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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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Norman Podhoretz, Commentary editor and archetypal Jewish neoconservative, dies at 95

(JTA) — Norman Podhoretz, the journalist and public intellectual who charted a path from Jewish liberal to pro-Israel neoconservative that would become well worn, has died at 95.

Podhoretz was the influential editor of Commentary magazine for 35 years, after being appointed to run the American Jewish Committee’s thought journal at 30 in 1960.

He initially continued in the magazine’s liberal tradition. But over the course of the 1960s, he became disillusioned by the left. He lamented the radicalism that became prevalent in campus antiwar activism. He also objected to a mounting critique of Israel and its occupation of Palestinian territories within the New Left following the Six-Day War in 1967.

By the decade’s end, Podhoretz had openly refashioned himself as what would become known as a neoconservative — someone his friend and intellectual ally Irving Kristol would describe as “a liberal who has been mugged by reality.”

Many of the most prominent neocon intellectuals were Jewish and, like Podhoretz, from New York City. Commentary became a central platform for their outlook on civil rights, the threat of communism and especially foreign policy, where Podhoretz was known as a particular expert. He argued strenuously against the Soviet Union and expressed steep concern about the U.S. detente with Russia as communism collapsed. He also advocated an interventionist U.S. foreign policy in support of promoting democracy abroad, causing him to support foreign wars that many liberals opposed.

Israel was a focus for Podhoretz, an observant Jew who was a longtime member of Manhattan’s Congregation Or Zarua. He believed that Israel was essential for both Jewish safety and U.S. interests and argued in support of its military pursuits. He soured early on the prospects for a peaceful resolution of the Israeli-Palestinian conflict. He also warned early — and seemingly presciently — that Jews could not rely on left-wing values to keep them or their homeland safe.

Podhoretz made waves in 2016 for endorsing Donald Trump in his first run for president, at a time when many traditional Republicans could not countenance him. He argued that Hillary Clinton would continue Barack Obama’s policies including the Iran nuclear deal that Obama struck, which Podhoretz called “one of the most catastrophic actions that any American president has ever taken.”

By the time he retired as Commentary’s editor in 1995, Podhoretz had embraced mainstream conservative views on a range of social issues, too, opposing abortion and gay rights. He also rejected his early liberal views on immigration, saying in 2019 that contemporary immigrants did not want to assimilate the way his parents’ generation had sought to.

“I was always pro-immigration because I’m the child of immigrants,” he told the Claremont Review, a leading journal of contemporary conservatism. “And I thought it was unseemly of me to oppose what not only had saved my life, but had given me the best life I think I could possibly have had.”

Born in 1930 in Brooklyn to parents who immigrated from Galicia, now Poland, Podhoretz attended public schools but also got a rich Jewish education at the urging of his father, a Yiddish-speaking immigrant who worked as a milkman. In addition to learning Hebrew, Podhoretz worked at Camp Ramah and took classes at the Jewish Theological Seminary while attending Columbia University, from which he graduated in 1950.

The final of his dozens of books, published in 2009, attempted to explain why most U.S. Jews are liberals — and why they should not be.

“He was a man of great wit and a man of deep wisdom and he lived an astonishing and uniquely American life,” his son John Podhoretz, who succeeded him as Commentary’s editor, wrote in a remembrance for the magazine announcing his father’s death. “And he bound himself fast to his people, his heritage, and his history. His knowledge extended beyond literature to Jewish history, Jewish thinking, Jewish faith, and the Hebrew Bible, with all of which he was intimately familiar and ever fascinated.”

Norman Podhoretz is survived by four children, 13 grandchildren and 16 great-grandchildren, according to the remembrance. His wife, the social commentator and critic of feminism Midge Decter Podhoretz, died in 2022.

The post Norman Podhoretz, Commentary editor and archetypal Jewish neoconservative, dies at 95 appeared first on The Forward.

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I’m a neuroscientist. Here’s why Ahmed al Ahmed’s bravery at Bondi Beach strains our narratives.

(JTA) — We tend to think of human behavior as deeply shaped by group lines. Again and again, research in social psychology and social neuroscience, along with everyday experience, shows how easily people come to see themselves as members of distinct groups, how quickly an “us” and a “them” emerge, and how rapidly loyalty on one side gives way to suspicion on the other, sometimes even when those divisions are thin or arbitrary.

As a fiction writer and a doctoral student in cognitive neuroscience who studies how narratives shape our perception of the world, I think often about how events like this strain the explanatory stories we rely on to make sense of why people act as they do. These patterns of group loyalty are familiar and empirically robust. People genuinely experience themselves through group identities.

And yet sometimes a single human action cuts across these categories, exposing the limits of the narratives we use to understand how people act in the world.

That is what we have experienced this week in the story of Ahmed al Ahmed, the Muslim fruit-seller who intervened, at great personal risk, to try to stop a deadly attack on Jews celebrating Hanukkah in Sydney.

