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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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Ro Khanna and Thomas Massie team up to strip US-Israel military tech cooperation from defense bill

(JTA) — In one of the latest examples of political extremes converging over Israel, Reps. Ro Khanna and Thomas Massie joined forces this week to challenge a provision expanding U.S.-Israel defense cooperation.

Khanna, a progressive California Democrat, and Massie, a Kentucky Republican, both said over the weekend that they would seek to remove a provision from the House’s annual defense bill that would expand U.S.-Israeli defense technology cooperation.

“If the provision in the NDAA to integrate/synchronize the U.S. and Israeli militaries (section 224) makes it out of committee, I’ll offer an amendment to strip it from the bill on the floor,” Massie, who lost his bid for reelection last month against a President Donald Trump-endorsed primary opponent, wrote in a post on X. “We are a sovereign country…”

The section of the National Defense Authorization Act for 2027 that Khanna and Massie have taken aim at would require the Secretary of Defense to designate an “executive agent responsible for synchronizing cooperative efforts between the United States and Israel, including bilateral defense technology research, development, testing, evaluation, integration, and industrial cooperation.”

The cross-ideological alliance marked the latest instance of the progressive Democrat and libertarian Republican finding common cause on Israel-related foreign policy, after the pair previously teamed up to oppose U.S. involvement in Israel’s war in Iran last year.

The pledge by Massie, a leading anti-Israel Republican in Congress, was quickly joined by Khanna, who has been staunchly critical of Israel’s conduct during the war in Gaza and recently opposed American funding for Israel’s Iron Dome defense system.

“And I will be offering an amendment in the committee itself to strip section 224 out, @RepThomasMassie,” Khanna wrote in a post on X. “Trump can’t kill the Massie/Khanna partnership no matter how much he posts on Truth Social.”

Khanna lamented Massie’s primary loss on NBC’s “Meet the Press” last month, telling the outlet that he had been “taken out” because of the pair’s collaboration on opposing the war in Iran and the Epstein Transparency Act.

“Thomas is a real friend. He’s a good man, and he was taken out for two reasons,” Khanna said. “One, he had the courage to go after some very powerful people in working with me to get the Epstein Transparency Act passed. As he mentioned, that’s historic bipartisan legislation that finally got justice for the survivors, and he had people spend millions of dollars, and had the President of the United States after him. And second, he worked with me to stop this war in Iran.”

The post Ro Khanna and Thomas Massie team up to strip US-Israel military tech cooperation from defense bill appeared first on The Forward.

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Hasan Piker blames Israel after UK bars him from entry, citing ‘potential risk’

(JTA) — Leading British Jewish groups are applauding the UK government’s decision to bar the influential anti-Israel streamer Hasan Piker as well as his controversial uncle Cenk Uygur from entering the country.

The British interior ministry revoked Piker’s and Uygur’s travel authorizations on Monday, saying in a statement that “their presence in the UK may not be conducive to the public good.”

The ministry’s statement did not specify its concerns about the men but added that decisions to refuse or cancel ETAs are based “solely on an assessment of the potential risk an individual may pose to UK society.”

The revocations follow advocacy by Jewish groups against Piker’s planned appearance this week at the South by Southwest London festival, where he was due to speak on “How the American Left Learned to Speak the Internet.”

A number of Jewish groups urged the government to block Piker’s entry. The Community Security Trust said that he “has a record of promoting rhetoric that includes antisemitic themes, denial of well documented atrocities and apparent support for extremist groups.” Last week, a lawmaker from the Labour party, David Taylor, publicly called on the Home Office to revoke Piker’s visa.

Piker has also drawn sharp opposition from U.S. Jewish groups in recent months, as he has played an increasingly prominent role in advocating for progressive Democrats. His critics note that he has said he prefers Hamas to Israel and said “I don’t have an issue” with Hezbollah. Hamas and Hezbollah are considered terrorist groups under UK law.

In social media posts, both Piker and Uygur blamed Israel for their being barred from entering the UK.

