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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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A hypnotic new album inspired by a unique Yiddish recording

Folklore scholar Barbara Kirshenblatt-Gimblett doesn’t remember interviewing and recording the Yiddish folksinger Rose Cohen in 1968 in Toronto. But this recording may turn out to be one of the most significant ones that made it into the storied archives at the YIVO Institute for Jewish Research.

In it, Cohen sings ten songs from her childhood in the Kyiv region of Ukraine, in Yiddish, Hebrew, Ukrainian and Russian. A handful of these songs have never been found anywhere else.

Cohen, who came to Toronto after World War II, was from a dynasty of what she called khazonishe, or singing rabbis, and learned many of these songs listening to them singing in her home.

This recording became the inspiration for a new album, The Rose Cohen Experience, released last month on Borscht Beat Records. Her songs are performed here by Cantor Sarah Myerson and Ilya Shneyveys, a married couple of talented multi-instrumentalists. The duo, called Electric Rose, took nine of the ten songs Kirshenblatt-Gimblett recorded and created their own elaborate, imaginative versions of them.

In the recording, Myerson — who serves as spiritual leader and cantor at Roosevelt Island Jewish Congregation in New York City — sang them as she and Shneyveys played an array of instruments over loops, creating a surreal, hypnotic sound. Shneyveys was no stranger to this, having once been part of the Yiddish “psychedelic” rock group Forshpil.

One of the songs, Berosh Hashone (On Rosh Hashone) begins with a segment from the solemn High Holidays prayer Unetaneh Tokef, about how our destiny is determined by God, depending on what deeds we’ve done. But then there are other Yiddish verses about an unhappy woman asking her children if she should divorce their father. “We don’t have that as a Yiddish song elsewhere in the repertoire,” Myerson said in an interview. “We don’t know of that song existing in other languages either.”

The album is structured, at least at first, as an imagined narrative of Cohen’s own life. “Ikh heyb mikh on tsu dermonen” (I’m beginning to remember) possesses a driving rhythm and a powerful recollection of an immigrant in North America dreaming of going back to his wife in Europe. Even though it’s a folk song, it’s possibly autobiographical when she sings it, as Cohen’s father immigrated to Toronto before the rest of his family. Myerson and Shneyveys aimed to draw out the autobiographical aspect of this song by playing selections of the Cohen interview where she recalls where she is from and how old she is.

The song transitions to Bay mashin (At the machine), a folk song about a woman slaving over a sewing machine, looking forward to getting married after having assembled her dowry. In an interesting twist, Myerson actually uses the sound of a sewing machine throughout the track, both in recorded and live performances. It’s a small hand-crank sewing machine from the early 20th century, “possibly developed for child labor,” Myerson said.

Myerson contributed a special track, Kale Tfile (Bride’s prayer), to supplement the nine Cohen songs. Kale Tfile is taken from an excerpt of a tkhine (a Yiddish-language women’s prayer) that a woman would recite on the night before the wedding. She found the prayer in an 1897 prayerbook known as the Siddur Korban Minchah.

Myerson said she decided to include this text after trying to imagine how Cohen may have felt singing Bay mashin, where the ending indicates that the female narrator is about to marry. The words are plaintive (“O God, please hear my youthful prayer, receive my hot tears that I now spill before You”), raising the possibility that she is unhappy about the match. Myerson’s performance delivers the song in that spirit, utilizing a vocoder, a keyboard that allows her to harmonize with herself.

From here, the album drops its autobiographical train of thought and moves into a more experiential mode. Mayim Rabim (mighty waters), also known as Psalm 93 — a psalm recited during the Shabbat evening prayer service — is remarkable because, as Myerson said, “we just don’t have many recordings of women of her generation singing liturgy.” Here, we see how Electric Rose made use of ambient recordings; in this case — ocean waves from Miami Beach.

You can catch Electric Rose on their upcoming tours throughout the East Coast, California and Germany.

The post A hypnotic new album inspired by a unique Yiddish recording appeared first on The Forward.

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China Warns Against Foreign ‘Interference’ in Iran as Trump Mulls Response to Regime Crackdown

A demonstrator lights a cigarette with fire from a burning picture of Iran’s Supreme Leader Ayatollah Ali Khamenei outside the Iranian embassy during a rally in support of nationwide protests in Iran, in London, Britain, Jan. 12, 2026. Photo: REUTERS/Toby Melville

China on Monday expressed hope that the Iranian regime would “overcome” the current anti-government protests sweeping the country, warning against foreign “interference” as US President Donald Trump considered how to respond to Iran’s deadly crackdown on nationwide protests.

