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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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Turkey Sends Drilling Ship to Somalia in Major Push for Energy Independence
Turkish President Tayyip Erdogan speaks during a ceremony for the handover of new vehicles to the gendarmerie and police forces in Istanbul, Turkey, Nov. 28, 2025. Photo: REUTERS/Murad Sezer
i24 News – Turkey has dispatched a drilling vessel to Somalia to begin offshore oil exploration, marking what officials describe as a historic step in Ankara’s drive to strengthen energy security and reduce reliance on imports.
Turkish Minister of Energy and Natural Resources Alparslan Bayraktar announced that the drilling ship Çagri Bey is set to sail from the port of Taşucu in southern Turkey, heading toward Somali territorial waters.
The vessel will pass through the Strait of Gibraltar and around the coast of southern Africa before reaching its destination, with drilling operations expected to begin in April or May.
Bayraktar described the mission as a “historic” milestone, saying it reflects Turkey’s long-term strategy to enhance national energy security and move closer to self-sufficiency.
The operation will be protected by the Turkish Naval Forces, which will deploy several naval units to secure both the vessel’s route and the drilling area in the Gulf of Aden and the Arabian Sea. The security arrangements fall under existing cooperation agreements between Ankara and Somalia.
The move aligns with a broader vision promoted by President Recep Tayyip Erdoğan, aimed at reducing Turkey’s dependence on foreign energy supplies, boosting domestic production, and shielding the economy from external pressures.
Bayraktar said Turkey is also working to double its natural gas output in the Black Sea this year, while continuing offshore exploration along its northern coastline. In parallel, Ankara is preparing to bring its first nuclear reactor online at the Akkuyu Nuclear Power Plant, which is expected to begin generating electricity soon and eventually supply about 10% of the country’s energy needs.
The current drilling effort is based on survey data collected last year and forms part of Ankara’s wider plan to expand its energy exploration activities both regionally and internationally.
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Syria Expected to Form a New Government, Appoint a PM with US Support
Syria’s interim President Ahmed al-Sharaa speaks during a Ministerial formation of the government of the Syrian Arab Republic, in Damascus, Syria, March 29, 2025. Photo: REUTERS/Khalil Ashawi
i24 News – Syrian President Ahmed al-Sharaa is expected to launch in the coming weeks a workshop to form a new, inclusive Syrian government with expanded powers, a Syrian source close to President al-Sharaa tells i24NEWS. This government will include figures from across the spectrum of Syrian society in a bid to address the concerns of minority groups. Those chosen will be individuals who enjoy both local and international legitimacy.
i24NEWS has learned that a prominent candidate considered for the post of prime minister is veteran Syrian politician Fahad al-Masri, chairman of the Syrian Liberal Party. A US official says that the Trump administration “appreciates al-Masri’s support for Washington’s positions regarding Syria and the region, and that Syria would be well-served with him in an influential role.”
The Syrian source tells me that the new Syrian government will adopt “a phased plan to merge several ministries to achieve greater integration and efficiency.”
According to the US official, the workshop to form a new government is among several ideas that have been floated and discussed in order to reach a more permanent, non-transitional government.
The official said that US Ambassador to Turkey and Special Envoy to Syria Tom Barrack’s decision to drop support for the Kurdish-led Syrian Democratic Forces (SDF) is partly because he believes Syria’s Kurds must be part of the government in Damascus in order to grant it greater legitimacy.
“Making known that the SDF’s mandate has expired from Washington’s point of view is an avenue to encouraging the Kurds to integrate and speed up the process of forming that broad, inclusive government,” the US official said.
i24NEWS reached out to Fahad al-Masri to ask about his readiness to assume the role of prime minister in the upcoming Syrian government. Al-Masri declined to confirm or deny his nomination but stressed that “the priority must remain the stability and unity of Syria rather than individual roles.”
Al-Masri expressed his deep appreciation for President Trump and the US administration’s stance on Syria, describing it as “principled and strategically significant.” Al-Masri underscored his confidence in President al-Sharaa’s leadership during this pivotal period, affirming that the success of the transitional phase is vital for national interest and regional stability.
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‘Ball Is In America’s Court’: Iran Signals Willingness to Compromise on Nuclear Deal
Iranian Ambassador to the United Nations Majid Takht-Ravanchi speaks to the media outside Security Council chambers at the U.N. headquarters in New York, U.S., June 24, 2019. Photo: REUTERS/Shannon Stapleton
i24 News – Iran’s Deputy Foreign Minister Majid Takht-Ravanchi has suggested that Tehran is ready to make concessions in nuclear negotiations with the United States, provided Washington is willing to engage on sanctions.
Speaking to the BBC from Tehran, he said: “The ball is in America’s court to prove they want to make a deal. If they are sincere, I am sure we will be on the way to an agreement.”
Takht-Ravanchi’s comments come amid ongoing debate over which side is responsible for delays in the talks. Iranian officials have emphasized that progress depends on US flexibility, while American representatives have accused Tehran of slowing the process.
The next round of negotiations is scheduled for Tuesday in Geneva, with Iran represented by Foreign Minister Araghchi and the US delegation led by envoys Steve Witkoff and Jared Kushner. Sources indicate that while a final agreement is not yet in sight, modest progress has been made since the first round of talks.
Takht-Ravanchi pointed to Iran’s offer to dilute its 60 percent-enriched uranium as evidence of willingness to compromise. “We are ready to discuss this and other issues related to our program if they are ready to talk about sanctions,” he said, without clarifying whether Tehran expects partial or full sanctions relief.
He also made clear that “the issue of zero enrichment is not an issue anymore and, as far as Iran is concerned, it is not on the table,” contradicting recent US statements emphasizing a desire for no enrichment.
Iranian officials maintain that the nuclear question remains the primary focus. Other topics, such as ballistic missiles or regional proxies, will only be addressed after an agreement on the nuclear framework is reached.