Al Ahmed’s action was not only an act of exceptional bravery, but a direct challenge to the worldview advanced by so many figures today. By knowingly risking his life to protect Jews outside his own group and identity, he crossed the very boundary that many insist cannot be crossed, revealing a simple truth: that human moral action cannot be reduced to rigid theories of group loyalty alone.

Perhaps one of the most prominent proponents of a growing online current that frames human life as fundamentally governed by group identity is the white supremacist livestreamer Nick Fuentes. He has repeatedly advanced antisemitic claims, arguing that Jews are incapable of full civic loyalty, that they put their own group first, and that Jewish Americans are ultimately more loyal to Jews as a group or to Israel than to the United States itself. He has said about Jews, “They have this international community across borders, extremely organized, that is putting the interests of themselves before the interests of their home country.” In Fuentes’ framing, human existence is a competition between groups, and moral loyalty is by definition exclusive. He is careful to insist that these claims are not antisemitic, presenting them instead as a hard-headed and honest description of human nature.

A similar logic appears in the rhetoric of Thomas Rousseau, the leader of the extremist group Patriot Front, who describes the United States as being locked in an inevitable racial struggle. Rousseau has framed this worldview in stark terms, declaring that white people are “being relentlessly erased on all sides, by the Jew, by non-whites who hate us,” a statement that casts social and political life as an existential battle between fixed identities.

But the worldview advanced by figures like Fuentes and Rousseau collapses when confronted with a single human act such as that of Ahmed Al Ahmed. If human life were truly governed only by intergroup competition and instinct, there would be no room for a person to knowingly risk his life for strangers from another group, let alone in the midst of mortal danger. Yet this is precisely what happened. Al Ahmed risked his life to protect members of a group to which he did not belong. This altruistic act directly contradicts the theories advanced by Fuentes and Rousseau and exposes them for what they truly are, not neutral descriptions of reality but ideological narratives imposed upon it. Beneath the edgy aesthetics, viral memes, and provocative social media packaging, these claims amount to recycled pseudo-intellectual arguments, longstanding tropes of racism and antisemitism that have circulated throughout history under different guises.

Understanding Al Ahmed’s act, however, requires moving beyond abstract theory to the explanations offered by those closest to the event. Two interpretations have emerged in media accounts of why he risked his life. One, expressed by his father, presents the act in simple and universal terms. His father said that “Ahmed was driven by his sentiment, conscience and humanity.” The other explanation, voiced by Lubaba Alhmidi AlKahil from within the Muslim and Syrian community after visiting Al Ahmed in the hospital, situates the act within a specific moral culture and identity. As she put it, this kind of response is “not strange for a Syrian individual,” coming from a community with strong bonds that has learned to refuse injustice. What is striking is that these two explanations can exist side by side without canceling one another, a possibility that figures like Nick Fuentes and those who share his worldview struggle to grasp because they are locked into a rigid, binary understanding of human motivation.

One might argue that Al Ahmed’s act was a rare exception in a world otherwise governed by group conflict and self-interest. But the reality is that every day, people risk their lives to protect others across lines of identity. Adam Cramer dove into the water to save a drowning girl. Lassana Bathily hid Jewish shoppers during the Hyper Cacher attack in Paris. Mamoudou Gassama saved a child he did not know. Wesley Autrey jumped onto subway tracks to rescue a stranger, and Henri d’Anselme confronted a knife attacker to protect children. Seen in this light, Ahmed Al Ahmed stands within a long human tradition that includes, even in more distant history, figures such as Raoul Wallenberg and Chiune Sugihara, who risked their lives to save others during the Holocaust.

Evolutionary research itself points in the same direction. Across species, altruistic behavior appears again and again, from dolphins that keep injured companions afloat so they can breathe, to rats that will free trapped cage mates. Far from an anomaly, altruism is a recurrent feature of social life, and our brains have a remarkable capacity for empathy and for understanding the experiences of others, far beyond the lines of group identity and social belonging. Fuentes and those like him may insist that people are loyal only to their own group, but reality erodes this impoverished and intellectually lazy theory on a daily basis.

Crucially, these acts do not testify only to universal altruism abstracted from identity. In many cases, they emerged from deeply held group identities and moral traditions. Cultural, religious, and national affiliations did not prevent these individuals from acting on behalf of others. They often supplied the very moral language and sense of responsibility that made such action possible. Universal concern and particular identity therefore do not stand in opposition. They coexist, with specific histories serving not as barriers to moral action but as sources from which it can arise.

That is precisely what figures like Nick Fuentes and those who share his worldview fail to account for. Their politics rests on a rigid vision of identity as a closed framework, one that leaves no room for moral action that crosses its prescribed boundaries. The horrific attack at Bondi Beach, and the courage of Ahmed Al Ahmed within it, remind us that moral action often arises neither from abandoning identity nor from clinging to it defensively, but from inhabiting it fully while remaining open to others.