“China hopes the Iranian government and people will overcome the current difficulties and uphold stability in the country,” Chinese foreign ministry spokesperson Mao Ning told reporters during a press conference.

“China always opposes interference in other countries’ internal affairs, advocates that all countries’ sovereignty and security should be fully protected by international law, and opposes the use or threat of force in international relations,” she continued. “We call on parties to act in ways conducive to peace and stability in the Middle East.”

The comments came as Iran continued to face fierce demonstrations, which began on Dec. 28 over economic hardships but escalated into large-scale protests calling for the downfall of the country’s Islamist regime.

If the regime in Tehran was seriously weakened or potentially collapsed, it would present a problem for a strategic partner of Beijing.

China, a key diplomatic and economic backer of Tehran, has moved to deepen ties with the regime in recent years, signing a 25-year cooperation agreement, holding joint naval drills, and continuing to purchase Iranian oil despite US sanctions.

China is the largest importer of Iranian oil, with nearly 90 percent of Iran’s crude and condensate exports going to Beijing. Traders and analysts have said that Chinese reliance on Iranian oil will likely increase and replace Venezuelan oil after US forces captured Venezuela’s President Nicolas Maduro earlier this month.

Iran’s growing ties with China come at a time when Tehran faces mounting economic sanctions from Western powers, while Beijing itself is also under US sanctions.

According to some media reports, China may be even helping Iran rebuild its decimated air defenses following the 12-day war with Israel in June.

The extent of China’s partnership with Iran may be tested as the latter comes under increased international scrutiny over its violent crackdown on anti-regime protests.

US-based rights group HRANA said by late Monday it had verified the deaths of 646 people, including 505 protesters, 113 military and security personnel, and seven bystanders. The group added that it was investigating 579 more reported deaths and that, since the demonstrations began,10,721 people have been arrested.

Other reports gave indicated the number of protesters killed by the regime numbers well into the thousands, but with the regime imposing an internet blackout since Thursday, verification has been difficult.

Trump has said he will intervene against the regime if security forces continue killing protesters. Adding to threats of military action, Trump late on Monday announced that any country doing business with Iran will face a new tariff of 25 percent on its exports to the U.S.

“This order is final and conclusive,” he said in a social media post.

According to reports, Trump was to meet with senior advisers on Tuesday to discuss options for Iran, including military strikes, using cyber weapons, widening sanctions, and providing online help to anti-government sources.

Iran has warned that any military action would be met with force in response.

“Let us be clear: in the case of an attack on Iran, the occupied territories [Israel] as well as all US bases and ships will be our legitimate target,” Iranian parliament speaker Mohammad Baqer Qalibaf told a crowd in Tehran’s Enqelab Square on Monday, adding that Iranians were fighting a four-front war: “economic war, psychological warfare, military war against the US and Israel, and today a war against terrorism.”

However, the White House stressed that Trump hopes to find a diplomatic resolution.

“Diplomacy is always the first option for the president,” White House press secretary Karoline Leavitt told reporters on Monday.

“What you’re hearing publicly from the Iranian regime is quite different from the messages the administration is receiving privately, and I think the president has an interest in exploring those messages,” she said.

Iranian Foreign Minister Abbas Araqchi told Al Jazeera that he and US envoy Steve Witkoff have been in contact.

Trump said on Sunday the US could meet Iranian officials and he was in contact with Iran’s opposition.

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Arson Suspect Targeted Mississippi Synagogue for ‘Jewish Ties,’ Laughed During Confession: FBI

Smoldered remains of the Beth Israel Congregation’s library. Photo: Screenshot.

The suspect believed to have intentionally ignited a catastrophic fire which decimated the Beth Israel Congregation synagogue in Jackson, Mississippi has told US federal investigators he targeted the institution over its “Jewish ties,” according to an affidavit the FBI has submitted to federal court.

Stephen Pittman, the FBI said in portions of the affidavit made public on Monday, “was identified as a person of interest and ultimately confessed to lighting a fire inside the building.” The document added that Pittman, arrested on Sunday, purchased the accelerant, gasoline, with which he ignited the blaze from a gas station.

