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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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Interviews with Holocaust survivors reveal the richness of Yiddish

Many people today prize the Yiddish of native speakers who grew up in Eastern Europe before World War II, viewing it as a mark of linguistic authenticity.

As a language of daily life that millions of Jews spoke in a range of regional dialects, Yiddish had, over the centuries, become enriched with many words and idioms that were unique to a specific location.

More than 80 years after the end of the Holocaust, very few of those speakers are still around. As a result, the Yiddish they spoke is deemed precious. Thanks to a new online resource, in which dozens of Holocaust survivors talk about their lives before, during and after the war, anyone can now hear the language of that bygone era.

There are already a number of resources that document the Yiddish of these native speakers. Among the earliest examples are 28 audio recordings made by David Boder, a psychologist who traveled from the United States to Europe in 1946 to interview Holocaust survivors. He asked them about their wartime experiences in nine different languages, including Yiddish.

Another valuable source for hearing native Yiddish speakers is the Language and Cultural Atlas of Ashkenazic Jewry (LCAAJ). In the late 1950s, linguist Uriel Weinreich launched this project, based at Columbia University, to study Yiddish dialects and folklore. Weinreich and his colleagues taped responses from over 600 European-born Yiddish speakers to a detailed survey of their language, with over 3,000 individual questions, as in, for example: “What games did you play as a child?”

One of the largest number of recordings of these Yiddish speakers can be found in the Shoah Foundation’s Visual History Archive (VHA), launched in 1994. Based at the University of Southern California, the VHA holds almost 50,000 video interviews with Holocaust survivors. Among these recordings, which were conducted in 32 different languages, are more than 600 entirely or partially in Yiddish. Until recently, only people who had access to the VHA, mostly through university libraries, were able to listen to this trove of Yiddish speakers as they relate their life histories. Thanks to a new online resource, known as the Corpus of Spoken Yiddish in Europe (CSYE), anyone can now hear these interviews.

The CSYE is the brainchild of Yiddish sociolinguist Isaac Bleaman who first worked with the VHA’s Yiddish interviews for his doctoral dissertation, where he compared the Yiddish spoken in the 2010s by Hasidim and Yiddishists. Through these recordings, Bleaman was able to explore how these two contemporary forms of Yiddish developed.

After joining the faculty at Berkeley, Bleaman sought a way to make the VHA’s Yiddish interviews more accessible to both linguists and students learning the language. Eventually, he received permission from the Shoah Foundation to use some 200 of its Yiddish videos for this purpose, and in 2022 he was awarded a multiyear grant from the National Science Foundation to establish the CSYE.

Creating this online resource entails manually transcribing the interviews, which are rendered both in transliteration and in the Yiddish alphabet. This is a painstaking process that relies on skilled speakers of Yiddish as well as other languages that the survivors may have included in the interviews. The transcripts, when synced with the videos, enable users of the CSYE to search the interviews for specific terms and topics.

A database on the CSYE lists each survivor’s name, city of birth, gender, age and dialect of Yiddish (Central, Northeastern, or Southeastern). The website also features an interactive map, showing the location of each survivor’s hometown, grouped by dialect. A different map shows where the VHA interviews were recorded in the 1990s. Ranging across Europe, the Americas, Australia and Israel, they reflect the scope of the postwar Yiddish-speaking diaspora.

In this Yiddish interview, for example, Holocaust survivor Lazar Milamed talks about his childhood in a Ukrainian village, his experiences under the Nazis and his post-war life in Brooklyn.

The CSYE also offers an interactive page that enables users to generate their own word maps to explore the geographic range of words or patterns of speech.

To demonstrate how the CSYE can be used for linguistic research and for language learning, the website provides instruction on pronunciation, as well as examples of the East European Yiddish dialects (for example, which of the interviewees said nit for the word “not” vs. those who said nisht). To date, 171 interviews, totaling more than 300 hours, have been transcribed. When this process is completed, the CSYE explains on its website, it will provide public access to “the most extensive source of conversational Yiddish ever compiled,” which will “bring the voices and narratives of native Yiddish speakers into the classroom.”

For the Yiddish student, teacher and researcher, or anyone else who loves the language, the CSYE is an extraordinary resource. Listening to survivors recount their life histories is compelling, both for the experiences they recall and for the cherished language in which they speak.

 

The post Interviews with Holocaust survivors reveal the richness of Yiddish appeared first on The Forward.

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Trump Says US May Strike Iran Again but That Tehran Wants Deal

People walk past a mural depicting the late leader of the Islamic Revolution, Ayatollah Ruhollah Khomeini, and the late Iran’s Supreme Leader Ayatollah Ali Khamenei, in Tehran, Iran. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS

President Donald Trump said on Tuesday that the United States may need to strike Iran again and that he had been an hour away from ordering an attack before postponing it.

Trump made the comments a day after saying he had paused a planned resumption of hostilities following a new proposal by Tehran to end the US-Israeli war.

“I was an hour away from making the decision to go today,” Trump told reporters at the White House on Tuesday.

Iran‘s leaders are begging for a deal, he said, adding that a new US attack would happen in coming days if no agreement was reached.

The United States has been struggling to end the war it began with Israel nearly three months ago. Trump has previously said that a deal with Tehran was close, and similarly threatened heavy strikes on Iran if it did not reach an accord.

The US president is under intense political pressure at home to reach an accord that would reopen the Strait of Hormuz – a key route for global supplies of oil and other commodities. Gas prices remain high and Trump‘s approval rating has plummeted as congressional elections loom in November.