“I’ve been banned for criticizing Israel. Are we free anymore?” Uygur tweeted, in one of multiple posts making the claim. “This is oppression of Western citizens by our own governments on behalf of a different country!” He later said it was “an honor to have made Israel’s enemies list.”

Piker responded to his uncle’s post on X, saying, “The uk has revoked my visa as well. all at the behest of israel. the west is betraying ‘liberal values’ for a genocidal fascist foreign government. soon we will all become Israel.”

The revocations come as the British government is under extreme pressure to demonstrate strong opposition to antisemitism, following a string of attacks that have unsettled British Jews. In recent weeks, the government has allocated new resources for security in Jewish communities and canceled the travel authorization for Ye, the American musician with a history of antisemitic remarks and a recent single called “Heil Hitler.”

Multiple Jewish leaders said they were pleased that the government had moved to block Piker’s entry.

“The government is right to ban those who seek to spread hatred from entering the UK,” the Jewish Leadership Council’s director of public affairs, Russell Langer, said in a statement. He added, “When Jews are being stabbed on the streets of London and Manchester, we should not be importing more antisemitism into this country.”

The acting president of the Board of Deputies of British Jews, Adrian Cohen, applauded the decision in a statement. “Where there is clear risk of individuals breaking UK laws and stoking community tensions, by showing support for banned terrorist groups or inciting hatred, and where event organisers have failed to show responsibility, it is right that government step in,” he said.

And the CST said that while criticizing Israel can be legitimate, Piker had exceeded the bounds of acceptable discourse.

“There must be consequences when public figures cross into hate speech,” the group said in a statement. “Piker has a record that goes far beyond robust or controversial political speech, including rhetoric that contains antisemitic themes, the denial of well-documented atrocities and language that risks fuelling antisemitism.”

The interior ministry said anyone who has an ETA revoked can apply for a visa, which would afford them a reconsideration.

The post Hasan Piker blames Israel after UK bars him from entry, citing ‘potential risk’ appeared first on The Forward.

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New York’s Israel Day parade was a shanda — but not because of Mamdani

Mayor Zohran Mamdani made the right decision in skipping the city’s annual Israel Day Parade — because of the specific Israeli officials the parade honored.

American Jews have the right to celebrate Israel’s existence, if they find it to be a meaningful part of their personal Jewish identities. But Mamdani’s specific decision not to march in this specific parade, this year, alongside far-right ministers Bezalel Smotrich, Amichai Chikli and Ofir Sofer, is defensible. Those painting that choice as a sign of antisemitism have a lot of explaining to do about whose company they choose to keep.

Chikli, Israel’s minister of diaspora affairs and combating antisemitism — the man who is supposed to be the voice of diaspora Jews in Israel — has used his platform to spread hatred. He has described LGBTQ+ Pride events as “disgraceful vulgarity”; courted far-right European extremists like Tommy Robinson while parroting their Islamophobic statements; and called antisemitic dog whistles deployed against George Soros by the like of Elon Musk “anything but antisemitism” — while serving as the minister tasked with combating antisemitism.

His behavior has been so outrageous that in 2025, hostage families and Jewish community leaders across Europe signed letters calling him an “inappropriate representative,” citing his statements calling for the expulsion of people from Gaza and southern Lebanon, which they said amounted to support for ethnic cleansing.

Smotrich’s record of inflammatory statements is even more extensive. In 2023, he called for the Palestinian village of Hawara in the West Bank to be destroyed by the state, saying “I think the village of Hawara needs to be wiped out” shortly after a shocking settler attack there that some compared to a pogrom. The United States State Department decried those remarks as “repugnant” and “disgusting.”

Smotrich has since called for Gaza to be emptied of its Palestinian population, and has spearheaded the radical expansion of Israeli settlements in the West Bank, advocating for annexation with the explicit intent of preventing the establishment of a Palestinian state. He himself says the International Criminal Court’s Office of the Prosecutor has reportedly filed a secret arrest warrant application against him for alleged war crimes and crimes against humanity in the occupied West Bank.

