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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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Robert Kraft pledged $2M to aid Palestinians amid Macklemore row. How will he do it?

(JTA) — Robert Kraft has found himself in an unusual position: nixing the rapper Macklemore’s appearance at a stadium he owns for what he said was hateful behavior — and then taking up the performer’s charity challenge.

Macklemore challenged the Jewish pro-Israel billionaire to make a donation in support of the Palestinians days after pressuring singer Ed Sheeran to drop Macklemore from his tour over the latter’s pro-Palestinian comments. Kraft responded by announcing that he would donate $2 million to “fight this humanitarian crisis” in the Middle East.

“I have dedicated much of my life to building bridges between all people,” Kraft wrote in a statement posted by Gillette Stadium, which he owns and where Sheeran and Macklemore had been scheduled to play. “I believe deeply that all lives are worth protecting.”

Kraft’s statement Wednesday came in response to challenges from both artists: a public call from Macklemore to match his own $1 million donation to a group of six pro-Palestinian organizations; and what Kraft described as private conversations with Sheeran to commit twice that amount to unspecified groups. Kraft said his own donation was meant to match Sheeran’s.

Kraft’s gift comes as the controversy has prompted questions about how pro-Israel Jews in positions of power choose to wield their influence to combat what they see as antisemitism. His pledge carries additional, politically fraught implications, as Jewish groups have been divided on whether, or how, to donate directly to Gaza relief efforts.

In his public comments, Kraft has insisted that he does not object to pro-Palestinian advocacy or aid as long as it does not cross the line into advocating for Hamas.

But where will Kraft donate? The New England Patriots owner didn’t specify in his public statement, and a representative didn’t immediately respond to questions from the Jewish Telegraphic Agency.

In Macklemore’s own post issuing the donation challenge, he said the $1 million he was giving constituted his entire net earnings from Sheeran’s tour. He named six beneficiaries: the Palestine Children’s Relief Fund, HEAL Palestine, Medical Aid for Palestinians, American Near East Refugee Aid, Gaza Soup Kitchen and UNRWA USA, a nonprofit supporting the United Nations Agency for Palestinian Refugees.

US rapper, singer, dancer and DJ, Benjamin Haggerty, known as Macklemore, performs at the Goldencoast Rap Festival in Corcelles-les-Monts, near Dijon, central-eastern France, on August 30, 2026. (Arnaud Finistre / AFP via Getty Images)

UNRWA itself has proven particularly contentious among the Jewish community. After an investigation revealed that agency members had participated in Hamas’ Oct. 7, 2023, attacks on Israel,  the Trump administration led a successful effort to slash the agency’s funding.

In his posts, Kraft offered clues to where he has given in the past.

“I’d like the people who are speaking in support of the Palestinian people to know that for decades, I have supported efforts that create opportunity for Palestinians and have brought young Palestinians and Israelis together to build businesses, create jobs, and forge relationships,” he wrote on Wednesday. In an earlier statement, Kraft said he has “created athletic and entrepreneurial opportunities for Palestinians who I admire and respect.”

One well-known organization that fits Kraft’s description of bringing Palestinians and Israelis together, Seeds of Peace, has a documented relationship with the businessman. In 1994, the year after the peacebuilding initiative launched, Kraft hosted more than 100 teenagers from Israel, Gaza, the West Bank, Jordan, Egypt and Morocco at a Patriots game.

Seeds of Peace did not immediately respond to a JTA request for comment about whether Kraft would be giving to the group as part of his new pledge.

Kraft has also invested heavily in a push to bring American football to Israel via the Kraft Family Israel Football League. In that context, Palestinians have played for league teams — including for the Judean Rebels, a team based in an Israeli settlement in the occupied West Bank.

Steven Koltai, a Jewish onetime entrepreneurship liaison for former U.S. Secretary of State Hillary Clinton and author of “Peace Through Entrepreneurship,” said he welcomed Kraft’s commitment.

“I would love to see, as a Jew who believes in the two-state solution and particularly in humanitarian relief to the millions of Gazans who are completely blameless, if we could show that side of who we are,” Koltai told JTA. “I think that he would be doing an incredible mitzvah for the whole Jewish world, especially the American Jewish community, if he could leverage his money towards something like this.”

UNRWA distributes flour to Palestinian refugees in Khan Yunis, Gaza Strip, Nov. 22, 2023. (Ahmad Hasaballah/Getty Images)

Jeremy Burton, CEO of the Jewish Community Relations Council of Greater Boston, told JTA that Kraft “deserves kudos for leaning in with his philanthropy.” Prior to the pledge, Burton had praised Kraft’s actions against Macklemore, saying in a statement that Kraft “drew a clear moral line in the sand about the demonization and offensive conduct that he will not allow in ‘his home’.”

“One can work to end Palestinian suffering without being antisemitic,” Burton wrote to JTA in a text Thursday.

