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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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How to pursue justice: 5 lessons from the life of Stan Levy
At a time of so much division and injustice, when the temptation is to retreat into outrage or into ourselves, there is much to be learned in the life of our friend, Stan Levy.
Stan, who died Nov. 5 at the age of 84, founded Bet Tzedek Legal services and was a fixture in the Los Angeles legal, philanthropic and Jewish communities for close to 60 years. Ensuring fairness where it was absent was Stan’s calling, both as a lawyer and a rabbi.
How he set out to do that — the sheer range of his accomplishments — is daunting: an experienced concert promoter, a corporate general counsel and law firm partner at Manatt, Phelps & Phillips, an ordained rabbi, the founder and spiritual leader of a thriving congregation, B’nai Horin, the founder of a transdenominational rabbinical and cantorial school, the Academy of Jewish Religion, and, for good measure, the visionary behind the founding of three of the community’s most important legal aid organizations — Bet Tzedek, Public Counsel and the Western Center on Law & Poverty.
But the lessons behind the list matter more.
The first lesson: pay attention to the people others don’t see. The 1970s were something of a heyday for legal services, the funding relatively more plentiful and far less controversial than today. But Stan saw something few others did. There were no free legal services in what was then the center of Jewish life in Los Angeles, the Fairfax District. He recognized the significant needs of Holocaust survivors, a group otherwise invisible to most, and other low-income individuals and families living in the heart of the Jewish community. And in 1974, he founded Bet Tzedek Legal Services.
From its start as a small legal clinic in 1974, Bet Tzedek now draws on more than 1,100 staff and pro bono attorneys, and helped more than 82,000 people of all backgrounds in 2025. In 1970, before he turned 30, Stan launched Public Counsel, now the largest pro bono law firm in the country.
The second lesson of Stan’s life: build the institution, then let it outgrow you. Along with co-founder Luis Lainer, Stan continued to be a board member of Bet Tzedek for more than 50 years.
There was no founder’s syndrome for him. At various times we both served as CEOs at Bet Tzedek. We never heard Stan say, “That’s not the way we have done it.” Instead, he encouraged us and embraced changes. After 50 years, he was younger and more restless than the rest of us.
The third lesson: learn from everyone — especially from your own tradition. Stan was known to quote the likes of Rabbi Abraham Joshua Heschel and Muhammad Ali with equal fluency. His favorite quote from Heschel was, “An act of injustice is condemned not because the law is broken, but because a person has been hurt.” His favorite from The Greatest was, “Service to others is the rent I pay for my room here on earth.”
He was a Jewish leader deeply versed in Jewish learning — it’s not as common as you’d think. In 1968, Stan founded B’nai Horin, which translates as “Children of Freedom.” The congregation was never affiliated with a movement and remained welcoming to all, drawing hundreds to its High Holy Days services, b’nai mitzvah classes and Shabbat services.
In 2001, seeing the need for a seminary that would educate professionals like him who wanted to more deeply explore their Judaism, Stan co-founded the transdenominational Academy of Jewish Religion in Los Angeles, which ordains rabbis, cantors and chaplains. Stan could passionately explain access to justice while drawing on Jewish history, tradition and teachings.
The fourth lesson: successful leadership is measured by the number of people you lift. The impact Stan had on our individual lives reflects the way he touched so many people. He guided our careers, helped guide us into leadership positions at Bet Tzedek, performed Mitch’s wedding and led shiva services for David’s parents.
When David launched The Justice Ball, a new era in legal aid fundraising events, it was Stan who negotiated the contracts for the famed musical acts who appeared. When Mitch launched the Holocaust Survivor Justice Network, a national pro bono program, Stan stepped away from his role as a law firm partner and ran the program across the country. He created an international network of more than 5,000 attorneys who have helped secure over $200 million in reparations for survivors. He was a founder who never hesitated to show up to do the work.
The last lesson he taught us may be the most important: Stan and his wife Lynda were inseparable, a power couple before there was such a thing. His sons, Jules, Aaron and Joshua, were the subject of so many of his stories. Stan could balance being a Renaissance Man with his greatest talent of all, being a Family Man. Neither suffered for the other; he had room in his heart for his passions and his loves.
The world is far from healed — though not for Stan’s lack of trying. His life points the way forward for all of us: find the people who’ve been overlooked, build something to serve them, bring everyone you can into the room — and then keep going.
Stan Levy, may your memory be a blessing.