Pittman, 19, allegedly started the conflagration in Beth Israel’s library during the early morning hours on Saturday, setting off a blaze which coursed through the entire building and intensified to the extent that its flames, according to one local account, “were coming out of the synagogue’s windows.” As he carried out the act, he notified his father of it via text message, saying “I did my research,” the

According to the court filing, Pittman also told his father that he was aware of the incident being filmed by Beth Israel’s security cameras, describing them as “the best.”

“Pittman laughed as he told his father what he did and said he finally got them,” read the affidavit from Nicholas Amiano, an FBI agent in the Jackson division.

In the end, Pittman allegedly destroyed a number of Torah scrolls and caused damage so great that the building must, for now, be abandoned while authorities conclude their investigation of the incident and Beth Israel, founded in 1860, weighs a reconstruction which could takes years to complete.

The institution was once targeted by the Ku Klux Klan over its rabbi’s support for civil rights for African Americans. With the latest destruction, some 150 families will be left without the only Jewish house of worship in the city.

“As Jackson’s only synagogue, Beth Israel is a beloved institution, and it is the fellowship of our neighbors and extended community that will see us through,” Beth Israel president Zach Shemper said in a statement. “We are a resilient people. With support from our community, we will rebuild.”

Jackson Mayor John Horhn, a Democrat also issued a statement, saying, “Acts of antisemitism, racism, and religious hatred are attacks on Jackson as a whole and will be treated as acts of terror against residents’ safety and freedom to worship. Targeting people because of their faith, race, ethnicity, or sexual orientation is morally wrong, un-American, and completely incompatible with the values of this city.”

He added, “Jackson stands with Beth Israel and the Jewish community, and we’ll do everything we can to support them and hold accountable anyone who tried to spread fear and hate here.”

Reactions to the suspected hate crime poured in from major Jewish civil rights organizations across the country, with Anti-Defamation League (ADL) chief executive officer Jonathan Greenblatt saying, “An attack on any synagogue is an attack on all Jews.” The American Jewish Committee (AJC) called the fire a “hateful act” that “is only the most recent symptom of the dangerous rising antisemitism facing Jewish communities across the country and around the world.”

For several consecutive years, antisemitism in the US has surged to break “all previous annual records,” according to a series of reports issued by the ADL since it began recording data on antisemitic incidents.

The ADL recorded 9,354 antisemitic incidents in 2024 — an average of 25.6 a day — across the US, providing statistical proof of what has been described as an atmosphere of hate not experienced in the nearly fifty years since the organization began tracking such data in 1979. Incidents of harassment, vandalism, and assault all increased by double digits, and for the first time ever a majority of outrages — 58 percent — were related to the existence of Israel as the world’s only Jewish state.

The Algemeiner parsed the ADL’s data, finding dramatic rises in incidents on college campuses, which saw the largest growth in 2024. The 1,694 incidents tallied by the ADL amounted to an 84 percent increase over the previous year. Additionally, antisemites were emboldened to commit more offenses in public in 2024 than they did in 2023, perpetrating 19 percent more attacks on Jewish people, pro-Israel demonstrators, and businesses perceived as being Jewish-owned or affiliated with Jews.

The FBI disclosed similar numbers, showing that even as hate crimes across the US decreased overall, those perpetrated against Jews increased by 5.8 percent in 2024 to 1,938, the largest total recorded in over 30 years of the FBI’s counting them. Jewish American groups have noted that this rise in antisemitic hate crimes, which included 178 assaults, is being experienced by a demographic group which constitutes just 2 percent of the US population.

“This latest deplorable crime against a Jewish institution reminds us that the same hatred that motivated the KKK to attack Beth Israel in 1967 is alive today,” the Florida Holocaust Museum said in a statement shared with The Algemeiner on Monday. “Antisemitism are still trying to intimidate Jews, drive them out of public life, and make houses of worship targets of violence instead of place of safety and community.”

It added, “With your help we can resist this evil. The more society understands about the nature of antisemitism, including the Holocaust, the better prepared it will be to identify and reject anti-Jewish bigotry. May Beth Israel’s Holocaust Torah, which survived the fire, inspire us all to stand up for each other and create a more just and accepting world.”

Follow Dion J. Pierre @DionJPierre.

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