In an age shaped by clickbait, algorithms and relentless simplification, such moral complexity is difficult to sustain. Political arguments reward camps and slogans. But the actual behavior of people like Ahmed Al Ahmed escapes the internet’s simplified categories and points instead toward a richer form of conduct, one that can be called, quite simply, humanity.

The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of JTA or its parent company, 70 Faces Media.

The post I’m a neuroscientist. Here’s why Ahmed al Ahmed’s bravery at Bondi Beach strains our narratives. appeared first on The Forward.

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The Israel news we don’t hear – and the forces that silence us

I spent part of Shabbat reading about the stunning performance of the Israeli stock market — which is up dramatically since Oct. 7, outpacing the gains of the S&P by a significant margin.

The 35 Israeli stocks with the largest market capitalizations are up a whopping 90 percent since Oct. 7. Meanwhile, the S&P 500 was up 60 percent during that same time period.

I wondered why I had not read more about this, and was struck by what Eugene Kandel, the chairman of the Tel Aviv Stock Exchange, told Investors Business Daily.

“Israel was, and still is, under a PR attack from ideological actors, who finance huge campaigns against us,” Kandel said. “But even during these two years, the collaboration with so many organizations, companies, governments and investors did not stop despite threats and protests.”

Why aren’t we hearing about those collaborations?

Then the news of the Bondi Beach Hanukkah shooting broke. Instantly, all the peace of Shabbat dissipated, along with all the thoughts of collaborations — and who is covering what and why, and in which language.

Instead, I thought again of how terrorists worldwide seem to own a well-thumbed Jewish calendar. The date and timing of this massacre — on yet another Jewish holiday — was no accident, and Jews around the world know this.

We are living through a sustained campaign to make Jews afraid to be Jews. Attacks on Jewish holidays are an effort to erase Jewish joy, Jewish observance, and in the case of Hanukkah, Jewish history.

And perhaps we are also under a sustained campaign to minimize Jewish achievement.

Some politicians take notice

Some politicians are making efforts to look at the often-exhausting layers of what is happening and find ways to name them.

I appreciate the effort to find language for all of this. Representative Brian Mast, the chair of the House Foreign Affairs Committee and a Florida Republican, commented that he discerns a “very specific network that is in place that works together to sow antisemitism that is now, in many cases, working on the left and right across the media, to go out there and put this wedge in this relationship.”

He was referring to the U.S.-Israel connection.

Speaking at a Hudson Institute conference on antisemitism, he called this network a “very, very serious global threat across multinational organizations, media across the globe and adversaries and terrorist organizations.”

When he said “media,” I thought of the minimal coverage of the Israeli stock exchange and the strength of Israeli stocks.

The relief of acknowledgment

I felt a strange sigh of relief as I read Mast’s comments. It was the relief of actual acknowledgment. It was the relief of hearing someone trying to name things, even though I’m not sure if “network” is the best possible word.

Because something must be said.

What I noticed the day after the Bondi Beach massacre was the deep silence. The silence came from so many people that maybe “network” was the right word for it.

I went to a non-denominational holiday party this week, and no one mentioned what had happened in Australia. I wondered what the conversation would have been like if the shooting had happened at a Christmas tree lighting, or a drag story hour that turned into carnage. What would the conversation have been if any other group, but the Jewish community, had been targeted?

It’s unlikely that there would be total silence. Total non-acknowledgment. No words in a room of people who work with words.

The threat we face is not just the threat Representative Mast detailed, or the PR threat Kandel described. It’s also the silence, a silence so loud that it is visible as candlelight in the darkness.

How to respond to silence

I don’t know how to answer silence, but maybe some wiser people out there do.

Late last night, I saw a reel of a very long line of cars with menorahs on their roofs driving along the New York State Thruway, not far from the Palisades Mall, just a short drive from where I grew up.

The line of cars went on and on. The silent message was Do not be afraid. And I saw it as a response to Bondi Beach.

I hope there are more Hanukkah menorahs lit tonight, not less. And I also hope that we can consider bringing layers of truth into the light. Sometimes, layers represent both a dose of reality and an antidote against despair.

Yes, a father and son attacked the Jewish community on a holiday. But it is deeply important and also true that an unarmed Muslim father and fruit seller named Ahmed al Ahmed jumped on one of the gunmen and undoubtedly saved many lives.

The video of that heroic act should be watched by all.

It is a reminder that perhaps there is another “network” out there, a network of those who object to hatred. And it is a reminder that generalizations can only take us so far; as my mentor James Alan McPherson taught me, a story is about an individual at an individual moment in time.

Ahmed al Ahmed showed us all the power of an individual. And the power of a single layer in any truth, and in any story.

As for all those under-discussed Israeli companies holding on in wartime, through boycotts, pushing up the index by 90 percent since the worst day in Israeli history, continuing to collaborate with partners around the globe despite a PR onslaught to isolate them — even in this darkness, and in this silence, we see you.

The post The Israel news we don’t hear – and the forces that silence us appeared first on The Forward.

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