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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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‘There was a campaign’: UN torture official says colleagues tried to block her letter documenting Oct. 7 atrocities
An Australian lawyer tasked by the United Nations with monitoring and documenting allegations of torture and cruelty is accusing colleagues within the UN human rights system of trying to block the publication of a Jan. 2024 letter she wrote documenting allegations of abuses committed during the Hamas-led Oct. 7 attack on Israel months earlier.
Alice Edwards, who since 2022 has served as United Nations Special Rapporteur on Torture and Other Cruel, Inhuman or Degrading Treatment or Punishment, said she faced weeks of pressure from colleagues who argued that allegations included in the letter she drafted were false and urged her not to send it.
“There was a campaign to prevent that letter going out,” Edwards said in remarks delivered earlier this month at University College London and obtained by the Forward. “There was weeks of being bullied and deterred from writing it and telling me that everything in it was false.”
Edwards’ statements resurfaced a long-simmering conflict in the UN human rights system around its treatment of Israel, which is frequently singled out by UN resolutions and by rapporteurs as a perpetrator of human rights violations.
Meanwhile, other UN rapporteurs have declared doubts on evidence of sexual violence committed during the Oct. 7 attacks — prompting a surviving hostage and the head of an investigative commission that published a report last month compiling witness and survivor testimonies to confront them this week at a hearing in Geneva.
Edwards’ letter, sent in early 2024 to Palestinian authorities and copied to Hamas, detailed allegations of torture, sexual violence, including rapes and gang rapes, burning people alive, and other abuses committed during the Oct. 7 attacks.
According to Edwards, colleagues had given extensive feedback on drafts of the letter, with some items removed from the final version as a result. “All the comments of these individuals had been taken into account,” she said, adding that “the letter shrunk considerably.”
Even after those revisions, Edwards said, only one counterpart — the UN Special Rapporteur on Extrajudicial, Summary or Arbitrary Executions, Morris Tidball-Binz — ultimately signed the communication before it was sent.
Other special rapporteurs and working groups who had expressed interest in signing it, she said, “had also been bullied by others not to sign on.” Edwards added: “There was this concerted effort for this letter not to put on record some allegations that had been received.”
Contacted by the Forward, Danny Danon, Israel’s Ambassador to the UN sent a written statement. “Dr. Alice Edwards’ testimony exposes an uncomfortable truth: when it comes to Israel, facts are too often sacrificed on the altar of politics,” said Danon. “The evidence is overwhelming and undeniable. For more than two years, Israel has documented and presented the horrific crimes committed against its citizens.”
UN special rapporteurs are independent human rights experts appointed by the UN Human Rights Council to monitor, investigate and advise on thematic topics that include torture, violence against women, and education among others. While their recommendations are not binding, their advice informs UN action and aims to influence governments’ responses to alleged violations.
Israeli officials and advocacy groups had long argued that the United Nations devotes disproportionate attention to Israel’s alleged wrongdoing compared to other countries and holds Israel to a double standard. Since the Hamas-led attacks on Oct. 7, 2023, they say, the UN and its rapporteurs have not adequately condemned Hamas’ atrocities and the treatment of Israeli hostages.
Reem Alsalem, the UN Special Rapporteur on violence against women and girls, has said that the Israeli government’s failure to cooperate with her mandate has undermined investigative efforts and “represents a profound injustice to all the victims.” She also has called into question reports from victims, witnesses and investigators who described rape as part of the Oct. 7 violence.
In a post on X in November 2025, Alsalem wrote: “No Palestinian applauded rape in Gaza. No independent investigation found that rape took place on the 7th of October 2023.”
She also wrote of allegations of Hamas perpetrated sexual violence against Israelis: “I firmly believe that never have we seen such a weaponization of accusations of sexual violence as well as disinformation to manufacture consent for the commission of a genocide – aided and abetted by the media and governments around the world.”
The tensions resurfaced publicly this week at the UN Human Rights Council in Geneva when Dr. Cochav Elkayam-Levy, founder and chair of the Civil Commission on October 7th Crimes by Hamas against Women and Children, presented findings from the commission’s recently published report, Silenced No More.
