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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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Races to watch: As staunch Israel critics notch wins, these candidates could be next
(JTA) — A wave of left-wing candidates with sharply critical Israel stances have won their Democratic primary this year and are set to head to Congress. Who else of like mind could join them in the coming months?
Several candidates who fit the bill have benefited from the endorsement and vast volunteer infrastructure of the Democratic Socialists of America. Others are simply meeting the moment for the growing number of Democratic voters who think the U.S. government is too supportive of Israel. Meanwhile, some Jewish groups and other critics have been concerned that their campaign rhetoric in this election cycle has at times veered into antisemitism.
Last week’s New York City results showed the power of Mayor Zohran Mamdani’s endorsement and alarmed some Jewish leaders who watched as two pro-Israel incumbents lost their seat. Some onlookers questioned whether those victories could be replicated in other parts of the country, but Melat Kiros’ decisive win in Tuesday’s Colorado Democratic congressional primary for a district representing Denver answered the question with a resounding yes.
With just over two months left in the primaries, here are the upcoming races featuring left-wing insurgents whose results may hinge, at least in part, on sentiment toward Israel, Zionism and the American Israel Public Affairs Committee lobbying group.
Arizona: 4th Congressional District (July 21)
Democratic Rep. Greg Stanton is facing a primary challenge from activist Kai Newkirk in Arizona’s 4th District, which covers parts of Phoenix and Maricopa County.
Stanton, who took office in 2018, is pro-Israel and has picked up the endorsement of AIPAC — support that Newkirk, whose activism has largely focused on campaign-finance reform, has blasted.
Newkirk’s platform includes imposing a complete arms embargo on Israel and ending all military subsidies to the Jewish state, which he accuses of committing genocide. He identifies as a democratic socialist (though he’s not endorsed by the DSA), and is backed by a number of progressive organizations, including Vermont Sen. Bernie Sanders’ group Our Revolution and Track AIPAC.
“Kai is Israel Free and has fought to get money out of politics his whole life,” wrote Cenk Uygur, the host of the Young Turks, who has spread conspiracy theories about Israel.
Newkirk spoke out against last year’s killing of two Israeli Embassy staffers outside the Capital Jewish Museum in Washington, D.C. “I stand always with my beloved Jewish siblings against the scourge of antisemitism just as I will never stop in the nonviolent struggle to end the genocide in Gaza, release all hostages, and open the way to just, lasting peace,” he wrote.
Missouri: 1st Congressional District (Aug. 4)
Former Missouri Rep. Cori Bush is running for Congress in St. Louis again, two years after AIPAC’s super PAC poured millions into her race to oust the former “Squad” member from the House. Bush, who was first elected to Congress in 2020, will now take on Wesley Bell for the second time in the Democratic primary.
Bush, who supports the movement to boycott Israel, has alarmed a number of Jewish leaders in St. Louis over her positions on Israel.
She has expressed reluctance about calling Hamas a terrorist group, saying in a 2024 interview that racial justice protesters in Ferguson were also called terrorists. Bush was one of two members of Congress to vote against a measure to deny entry into the United States to Hamas terrorists who perpetrated the Oct. 7 massacre.
Her opponent, Bell, a supporter of the U.S.-Israel relationship, has the backing of a number of Jewish and pro-Israel groups, including AIPAC, the Democratic Majority for Israel (DMFI) and the Jewish Democratic Council of America, as well as the Congressional Black Caucus.
Bush, meanwhile, has been endorsed by Vermont Sen. Bernie Sanders, former New York Rep. Jamaal Bowman — who was ousted the same year as Bush in a race with heavy spending by AIPAC — St. Louis’ DSA chapter and the anti-Zionist group Jewish Voice for Peace.
Missouri: 4th Congressional District (Aug. 4)
Tenant organizer and radio host Hartzell Gray is running with the DSA’s backing in a Democratic primary in hopes of supplanting AIPAC-backed GOP congressman Mark Alford in the November general election in a solidly Republican district that includes some of Kansas City and its suburbs.
