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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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Trump highlights last year’s Iran strikes in State of the Union delivered as US forces prep for possible new ones

(JTA) — President Donald Trump devoted most of his State of the Union address Tuesday night to familiar themes of economic strength and immigration enforcement, but about an hour into the speech he turned to foreign conflicts and issues closely watched by Jewish audiences, including Gaza and Iran.

Speaking to a joint session of Congress for the first State of the Union address of his second term, Trump cast his administration as a global peacemaker while also emphasizing military power.

“We’re proudly restoring safety for Americans at home, and we are also restoring security for Americans abroad,” Trump said, declaring that the United States had “never been stronger.”

In a speech that coincided with the fourth anniversary of the ongoing war between Russia and Ukraine, Trump claimed credit for ending a series of international conflicts, listing flashpoints across multiple regions. Among them, he cited tensions involving Israel and Iran and what he described as “the war in Gaza, which proceeds at a very low level, it’s just about there.” He thanked Steve Witkoff and his son-in-law Jared Kushner, both of whom have played advisory roles on Middle East policy, along with Secretary of State Marco Rubio.

Turning specifically to Gaza, Trump highlighted a ceasefire agreement and efforts to secure the release of hostages. “Under the ceasefire I negotiated, every single hostage, both living and dead, has been returned home,” Trump said. He described the recovery of the bodies of deceased captives in emotional terms, recounting conversations with grieving families and praising the cooperation of Israeli authorities.

The president’s remarks echoed his longstanding effort to frame himself as uniquely capable of brokering Middle East agreements, a message likely aimed at both domestic supporters and international audiences. The status of Gaza and the fate of hostages have been central concerns for many American Jews since the outbreak of the war.

Trump then shifted to Iran, adopting a more confrontational tone. He referenced the U.S. military’s Operation Midnight Hammer which he said “obliterated Iran’s nuclear weapons program.” The strikes targeting Iranian facilities are believed to have caused significant damage but the extent of the impact has not been confirmed by independent assessments.

Reiterating a core pillar of U.S. policy, Trump said his administration would not allow Tehran to acquire a nuclear weapon.

“My preference is to solve this problem through diplomacy, but one thing is certain, I will never allow the world’s number one sponsor of terror, which they are by far, to have a nuclear weapon,” Trump said. “No nation should ever doubt America’s resolve. We have the most powerful military on Earth.”

At least two dozen Democrats stood in a show of approval following Trump’s pledge to prevent Iran from obtaining nuclear arms.

Iran’s nuclear ambitions and regional influence have long been top priorities for pro-Israel advocates and many Jewish organizations, making the issue a recurring feature of Trump’s rhetoric.

While Trump’s comments on Gaza and Iran drew attention, the president did not address other issues that have loomed large in Jewish communal discourse. He made no mention of rising antisemitism in the United States, nor did he acknowledge increasingly visible divisions within his own political coalition over Israel.

Instead, Trump quickly returned to domestic themes, closing the speech, which lasted nearly two hours, as he began it — emphasizing economic performance, border security and what he portrayed as stark contrasts with Democrats.

The post Trump highlights last year’s Iran strikes in State of the Union delivered as US forces prep for possible new ones appeared first on The Forward.

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Forverts podcast, episode 7: Purim

דער פֿאָרווערטס האָט שוין אַרויסגעלאָזט דעם זיבעטן קאַפּיטל פֿונעם ייִדישן פּאָדקאַסט, Yiddish With Rukhl. דאָס מאָל איז די טעמע „פּורים“.

אין דעם קאַפּיטל לייענט שׂרה־רחל שעכטער פֿאָר אַן אַרטיקל פֿונעם אַרגענטינע־געבוירענעם ייִדיש־אַקטיוויסט דניאל גלאַי, „ווען מײַן מאַמע און מומע האָבן זיך אַרויסגעגנבֿעט צום פֿאַרבאָטענעם קאַרנאַוואַל“, וואָס איר קענט אַליין לייענען דאָ און אַ צווייטן אַרטיקל פֿון איציק גאָטעסמאַן, „ווי ייִדן האָבן געפּראַוועט פּורים אין מיזרח־אייראָפּע פֿאַרן חורבן,“ וואָס איר קענט לייענען דאָ.

