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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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Trump may be making a classic error in seeking peace with Iran
An assumption has shaped Western thinking about Iran for decades: that the Islamic Republic has similar goals to those of the West, and can therefore be incentivized to integrate into a more stable regional order.
Vice President JD Vance gave that assumption its latest expression when he said a potential new peace agreement between Iran and the United States could “fundamentally transform the Middle East for the next 50 years” — if Iran complies with the deal.
Perhaps he’s right, and Iran is in fact committed, this time, to never again pursuing the creation of nuclear weapons. But the Islamic Republic’s own rhetoric provides serious reasons for skepticism on that front.
Since 1979, the regime has presented itself as the standard-bearer of a revolutionary project. It is not merely a government. It is the self-appointed guardian of a worldview.
That worldview is often expressed through the concept of muqawama, which translates roughly to “resistance.” The term refers to far more than military opposition. It describes a political, religious and civilizational struggle against what the regime views as Western domination, American influence, Israeli sovereignty, and the regional order that emerged during the 20th century.
Ideologies shape behavior. A regime organized around economic growth behaves one way. A regime organized around the concept of revolutionary struggle behaves differently.
Western powers too often forget this truth when it comes to Iran, assuming that its leaders seek prosperity, stability, security and international acceptance. We assume that economic incentives and diplomatic agreements will eventually outweigh ideological commitments.
It is important to distinguish here between the regime and the people it governs. Iran is home to an ancient civilization, a sophisticated culture, and millions of citizens whose aspirations often appear very different from those of their rulers. For nearly half a century, many Iranians have lived under a system they neither created nor freely chose. Waves of protests and dissent have repeatedly suggested that large numbers of Iranians seek a different future — one characterized less by revolutionary struggle and more by ordinary human aspirations like freedom, dignity and connection to the wider world.
Viewed through the lens of muqawama, Iran’s nuclear program, ballistic missile program, proxy armies and regional interventions cease to look like products of separate policies. They become parts of a coherent strategy, manifestations of the same underlying vision: the transformation of the existing regional order.
The obvious question, then, is whether that vision has changed. And if it hasn’t, what does Iranian compliance with this new deal actually mean?
After all, one can honor the terms of an agreement while remaining fully committed to objectives that lie beyond the agreement’s reach. Iran has done so plenty of times in the recent past.
In 2018, Israeli intelligence agents removed a vast archive of nuclear documents from a secret warehouse near Tehran. The archive contained detailed records of weapons-related research and planning, suggesting that the regime viewed this knowledge as valuable, worth preserving and potentially applicable in the future.
Over the years, inspectors evaluating Iran’s nuclear capabilities have repeatedly encountered inconsistencies between Iran’s declarations about its efforts and the evidence before them. Each episode, by itself, may be explainable. Taken together, they paint a picture of a regime that has consistently viewed transparency as something to be managed rather than embraced.
Fordow, the infamous nuclear enrichment facility buried beneath a mountain, was designed by people expecting confrontation. Facilities intended to withstand intensive military attacks — as Fordow has — reveal something about the assumptions of those who build them.
Western policymakers often view negotiations as a path toward resolution. Iran tends, in contrast, to treat them as a strategic opportunity. Every round of talks creates opportunities to reposition and advance. Every agreement creates new debates about interpretation and enforcement that the regime can turn to its advantage.
It may be less useful to think in terms of bad faith than in terms of incentives. The issue is understanding the ambitions of the regime as it understands them. And there are reasons to doubt whether U.S. negotiators hammering out the details of this agreement understand those ambitions correctly.
This raises grave concerns for Israel, which is not a party to the new ceasefire. The nuclear issue is primary, but the ballistic missile program and satellite armies of Hamas, Hezbollah and the Houthis are all pressing problems for the Jewish state. A deal that fails to engage with all parts of that picture will leave Israel in danger.
The United States can afford strategic patience. It sits behind two oceans, far from Iran. Israel cannot. A nation smaller than New Jersey has little margin for catastrophic error. If American assumptions prove mistaken, American policy can be revised. If Israeli assumptions prove mistaken, the consequences are potentially fatal.
This is why many Israelis have expressed outrage at this ceasefire. They’re wondering: If the ideology remains intact; if the missile programs remain intact; if Hezbollah remains intact; if the regime’s revolutionary ambitions remain intact, what exactly has been resolved?
Near-term tension reduction has repeatedly served as a substitute for resolving the underlying threat from Iran’s radical regime. Sanctions relief following the 2015 nuclear deal brokered by then-President Barack Obama eased pressure on the regime while leaving its governing vision untouched. The underlying problem remained.
Muqawama is not merely resistance to particular policies. It is resistance as an organizing principle. Any agreement that ignores that reality risks confusing tactical restraint with strategic change.
The post Trump may be making a classic error in seeking peace with Iran appeared first on The Forward.