During a recent interview with Hasan Piker, Gray said that American elected officials, including Alford, are “catering to Israel, not to our folks here at home,” and broke down his views on the issue that he called “very much at the core of who I am.”
“I’m very honest. Listen, Israel’s apartheid ethnostate has been committing genocide to Palestinian people since before the Nakba,” Gray said. “They’re committing ethnic cleansing in Lebanon as we speak. We should be ending all ties — all diplomatic ties — with Israel.”
Gray had raised close to $170,000 as of March 31, according to FEC filings, by far the most of the seven Democrats in the running (none of whom are elected officials).
Michigan: U.S. Senate (Aug. 4)
The race for an open U.S. Senate seat between former county health executive Dr. Abdul El-Sayed, Rep. Haley Stevens and the trailing State Sen. Mallory McMorrow has been one of the country’s most closely watched primaries, with Israel and AIPAC at its center.
A physician and former public health official, El-Sayed, who led Stevens by 5 percentage points in the latest poll, has made Medicare for all a core plank of his campaign.
He is also a staunchly pro-Palestinian candidate who’s campaigned alongside fellow hardline Israel critic Hasan Piker. A number of major left-wing figures are backing El-Sayed, including Sanders and a handful of Congress’ most outspoken pro-Palestinian members, such as Michigan Rep. Rashida Tlaib and California Rep. Ro Khanna. New York Rep. Alexandria Ocasio-Cortez added her endorsement on Thursday.
AIPAC’s super PAC, United Democracy Project, has spent more than $2 million on ads boosting Stevens, who describes herself as a “proud pro-Israel Democrat.”
In a recent interview with Semafor, El-Sayed called Stevens “a suit with a large AIPAC bank account,” adding that he hopes AIPAC finds “some way to teach her how to string together two coherent sentences.”
Following the attempted attack on Temple Israel in West Bloomfield, Michigan, earlier this year, El-Sayed drew criticism from some Jewish leaders — including the synagogue’s rabbi — for releasing lengthy remarks that discussed Israel’s war in Lebanon, after initially condemning antisemitism in a statement.
Michigan: 13th Congressional District (Aug. 4)
State Rep. Donavan McKinney could be the next to join the wave of DSA-backed insurgents heading to Congress. He has the backing of major democratic socialists Sanders and Tlaib, as well as Metro Detroit DSA.
Unlike many DSA congressional candidates, McKinney has not made Israel or Gaza a primary focus of his campaign. On his campaign website, AIPAC is not mentioned by name in the section on “getting big money out of politics,” and Israel is not cited in the foreign policy section.
PAL PAC, an anti-AIPAC pro-Palestinian organization, endorsed McKinney. He thanked the group and said that his policies “reflect the growing majority of Americans who want to end US tax funding of weapons to Israel to destroy Palestinian communities, and instead invest resources back into American working families.”
Rep. Shri Thanedar, the incumbent looking to stave off McKinney, is backed by pro-Israel groups AIPAC and DMFl, and has supported military aid to Israel since joining Congress in 2023.
AIPAC mobilized against Thanedar when he ran in 2022 because of legislation he once co-sponsored in the Michigan House that described Israel as an “apartheid state” and urged Congress to end U.S. aid to Israel. Thanedar later walked back his legislation, telling Jewish Insider that it had been an “emotional reaction” to the 2021 conflict between Israel and Hamas in Gaza and that he would support Israel in Congress.
Michigan: 7th Congressional District (Aug. 4)
A Democratic primary between three major candidates is unfolding in a swing district in Michigan, with its winner hoping to unseat Republican Rep. Tom Barrett in November.
William Lawrence, 35, is occupying the race’s left lane, with endorsements from Sanders, Khanna and Tlaib. He co-founded Sunrise Movement, a climate advocacy organization, in 2015. (The group, which he left in 2020, has since become increasingly vocal in advocating for Palestinians.)
