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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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Israel gives in to the politics of debasement

A small episode this week crystallized the broader pathology of Israeli Prime Minister Benjamin Netayahu more clearly than any grand speech or ideological argument ever could: the Knesset vote for state comptroller, one of the most sensitive institutional positions in Israeli public life.

In Israel, the 120 members of the Knesset elect the comptroller by secret ballot. The office audits government ministries, investigates failures of governance, oversees public integrity, and possesses enormous influence over public accountability. In the aftermath of the Hamas attack of Oct. 7, 2023, and the Gaza war, the role carries even greater significance. The comptroller may shape future investigations into catastrophic national failures and wartime decision-making.

This week — in a move straight out of United States President Donald Trump’s playbook — Netanyahu nominated his longtime personal lawyer, Michael Rabello, for the role.

Historically, the comptroller’s office has been occupied by senior judges, jurists, or respected public servants with reputations for independence. Figures such as Miriam Ben-Porat, Eliezer Goldberg, and Micha Lindenstrauss embodied a certain ethos: they were stern institutional guardians standing somewhat above partisan warfare.

The idea of placing the prime minister’s own attorney into the country’s central oversight institution struck many Israelis as grotesquely inappropriate.

Yet the truly astonishing part came during the voting itself, in which the opposition candidate was a former justice on the Supreme Court — an institution Netanyahu’s coalition has long vilified. The first round reportedly revealed substantial defections among Netanyahu’s coalition. His preferred candidate fell short. Panic spread.

Suddenly, allegations and reports emerged that coalition lawmakers were being encouraged to photograph or film their ballots in order to prove their loyalty. There was a pause in the proceedings as the Knesset speaker, Likud’s Amir Ohana, received legal advice to not allow phones in the voting area. He restarted the vote anyway. Israeli media filled with coalition lawmakers posting images of themselves voting the right way. The images and reports were the excruciating stuff of banana republics.

I cannot recall ever seeing a similar scene in a functioning democracy. Rabello was elected.

Secret ballots exist precisely because democracies understand that free voting collapses when superiors can verify obedience. The entire purpose of ballot secrecy is to protect individuals from coercion, intimidation, retaliation and patronage systems.

Modern democracies adopted secret ballots in the nineteenth century to break the power of bosses, landlords, oligarchs, and political machines that demanded proof of loyalty.

The blatant violation of these norms by Netanyahu’s coalition helps explain why so many Israelis react to him not merely with opposition, but with exhaustion, fury, and moral revulsion.

It’s not just the corruption trials, the permanent manipulation, the serial falsehoods, the failed strategic assumptions about Hamas, the relentless cultivation of tribal resentment, the attacks on state institutions, the politics of personal loyalty and the transformation of every disagreement into an existential struggle between patriots and traitors. It’s the cumulative exhaustion of watching every institutional norm eventually be subordinated to the most vulgar politics imaginable.

The episode revealed something larger than one parliamentary scandal: the culture Netanyahu has spent years cultivating. It is a system organized increasingly around personal allegiance rather than institutional responsibility. A political environment in which independent judgment becomes suspicious, dissent becomes betrayal, and every institution gradually bends toward one man’s political ambition.

So we have here a prime minister under criminal indictment pushing his own lawyer into a top civil service oversight role.

Opposition leaders Naftali Bennett and Yair Lapid plan to appeal Rabello’s election to the Supreme Court, calling the vote “tainted.” Even that might not work. Several government ministers, including the justice minister, have suggested in recent months that they no longer consider court decisions binding.

And that is what outsiders often miss about Netanyahu fatigue in Israel. The anger does not emerge from one scandal, one trial, one war, or one speech. It comes from the constant sense of humiliation. This week, inside Knesset voting booths that were meant to be hidden from view, Israelis saw the whole story compressed into a single degrading scene.

The post Israel gives in to the politics of debasement appeared first on The Forward.

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My irrational, possibly problematic obsession with an $85 yarmulke

Growing up, we had a rule of thumb about yarmulkes: the closer yours was to your forehead, the more strictly religious you were. The frum bochurim placed theirs practically on their noses; the boys from Conservative families bobby-pinned their kippahs on the back of their heads, like climbers gripping a rockface. The cool kids, of course, stuffed theirs in their pockets.

