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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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Andorra’s tiny Jewish community reels after local carnival features mock execution of Israeli effigy
(JTA) — An annual festival in Andorra drew condemnation from the country’s small Jewish community after an effigy bearing the Israeli flag was staged in a mock trial and then hung and shot.
The incident was part of the traditional Catalan festival Carnestoltes, which occurs yearly before Lent, the 40-day period that precedes Easter. At Monday’s festival in Andorra, where a mock king is typically tried and burned, organizers instead used an effigy wearing blue with the Israeli flag painted on its face.
During the festivities, the Israeli effigy was symbolically tried, hung, shot and burned, according to social media posts and a report in the Israeli outlet YNet.
ABERRANTE muestra de antisemitismo en Andorra durante el carnaval. pic.twitter.com/GeIdF635wd
— Dani Lerer (@danilerer) February 16, 2026
The incident drew outcry from the microstate’s tiny Jewish community, which only just got its first full-time rabbi, a Chabad emissary, in the last two years.
“This is a ritual they perform every year as part of carnival, where they mock many things,” Jewish Andorra resident Esther Pujol told YNet. “This time they dressed the effigy in the colors of the Israeli flag, with a Star of David on its face. They put it on trial, sentenced it to death and carried out the sentence by shooting and burning it. It is completely unacceptable.”
Pujol told the outlet that it was the first time she had seen the festival include anti-Israel or antisemitic elements, and that she had contacted Andorran lawmakers to express her outrage. The mayor of Encamp, the city where the incident took place, and local politicians took part in the ceremony, according to YNet.
The European Jewish Congress also decried the display in a post on X, writing that the mock-execution was a “deeply disturbing act that risks normalizing antisemitism and incitement.”
“This incident requires unequivocal condemnation, full clarification of responsibilities and concrete measures to ensure that antisemitism is never tolerated in public celebrations or institutions in Andorra or anywhere in Europe,” the post continued.
Other Lent festivities have also been the site of antisemitism in recent years, with Belgian celebrations in 2019 featuring antisemitic caricatures and a Spanish parade in 2020 featuring a Holocaust-themed display.
The incident marks a rare instance of open turmoil for Jews in Andorra, which is nestled between France and Spain in the Pyrenees mountains. While France and Spain have seen widespread pro-Palestinian protests and antisemitic incidents in recent years, Andorra has largely avoided similar tensions.
In September, Andorra formally announced its recognition of Palestinian statehood alongside a host of other European nations during the United Nations General Assembly in New York City.
But local Jews have also sought to remain under the radar, considering that Andorra officially prohibits non-Catholic houses of worship. The Jewish community calls their gathering place a community center rather than a synagogue. In 2023, Andorra’s parliament elected a Jewish lawmaker for the first time.
The post Andorra’s tiny Jewish community reels after local carnival features mock execution of Israeli effigy appeared first on The Forward.
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British woman who removed an Israeli hostage poster from a memorial site is convicted of theft
(JTA) — A British woman who is married to a Jewish anti-Zionist activist has been convicted of theft in connection with a 2024 incident in which she removed an Israeli hostage poster and threw it in the trash.
Fiona Monro, 58, of Brighton, England, was found guilty of theft, but not convicted of criminal damage for charges stemming from a February 2024 incident in which she took a large laminated poster of Israeli hostage Tzachi Idan and disposed of it.
A relative of Idan who lives in a neighboring town, Howe, returned the poster to the memorial site after Monro threw it away. A week later, Monro also wrote the phrase “Pray for the 30,000 murdered Palestinians” on the memorial but was acquitted of charges related to the vandalism, according to Brighton and Hove News.
The incident came at a time when Israeli hostage posters were being vandalized frequently by activists across the globe who said they were protesting the war in Gaza. The war began when Hamas attacked Israel on Oct. 7, 2023, killing about 1,200 people and taking about 250 hostages. Idan was killed in Hamas captivity and his remains were returned to Israel a year ago during a negotiated ceasefire.
“This crime was one out of 50 times the memorial was vandalised and it took two years to get justice. But it is possible to get a win,” Heidi Bachram, one of the memorial’s organizers, told the Jewish News following Monro’s convict. “We cannot let hateful people get away with attacking us.”