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Trump-backed Oklahoma congressional candidate supports Israel — and says the Antichrist will be Jewish
(JTA) — A pro-Israel pastor who inveighs against “sharia law” and wants Jews to accept Jesus is the favored candidate in a crowded congressional primary in Oklahoma on Tuesday.
Jackson Lahmeyer, the founder of Pastors for Trump and a political activist from the Tulsa area, secured the president’s endorsement ahead of Tuesday’s primary for the state’s solidly Republican 1st District House seat. Other big GOP endorsements soon followed, including House Speaker Mike Johnson and House Majority Leader Steve Scalise, helping to pull Lahmeyer away from the other nine candidates vying for the nomination.
Much of Lahmeyer’s national profile has been defined by his regular invocations of “sharia law,” traditional Muslim doctrine often used as a right-wing shock tactic. One of his campaign platforms is “Ensuring That Sharia Law Never Takes Root In Our Nation.”
On Sunday, Lahmeyer also responded to allegations published by the Daily Mail that he had cheated on his wife, writing in a post on X that “this matter was already dealt with privately between me and my wife, Kendra, through counsel and prayer with God and spiritual advisors.”
Oklahoma’s 1st Congressional District is home to a thriving Jewish community — one that has recently urged Jews from Canada to take up residence — as well as multiple large Jewish organizations including Schusterman Family Philanthropies.
Multiple representatives of the Jewish Federation of Tulsa declined to comment on Lahmeyer’s candidacy. But it’s clear that if elected, he will bring to Congress some specific ideas about Jews.
“The Antichrist will be a political leader of Jewish descent,” he told a livestream of his church on Oct. 8, 2024, a day after the one-year anniversary of Hamas’ attack on Israel. “That is how the Jews will worship him.”
During his sermon, Lahmeyer based the claim on his reading of biblical prophecy, arguing that the Antichrist will “speak great blasphemy” and will “have no regard for the gods of his fathers.”
Lahmeyer’s preaching about the Jewish Antichrist has also sparked concern among some Jewish voters.
“Jackson, I am appalled at this post. I’m Jewish. I supported you[r] run for office at every turn. I have children and grandchildren. Antisemitism is at an all time high. I’m scared for them. This is abhorrent,” one X user wrote in response to a February 2023 post on X by Lahmeyer claiming the Antichrist will be “Jewish” and a “homosexual.”
Lahmeyer pushed back on the response, replying to the user that “This is not anti-Semitic AT ALL. The Christ is Jewish. Scripture indicates that the Antichrist will also be Jewish.”
Despite those apocalyptic beliefs, Lahmeyer has repeatedly framed support for Israel as a key tenet of his faith, reflecting a Christian Zionist worldview that sees Jewish return to Israel as a fulfillment of biblical prophecy.
“I stand with the Jewish people because God almighty stands with the Jewish people,” Lahmeyer said in an Oct. 9, 2025 post dismissing claims he had been paid by the Israeli government to post pro-Israel content. “So those of you who are out there saying I’m getting $7,000 a post, I wish that were true, but you’re an idiot and you’re wrong.”
Matthew Taylor, a scholar at the Institute for Islamic, Christian, & Jewish Studies, told the Jewish Telegraphic Agency that Lahmeyer’s statements about Jews and Israel reflect a typical strain of Christian Zionism.
“He’s pro-Israel in this very particular sense of he has a strong attachment to a theological conception of Israel,” Taylor said. “When it comes to questions about the Antichrist and whether the Antichrist is Jewish or not, that’s all pretty standard speculation within modern evangelicalism.”
Those views, once largely confined to Lahmeyer’s reach as a storefront pastor, have followed him into a larger political arena as he has transformed from a fringe activist into a political contender with presidential backing.
“It is my Great Honor to endorse MAGA Warrior, Jackson Lahmeyer, who is running to represent the fantastic people of Oklahoma’s 1st Congressional District, and has been with me from the very beginning of our Movement to, MAKE AMERICA GREAT AGAIN!,” Trump wrote in a post on Truth Social Monday reaffirming his endorsement of Lahmeyer.
Trump praised Lahmeyer’s role in founding “Pastors for Trump,” which he launched in 2022 to organize evangelical pastors around getting Trump reelected. The same year, Lahmeyer lost his Republican primary bid to unseat Oklahoma Sen. James Lankford, whom he called a “coward” for not backing Trump’s attempts to overturn the 2020 presidential election.
Lahmeyer, who did not return a Jewish Telegraphic Agency request for an interview, is a member of the White House Faith Office and Trump’s National Faith Advisory Board.
He has been cultivating relationships with the Trumps for years. In addition to backing the president’s election claims, Lahmeyer has hosted the president’s sons, Eric and Donald Jr., as well as FBI Director Kash Patel at his church and on podcast episodes.
Lahmeyer’s rise coincides with a growing movement of conservative Christians and right-wing influencers who have been increasingly critical of Israel and the U.S.-Israel alliance.