The report, which has been received by governments, international organizations, academic institutions, and policymakers around the world and boasts many endorsers, is the most comprehensive body of evidence yet of sexual violence on October 7. It catalogues witness testimonies, accounts from hostages about sexual abuse during their captivity, and analysis of over 10,000 photos and videos, including hours-long videos recorded by the perpetrators.

“For two years, we immersed ourselves in testimonies of unimaginable violence,” Elkayam-Levy said Wednesday during her presentation of the findings at the UN in Geneva. “We revealed 13 patterns of abuse — including rape, gang rape, sexual torture, burning, and the deliberate mutilation of victims’ faces and genitalia.”
She went on to single out the UN human rights representatives as unresponsive to the evidence. “Will the UN rapporteurs who doubted or denied these crimes acknowledge the truth?” she said, adding, “We call upon you to recognize our findings.”
A day earlier, Ilana Gritzewsky, a survivor of Hamas captivity who has spoken publicly about sexual violence she experienced, confronted Alsalem directly during a live testimony in an emotional appeal.
“Ms. Alsalem, you said there was no evidence of sexual violence on October 7,” she said. “I am the living proof of sexual violence by Hamas. When I and other Israeli women begged not to be raped, why were you silent?”
‘She was very brave’
Asked about Edwards’ allegations, the UN office that supports the special rapporteurs and other independent human rights experts provided a statement to the Forward: “While the experts frequently issue joint communications on issues that engage multiple mandates, participation in any particular communication remains at the full discretion of each expert, in line with their mandate.”
According to Dr. Shelly Aviv Yeini, the former head of the international law department at the Hostages and Missing Families Forum, Edwards and the United Nations Special Representative of the Secretary-General on Sexual Violence in Conflict, Pramila Patten, were among a small number of UN officials who meaningfully engaged with hostage families after the terror attacks. Individuals within the Office of the Secretary-General reached out later in the war.

Aviv Yeini told the Forward that her group and the International Jewish Lawyers Organization provided Edwards with a report that informed Edwards’ later work. Edwards published a report determining that the families of hostages should also be recognized as direct victims of torture and hosted an event in Geneva alongside the forum to present and discuss those findings.
“I think she was very brave, acknowledging the families and defending us in a time when it wasn’t so easy,” said Yeini.
Adam Wagner, who spoke at the event and represented hostages with British ties taken by Hamas, told Edwards that she was “the only UN official” whom hostage families felt “ever reached out to them or did anything for them.”
Edwards’ position at the UN, like those of all other UN rapporteurs, is unpaid. As a part of her work, she is able to go on one official visit to a country for the purpose of investigating allegations of torture per year. Edwards says she supplemented this with several other trips, which she funded herself. In December 2024, she embarked on a self-funded trip to Israel to investigate the Oct. 7 atrocities, during which she visited southern Israel, including kibbutzim that had been decimated by Hamas, and spoke with victims and hostage families, among others.
Edwards said at the talk that she believes she was the only UN special rapporteur to request access to the video compilation assembled by Israeli authorities to personally review footage from the Oct. 7 attacks. According to Yeini, Edwards met repeatedly with hostage families, visited attack sites, and reviewed evidence firsthand.
Edwards told the Forward in a statement that the role of independent experts is “to document violations wherever they occur and regardless of the identity of the victims or the perpetrators.”
“Our credibility depends on maintaining public confidence that human rights are applied universally,” she said. “Where people perceive selectivity, double standards or political alignment, confidence is weakened.”
The post ‘There was a campaign’: UN torture official says colleagues tried to block her letter documenting Oct. 7 atrocities appeared first on The Forward.
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The Netanyahu-Trump alliance reaches its breaking point
For decades, Israeli Prime Minister Benjamin Netanyahu’s greatest political asset was the United States. Even Israelis who distrusted him, opposed him, or blamed him for deepening the country’s divisions often accepted one proposition: Netanyahu understood the U.S. better than any other politician. He knew how to preserve Israel’s position at the center of American politics and power, without which the country would be in danger.
That belief is no more.
As negotiators meet this week to discuss the future of the Middle East, Israel finds itself in an extraordinary position. Central questions under discussion involve Israel’s security, Israel’s freedom of military action, and the future of Iran’s nuclear and regional ambitions.
Yet Israel is not in the room. Iran is.
