in Gaza, “it’s not quiet on the border,” he said. “We live one kilometer from Gaza. Every day we hear the choppers and the shooting.”

Still, he and his wife have no plans to leave.

“My parents live here, my grandparents live here,” he said. “On Oct. 7 I saw an apocalypse, bodies on the ground. I knew 100 people who were killed or kidnapped. The ground beneath us is soaked with their blood. I can’t leave.”

This article originally appeared on JTA.org.

The post The battle for Sderot still rages in the minds of its survivors appeared first on The Forward.

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Maine Senate candidates spar over military aid to Israel

(JTA) — Troy Jackson, Maine’s Democratic nominee for the U.S. Senate, said he opposed “giving a blank check” to Israel at a debate on Tuesday, while also linking American military assistance to the killings of Palestinians.

“I didn’t want any more offensive weapons going to murder people in Palestine,” Jackson explained, in a rebuttal to his opponent, Republican incumbent Sen. Susan Collins.

The two candidates were participating in their first general election debate, aired on CBS13 and moderated by news anchor Gregg Lagerquist, without a live audience. Jackson, who holds a narrow lead over Collins, has rattled many members of the Jewish community in recent weeks, as he has intensified anti-Israel rhetoric and made controversial comments to Maine Jews.

A former state lawmaker and union advocate, Jackson secured the Democratic nomination at the end of July in a landslide victory. He won the nomination after the former Democratic nominee, staunch Israel critic Graham Platner, left the race amid a sexual assault allegation, which Platner denies.

Jackson had previously said little publicly about the Israeli-Palestinian conflict, but during the contest to replace Platner, he accused Israel of committing genocide in Gaza and called for an end to U.S. military aid to Israel.

Collins, a five-term senator, has been a staunch supporter of Israel over the past three decades.

Asked by Lagerquist during a lightning round whether the U.S. should increase, decrease or keep military funding for Israel the same, Collins responded that “the current level is good,” adding that she is “a strong supporter.”

Jackson, meanwhile, argued that “it’s kind of unfair to ask that like this,” while also noting that he has the endorsement of J Street, the liberal pro-Israel organization.

After Jackson then declared that the U.S. should not be “giving a blank check” to Israel, Collins accused him of making comments that were “very different” from his past remarks. Jackson denied this claim, while arguing against the supply of more offensive weapons to “murder people.” Calling Israeli Prime Minister Benjamin Netanyahu “a war criminal,” he noted that “Senator Collins likes him.”

Jackson’s remarks came just a week after he apologized to members of the Jewish community for controversial comments he had made in a News Center Maine television interview.

During the interview, he had described the war in Gaza as “a genocide,” adding that “there are people here in Maine that don’t like to use that term only because, you know, they’re Jewish and, you know, what that means to them with the Holocaust.”

Although he did not retract his views on the conflict, he acknowledged that the word genocide “carries particular weight for many Jewish families given the Holocaust – the genocide of six million Jews.”

“In trying to acknowledge that, I misspoke and made a generalization about Jewish Mainers’ views that doesn’t reflect what I meant to say. I apologize for the pain that caused,” he added.

Just before the Democratic nominating convention this past summer, Jackson vowed that he would “never vote in favor of U.S. taxpayer-funded military aid to Israel.”

The Pine Tree State Poll, released by the University of New Hampshire two weeks ago, found that the two candidates were in a statistical tie, with 51% of voters polled favoring Jackson and 47% opting for Collins.

This article originally appeared on JTA.org.

The post Maine Senate candidates spar over military aid to Israel appeared first on The Forward.

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