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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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A Yiddish favorite is among the top baby names in New York
Each year around this time, the Social Security Administration releases a list of the most popular baby names for the past year. This year, New York state’s list includes the Yiddish name Gitty, as well as five other traditional Ashkenazi names: Chana, Chaya, Rivka, Chaim and Moshe.
According to this interactive list in the Times Union, 43 of every million babies in the U.S. were given the name Gitty in the past six years.
The vast majority of these babies were apparently born in either Yiddish-speaking Hasidic families or in non-Yiddish speaking Haredi families (often referred to as “Yeshivish”) who maintain the tradition of giving their children Biblical and other traditional Jewish names, often after a deceased relative.
Although some people may be surprised to hear a Yiddish name like Gitty making the list, it lines up with the most recent statistics on language use. According to this study, in households with children aged 5 and under, Yiddish ranks as the third most common home language in New York (spoken by roughly 3% of young children), trailing only English and Spanish.
It also makes sense in light of the most recent demographic breakdown of Jewish families in the New York area. According to this 2023 UJA study, Orthodox families represent about 19% of Jewish households (approx. 430,000 individuals, including children) — a group that’s growing rapidly due to higher birth rates and younger average ages, with about two-thirds identifying as Haredi (ultra-Orthodox) and the rest as Modern Orthodox.
The name Gitty is a variant of the name Gitl, which means “good” in Yiddish. Why then are these babies called Gitty instead of Gitl? This is part of a trend that began years ago, when Haredi children’s names adopted a “y” at the end, apparently mimicking the old American tradition of ending children’s names with a “y” (think Tommy instead of Thomas). As a result, Rivka became Rivky; Moshe (or Moishe) became Moishy and Gitl became Gitty.
The post A Yiddish favorite is among the top baby names in New York appeared first on The Forward.
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Trump’s humiliation of Netanyahu marks a sea change in the US-Israel relationship
Israeli Prime Minister Benjamin Netanyahu’s carefully cultivated image as a master of geopolitics is on life support after reports that President Donald Trump on Monday cursed and mocked him in a phone call, calling him “f- – – ing crazy” and ordering him to stand down in Lebanon.
In response, Netanyahu’s opponents and even some of his former allies are accusing him of mortgaging Israel’s sovereignty and reducing the country to strategic dependence on Washington. They’re right. Trump is treating Netanyahu less like the leader of a sovereign ally and more like a subordinate expected to obey instructions.
As a result, Israel suddenly looks less like an independent regional power and more like an American client state.
A rupture long in the making
The roots of this humiliation stretch back months, to the beginning of the Iran war itself. In early March, Secretary of State Marco Rubio suggested that the United States entered the war because Israel was preparing to strike Iran and the White House feared that Tehran would retaliate against American forces afterward.
Ever since, American officials, including Trump himself, have disseminated the narrative of the war as a preventive intervention designed partly to manage the consequences of expected Israeli escalation. But as the war has dragged on, becoming exactly the kind of open-ended Middle Eastern entanglement Trump once promised to avoid, the public narrative has instead increasingly become that Netanyahu had talked Trump into a war that backfired, making Trump look foolish.
This week came the payback.
On Monday, Netanyahu publicly threatened major strikes on the Shiite neighborhoods of Beirut if Hezbollah attacks continued. Iran responded by suspending ceasefire talks, apparently gambling that Trump wanted an exit ramp badly enough to restrain Israel rather than risk a wider regional explosion. The gamble worked.
In the Monday call, Trump reportedly ordered Israel to cease fire immediately, demanding to know “what the f – – -” Netanyahu was doing, accusing Israel of causing escalation, and declaring — incorrectly — that he had “kept Netanyahu out of jail,” a reference to his efforts to persuade President Isaac Herzog to pardon Netanyahu in his ongoing corruption trial.
Intentional humiliation
American presidents have pressured Israeli leaders before. Prime Minister David Ben-Gurion withdrew from the Sinai peninsula in 1957 under heavy pressure from then-President Dwight Eisenhower after the Suez Crisis. Washington pressured Israel to stop military operations during the 1973 Yom Kippur War and again during the 1982 Lebanon War.
Yet previous confrontations unfolded differently. American presidents pressured Israeli leaders privately while preserving the appearance of mutual respect between allies. Even when Washington prevailed, both governments generally tried to avoid publicly humiliating each other.
This time the humiliation was part of the strategy — a change that bodes ill for Israel’s standing as an independent regional power.
Trump wants Tehran, Beirut, Riyadh, Doha, Cairo, and every other Middle Eastern capital to understand that he controls the pace of escalation, and that Netanyahu obeyed when ordered to stand down.