The result, in Israel, has been something close to wall-to-wall shock and condemnation. And the harshest criticism is aimed not at the agreement but at Netanyahu himself. Switzerland looks like a vindication of the deepest concerns of opponents who have long argued that Netanyahu mortgaged Israel’s bipartisan support in Washington in exchange for a close relationship with President Donald Trump.
“The strategic damage that this government is leaving behind in terms of our relationship with the United States is damage that will take years to repair,” said former Cabinet minister Izhar Shai.
Netanyahu “built Israel’s entire strategic position around President Trump,” Shai added. “But Trump does what is good for himself and for his voters. He does not act on behalf of the state of Israel.”
Someone might want to convey that message to Trump, who has repeatedly suggested that he determines what Israel can and cannot do, and publicly implied that Netanyahu follows his instructions.
Now, as Trump makes promises about Israel’s actions without Israel in the room, he’s solidified the international impression that the hallowed U.S.-Israel relationship has been reduced to that of a superpower dictating terms to an utterly dependent client. No American president from either party has treated an Israeli prime minister this way — at least in public.
An alliance close to fracturing
Many Israelis are confronting the once-unthinkable possibility that their country’s relationship with the U.S. has been materially damaged by the very leader who claimed unique mastery over it. The concern is not merely that Trump disagrees with Netanyahu. It is that influential figures in Washington increasingly appear to believe that Netanyahu helped draw the U.S. into a military confrontation with Iran based on assumptions that were flawed from the outset.
Since Netanyahu spent years narrowing Israel’s political base in the U.S., there’s nowhere for Israel to turn. Netanyahu’s repeated confrontations with Democratic administrations, beginning most dramatically with his 2015 speech objecting to President Barack Obama’s proposed nuclear deal with Iran, steadily weakened bipartisan support. His identification with Trump — whom he openly supported in the 2024 election — meaningfully deepened that trend.
Meanwhile, relations with many European governments deteriorated, especially during the cataclysmic Gaza war. The result is that Israel now finds itself with fewer reserves of international goodwill than at any point in recent memory.
For Israelis, the American relationship has never primarily been about aid. The billions of dollars in annual military assistance are important, but for a half-trillion-dollar economy they are not decisive. The real value of the alliance is strategic.
American backing provides Israel with a level of deterrence that no other country can offer. It shields Israel diplomatically, particularly at the United Nations. It anchors the network of trade, investment, technological cooperation and international legitimacy on which Israeli prosperity depends. Without that support, Israel would face far greater risks of diplomatic isolation, economic pressure and boycotts.
Israelis understand this intuitively, even if their politics do not always reflect it. It is their prosperous economy that finances a sophisticated military. International trade and investment help sustain that prosperity. Strong alliances help make those relationships possible.
Remove enough pieces from that structure, and eventually even Israel’s military power will begin to erode. Remove the U.S., and it could crumble.
A boon for Israel’s military foes
The immediate strategic implications of negotiations are also serious. If Washington agrees to constrain Israeli freedom of action in Lebanon as part of a broader accommodation with Tehran, as appears possible, Israel could find itself pressured by its strongest ally to withdraw from positions it regards as essential to its security. For residents of northern Israel, many of whom only recently returned home after months of displacement, that prospect is deeply unsettling.
And a weakened Israeli deterrent could strengthen Hezbollah politically as well as militarily. The organization is battered. But if Israel is forced to accept restrictions on its freedom of action while Hezbollah remains intact, the Lebanese government — which recently took risks by signaling a willingness to challenge Hezbollah’s dominance — may conclude that confrontation is no longer worth the danger.
In the worst case scenario, Hezbollah could emerge from the crisis with greater influence than before, emboldened to test Israel through provocations, targeted attacks or efforts to intimidate opponents inside Lebanon.
Israel’s military future as regards Iran also looks grim. The Islamic Republic has emerged strategically strengthened from this conflict. It’s all but certain that Tehran has no real plans to abandon its long-term nuclear ambitions, even if it accepts temporary restrictions. Israelis’ expectation now is that Iran will eventually resume enrichment activities — while Israel’s ability to respond militarily has been narrowed by understandings reached over its head.