Kraft has said he pressured Sheeran to drop Macklemore because he thought the latter’s conduct at a recent show, in which the rapper had accused Israel of genocide and broadcast footage from Columbia University’s encampments, crossed the line into “hate speech.” According to The Wall Street Journal, other NFL team owners had also voiced objections to Macklemore performing in their stadiums after witnessing one of his sets.

The Journal also reported that Kraft, in his conversation with Sheeran, recalled that Macklemore had performed in a costume with antisemitic signifiers in 2014. Sheeran, whose tours have grossed nearly $2 billion since 2008, and Kraft are friendly: The singer performed at Kraft’s 2022 wedding.

Backlash has been swift, with Sheeran distancing himself from the decision to drop Macklemore, and the singer’s other opening acts and supporting band leaving the tour in protest. Some of them named Kraft specifically in public comments. Figures including children’s entertainer Ms. Rachel and U.S. Rep. Alexandria Ocasio-Cortez, a New York Democrat, have also defended Macklemore, with Ocasio-Cortez additionally criticizing Kraft.

“When you see what Robert Kraft did to line up all of the stadiums to censor speech in that one specific way, it’s become clear that this is not just about one music artist or two music artists, but this is about how just a handful of stadium owners and the elite can prevent an entire massive issue, in this case, the genocide in Gaza,” the congresswoman told TMZ.

Others, including singer Pink and Barstool Sports mogul Dave Portnoy, have criticized Macklemore or defended Kraft’s decision.

Much of Kraft’s philanthropy has gone to fighting antisemitism and to Jewish organizations. He recently gave $10 million to Brandeis University to endow a new center for Jewish life at the school.

Koltai, who himself has not worked with Kraft, said it’s possible for Jewish donors to distribute money to Gaza through “vetted, kosher organizations” that are “clearly not Hamas.” He suggested that Kraft look beyond his past donations to peacebuilding and sports efforts in order to address the current need.

“Sewage, water, housing, medical care and child care are all much more important than a summer camp or a football team,” he said.

This article originally appeared on JTA.org.

The post Robert Kraft pledged $2M to aid Palestinians amid Macklemore row. How will he do it? appeared first on The Forward.

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Hundreds of Michigan Jews pledge to vote for Abdul El-Sayed

(JTA) — ANN ARBOR – More than 600 Michigan Jews have signed a new open letter pledging to vote for Abdul El-Sayed for U.S. Senate, seeking to grow the Democratic candidate’s rocky Jewish support in what is expected to be a close and pivotal election.

The coalition, “Michigan Jews for Democracy,” includes several liberal and progressive Jewish figures in the state, though they signed in personal capacities. Signatories include father and son former U.S. Reps. Sander and Andy Levin, progressive attorney general nominee Eli Savit, Michigan Democratic Jewish Caucus chair Decky Alexander, Detroit Jews for Justice executive director Lisa Tencer and former “Uncommitted” organizer Eleanor Gamalski.

“Some of us are enthusiastic supporters of El-Sayed,” the open letter reads. “Some of us have reservations: there are disagreements with El-Sayed on important issues, including aspects of his approach to Israel and the language used by some of his allies.”

The letter continues, “We understand that a vote is not a valentine; it’s a strategic chess move.”

El-Sayed’s campaign promoted the letter Thursday morning.

Jewish clergy who signed include Rabbi Alana Alpert of the Reconstructionist Congregation T’chiyah in Ferndale; Rabbi Nate DeGroot, who serves congregations in Jackson and Flint and directs the Shalom Center; and retired Cantor Annie Rose of Reform Temple Beth Emeth in Ann Arbor. Other notable signers include University of Michigan Jewish Studies professor Deborah Moore and Danny Fenster, the Jewish journalist who was imprisoned in Myanmar for five months in 2021.

El-Sayed has sought to mend relations with Jewish voters in the state in recent months, though his opposition to a two-state solution in Israel, along with past controversies involving anti-Israel streamer Hasan Piker and his response to the attack on the Detroit-area Temple Israel, have rendered his candidacy polarizing to the community. Recently El-Sayed held an unpublicized meeting with rabbis at Temple Israel, weeks after apologizing for his earlier remarks in which he appeared to equivocate about condemning the March attack, according to a report in Jewish Insider.

The new letter in favor of El-Sayed also comes in contrast to other Jewish open letters in the state. One pledging to vote for his GOP opponent, former U.S. Rep. Mike Rogers, has collected 478 names since launching in August. Another, urging El-Sayed to respond to Jewish “non-negotiables” including “Jewish sovereignty in Israel,” has been promoted by several rabbis in the state.

National Democrats see retaining Michigan’s Senate seat as essential to their hopes of retaking the chamber this fall and instituting checks on President Donald Trump. The Michigan Democratic Jewish Caucus has not endorsed El-Sayed, despite its chair’s presence on the new letter. The Jewish Democratic Council of America, whose CEO Halie Soifer is a Michigan native, has also not endorsed him, telling Jewish Insider this week that the organization does “not endorse all Democrats.”

