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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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Oct. 7 spurred this secular private school in Manhattan to start holding an annual Shabbat gathering
(New York Jewish Week) — A new Jewish tradition has taken hold at a private, non-Jewish school in Manhattan.
On a recent Friday, about 240 students, parents and educators from the Town School, located on the Upper East Side, stayed late to eat matzah ball soup, recite blessings over challah and candles, and sing Hebrew songs.
It was the third time in as many years that the school had held a Shabbat celebration, and more than half of the students and parents in attendance weren’t Jewish.
“I think there is a real enthusiasm and excitement for families who are not Jewish to come into their first Shabbat or learn more about it again,” said Pierangelo Rossi, the Town School’s director of equity and community action.
Originally from Peru, Rossi is not Jewish. His first Shabbat experience ever was at the Town School in 2024, after Jewish parents organized a gathering in the wake of the Oct. 7, 2023, attack on Israel.
For years, the school had special “affinity groups” and spaces for students and parents of color, for “white anti-racist” students, and for queer students and their allies. The attack, and the surge of antisemitism that followed, spurred Jewish students and parents to work with the school to create their own.
While the Town School does not collect information about students’ religion, officials estimate that at least a quarter of the student body is Jewish.
“After Oct. 7, we knew — and it became clear to all of us — that our Jewish community was looking for that sense of affirmation in a way they hadn’t before,” said Head of School Doug Brophy.
Brophy, who has led the Town School since 2018, understood how they felt. He is also vice president of the Stephen Wise Free Synagogue on the Upper West Side.
Affinity groups have emerged as a hot-button issue in the debate over DEI, or diversity, equity and inclusion. While their proponents say the groups give minority and marginalized populations desperately needed spaces of their own, critics of DEI say the groups can reinforce divisions and inappropriately inject progressive ideologies into schools and other institutions.
Jewish “anti-woke” advocates have particularly criticized the affinity group framework for too often forcing Jewish students into a binary framework about race and privilege that does not recognize the complexity of Jewish identity.
At the same time, tensions amid the aftermath of Oct. 7 roiled some New York City private schools. The head of one elite private school stepped down last summer after members of the school community clashed over identity, antisemitism, Islamophobia and the Gaza war.
At the Town School, officials and parents say, those tensions have been absent. Instead, the entire school community has embraced the Shabbat celebrations alongside the other special events held to honor students’ traditions, such as a lion parade on the school’s block to mark Lunar New Year and a Persian New Year observance led by parents.
“Whether it’s coming from a vulnerability or a difference, it’s [about] wanting to be part of something bigger than yourself, and not just our Jewish families and colleagues feeling a sense of identity, but everyone else developing a greater sense of empathy,” Brophy said.
The Town School is not the only non-Jewish private school in the city to hold Shabbat celebrations in recent years: Riverdale Country Day School in the Bronx says 700 people attended its November 2024 gathering. But it has committed to annual gatherings, which are growing in attendance.
That first Shabbat in 2024 was led by Rabbi Bradley Solmsen from the Conservative Park Avenue Synagogue; in 2025, by Rabbi Rena Rifkin from Stephen Wise; and this year, by Ana Turkienicz, an educator from the Upper West Side’s Rodeph Sholom School and the Pelham Jewish Center.
“For me, it was really a very different context where you have non-Jews that are interested in learning about what is it that Jews do and are open,” Turkienicz said. “And it was beautiful.”
To create an educational plan that was still engaging for children of all ages, she narrowed the focus of the event to two words: “Shabbat” and “shalom,” meaning “Sabbath” and “peace.”
“I need to use vocabulary, and I need to work with the room only, with those with concepts that are universal,” Turkienicz added. “And there is a lot. There’s a lot in ‘Shabbat’ and ‘shalom’ that are universal.”
She taught the guests the songs “Bim Bam” and “Salaam” — the latter being the Arabic word for “shalom” — and recited the blessings over the candles and challah, and the younger children decorated placemats, while the older children hung out with their classmates.
14-year-old Daniel Rybak stuck around near the school after his last class of the day got out so he could attend the after-school Shabbat service for his second time.
Rybak, whose mother is Catholic and whose father is Jewish, has attended the Town School for nine years.
“Just talking about the greater world at this point, with all the troubles in the Levant, with Israel and Gaza, as well as just the general sense, I suppose, that things are getting a little more violent around the world — it’s just a nice thing that brings people back to that sense of, ‘Hey, we’re here, we’re family, we’re OK, we’re getting through this,’” Rybak said. “It just shows that even throughout all that that’s happened everywhere, there’s still pockets of community and of real hope.”
This year, the Shabbat gathering took on added meaning for some attendees as some of New York’s Jews feel increasingly alienated or afraid following the election of Zohran Mamdani, a longtime and staunch critic of Israel, to the mayor’s office.