At the Sunday parade, Smotrich approvingly told attendees that the event reminded him of the Jerusalem Flag March, an ultra-nationalist procession where participants this year chanted “Death to Arabs” and attacked Palestinian residents.

And Ofir Sofer, Israel’s immigration and absorption minister, has called for changes to Israel’s Law of Return, complaining that many new immigrants to Israel are not Jewish under Orthodox halachic standards. His vision of Israel includes no room for Reform Jews, secular Jews or partial-heritage Jews.

These are the people Mamdani was supposed to join in celebration?

Mamdani did not refuse to celebrate Jewish life. He refused to endorse these deeply problematic Israeli officials by appearing alongside them. That is not a slap in the face to Jewish New Yorkers. It is, if anything, a gesture of respect toward the many Jewish New Yorkers, including me, who find Chikli, Smotrich and Sofer an embarrassment and a threat to the diverse, pluralistic, egalitarian Judaism we actually practice.

Mamdani has stated clearly that he believes Israel has a right to exist, although not as a hierarchy that favors Jewish citizens over others. He has backed his administration’s Office to Combat Antisemitism and proposed expanded funding for hate crime prevention. He guaranteed a robust police presence at the Israel parade, spending weeks planning to ensure it proceeded, in his words, “seamlessly and peacefully” — as it did.

None of this fits the profile of an antisemite.

And those who criticized Mamdani’s refusal to participate are failing to grapple with an important truth: Mamdani’s politics, whatever one thinks of them, are not alien to American Jewish life. They are, instead, increasingly central to it.

A poll by the Jewish Voter Resource Center, released just this week, found that almost half of American Jews under 35 support a binational state: a single country in Israel, the West Bank and Gaza, governed by all its inhabitants together. Among non-Orthodox Jews under 35, that figure reaches 51%.

This is not a fringe position on the left flank of the community. It is a near-majority position among the next generation of American Jews. Add to that the fact that a 2025 survey by Jewish Federations of North America — not a left-wing organization — found that only 37% of American Jews overall identify as Zionist at all, while among young Jews aged 18 to 34, the share identifying as anti-Zionist or non-Zionist has reached nearly a third.

As J Street president Jeremy Ben-Ami put it: “The growing disaffection of younger Jewish Americans from Israel is a direct consequence of the policies of Bibi Netanyahu and the way the American Jewish establishment has demanded an ‘Israel right or wrong’ loyalty.”

When we ask whether Mamdani’s absence alienates Jewish New Yorkers, we need to ask: which Jewish New Yorkers? Did Mamdani marginalize himself from American Jewish life — or did the parade organizers, by welcoming these ministers, marginalize themselves from a large and growing portion of it?

The questions at the heart of this controversy — what Zionism means, whether anti-Zionism is compatible with Jewish solidarity, and how to honor Israeli independence while acknowledging Palestinian catastrophe — are genuine, difficult and deeply contested. I have colleagues I respect on multiple sides. I have family members who would disagree with everything I have written here.

But a parade is the worst possible venue for this conversation. A parade is not a symposium. It is not a town hall. It is a celebration, a statement of solidarity, an embodiment of a particular political position. Attending it is an endorsement of that position. And when the parade features ministers who demean Reform Jews, court European neo-fascists, advocate for the further reduction of Palestinian rights and liberties, and favor restricting who counts as Jewish enough to return to a Jewish state, the act of marching becomes an endorsement of those things, too.

We do need richer, more honest, more nuanced conversations about Zionism, anti-Zionism, Israel, and diaspora Jewish identity. Those conversations are happening, in synagogues, in classrooms and in the pages of Jewish publications like this one. They deserve serious venues and serious interlocutors.

Fifth Avenue on a Sunday afternoon, with Chikli, Bezalel and Sofer as honored guests, is not that venue.

Mamdani was right to decline to issue that endorsement. To the Jewish establishment that has called him an antisemite for it: I would ask you, with all due respect, to look again at who you invited to the party.

The post New York’s Israel Day parade was a shanda — but not because of Mamdani appeared first on The Forward.

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