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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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Nominee for Wisconsin governor appeared with podcast host who defended ‘Camp Auschwitz’ t-shirt

Rep. Tom Tiffany, Wisconsin’s Republican nominee for governor, is facing heat for appearing on a podcast hosted by an online personality with a history of antisemitic remarks and jokes about Adolf Hitler.

“The Quartering” podcast host Jeremy Hambly has said Adolf Hitler had “actually done some good things,” joked with guests about the Holocaust by calling it the “Hall of Cost” and saying it cost “around 6 million bucks,” and defended a “Camp Auschwitz” T-shirt worn during the Jan. 6, 2021, Capitol riot as “dark humor.” In 2023, The Quartering was sponsored by Antelope Hill Publishing, a white nationalist publisher that marked Hitler’s birthday each year by offering discounts on books written by and about the Nazi leader.

Tiffany discussed his gubernatorial bid on a December episode of the podcast, as reported by the Milwaukee Courier — news that emerged after Tiffany had criticized a leading Democratic candidate for appearing with popular progressive streamer Hasan Piker, who has been embraced by Democratic Party candidates even as he has championed terrorist groups as righteous fighters against Israel — leading to accusations he trafficks in antisemitism. In a recent speech to college students, Piker blasted Democrats who “fund ICE” and “fund Israel.”

On the podcast, Tiffany, who is running unopposed on the Republican side to replace Gov. Tony Evers, a two-term Democrat who announced his retirement, also accepted Hambly’s offer to volunteer for his campaign.

In the interview with Tiffany, Hambly said he “will do everything” he can to elect the Republican as governor and offered to help the Tiffany campaign alongside Scott Presler, a prominent “Stop the Steal” activist who has been affiliated with the anti-Islamic group ACT for America.

“I can bring Scott Presler out. We can doorknock for you,” Hambly said. When Hambly asked how supporters could get involved, Tiffany directed listeners to his campaign website to sign up as volunteers.

The resurfaced interview comes as Tiffany has sought to make antisemitism an issue in the governor’s race by criticizing Democratic state Rep. Francesca Hong, a democratic socialist whose campaign has gained momentum in the competitive Aug. 11 Democratic primary, for appearing on a livestream hosted by Piker.

“Remember what [Hong] said the day after we had all these socialists win recent elections?” Tiffany said on The Jay Weber Show last week. “Wisconsin, you’re next.” He later warned that voters “need to wake up” before Hong, whom he said was “going to hang around with an antisemite,” is elected governor.

The Tiffany campaign did not immediately respond to a request for comment about the candidate’s podcast appearance.

Hong defended her appearance on Piker’s show, saying, “Just because I am on a platform certainly does not mean that I endorse everything that has been said by either the hosts or other people who have gone on.”

Wisconsin Republicans have been accused by Democrats of trying to boost Hong in the primary because they believe she would be easier to beat than her rivals in the general election. Recent polls show Hong with a slight lead.

Emily Stuckey, a spokesperson for the Democratic Party of Wisconsin, told the Forward in a statement that “Tiffany is cozying up to antisemitic extremists who have praised Hitler and encouraging them to volunteer with his campaign — it’s clear he is far too extreme to represent Wisconsin.”

The post Nominee for Wisconsin governor appeared with podcast host who defended ‘Camp Auschwitz’ t-shirt appeared first on The Forward.

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Trump rejects Mamdani vow to arrest Netanyahu in NYC

(JTA) — Mayor Zohran Mamdani says he’s still thinking about whether he should arrest Benjamin Netanyahu the next time the Israeli prime minister is in New York City. Not gonna happen, President Donald Trump stepped in on Monday to say.

“Benjamin Netanyahu will not be arrested, in any way, shape, or form, while in the United States of America,” Trump wrote on Truth Social.

Trump’s post came days after Mamdani said that he is in “active conversation” with the city’s Law Department about detaining a foreign leader like Netanyahu, who faces an arrest warrant from the International Criminal Court for alleged actions related to Israel’s war with Hamas. Netanyahu often attends the United Nations General Assembly in Manhattan in September and is planning to do so this year.

“I believe that Prime Minister Netanyahu belongs in The Hague,” Mamdani reiterated, in an interview with the New York Times, referring to the court’s seat in the Netherlands.

He also hedged on his earlier pledge, seeming ready to defer to the city’s lawyers. (The legal consensus has been that a warrant by a court not recognized by the United States is unenforceable. Secretary of State Marco Rubio has said he is seeking the dismantlement of the ICC.)

“I’ve also said that I will follow the laws that we have here in New York City because I believe that there is an importance in following the law as a leader who presides over our city,” Mamdani told the Times. The interviewer, Lulu Garcia-Navarro, prompted him to elaborate. “Meaning that whatever the law allows me to do in New York City, that’s what we will do, but we won’t be writing our own laws to that end,” Mamdani said.