“The whole time I was thinking: 20 blocks north from here, there is a new mayor that we don’t know what [he’s] going to be for the Jewish community in New York,” Turkienicz said. “Twenty blocks south of his mansion, we have a private, non-Jewish school doing a Kabbalat Shabbat.”
Katy Williamson, a Jewish parent who helped organize the last two Town School Shabbats and attended this year’s, said she was “really blown away by the sense of community” and surprised by how many people attended.
“I read the news. Obviously, we live in New York City. I’m very aware of what’s going on outside of this, just in the world right now,” she said. “There was just this really warm feeling. … So many people from the school community joined and wanted to be a part of it.”
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Trump’s antisemitism envoy rebukes European rabbi, drawing praise from Elon Musk
(JTA) — A disagreement over how to define the sources of rising antisemitism in Europe escalated into a public clash this week between two prominent Jewish leaders, with tech billionaire Elon Musk intervening to back the U.S. government’s antisemitism envoy over a prominent European rabbi.
The dispute centers on remarks made Wednesday at the World Economic Forum by Rabbi Pinchas Goldschmidt, the president of the Conference of European Rabbis, during a panel discussion on antisemitism, extremism and social cohesion.
Responding to a question about the surge of antisemitism in Germany and beyond, Goldschmidt said the Oct. 7 Hamas-led attack on Israel had triggered a dramatic global rise in antisemitic incidents, including what he described as organized and state-sponsored activity on university campuses and in public spaces.
Goldschmidt then linked broader political developments in Europe to immigration-related anxieties.
“I think the rise of the extreme right in many European countries is a response to the insecurity felt by the so-called old Europeans regarding the new immigrants who came from the Middle East,” he said.
He went on to argue that combating antisemitism and Islamophobia together was in the shared interest of Jewish and Muslim communities, pointing to past interfaith initiatives he said had helped promote social cohesion.
Rabbi Yehuda Kaploun, the U.S. special envoy to monitor and combat antisemitism, publicly criticized Goldschmidt’s remarks on X, calling them a misreading of the drivers of contemporary antisemitism in Europe. The intervention marked one of Kaploun’s first major public statements since his Senate confirmation in December.
“Blaming ‘old Europe’ for the present surge in antisemitism is disgraceful,” Kaploun wrote, arguing instead that mass migration has played a significant role in recent antisemitic violence and threats to Jewish safety.
“I am proud to serve in an administration that understands that mass migration is a huge driver of antisemitism,” Kaploun wrote. “It creates dramatic social changes and threatens the safety of all citizens. This administration, led by President Trump and Secretary Rubio, recognizes and confronts today’s challenges with clarity. Mass migration itself threatens the safety of Jews and all communities.”
Musk, the owner of X, amplified Kaploun’s critique by reposting his comments and replying, “Exactly. Thank you for speaking up,” a move that quickly broadened the dispute beyond Jewish communal circles.
Goldschmidt responded within hours, rejecting the characterization of his remarks and saying they had been taken out of context. He said he did not blame European culture for antisemitism and reiterated that he views antisemitism as stemming from multiple ideological sources, including the far right, the far left and radical Islamist violence.
“I never blamed ‘old Europe’ for the current rise in antisemitism,” Goldschmidt wrote, adding that his Davos comments were intended to explain political reactions to immigration, not to excuse antisemitic attacks.
The exchange highlights a growing divide among Jewish leaders over how to frame antisemitism amid polarized debates about immigration, integration and public safety — debates that have increasingly spilled into partisan politics in the United States.
Kaploun’s emphasis on migration echoes language used by Vice President JD Vance, who said in December that reducing immigration was “the single most significant thing” the United States could do to curb antisemitism, while dismissing claims of rising antisemitic sentiment within the Republican Party.
The dispute also reflects longstanding institutional tensions. Kaploun is affiliated with the Chabad-Lubavitch movement, which has grown into a dominant force in Jewish communal life in Russia and parts of Europe. Goldschmidt, a former chief rabbi of Moscow who left Russia after refusing to endorse the war in Ukraine, represents a European rabbinic establishment that has at times clashed with Chabad over authority and representation.
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Rabbi among dozens arrested in faith leaders’ anti-ICE protest in Minnesota
(JTA) — At least one local rabbi was arrested Friday in Minneapolis as hundreds of faith leaders from around the country gathered to protest Immigration and Customs Enforcement activity in the Twin Cities.
Rabbi Emma Kippley-Ogman, the Jewish and interfaith chaplain at Macalester College in St. Paul, was briefly detained by police alongside leaders of other faiths while staging a protest at the airport.