That public spectacle explains the intensity of the Israeli backlash.
“There has never been an Israeli prime minister who accepted such a humiliating demand,” former military chief and current prime ministerial candidate Gadi Eisenkot wrote on social media. Former prime ministers Naftali Bennett and Yair Lapid, whose coalition poses a major threat to Netanyahu’s control in upcoming elections, effectively slammed Netanyahu as allowing the U.S. to dictate Israeli military policy, with Bennett accusing Netanyahu of running “a government that has lost control of Israeli sovereignty.”
Even the conservative Jerusalem Post sounded the alarm. Israel had “found itself in the humiliating position of having to seek American approval to defend its own citizens,” the paper argued in an editorial. “The United States is now actively restraining Israel from taking decisive military action.”
Netanyahu’s image in tatters
For years, Netanyahu cultivated an image of himself as uniquely capable of managing Israel’s relationship with the U.S. while preserving Israeli strategic independence. His supporters portrayed him as a geopolitical virtuoso who understood American politics better than any rival and who could navigate complex power dynamics while defending Israeli interests.
Now that image lies in ruins.
Over the last decade, Netanyahu systematically alienated nearly every pillar of Israel’s traditional support structure aside from the American right.
He offended European governments through relentless settlement expansion, confrontations with the European Union, and contempt in response to liberal Western criticism. Europe remains Israel’s largest trading partner, yet Israel now faces the growing possibility of sanctions, diplomatic isolation, and even challenges to its associated nation status with the European Union.
Then came the rupture with the American Democrats.
In 2015, Netanyahu traveled to Washington to campaign openly against then-President Barack Obama’s nuclear agreement with Iran before a joint session of Congress. Strategically, that marked a turning point. Netanyahu transformed support for Israel from a matter of bipartisan American consensus into an increasingly polarized issue.
Afterward, he tied himself even more tightly to the Republican right, and especially Trump. He cultivated the impression that he exercised unusual influence over Trump himself, encouraging supporters to believe that he had effectively turned the White House into an extension of his own political operation.
That illusion has now collapsed spectacularly.
The final and perhaps most reckless step came when reports emerged that Netanyahu sought Trump’s intervention regarding his corruption trial. Even without confirming those reports’ accuracy, the perception that an Israeli prime minister already dependent on Washington for military and diplomatic backing was now personally dependent on an American president for political survival was devastating.
This week confirmed that dependence now defines the U.S.-Israel relationship. Netanyahu, the supposed master statesman, has maneuvered himself — and Israel — into a strategic cul-de-sac. Now the question is: Is there any way out?
The post Trump’s humiliation of Netanyahu marks a sea change in the US-Israel relationship appeared first on The Forward.
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NYU student draws hate crime charges for flying flag with swastikas, Star of David over campus building
(New York Jewish Week) — A New York University student is facing hate crime charges for allegedly raising a flag depicting a Star of David, two swastikas and the letters “NYU” over a university building during commencement last month.
Alexander Stepnowsky, 23, of Fairfield, Connecticut, was arrested Tuesday afternoon on the Lower East Side of Manhattan and charged with one count of hate crime burglary, two counts of aggravated harassment and one count of criminal trespassing in a hate crime, according to the New York City Police Department.
An NYU spokesperson said Stepnowsky would also face discipline from the university.
“The symbols that were represented are antisemitic and hateful to every person of conscience; this appalling act violated our sense of community and solidarity,” said the spokesperson, Wiley Norvell. “In addition to criminal proceedings, we will immediately pursue our disciplinary procedures, which carry the most severe consequences.”
The arrest comes as NYU has faced heightened scrutiny over antisemitism and anti-Israel rhetoric on its campus in recent years. In 2024, the school revised its hate speech policy to define slurs against “Zionists” as potentially in violation of its harassment code. During this year’s commencement, the school withheld the diploma of student who used his address to accuse Israel of genocide.
The flag depicting the swastikas flew briefly over the roof of New York University’s Steinhardt building, named for the major Jewish philanthropists Michael and Judy Steinhardt, during the school’s commencement on May 13.
Michael Steinhardt is a co-founder of Birthright, the organization that underwrites free trips to Israel for young Jewish adults.
Stepnowsky pleaded not guilty at his arraignment Wednesday and was released without bail, according to CBS News.
The office of Stepnowsky’s lawyer, Vickie Mwitanti, declined to comment.
The post NYU student draws hate crime charges for flying flag with swastikas, Star of David over campus building appeared first on The Forward.