The post How to pursue justice: 5 lessons from the life of Stan Levy appeared first on The Forward.
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A Philadelphia bike ride targeting Jewish-owned businesses on the eve of Kristallnacht anniversary spurs outrage from city and state leaders
(JTA) — PHILADELPHIA – A bicycle ride promoting the boycott of businesses in Center City Philadelphia that organizers claim are complicit in Israeli military actions is drawing scathing criticism from state leaders.
Jewish groups in the city are calling the ride blatantly antisemitic, noting that it targets Jewish-owned businesses on Nov. 8, the eve of the 88th anniversary of Kristallnacht, the “Night of Broken Glass” when Nazi rioters vandalized and burned German Jewish businesses, synagogues and homes, a major escalation of Nazi persecution of Jews.
Organizers insist the timing is coincidental, and in statements posted on their Instagram pages accuse their critics of being “cynical” and weaponizing antisemitism to target pro-Palestinian advocates.
The Instagram post advertising the event in Rittenhouse Square reads: “Ride around Rittenhouse with us as we show these Zionist business owners that we see them for the disgusting human beings they are.” It continues, “We’ll flag as many bikes as we can and show our solidarity with the Palestinian community and oppressed folk everywhere.”
State and city officials expressing outrage at the planned ride include Philadelphia Mayor Cherelle Parker, a Democrat, Pennsylvania Attorney General Dave Sunday, a Republican, and Gov. Josh Shapiro, a Jewish Democrat considered a contender for the 2028 Democratic presidential nomination.
“As Mayor, I serve every Philadelphian under the explicit premise that freedom of speech and freedom from fear are not competing values,” Parker said in a statement. “No one should be targeted, threatened, or made to feel unwelcome because of their faith, identity, or background. Singling out businesses because their owners are Jewish is unacceptable and has no place in our city.”
A spokesperson for Shapiro, whose official residence was set ablaze on Passover last year by a man enraged by Israel’s conduct in Gaza, said the ride was clearly antisemitic.
“This bike ride, masquerading as a protest to advance the cause of justice, is nothing more than blatant antisemitism designed to intimidate and drive Jewish businesses out of our communities and there is no place for that in our commonwealth,” the spokesperson said.
Sunday said the restaurateurs were targeted because they are Jewish. “By explicitly targeting businesses because their owners are Jewish, the organizers are engaging in a form of discrimination that falls back on some of the oldest antisemitic tropes and tactics in history,” he said.
Hearing such support not only from political leaders but also from interfaith leaders throughout the city has left Philadelphia Board of Rabbis president David Levin “gratified.” “We’ve received broad-based support,” Rabbi Levin told the Jewish Telegraphic Agency. “The Jewish community obviously is finding it outrageous, but our civic leaders have stepped up with public comments.
“And my faith partners from other denominations have reached out to us in solidarity and support,” Levin said. “I’m delighted Philadelphia has lived up to its tagline as the City of Brotherly Love. We are feeling that.”
He called on those sympathetic to the businesses not to interfere with the bikers. “The worst thing we could do is find ourselves in a place where there’s confrontation and this thing escalates and people potentially put themselves in a position where they could get hurt,” Levin said.
“I’ve been sort of using the tagline ‘Keep the streets empty and the restaurants full,’” he said. “The best thing we can do in the days and weeks ahead is support these restaurateurs trying to make a living, and our community is turning out in droves.”
The organizers, Philly Bike On Your Left in collaboration with Philly Writers Against the War on Gaza, Boycott CookNSolo and Philly Solidarity Calendar, posted the invitation to join on Oct. 30 on Instagram.
“We call for a boycott because the owners materially and ideologically support the ongoing occupation and genocide of Palestinians,” Boycott CookNSolo, named for the restaurant chain owned by Israeli American celebrity chef Michael Solomonov, said. “Profits from their enterprises and from their fundraising efforts have been used to fund the occupation and to support pro-genocide interest groups in the U.S. and ‘Israel.’”
It is not clear why the organizers believe the businesses are tied to any “occupation,” or how they are “pro-genocide.”
Solomonov, who declined to comment, has been targeted in the past for fundraising for United Hatzalah, a first responder rescue group that works with a wide range of civil and government bodies in Israel and abroad, including the IDF. One such fundraiser came after the group said its resources were stretched thin due to their work to save lives and preserve the dead after the Oct. 7, 2023, deadly Hamas raids inside Israel. Other restaurant owners appear to have been targeted, according to protest organizers, for expressing support for Israel on social media after the attacks, which killed 1,200 people inside Israel.