In photos and video from the protest just before the arrest, Kipley-Ogman can be seen delivering brief remarks while wearing a rainbow tallit and standing in a line at the airport’s arrivals gate with several other faith leaders who hold hands and pray. Kipley-Ogman did not immediately return a Jewish Telegraphic Agency request for comment.
Rabbi Aaron Weininger, who leads the Conservative Adath Jeshurun Congregation in Minnetonka, was also demonstrating at the airport and witnessed Kippley-Ogman’s arrest. He said the rabbi “was in the lineup of clergy being prepared to get arrested.”
“The goal was to disrupt operations because [the airport] is being used to deport folks, like three flights a day,” Weininger told JTA. He described the overall mood of the protest as “very peaceful.” In photos from the event, he is wearing a tallit and holding a sign reading “ICE Out of Minneapolis.”
He continued, “The clergy brought out the best of what faith does, which is lifting people up, building community and speaking up for justice. There was song, there was prayer, a lot of relationship-building. The crowd was calm but also very clear, calling to the end of the atrocities that ICE is committing.”
In an Instagram video from the airport, Rabbi Daniel Kirzane of the Reform KAM Isaiah Israel in Chicago, wearing a beanie from the Hebrew Union College-Jewish Institute of Religion, said he had come to the protest because “the Torah teaches us that society and government are meant to protect people, not to scare them and not to brutalize them.”
The three were among an estimated 100 rabbis and Jewish leaders on the ground for “ICE Out” events across the Twin Cities Friday, after local clergy issued a broader call for a show of strength to combat the region’s intensified ICE activity over the past few weeks. Many local Jewish institutions, including the federation, the JCC, Jewish day schools and Jewish social services groups, have condemned ICE’s presence.
While mainstream Jewish groups say they are not opposed to responsible immigration enforcement, a steady stream of distressing incidents in Minnesota — including including the shooting death of Renee Good by an ICE agent, the detention of a 5-year-old child, and agents reportedly forcing open the door of a U.S. citizen — have galvanized a faith-based response in starkly moral terms.
“What did we learn from the Holocaust? We have to act and we have to resist,” one visiting rabbi, Diane Tracht of Reform-affiliated Temple Israel near Gary, Indiana, told Religion News Service while patrolling a heavily Hispanic and Somali region looking for ICE activity. “If I’m not going to act and resist now, then I shouldn’t call myself a rabbi and I can’t be a proud Jew.”
Dozens of the rabbis on the ground Friday were activated through T’ruah, the Jewish social justice network. Also present were Rabbi Jonah Pesner, head of the Union for Reform Judaism’s religious action center; Avodah CEO Cheryl Cook; Bend the Arc CEO Jamie Beran; and members of Conservative Judaism’s social justice commission, among others.
“It’s all rooted in the biblical commandment that we were slaves in Egypt, and we’re to love the stranger,” Pesner told TC Jewfolk, a local Jewish news site. “The biblical text repeats that 36 different times in 36 different ways, and it really calls our clergy to action.”
The airport protest was just one of several anti-ICE events that local and national clergy staged in the Twin Cities area Friday, amid frigid temperatures that saw wind chill as low as 40-below. Temple Israel, a prominent Reform congregation in Minneapolis, also hosted an interfaith prayer service.
“Each and every one of our traditions believes in the dignity of every human being,” Temple Israel Senior Rabbi Marcia Zimmerman told the gathered crowd Friday morning, to applause.
After extolling the virtues of the region’s diversity, Zimmerman added, “When I began this work, and I was ordained in 1988, I said these words. But it wasn’t against the reality that we have today. Now we have to walk these words. We have to live these words. And it is, in my mind, the moment that history will define us. And guess what, history is on our side.”
Another local Jewish leader took a different protest tactic, urging a day of fasting on Friday.
“In Jewish tradition, when a community faces crisis, violence, injustice or moral collapse, we do not look away. The Talmud describes an ancient custom of instituting communal fast days,” Rabbi Tamar Magill-Grimm, senior rabbi at the Conservative Beth Jacob Congregation in Mendota Heights, said during an interfaith press conference earlier in the week. “Fasting is not about self-affliction. It is about clarity. It is about refusing to numb ourselves to suffering.”
Vice President JD Vance visited Minneapolis on Thursday, where he sought to defend the Trump administration’s immigration policies while also hoping to “turn down the temperature.”
Faith communities have emerged as a crucial dimension of the protests, with Attorney General Pam Bondi announcing Thursday the arrests of three anti-ICE protesters who had been involved in disrupting a church service over the weekend. A planned anti-ICE rally in New York City Friday afternoon was set to feature Rabbi Stephanie Kolin, of Congregation Beth Elohim in Brooklyn, as one of the speakers.
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