Trump jumped to the defense of Netanyahu, who is up for reelection later this year.

Netanyahu, he said, is busy fighting the Islamic Republic of Iran, and that the “only ones that should be arrested are the people that led Iran into this unprecedented SPIRAL OF DEATH AND DESTRUCTION, something that should have been dealt with years ago, by previous Presidents!”

Trump’s comments come after months of speculation over how an attempted arrest of Netanyahu could pit New York City law enforcement against the United States. Mamdani told reporters after a private meeting with the president last year that the two men did not discuss his vow to arrest Netanyahu. Mamdani has said he would also push for the arrest of Russian President Vladimir Putin, were he to enter New York City.

Some Mamdani Democratic allies were also pouring cold water on the prospect of an arrest.

California Rep. Ro Khanna, who is often aligned with Mamdani’s pro-Palestinian politics, said on the Fox News Channel on Sunday that, in his view, Netanyahu “can come to the U.N. Assembly.”

“The ICC and ICJ have a legal process. That case will go forward,” Khanna said, adding that he’s focused on cutting military aid and stopping weapons sales to Israel. “But, you know, I’m  not for creating a spectacle. The U.N. is a place that people can come to.”

Dan Shapiro, a former U.S. Ambassador to Israel under Barack Obama, speculated that Mamdani’s plan could backfire, since an attempt to arrest Netanyahu would “give him a political boost at home” as Netanyahu fights for reelection. “That would be an own goal,” Shapiro wrote on X.

Republican New York City Council member Inna Vernikov, who is Jewish and has been a staunch Mamdani critic, wrote to Rubio requesting that the State Department issue Mamdani a “stern warning.” She also asked that the department issue an opinion on whether arresting Netanyahu would “violate U.S. law resulting in a prosecution and/or criminal action taken by the federal government against Mayor Mamdani.”

A New York City mayor has previously booted an international leader from a U.N.-related event. In 1995, Rudy Giuliani had Yasser Arafat, chairman of the Palestine Liberation Organization, ejected from a U.N. concert at Lincoln Center, drawing criticism from then-President Bill Clinton’s administration.

Danny Danon, Israel’s Ambassador to the United Nations, wrote on Saturday that Netanyahu will be attending the U.N. General Assembly in September. “And if anyone should be arrested, it is @NYCMayor Zohran Mamdani,” he said.

The post Trump rejects Mamdani vow to arrest Netanyahu in NYC appeared first on The Forward.

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Where does Andy Burnham, the new British prime minister, stand on Israel and antisemitism?

(JTA) — Andy Burnham officially became Britain’s new Labour prime minister on Monday, replacing Keir Starmer who resigned following the party’s disastrous showing in local elections in May.

Starmer left behind a mixed record on antisemitism. He purged the party of its image as hostile to Jews under former party leader Jeremy Corbyn. But at the same time, attacks against Jews in Britain have risen in the aftermath of the Oct. 7, 2023, Hamas terror attack on Israel, and uncertainty is at a high.

Starmer’s successor has spent much of his political career over the past decade cultivating close ties with Britain’s Jewish community. As the former mayor of Greater Manchester, home to one of Europe’s largest Jewish populations, Burnham frequently spoke out against antisemitism, attended Holocaust commemorations and worked closely with Jewish communal organizations.  

Yet in the lead-up to his installation as prime minister, Burnham also signaled a shift in Labour’s mainstream position on Israel and Gaza, including support for greater pressure on Israel.

Burnham’s comments about Labour’s leadership contest prompted a sharp rebuke from the Board of Deputies of British Jews and the Jewish Leadership Council, which expressed “significant concerns” over his framing of Gaza and Israel’s war with Hamas. The umbrella groups also said they welcomed his commitment to tackling antisemitism.

Here is a look at some of Burnham’s views on the subjects and how they might impact his party’s policies going forward.

Early support for Israel and a two-state solution

During Labour’s 2015 leadership contest, Burnham said at a Jewish community debate that his first foreign trip, should he win the Labour leadership, would be to Israel. He opposed a boycott of Israel, asking, “What message would it send?” while stating that he supported a negotiated two-state solution.

In a questionnaire sent to him that year by the Palestine Solidarity Campaign, he also stated that he supported “two states living side by side in peace, and recognized by all of their neighbors.” However, he added that he supported “an end to occupation and illegal settlement building by the Israelis, and an end to the rocket and terror attacks by the terrorist group Hamas.”