צו הערן דעם פּאָדקאַסט, גיט אַ קוועטש דאָ.

The post Forverts podcast, episode 7: Purim appeared first on The Forward.

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How Christian Zionism explains Mike Huckabee’s expansive view of Israel’s borders

In a recent interview with Tucker Carlson, U.S. Ambassador to Israel Mike Huckabee went viral for claiming that Israel has the right to control much of the Middle East based on the Bible — what may have been one of the clearest expressions of Christian Zionism by an American diplomat.

In the interview, which took place during Carlson’s recent visit to Israel, Carlson, who has routinely questioned the U.S.-Israel dynamic, asked Huckabee about whether he believes Israel has the right to all the land God promised the Jews in the Bible. Citing scripture, Carlson described the territory as stretching from the Nile to the Euphrates, “essentially the entire Middle East.”

Huckabee replied, “it would be fine if it took it all,” but clarified several times that Israel is not seeking to do so, stating: “They’re not asking to go back to take all of that, but they are now asking to at least take the land that they now live in, they now occupy, they now own legitimately, and it is a safe haven for them.”

Later in the interview, Huckabee referred to his remarks as “somewhat of a hyperbolic statement” and subsequently took to X to say that his comments were edited and taken out of context by Carlson. He said that Carlson had asked him “as a former Baptist minister about the theology of Christian Zionism.”

While Huckabee’s statements on Tucker Carlson may not have aligned with official U.S. policy, they were consistent with the theological worldview he has articulated for years — one rooted in Christian Zionism, a movement that sees the modern state of Israel as the fulfillment of biblical prophecy. For some believers, the modern state of Israel is viewed as a prerequisite for the second coming of Jesus. Many adherents cite the Abrahamic covenant in Genesis — “I will bless those who bless you” — as a theological mandate to support Israel. Others frame their support less in apocalyptic terms and more in the language of shared “Judeo-Christian” heritage.

While Huckabee is the first evangelical Christian to serve as U.S. ambassador to Israel, the Christian Zionist movement he is part of has a formidable political and financial infrastructure within the United States and has become a major force in the U.S.–Israel relationship.

Growing Groups

Christian Zionism has been one of the most reliable pillars of pro-Israel sentiment in American politics for decades. A 2025 survey by the Pew Research Center found that seven in ten white evangelical Christians has a favorable view of Israel, compared with approximately half of Americans who have an unfavorable view. Another study found that U.S. evangelicals are as supportive of Israel as they were before the Gaza war.

Israeli leaders have openly acknowledged that support. Ron Dermer, former Israeli ambassador to the U.S. and a close advisor of Prime Minister Benjamin Netanyahu, once called evangelicals “the backbone of Israel’s support in the United States.”

That support goes far beyond positive sentiment. The International Fellowship of Christians and Jews, which Huckabee has been affiliated with, says it has raised $3.6 billion for Israel since 1983, with 92% of its donors identifying as Christian. In 2023, the organization raised more money than AIPAC or the ADL. Another major organization, Christians United for Israel, founded in 2006 by Texas pastor John Hagee, claims 10 million members, a figure larger than the total Jewish population of the United States.

A 2018 investigation by Haaretz estimated that evangelical organizations raised between $50 million and $65 million from 2008 to 2018 for projects in the West Bank.

The movement has also maintained a physical presence in Jerusalem. The International Christian Embassy Jerusalem was founded in 1980 after several foreign embassies left the city in protest of Israel’s declaration of Jerusalem as its capital. The embassy hosts annual gatherings during the Jewish holiday of Sukkot that draw thousands of evangelical pilgrims, and it funds assistance programs for Jews who wish to immigrate to Israel, emergency aid, housing for Holocaust survivors, and other initiatives.