The Jewish skullcap, in other words, was a signifier of much more than the religious precept it embodied. Over the years not only a yarmulke’s positioning but also its style, size and material have come to place its wearer somewhere on a continuum of Jewish identity. Trends in yarmulke wearing, then, may tell us a story about where Judaism is — forgive me — headed.

So what kind of Jew wears an $85 yarmulke, and what kind of Judaism demands it? These questions gnawed at me when I first learned about Rubenstein Paris, a new kippah couturier whose ads found me on Instagram. Available in a range of expensive-looking solid colors (copper, cream, sapphire) and fabrics (velvet, corduroy, even horsehair), these kippahs are here to replace your tattered souvenirs.

“Everybody’s just walking around with their kippot from — I don’t know, Mendel and Rachel’s wedding, 2019,” Jonathan Hirsch, Rubenstein’s German-Israeli founder, told me recently. “I was like, ‘It’s such a sacred item, you know? Why isn’t there any beautiful kippah, that you can really acknowledge for what it is?’”

Hirsch and me on Zoom. Photo by Louis Keene

He’s onto something. Even as an image-conscious, Shabbat-observant millennial, I had largely neglected the yarmulke; when I wanted to look sharp, I ditched it. I was not completely out on Jew-caps, to be sure — like every other frat boy who thought Mac Miller was Moses, I went through a vintage snapback phase in college. But when I’ve had to clip up, I’ve made do with whatever I had lying around — usually something suede, dark, and folded more times than an origami fortune teller.

Hirsch offered to send a freebie, but at $85, accepting it felt compromising. The loaner we agreed to instead came in a branded drawstring bag, which was accompanied by a sleek black storage box. Though I’d secretly hoped for the horsehair model, the kippah Hirsch sent was more utilitarian: a ribbed velvet, golden brown, with the rise and structural integrity of one of those dome-houses you see in Architectural Digest. Velvet piping twisted around its circumference; its cloth inner lining depicted a globe and a shofar.

I put it on.

Skullcap semiotics

Attention to detail. Photo by Louis Keene

The story of the kippah begins in the Talmud, when 3rd-century sage Rav Huna proclaimed that he never walked more than four cubits without his head covered to symbolize that the divine presence was always above him. After rabbinic law codified the practice in the 1500s, the kippah evolved into a marker of Jewish cultural mores.

For example, 20 years ago, most Modern Orthodox boys wore black suede kippahs, but today, as people debate whether Modern Orthodoxy is dead, suede is disappearing, replaced by black velvet, the standard among Haredi Jews, and the kippah sruga — the crocheted yarmulke associated with the Israeli Religious Zionist movement. Pluralism out, orthodoxy in.

But it’s also a fraught moment to be displaying any marker of Jewish identity. Wearing a kippah in public makes you subject to a certain type of attention these days: the glare of being Jewish at a time when the Jewish state is embroiled in enormously unpopular and destructive wars. Hirsch, who is 29 and lives in Berlin, knows this firsthand — these days he doesn’t feel safe wearing a kippah in public.

And yet I suspect that growing Jewish isolation also puts the lie to our assimilation fantasies; it makes us more likely to wear the things that attach us to each other. Indeed, there is a renaissance in Judaica today driven by new designers and younger consumers finding joy in their heritage. The name Rubenstein is a play on Hirsch’s middle name, Reuven. But he also just thought it sounded cool.

All about the Benyamins

First ironically, then with some resignation, I found that the Rubenstein was the only kippah I wanted to wear — my fancy kippah became my everyday kippah. Putting it on was a daily treat — I was humored by the upgrade. I began picturing how gloomy and shallow life would be without it. I debated the unthinkable — ponying up to keep the loaner.

I was still conflicted about the idea of the object, which felt like a metaphor for the sticker-shock that accompanies Jewish life, especially Orthodox life, in the U.S. today. There’s the skyrocketing cost of real estate in Jewish neighborhoods, the eyewatering day school tuition, even the price of kosher meat and grape juice. Was it an $85 kippah, or a yeshiva-league Sorting Hat?