He also made it clear at the time that he did not support West Bank settlements, telling the PSC, “Labour recognizes that the settlements and their continued expansion remain key obstacles to resolving the conflict, as [then party leader] Ed Miliband has said, they are both illegal and immoral.”

Labour’s antisemitism crisis

Burnham was vocal about tackling antisemitism when the Labour Party became embroiled in allegations of antisemitism under Corbyn’s leadership between 2015 and 2020,.

Corbyn had in 2012 mural defended a mural depicting hook-nosed Jewish bankers playing Monopoly on the backs of exploited workers. (He later said he regretted the defense.) He called representatives of Hamas and Hezbollah “friends.”

Burnham told the Board of Deputies in 2019 that Labour had failed to deal with antisemitism complaints “firmly, quickly and decisively” and warned that the party had lost the confidence of many Jewish voters.

“It is inconceivable to me that a party which has prided itself on its record on racism could have become embroiled in an antisemitism crisis,” he said.

In 2020, the U.K.’s Equality and Human Rights Commission found Labour had committed unlawful acts of harassment and discrimination related to antisemitism.

Oct. 7 and rising antisemitism

In the aftermath of the Oct. 7 attack, Burnham issued a statement with his deputy mayor saying, “We condemn without reservation the appalling attacks in Israel by Hamas. Nothing justifies the taking of innocent lives in such a barbaric and indiscriminate manner.”

He also stated that “Israel had a right to defend itself, and protect its citizens, in line with international law”

He told the Jewish community that he had spoken with Greater Manchester’s chief constable, who assured him there would be an increased police presence alongside Jewish community organizations. Burnham said local leaders were “determined that all our communities in Greater Manchester will be kept safe” and that “we will never tolerate any form of hatred on our streets.”

Manchester synagogue terror attack

Barely two years later on Yom Kippur 2025, Manchester became the target of a major terror attack, outside Heaton Park Hebrew Congregation. Two people were killed amid a police response.

“Manchester stands together and we will not allow division in our communities,” Burnham said, visiting the synagogue soon after what he described as an attack on the entire city.

Golders Green ambulance attack

Burnham spoke out in April when four Hatzola volunteer ambulances were set ablaze in London’s heavily Orthodox Golders Green neighborhood. “This is another terrible incident that will concern Jewish communities in London and in Greater Manchester who have faced appalling antisemitic attacks in recent months,” he said.

Recent comments on Gaza

Burnham has been critical of Israel’s military campaign in the aftermath of Oct. 7. He doubled down in a leadership campaign video released last week and took his own party to task.

He condemned Hamas and once again rejected antisemitism, but he argued Britain should “do more to put pressure on the Israeli government,” including considering further restrictions on arms exports and action against illegal West Bank settlements.

“I know many people feel that at the start of Israel’s military action in Gaza, my party didn’t get it right, and I am sorry about that,” he said. The party was “too slow to call for a ceasefire.”

He called images from Gaza “a scar on our collective conscience.”

His comments reflect a parliamentary push across the board that Britain should do more to take action against Israel, including supporting a ban on all Israeli goods coming from the West Bank — something that Ireland and other European countries have been pushing for.

In his video, Burnham stopped short of describing Israel’s actions as genocide, saying that such a determination should be made by international courts.

Jewish communal reaction

The video drew a swift response from the Board of Deputies of British Jews and the Jewish Leadership Council. Burnham had seen “first hand the links between hatred of Israel, antisemitic extremism and deadly violence against British Jews,” the groups said.

They urged Burnham and other political leaders to “show the utmost care in their rhetoric” at a time when antisemitism in Britain had become “more normalized, more extreme and more violent.”

British Jews will watch closely how Burnham balances his longstanding engagement with the Jewish community and his increasingly critical stance toward the Israeli government.

The Campaign Against Antisemitism’s Chief Executive Gideon Falter read aloud an open letter to Burnham on Monday calling on him to take a stand against the rise in antisemitism in the country. “Your legacy will not be remembered solely in terms of tax rates and hospital waiting times,” Falter said. “It will be whether Jews were murdered or thrived in Andy Burnham’s Britain.”

Board of Deputies President Phil Rosenberg congratulated Burnham on X, and welcomed the new prime minister’s “early commitment to tackling antisemitism,” and that the Board “will work with his administration towards the U.K. playing its strongest role in global peace and security.”

Ephraim Mirvis, the country’s chief rabbi, posted a photo on X of himself and Burnham and offered a blessing. “He assumes the immense responsibility of leadership at a time of great challenge, both at home and abroad,” Mirvis said. “May he be blessed with the wisdom, strength and good judgment to keep our country safe and may his service bring prosperity and harmony for all.”

The post Where does Andy Burnham, the new British prime minister, stand on Israel and antisemitism? appeared first on The Forward.

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