The Christian Broadcasting Network, an evangelical news network that reaches millions of viewers worldwide, operates a dedicated Jerusalem bureau that “offers a biblical and prophetic perspective to the daily news events that shape our world.”

Huckabee, a former Baptist minister and Arkansas governor, has long existed within this ecosystem and is one of Christian Zionism’s most visible public figures. He has said that he has visited Israel over 100 times and was among the evangelical leaders who advocated for President Donald Trump to move the U.S. embassy from Tel Aviv to Jerusalem in 2018, a decision widely celebrated within Christian Zionist circles. In 2018, Huckabee laid ceremonial bricks in the settlement of Efrat as a symbol of support.

He has also made controversial statements regarding the West Bank, stating in 2017, “There is no such thing as a West Bank. It’s Judea and Samaria. There’s no such thing as a settlement. They’re communities, they’re neighborhoods, they’re cities. There’s no such thing as an occupation.”

Personal theology vs. diplomacy

During Huckabee’s Senate confirmation hearing, Huckabee described the U.S.–Israel relationship as “not geopolitical” but “also spiritual,” stating that “to deny that would be to make it very difficult for us to ever understand how to go forward in a relationship with them.” He also acknowledged that while he had previously supported the possibility of Israeli annexation of the West Bank, his duty as ambassador would be to carry out the president’s policy rather than set it.

His interview with Carlson hearkened back to that moment and the tension between Huckabee’s role as an ambassador and his personal convictions.

The Trump administration has repeatedly stated that the United States does not support formal Israeli annexation of the West Bank. That position is tied in part to Trump’s effort to expand the Abraham Accords, the normalization agreements between Israel and several Arab and Muslim-majority states. Potential future participants — most notably Saudi Arabia — have explicitly conditioned normalization on credible steps toward a two-state solution, a framework that annexation would almost certainly undermine.

In response to Huckabee’s interview, more than a dozen Arab and Muslim-majority governments, joined by major regional bodies including the Organization of Islamic Cooperation, the Arab League, and the Gulf Cooperation Council, issued a joint statement condemning Huckabee’s remarks. The statement described his comments as “dangerous and inflammatory” and said they “directly contradict the vision put forward by U.S. President Donald J. Trump” and the Comprehensive Plan to End the Gaza Conflict. Just three days before the statement’s release, many of those same governments had met in Washington for the inaugural meeting of the Board of Peace and pledged significant funding to the initiative.

According to reports, members of the Trump administration sought to reassure those governments that Huckabee’s comments reflected his personal views rather than official U.S. policy.

For his part, far-right Israeli Finance Minister Bezalel Smotrich — a supporter of West Bank annexation — posted Saturday on X, riffing on a movie title: “I (heart) Huckabee.” And no wonder: last year the ambassador had declined to oppose plans for a large West Bank settlement Smotrich had declared “will bury the idea of a Palestinian state,” with Huckabee declaring it “incumbent on all of us to recognise that Israelis have a right to live in Israel.”

Trump, however, has said he opposes annexation of the West Bank, reflecting growing rifts in the U.S. and even his own supporters, with the rise of a Christian Nationalist movement that includes many at odds with Christian Zionism.

At the same time, generational shifts within the republican party suggests an uncertain future for Christian Zionism. A recent study found that 20% of Republicans overall believe the United States is providing too much military aid to Israel. The generational divide is pronounced: 27% of Gen Z Republicans say the U.S. is giving too much aid, compared with 16% among Republicans in the Silent, Baby Boomer, and Generation X cohorts. Influential figures within this camp — including Candace Owens, Tucker Carlson, and Rep. Marjorie Taylor Greene, and on the more extreme fringe, Nick Fuentes — have gained prominence in part by criticizing the scope of U.S. support for Israel.

For now, however, the evangelical Christian Zionist movement remains deeply embedded in American politics. With Huckabee in the ambassador’s residence, that worldview occupies an official diplomatic post.

 

The post How Christian Zionism explains Mike Huckabee’s expansive view of Israel’s borders appeared first on The Forward.

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