Lawrence is facing off against retired Navy SEAL Matt Maasdam and former U.S. Ambassador to Ukraine Bridget Brink, who’s said she resigned because Trump “kept siding” with Russian President Vladimir Putin over Ukraine.
At a candidates’ forum in June, Lawrence was the only participant to refer to Israel’s military campaign in Gaza as genocide. Lawrence opposes weapons sales and American military aid to Israel. Though not endorsed by the DSA, Lawrence is a member of the left-wing group.
Wisconsin: Governor (Aug. 11)
In the crowded Democratic primary for Wisconsin’s open gubernatorial seat — a seat that is seen as winnable by either party in November — state Rep. Francesca Hong has established herself as the left-wing candidate, with backing from two DSA chapters in the state.
She introduced statewide legislation earlier this year that would repeal a 2018 law banning state contracts with businesses that boycott Israel. In March, Hong criticized outgoing Gov. Tom Evers after he signed into law the International Holocaust Remembrance Alliance’s definition of antisemitism. Progressives have criticized the definition for characterizing some criticism of Israel as antisemitism. Hong wrote that adopting it “will compromise free speech across the state and academic freedom at our universities.”
She recently appeared on both Hasan Piker’s show and on the stream hosted by Michael Beyer, an influencer known as “Mike from PA” who came under fire after saying that Jewish identity is “a constructed ethnicity, this demonic ethnicity, wholly invented.”
“If Wisconsin is going to be a state that actually values human rights, then we have to ensure that we’re supporting, we’re fighting for the pro-Palestine movement,” Hong said on Beyer’s show.
The race’s most recent polling, conducted in March, had Hong leading with 14% of votes ahead of former Lt. Gov. Mandela Barnes, at 11%. Sixty-five percent of voters were undecided.
Florida: 25th Congressional District (Aug. 18)
Oliver Larkin, a 34-year-old democratic socialist, has made an effort to compare himself to Zohran Mamdani.
Larkin is up against the staunchly pro-Israel, AIPAC-backed Rep. Jared Moskowitz in the district that includes Fort Lauderdale and Boca Raton. Larkin is being backed by DSA and advocates for the suspension of U.S. military aid to Israel, which he accuses of committing genocide. His platform also includes the right of return for Palestinian refugees.
Now, some of the energy generated by the Mamdani-backed candidates’ success in New York appears to be lifting Larkin’s candidacy: His campaign reportedly raised $115,000 in the week after the New York primaries.
In an appearance on Piker’s show, Larkin differentiated his policies on Israel from those of Florida gubernatorial candidate James Fishback, the anti-Israel, fringe GOP candidate who has courted the online far right.
“The key difference is that when we talk about banning U.S. military aid to Israel, banning U.S. colleges and government from investing in Israel bonds, we’re talking about universal economic benefits,” Larkin said, meaning those tax dollars would go toward domestic programs for all.
November’s general election for the recently redistricted seat is seen as a toss-up. Should Larkin win the primary, his candidacy could serve as a test of how left-wing candidates fare in swing seats as opposed to moderate Democrats.
A recent poll showed Moskowitz with a 32-point lead; 72% of voters were unfamiliar or had no opinion of Larkin.
Massachusetts: 4th Congressional District (Sept. 1)
Rep. Jake Auchincloss, another staunchly pro-Israel Democrat, is facing a primary challenge from AI and policy researcher Jason Poulos.
Poulos’ platform calls to end U.S. support for Israel by signing onto legislation like the Block the Bombs Act and Tlaib’s bill stating that Israel is committing genocide. He also calls for AIPAC and DMFI to register as foreign lobbying groups.
Poulos told the Newton Beacon that Israel was an animating force in his entrance into politics.
“What really was radicalizing for me was watching the United States send tens of billions of dollars in military arms to Israel and watch them participate actively in the genocide of the Palestinian people,” Poulos said. He also said that he sided with the campus pro-Palestinian encampments in 2024 and their aim of lobbying the schools to divest from Israel.