Monro told police that the memorial located in Brighton’s Palmeira Square “did not represent the Jewish community,” citing her marriage to the prominent activist Tony Greenstein. Greenstein was expelled from Great Britain’s Labour Party in 2018 over his social media comments about Israel, which his party deemed antisemitic.
“The board was clearly there to justify the genocide that was happening,” Monro said in the police interview. “A large laminated board with a photograph of a hostage was highly inflammatory to many people in that community clearly found it very upsetting to have that constantly thrust in our face daily.”
After Monro’s lawyer, Hamish McCallum, requested that the jury consider whether it was proportionate to convict her on the basis she was exercising her right to express her political views, Judge Stephen Mooney rejected the proposal.
“This is not therefore a case of the state seeking to prosecute the defendant disproportionately for expressing her own views or otherwise interfering with her rights,” said Mooney. “It is a case of the state prosecuting the defendant for putting her views above those of others and causing them wholly unnecessary distress by so doing.”
Mooney gave Monro an 18-month conditional discharge and ordered her to pay $1,637 in prosecution costs.
The post British woman who removed an Israeli hostage poster from a memorial site is convicted of theft appeared first on The Forward.
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Community Leaders Slam Campaign in Canada Targeting Accreditation of Jewish Summer Camps
Illustrative: People take part in “Shut it down for Palestine!” protest outside of Tyson’s Corner as shoppers participate in Black Friday in Vienna, Virginia, US, Nov. 24, 2023. Photo: REUTERS/Leah Millis
Jewish community leaders across Canada are pushing back against a campaign by anti-Zionist activists that seeks to pressure accrediting bodies to reconsider recognition of several Jewish children’s summer camps.
The controversy centers around at least 17 overnight camps in provinces including Ontario, Quebec, Alberta, British Columbia, Manitoba, and Nova Scotia, according to a statement circulated by the activist group. A coalition of leftist and pro-Palestinian groups has identified the camps and is urging provincial associations to review and potentially revoke their accreditation.
Members of the anti-Israel coalition — which includes the Palestinian Canadian Congress, Just Peace Advocates, the Ontario Palestinian Rights Association, PAJU Montreal, and the Boycott, Divestment, and Sanctions (BDS) campaign — claim that some of the camps promote or normalize support for Israel.
Organizers say institutions connected to Israel, which they falsely accuse of committing genocide against Palestinians, should face scrutiny.
“We have identified at least 17 overnight summer camps throughout Canada that support the State of Israel in some way,” the campaign says. “These camps are not problematic because they encourage connection to Jewish identity. Rather, they pose a problem because they encourage support for a genocidal, settler-colonial state.”
Among the claims cited are that camps celebrate Israeli national holidays, incorporate Israel-focused educational content, or employ staff members who have previously served in the Israel Defense Forces, including in non-combat capacities.
The messaging reflects themes commonly associated with the BDS movement, which seeks to isolate Israel from the international community as a step toward its eventual elimination. The campaign against Jewish camps has been endorsed by the official Canadian BDS Coalition.
The campaign appears to represent a new front in a broader pattern of activism that has targeted universities, cultural organizations, and other institutions over perceived ties to Israel.
Camp leaders and Jewish organizations say the effort singles out Jewish institutions and risks politicizing spaces designed for children, while presenting a threat to effectively dismantle Jewish life.
The UJA Federation of Greater Toronto described the campaign as harassment and intimidation directed at Jewish families. Community leaders have emphasized that summer camps are focused on youth development, cultural enrichment, and recreation, not political advocacy
“This direct targeting of Jewish campers and staff is a deliberate act of intimidation,” UJA wrote in a statement.
The Ontario Camps Association, which accredits camps in that province, also condemned the initiative. The association said accreditation decisions are based on health, safety, and program standards, not political views, and characterized the coalition’s allegations as discriminatory.
The dispute has unfolded amid a surge in antisemitic incidents over the past two years, following Hamas’s Oct. 7, 2023, attack on Israel, amid the ensuing war in Gaza.
According to the Jewish advocacy group B’nai Brith Canada, which tracks antisemitism across the country, antisemitic incidents in 2024 rose 7.4 percent from 2023, with 6,219 adding up to the highest total recorded since it began tracking such data in 1982. Seventeen incidents occurred on average every day, while online antisemitism exploded a harrowing 161 percent since 2022. As standalone provinces, Quebec and Alberta saw the largest percentage increases, by 215 percent and 160 percent, respectively.