Oil prices settled lower on Tuesday after Vice President JD Vance said Washington and Tehran had made a lot of progress in talks and neither side wanted to see a resumption of the military campaign. “We’re in a pretty good spot here,” he said.

Speaking to reporters at a White House briefing, Vance acknowledged difficulties in negotiating with a fractured Iranian leadership. “It’s not sometimes totally clear what the negotiating position of the team is,” he said, so the US is trying to make its own red lines clear.

He also said one objective of Trump‘s policy is to prevent a nuclear arms race from spreading in the region.

IRAN PROMISES RESPONSE TO ANY NEW ATTACK

In Tehran, Ebrahim Azizi, head of the Iranian parliament’s national security committee, said on X that pausing an attack was due to Trump‘s realization that any move against Iran would mean “facing a decisive military response.”

Iranian state media said Tehran‘s latest peace proposal involves ending hostilities on all fronts including Lebanon, the exit of US forces from areas close to Iran, and reparations for destruction caused by the US-Israeli attacks.

Tehran also sought the lifting of sanctions, release of frozen funds, and an end to the US marine blockade, according to Deputy Foreign Minister Kazem Gharibabadi as cited by IRNA news agency.

The terms as described in the Iranian reports appeared little changed from Iran‘s previous offer, which Trump rejected last week as “garbage.”

BOTH SIDES ‘CHANGING GOALPOSTS,’ SAYS PAKISTANI SOURCE

Reuters could not determine whether military preparations had been made for strikes that would mark a renewal of the war Trump started in late February.

Trump said on Monday that Washington would be satisfied if it could reach an agreement that prevented Tehran from obtaining a nuclear weapon.

A Pakistani source confirmed that Islamabad, which has conveyed messages between the sides since hosting the only round of peace talks last month, had shared the Iranian proposal with Washington.

The sides “keep changing their goalposts,” the Pakistani source said, adding, “We don’t have much time.”

CEASEFIRE MOSTLY HOLDING

The US-Israeli bombing killed thousands of people in Iran before it was suspended in a ceasefire in early April. Israel has killed thousands more and driven hundreds of thousands from their homes in Lebanon, which it invaded in pursuit of the Iran-backed Hezbollah terrorist group.

Iranian strikes on Israel and neighboring Gulf states have killed dozens of people.

The Iran ceasefire has mostly held, although drones have lately been ​launched from Iraq ​towards ⁠Gulf countries, including Saudi Arabia and ⁠Kuwait, apparently by Iran and its allies.

The US seized an Iran-linked oil tanker in the Indian Ocean overnight, the Wall Street Journal reported on Tuesday, citing three US officials. The tanker, known as the Skywave, was sanctioned by the US in March for its role in transporting Iranian oil, the report said.

Trump and Israeli Prime Minister Benjamin Netanyahu said they launched the war to curb Iran‘s support for regional militias, dismantle its nuclear program, destroy its missile capabilities, and create conditions for Iranians to topple their rulers.

But the war has yet to deprive Iran of its stockpile of near-weapons-grade enriched uranium or its ability to threaten neighbors with missiles, drones, and proxy militias.

The Islamic Republic’s clerical leadership, which had faced a mass uprising at the start of the year, withstood the superpower onslaught with no sign of organized opposition.

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Somaliland Says It Will Open an Embassy in Jerusalem, Israel to Reciprocate

Israeli Foreign Minister Gideon Saar meets with Somaliland President Abdirahman Mohamed Abdullahi on Jan. 6, 2026. Photo: Screenshot

Somaliland, a self-declared republic in East Africa, will set up an embassy in Jerusalem soon, its ambassador said on Tuesday, after Israel became the first country to formally recognize it as an independent and sovereign state.

In turn, Israel is expected to set up an embassy in Somaliland‘s capital Hargeisa, Ambassador Mohamed Hagi said in a post on X.

Somaliland, which has claimed independence for decades but remains largely unrecognized, is situated on the southern coast of the Gulf of Aden and bordered by Djibouti to the northwest, Ethiopia to the south and west, and Somalia to the south and east. It has sought to break off from Somalia since 1991 and utilized its own passports, currency, military, and law enforcement.

Unlike most states in its region, Somaliland has relative security, regular elections, and a degree of political stability.

Last month, Israel appointed Michael Lotem as its first ambassador to Somaliland, after the two governments formally established full diplomatic relations.

Lotem, who was serving as a non-resident economic ambassador to Africa at the time of his appointment, will now shift to work as a non-resident ambassador to Somaliland. He previously served as Israel’s ambassador to Kenya, Uganda, Tanzania, Malawi, and Seychelles, a position he concluded in August.

Israel recognized Somaliland as an independent and sovereign state in December, a move Somalia rejected and termed a “deliberate attack” on its sovereignty.

Over the years, Somalia has rallied international actors against any country recognizing Somaliland.

The former British protectorate hopes that recognition by Israel will encourage other nations to follow suit, increasing its diplomatic heft and access to international markets.

Israel‘s Foreign Minister Gideon Saar said on Tuesday that the opening of the embassy in Jerusalem would be another significant step in strengthening relations with Somaliland. Once opened, the Somaliland embassy would be the eighth embassy in Jerusalem, he said.

Most countries maintain their embassies in Israel in Tel Aviv, although the United States moved its embassy to Jerusalem during President Donald Trump’s first administration. Fiji, Papua New Guinea, and a small number of other countries have also established embassies there.

Israel considers all of Jerusalem to be its capital. However, Palestinians seek East Jerusalem, where the holiest sites in Judaism are located, as the capital of a future state.

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