I put the questions to Hirsch. There are very few ritual objects, he pointed out, from the kiddush cup to candlesticks to one’s tallit, that we pride ourselves on buying cheap. Why should kippot be the exception? “You’re giving your humility a bigger meaning,” he said, “by the fact that you’re wearing this on your head.”

It was true — I felt more humble than ever before, and expected others to acknowledge my commitment and my sophistication. I can see you are a man of taste, they would say, presumably lowering a monocle. (I would nod, then dip my double-dark chocolate Milano cookie into a steaming teacup.)

It was true my designer yarmulke was not the conversation starter I’d anticipated. Only one person complimented me on it unprompted — that singular infallible judge of quality, my mother. Everyone else, I’m certain, was stealing covetous glances. But they didn’t need to praise, ask about, or even notice my beloved yarmulke, which I’m sure I’ll return soon. The premium fabrics, the shofar in the lining and the devotion it all symbolized were between me and Hashem.

The post My irrational, possibly problematic obsession with an $85 yarmulke appeared first on The Forward.

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How Iran is outsourcing terror plots against Jews

The prosecution of an Iraqi national in connection with thwarted alleged terror plots in the U.S. and Europe has put the behind-the-scenes role of Iran in the spotlight — part of what security experts say is a growing and hard-to-trace threat.

Mohammad Baqer Saad Dawood Al-Saadi, a 32-year-old Iraqi national accused of ties to an Iran-backed militia, pleaded not guilty in Manhattan federal court this week to charges linking him to a series of attacks and alleged terror plots targeting American interests and Jewish communities in Europe and the United States.

Prosecutors allege Al-Saadi was connected to attacks, including the stabbing of two Jewish men in London’s heavily Jewish Golders Green neighborhood and an arson attack on a synagogue in North Macedonia. They also accuse him of attempting to recruit individuals online to firebomb synagogues in New York, Los Angeles and Scottsdale, Arizona.

He also reportedly planned to attack Ivanka Trump, who is both the president’s daughter and an Orthodox Jew — making her a “double target,” in the words of Oren Segal, vice president at the Center on Extremism at the Anti-Defamation League.

Iranian attacks on Jewish and Israeli institutions abroad are not new. Since the 1979 Islamic Revolution, Iran and its proxies have targeted diplomats, Jews, Israelis, political dissidents and others perceived as aligned with the West.

Matthew Levitt, director of the Counterterrorism and Intelligence Program at the Washington Institute for Near East Policy, maintains a detailed database of such attacks. He told the Forward that since the current war began, such plots have significantly increased.

The Al-Saadi case is a prime example of what Levitt calls Iran’s “gig economy” model of terrorism. Rather than dispatching trained operatives directly from Iran, Iranian-linked actors and proxy groups are recruiting individuals online who live in the country they wish to target. Some are not even aware they are attacking on behalf of Iran or its proxies.

In court filings, prosecutors allege that Al-Saadi, who prosecutors link to the terror organization Kata’ib Hezbollah and Iran’s Islamic Revolutionary Guard Corps, sent maps and photographs of a prominent Manhattan synagogue and other Jewish institutions to an undercover agent he was attempting to recruit to firebomb them. He allegedly offered the agent $10,000 in cryptocurrency in exchange for carrying out the plot, and discussed whether the recruit should “set the place on fire” or use an improvised explosive device.

Iranian-linked operatives, who are either part of Iran’s security apparatus or within its network of terror proxies, reach out to potential recruits on encrypted platforms like Telegram.

According to Levitt, the operatives are ordered by “very senior” elements of the Iranian regime to find recruits. “It stretches the limits of credulity to think that plots like this in the United States could be done without very senior top-down instruction,” Levitt said. “These are not rogue actors.”

Those they manage to recruit online are often financially motivated, agreeing to carry out attacks like vandalism, surveillance, or assaults in exchange for cryptocurrency payments. Others appear driven by ideology or online radicalization. Over the years, Iran’s recruits have included teenagers as young as 13.

“These are inexpensive plots,” said Levitt. “It requires just a few people to sit at a computer and try to recruit people and direct people.”