This article originally appeared on JTA.org.

The post Hundreds of Michigan Jews pledge to vote for Abdul El-Sayed appeared first on The Forward.

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Jewish radio host Sid Rosenberg says he ‘charmed’ JD Vance, after slamming his stances on Israel

(JTA) — Conservative radio personality Sid Rosenberg, a vocal critic of JD Vance’s positions toward Israel, left a meeting with the vice president on Thursday giddy with optimism.

“I went in there with very low expectations,” Rosenberg told the hosts of WABC Radio’s Cats & Cosby.

Noting that multiple people had assured him Vance would win him over, Rosenberg confirmed that “he did.”

“I think I charmed him more,” he said.

The highly publicized meeting occurred amid Vance’s attempt to make overtures to the Jewish community following a series of controversial remarks about Israel, in order to shore up its support for a possible 2028 presidential run.

Rosenberg, a Jewish New Yorker and friend of President Donald Trump, has faulted Vance for not being “strong enough on Israel.” He has also called for Vance to distance himself from Tucker Carlson, a right-wing commentator who regularly condemns U.S. military support for Israel and has been accused of amplifying antisemitic tropes.

“Honestly, I’ve been very critical of JD, very critical,” said Rosenberg, who hosts his own WABC show, Sid & Friends In The Morning.

He told Rita Cosby and her co-host John Catsimatidis that he was “really surprised” to receive an invitation to meet with the vice president, after they both spoke last month at a Republican Jewish Coalition meeting in Las Vegas.

“The talk was that I was going to grill JD Vance on Tucker Carlson and the Israel comments he’s been making as of late,” Rosenberg said. “This was more of a get-to-know-each-other session.”

While Rosenberg explained that most of their conversation would remain off the record, he emphasized that “it went well” and they “hit it off,” adding that the two men would likely have “many more meetings about very substantial things” in the future.

Though he remained outspoken about his preference for Secretary of State Marco Rubio as a 2028 presidential nominee, Rosenberg said that if Vance is “going to be our guy,” he left Thursday’s meeting feeling like he could work with him.

“He is willing to listen,” Rosenberg said. “I don’t think by any stretch that JD Vance hates Israel, hates the Jewish people.”

Just a few hours before Rosenberg’s meeting with the vice president, i24 News reported that Vance was also planning to host a Shabbat dinner this week as a method of outreach to Jewish Republicans.

“Vice President Vance is making considerable outreach efforts to the American Jewish community, particularly with this Shabbat dinner,” Shabbos Kestenbaum, a pro-Israel campus activist who spoke at the Republican National Convention in 2024, told The Jewish Telegraphic Agency.

Kestenbaum, who filed a Title VI lawsuit against Harvard University for ignoring antisemitism in 2024, added that he looks “forward to working together on our common interests while also expressing our concerns.”

Despite the rosier outlook shared by Jewish Republicans on Thursday, the meeting between Rosenberg and Vance came just two days after the vice president told participants at a technology conference that Trump does not shy away from opposing Israeli Prime Minister Benjamin Netanyahu in order to advance the interests of the American people.

The president “has shown a willingness to actually part ways with ‘Bibi’ Netanyahu when he feels like the interests of the American people are different from the interests of the government of Israel,” Vance said in a virtual address at the All-In Summit.

In response to those remarks, Sam Markstein, national political director for the RJC, told JTA in a statement that “the vice president has said, time and again, that Israel is a close and important ally of the United States.”

Markstein recalled how at last month’s RJC meeting — where both Vance and Rosenberg also spoke — Israel’s former minister for strategic affairs, Ron Dermer, said he’d be “forever grateful” for Vance’s role in the June 2025 conflict with Iran.

“All true partnerships between proud, independent, sovereign nations have room for disagreement — that is the mark of the alliance’s strength,” Markstein added.

Vance’s address at the RJC meeting was seen across the media as a chance to mend ties with Jewish conservatives, particularly regarding his views toward Israel and his connection to Carlson. The vice president spoke at a closed-door session, during which he reportedly described Israel as “extremely important to America’s national security,” according to Axios.

Regarding another right-wing podcaster, Joe Rogan, Vance argued that “the best approach is to actually go in there, and talk to him, and make the best argument you can,” The Wall Street Journal reported. Although the vice president denounced a third podcaster, Nick Fuentes, as someone who “really does hate Jews,” he did not offer an opinion on Carlson, per the Journal.

After the address, Rosenberg slammed Vance for foregoing “a chance to hammer” Carlson and for blaming antisemitism on immigration, which the radio host called “silly.”

But following what he described as “a great meeting” with the vice president on Thursday,  Rosenberg appeared to have changed his tune.

Asked by Cosby if he walked away optimistic about Vance’s stance on Israel, Rosenberg responded, “The answer is yes.”

This article originally appeared on JTA.org.

The post Jewish radio host Sid Rosenberg says he ‘charmed’ JD Vance, after slamming his stances on Israel appeared first on The Forward.

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