Boycott CookNSolo also said that drawing attention to the Kristallnacht timing was “a cynical take that is not only offensive to the historical victims of Nazi persecution but an intentional distraction from the actual pogroms currently taking place in the West Bank and the wholesale destruction of life and livelihood in Gaza, Lebanon, Syria, and Iran.”
Schlesinger’s Deli owner Allan Domb, one of the targeted owners, said he was heartened by the broad support he received.
“It’s upsetting to see this level of hatred against four business owners for no reason,“ said Domb, a former Philadelphia city councilman. “It’s blatant antisemitism. But the positive side is, the amount of support from Philadelphia and outside of Philadelphia has been amazing.”
This article originally appeared on JTA.org.
The post A Philadelphia bike ride targeting Jewish-owned businesses on the eve of Kristallnacht anniversary spurs outrage from city and state leaders appeared first on The Forward.
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Pro-Israel conservatives blast JD Vance for blaming Israel after GOP midterm losses
(JTA) — Conservative pro-Israel voices are lashing out at Vice President JD Vance after he linked the Republican Party’s massive midterm losses to the country’s relationship with Israel and the war in Iran.
Vance on Wednesday said that “the real reason we lost is obvious to almost everyone” and listed four strategies to bring back voters: end the war in Iran; focus on the cost of living and inflation; put America first and “change our relationship to Israel.”
Eric Levine, a board member of the Republican Jewish Coalition, told the Jewish Telegraphic Agency that he doesn’t “recall seeing a single exit poll in which any voter identified ‘change our relationship with Israel’ as a factor in their voting decision.”
“It makes you wonder why he would make such a claim,” Levine added.
Conservative radio personality Sid Rosenberg, a Jewish New Yorker and friend of President Donald Trump, slammed the vice president and cited his “constant calls for a ceasefire” as the reason why the conflict with Iran has persisted.
“Vance is a disloyal, agenda driven problem for our party moving forward,” Rosenberg wrote on X, urging Trump to replace him as chief Iran negotiator with Secretary of State Marco Rubio, a favorite of Rosenberg’s and other Jewish conservatives for the 2028 GOP presidential nod.
Rosenberg has long criticized Vance for not being “strong enough on Israel” and has demanded that Vance distance himself from Tucker Carlson, a right-wing commentator who condemns U.S. military aid for Israel and who has been accused of amplifying antisemitic tropes.
In September, Rosenberg accepted an invitation to meet with Vance at the White House, as the vice president attempted to make overtures to the Jewish community following a series of controversial remarks about Israel. Following the meeting, Rosenberg reported that he and Vance “hit it off,” adding that the two men would likely have “many more meetings about very substantial things” in the future.
“He is willing to listen,” Rosenberg said at the time. “I don’t think by any stretch that JD Vance hates Israel, hates the Jewish people.”
Jonathan Greenberg, director for combatting antisemitism at Defending Education and a former staffer for the American Israel Public Affairs Committee, told JTA earlier this week that he viewed Vance’s comments as “nonsense.”
“The same Islamist-communist alliance that’s infiltrating our schools and teaching our kids to hate America is the same alliance that Israel is fighting,” said Greenberg, who ran for state office in Illinois as a Republican in 2012 but is now unaffiliated.
“The idea that we’re going to take an ally in that fight and feed them to the same ogre that’s coming after us makes absolutely no sense to me,” he added. “I think the vice president’s wrong.”
CUFI Action Fund, a nonprofit branch of the pro-Israel advocacy group Christians United for Israel, described the vice president in a statement as “clearly, demonstrably and unambiguously wrong.”
“In a list of the top four reasons the Republicans lost, the Jews were effectively blamed twice if you can hear that pitch of dog whistle,” the statement said, referring to Vance’s fingerpointing to both Israel and the war in Iran.
“This war should’ve been over months ago, and if the vice president wants someone to blame for that, he needs only look in the mirror,” the organization said, alluding to the argument that Vance’s proposed concessions to Iran helped spur the war instead of ending it. “The Vance-Carlson movement, which we call woke rightism, is as loud as their candidates are weak.”
This article originally appeared on JTA.org.
The post Pro-Israel conservatives blast JD Vance for blaming Israel after GOP midterm losses appeared first on The Forward.