That is why the current moment feels so dangerous. Israelis are considering, for the first time for real, that by relying on Trump, Netanyahu has wrecked the strategic framework that has underwritten Israel’s security and prosperity for generations. The October election may therefore become more than a referendum on the aftermath of the Oct. 7 attack, Gaza or Iran. It may become a referendum on the central promise that sustained Netanyahu’s political career for decades: that whatever his faults, he knew how to manage America.
The post The Netanyahu-Trump alliance reaches its breaking point appeared first on The Forward.
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The White House cabinet is eating like your zayde
Robert F. Kennedy Jr. is hawking a new diet: sauerkraut. Yes, lacto-fermented cabbage. And it’s catching on with Trump’s cabinet, according to The Wall Street Journal, which reported that Vice President JD Vance, Transportation Secretary Sean Duffy and Commerce Secretary Howard Lutnick are all heaping their plates with cabbage — apparently “drawn by the promise of slimmer waistlines and glowing skin.”
This claim may sound like it belongs in the marketing material for some sort of beauty product, or a scammy gas station supplement, rather than a jar of preserved vegetables. But RFK Jr. boasted that he lost 20 lbs in 30 days from eating mass amounts of the stuff. One might assume something like a tapeworm is responsible for such extreme weight loss — especially given Kennedy’s previous worm-related medical issues — but he asserts it’s all thanks to cabbage.
The diet, drawn up by one Dr. Sean O’Mara, an MD who advertises himself as an “executive biological consultant to high-performance leaders,” is apparently not just about sauerkraut; it includes other fermented vegetables, urges followers to also eat steak, snack on “old world cheese” and cut out alcohol and sugar.
Admittedly, this sounds like a fairly normal, low-carb diet. But sauerkraut is so core to the meal plan that members of the cabinet have taken to making their own, and carrying it around just to make sure they’re never without. Kennedy’s wife, Cheryl Hines, said on a podcast with Steven Miller’s wife, Katie, that she has had to refuse to stow a container of sauerkraut in her clutch when she and her husband go out for a nice evening. But, she said, he brings it anyway, presumably in his own bag. Or maybe tucked under his arm.
It’s hard to imagine anything more bubbie-coded than whipping out a jar of sauerkraut from a handbag while out at a nice dinner.
It’s not that Jews have some kind of patent on fermented vegetables; they exist in many cultures, like kimchi in Korea and miso in Japan. Sauerkraut specifically is common throughout European countries like Germany, Czechia and Russia.
But in the U.S., there’s a pretty strong association between Jews and pickles, whether they be sauerkraut or cucumbers, thanks to the deli culture imported with Jewish immigrants into the U.S. Jews created a pickle district on the Lower East Side, selling the preserved vegetables from pushcarts and spreading the food through the city. We’ve long been aware of the healthy gut biome effects of a lacto-fermented vegetable.
Ashkenazi food has long been made fun of for being gross — largely thanks to innovations like jarred gefilte fish, its beige-heavy color palette and, as the Wall Street Journal piece hinted at, the diet’s resulting gastrointestinal effects. Much of shtetl food culture was the result of hardship, and the need to preserve food through long winters, not an attempt for glowing skin and slim waistlines. The hardier the vegetable, the longer it lasted. Enter the cabbage. There are few foods less sexy than cabbage. (And I love cabbage.)
Which is why it’s so funny to see some of the most powerful men in the U.S. adopting the diet of a poor shtetl Jew — and doing so for aesthetic reasons.
There are a lot of weird diets and quasi-scientific buzzwords like “seed oils” and “clean protein” floating through the MAHA world that these American leaders often play to. But most of those, at least the ones promoted by men like Vance, have some cross-over focus on manliness and discipline — they’re about building muscle in some sort of primitive way. Think the carnivore diet or Kennedy’s obsession with beef tallow. Seeing these men turn to a diet I associate with my grandmother because they want to lose weight feels absurd, especially in the days of Ozempic for those with the funds to pay for it. Perhaps that does not have the right optics.
Of course, sauerkraut is nothing to be ashamed of. In recent years, Jews have been reclaiming pride in their food cultures; bespoke pickling classes have boomed. So the White House cabinet’s sauerkraut kick is really just them being really late to the shtetl chic trend. But you still should probably be ashamed of smuggling your own food into a nice restaurant, even if it’s sauerkraut.
The post The White House cabinet is eating like your zayde appeared first on The Forward.