During an event marking the second anniversary of Oct. 7 titled “The Case for Israel,” Lahmeyer addressed the growing prominence of anti-Israel figures on the Christian right, including Tucker Carlson and Candace Owens.
“Both Candace Owens and Tucker Carlson, they’re Roman Catholics, so to them the church has replaced the Jewish people, the state of Israel, and that is why they can make these claims,” Lahmeyer said.
But Lahmeyer has stopped short of condemning Carlson’s rhetoric, despite criticism from Trump and evangelical members of his administration including U.S. Ambassador to Israel Mike Huckabee.
“Some very influential leaders, all of whom I like — Tucker Carlson, Candace Owens, Marjorie Taylor Greene — have taken a very controversial stance in regards to the nation of Israel,” Lahmeyer told NPR in November.
Taylor said the fallout over Israel within the MAGA coalition between Christian antisemites, such as Carlson and Owens, and Christian philosemites, such as Huckabee, placed Lahmeyer in a precarious position as he seeks office.
White evangelicals show widespread support for Israel, with 72% reporting a positive opinion of the Jewish state according to an April 2025 poll by the Pew Research Center, but among Republicans under 50, positive sentiments about Israel have dropped in recent years, falling from 63% reporting a positive view in 2022 to 48% in 2025.
“A lot of young evangelicals are moving away from Zionism, and becoming less sympathetic with the state of Israel, both theologically and just in terms of world events, and the war in Gaza,” Taylor said. “So I think it’s a very complicated place that he’s in, trying to kind of run as a politician in this moment where MAGA is fracturing over some of the things he could be very publicly identified with.”
This article originally appeared on JTA.org.
The post Trump-backed Oklahoma congressional candidate supports Israel — and says the Antichrist will be Jewish appeared first on The Forward.
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UK appeals court upholds ban on Palestine Action as a terrorist organization
(JTA) — A British appeals court ruled Monday that the government acted lawfully in banning a prominent pro-Palestinian group as a terrorist organization.
Jewish groups welcomed the decision to maintain the ban on Palestine Action, which has staged multiple destructive attacks on military installations and weapons manufacturers in Britain.
The government banned Palestine Action in July 2025 after some of its members broke into an air force base and damaged two military aircraft as part of a protest against the U.K.’s relationship to Israel during the war in Gaza. The ruling meant that anyone displaying support for the group has been subject to arrest and imprisonment.
The British High Court declared the ban unlawful in February, concluding that the ban interfered with Palestine Action members’ rights to speech and assembly. Now, a five-judge U.K. Court of Appeal panel has ruled that the group’s activities met the legal standards for terrorism and the government’s decision to ban the group was justified and proportionate.
Sue Carr, England’s chief justice, said in a statement broadcast from the court that while many Palestine Action activities and affiliates were non-violent, the group’s materials and impact showed that violence was integral to its activities.
“It is not, as it claims, a direct action civil disobedience protest group like the suffragettes operating transparently in the open,” Carr said. “It is a covert organization operating with secret cells to avoid the detection and prosecution of those using violence to destroy the property of third parties.”
British Jewish groups applauded the decision. “The Court’s decision confirms the seriousness of Palestine Action’s activities,” Board of Deputies of British Jews Acting President Adrian Cohen said in an email to the Jewish Telegraphic Agency.
Cohen noted that Palestine Action’s targets have included Jewish communal institutions and Jewish-owned businesses. He added, “At a time of record levels of antisemitism, division, and communal tensions, all those in public life should be clear: no cause justifies criminality, violence or the glorification of those who carry it out.”
The ruling comes days after four Palestine Action-affiliated activists were sentenced to lengthy prison terms in connection with an August 2024 break-in at the headquarters of Elbit Systems UK, the British outpost of an Israeli weapons company. The activists had previously been acquitted on some charges but were prosecuted again on others and convicted, including one on charges of striking a police officer with a sledgehammer..
More than 100 people were arrested on Friday after Palestine Action’s supporters rallied outside the sentencing. They joined more than 3,000 people who British media report have been arrested for showing support for Palestine Action since its ban. Other supporters include the writer Sally Rooney, who last year pledged proceeds from the BBC productions of her books to the group despite potential legal penalties.
The group is vowing to appeal its ban yet again. “We will not stop fighting for the ban to be lifted, the end of the use of terror legislation against us, and crucially, for a free Palestine,” co-founder Huda Ammori posted on X on Monday. “I will appeal to the Supreme Court and take it up to the European Court of Human Rights, if needs be.”
The ruling comes as Prime Minister Keir Starmer seeks new powers to ban state-backed groups, such as the Iranian Revolutionary Guard Corps, as terrorist organizations. (British law currently reserves such bans for non-state actors.) The Campaign Against Antisemitism, a British advocacy group, said the ruling about Palestine Action “underscores the Home Secretary’s power to proscribe terrorist networks” and called for the IRGC and other groups to be banned.
This article originally appeared on JTA.org.
The post UK appeals court upholds ban on Palestine Action as a terrorist organization appeared first on The Forward.