For Iran, this method is particularly strategic amid wartime. “Iran can’t go toe to toe with the U.S. or Israeli militaries, but it can engage in these asymmetric plots to show that they can still reach out and touch us to increase the cost of continuing to prosecute the war and to make people feel afraid,” said Levitt.

By relying on online recruits and loosely connected operatives, Levitt says Iranian-linked actors can obscure their involvement and maintain reasonable deniability. The calculation, he explained, is that authorities will be satisfied with arresting and prosecuting the individual carrying out the attack, rather than blaming Iran. This allows Iran to limit the risk of direct military escalation with the United States while continuing to conduct operations against it.

The Online Battlefield 

According to Segal, Iranian influence increasingly permeates online.

“The threat to Jewish communities right now is multidimensional — Iranian-linked plots, cyberattacks, online propaganda,” he said. “They’re all converging at once, making it one of the more complex threat environments for the Jewish community in a long time.”

For years, Iranian state media outlets such as Press TV have targeted Western audiences with antisemitic content, including Holocaust denial, claims that Zionists control world events and other extremist narratives. A 2023 report by the ADL and the Center for Countering Digital Hate found that Press TV receives roughly one million monthly visits, with more than half of its traffic coming from Western countries.

Segal said Iranian-linked propaganda networks also increasingly operate in online spaces that overlap with broader activist communities. One such example is Resistance News Network, a Telegram channel with over 150,000 subscribers frequented by members of pro-Palestinian activist groups like Students for Justice in Palestine. The channel is filled with official Hamas, Hezbollah, and Houthi propaganda that is then reshared by American activists on mainstream social media accounts.

“What that does is enable the exchange of ideas, of propaganda, and of narrative that we then see show up at actual events on the ground,” he said.

Segal argues that exposure to such propaganda can make recruitment efforts easier.

“Our concerns are not only from somebody who may have been placed here or somewhere in Europe,” said Segal, “but from individuals who are animated by the propaganda they ingest every single day.”

Levitt agreed, stating that rising antisemitic and anti-Israel sentiment since the outbreak of the Gaza war has created a larger pool of individuals who may view attacks on Jewish or Zionist targets as justified.

“A lot of people are going to be much more willing to do something … especially if it’s not actually killing someone, but fire bombing something and/or targeting property that has symbolic value,” he said.

But the threat is not limited to physical violence.

Since the war began, Segal said Iranian-linked cyberattacks have “gone into overdrive.”

He says Jewish organizations and media outlets have faced hacking attempts on their websites, while Jewish individuals have had their identities stolen, with personal information being exposed online in mass doxxing campaigns.

Many such attacks are conducted by Iranian hacking collectives. One of the most notorious among them is Iranian hacker group Handala Hackers, which has conducted several attacks against Jews, Israelis and Americans. The FBI reported that in March, the group claimed to have stolen 851 gigabytes of confidential data from Sanzer Hasidic Jewish community members, which the hackers described as “documents of financial cooperation, witchcraft ceremonies, and secret correspondences with Netanyahu …” They added, “We warn the leaders and members of the Sanzer Hasidic community: No place is safe for you. Betrayal of the oppressed leads to nothing but disgrace and shame. Expect more documents to be revealed.”

Despite the growing number of plots, experts say the relative lack of successful attacks inside the United States reflects the effectiveness of American counterterrorism efforts.

Still, Jewish communities across the United States are investing heavily in security upgrades. Asher Lopatin, director of community relations at the Jewish Federation of Greater Ann Arbor, said synagogues in Michigan have increased security following a March attack on Temple Israel in West Bloomfield by a Hezbollah-linked man. Communities are installing bollards, expanding surveillance systems, and hiring additional guards.

“People are definitely doubling up on security,” Lopatin said. “Everyone is traumatized.”

Levitt says that even after the war concludes, he does not expect the plots targeting American interests and Jews to cease.

“I do not think that when the war ends, these necessarily stop,” Levitt said. “The pace may change, but Iran has a distinct interest in exacting revenge for all the damage that was done to it.”

The post How Iran is outsourcing terror plots against Jews appeared first on The Forward.

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