Poulos has slammed Auchincloss for his endorsement from AIPAC. At a recent town hall, Auchincloss said it “concerns” him that there are numerous lobbying groups influencing politics, but only “one group of people get pummeled above all others.”
The next day, Poulos called Auchincloss “comically out-of-touch.”
“The reason why AIPAC is singled out is because it has already poured nearly $50m into congressional races nationwide, is bankrolled by MAGA mega-donors, and is in lockstep with the foreign policy interests of a foreign gov’t,” he wrote.
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Quiz: For America 250, how well do you know U.S. Jewish history?
The Forward produced The Great American Jewish History Quiz! using Claude, a generative artificial intelligence tool by Anthropic. All questions and answers were researched and written by Louis Keene, who prompted Claude to create the user interface and underlying code and to track statistics.
Questions or feedback? Send us an email: forwardquiz@forward.com.
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Mazel tov, Taylor and Travis: A rabbi’s imagined wedding speech under the celebrity chuppah
I have to admit, as a rabbi, I never imagined I’d be standing at a wedding bringing together two of America’s great religions: football and Taylor Swift.
And yet here we are. I’ve officiated weddings in synagogues, in backyards, on beaches. I was not prepared for Madison Square Garden.
Before I get to the blessings, I need to share a little Torah with you. Don’t worry: I’ll keep it short. Half this room is Swifties and half is Chiefs fans, and the only thing you agree on is that you didn’t come here for a sermon.
The very first matchmaking story in the Torah involves a man named Eliezer, sent by the patriarch Abraham on a mission: find a wife for Abraham’s son Isaac. Eliezer travels far, he arrives at a well, and he devises a test. A test that looked past beauty, past pedigree, past fame, past achievement.
The test is simple: When a stranger arrives tired and thirsty, what do you do?
Rebecca does more than just offer water to Eliezer. She sees his camels are also thirsty, and without being asked, she waters every single one. Ten camels. Anyone who has ever watered a camel knows this is not a small thing.
And the Torah stops to tell us: this is the wife for Isaac.
The Torah could have stopped to admire her talent or her beauty. Instead, it stopped to admire her kindness. Because she saw need in the world and responded to it, just because that’s who she was.
Taylor and Travis, I think about that story when I think about the two of you. Because what we know about you isn’t just about the Grammys or the Super Bowls. It’s about the friendships. It’s about the family. It’s the way Travis’s eyes light up when he talks about his brother Jason. It’s the way Taylor has shown up, year after year, for her crew — the people who have been with her since the beginning, long before the sold-out stadiums.
These are people who know how to love. Eliezer traveled hundreds of miles looking for exactly that. Turns out it was worth the trip.
Red zones and red carpets
Now, because we have a professional athlete here, permit me a football analogy.
Every great quarterback needs protection from a tight end like Travis. Every championship team depends on its offensive line. The line doesn’t get the glory. They don’t score the touchdowns. But without them, nothing works.
Marriage is the same. Protect one another. Protect each other’s dignity. Protect each other’s dreams. Protect each other’s hearts. Be each other’s offensive line on the hard days.
And because we also have one of the greatest songwriters in history standing before me — someone who has written the soundtrack to a generation — permit me a music analogy as well.
Every beautiful song has both melody and rhythm. Sometimes one instrument leads. Sometimes another does. But what makes the song truly beautiful is that each makes room for the other. The goal is never the solo. The goal is the harmony.
Marriage is exactly the same. There will be seasons when one of you carries more. Seasons when one of you needs extra support. Seasons of celebration and seasons of challenge. The goal is to reflect each other’s light. The goal is to create something together that neither of you could have created alone.
So, Taylor and Travis, here is my blessing for you: May you always remember what drew you to each other, the soul beneath the spotlight. May you protect each other fiercely and gently, in the stadiums and in the quiet rooms where no one is watching. May you make room for one another — to lead and to follow, season by season, era by era.
And may the love you build together — the real love, the private love, the love that has absolutely nothing to do with cameras or crowds — be the greatest thing either of you ever creates.
Mazel tov.
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