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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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Door-to-Door Anti-Israel Boycott Campaigns in Britain Raise Alarm Bells Over Hostile Environment Toward Jews

Protesters from “Palestine Action” demonstrate on the roof of Guardtech Group in Brandon, Suffolk, Britain, July 1, 2025. Photo: REUTERS/Chris Radburn

Across Britain, local Jewish communities are raising alarms bells over pro-Palestinian boycott activists going door-to-door to track residents who refuse to shun Israeli products, fueling an increasingly hostile and intimidating environment for Jews and Israelis.

Earlier this week, South Yorkshire Police, which serves Sheffield and surrounding areas in northern England, opened an investigation following a violent clash in the Woodseats neighborhood, in the southern part of the city, between the anti-Israel activists demanding residents boycott Israeli goods and opponents who called them “Jew hunters.”

Known as Sheffield Apartheid Free Zone (SAFZ), this anti-Israel group has been active for months across neighborhoods in Sheffield and other parts of the United Kingdom.

As part of a broader effort to undermine the Jewish state internationally, the group distributes materials urging boycotts of Israeli products, claiming that “Israel thrives on international support.”

“When we choose not to buy Israeli goods, it hurts them in the most central place – their economy. Boycotts have worked before. They were a powerful factor in ending apartheid in South Africa and together we can replicate that success,” says one of the group’s propaganda materials. 

Sparking outrage among local Jewish communities and political leaders, the group reportedly tracks residents’ responses, noting whether they are “no answer, not interested, or supportive.”

Earlier this week, a violent confrontation erupted in the Woodseats neighborhood in northern England after pro-Israel activists who had learned of the group’s activities on social media arrived on the scene.

Jean Hatchet, a local activist, confronted the anti-Israel, pro-Palestinian demonstrators, following them through the streets while shouting “Jew hunters are coming” and waving a sign reading “No tolerance for Jew hatred.”

According to Hatchet’s testimony, one group member snatched the sign from her hands and struck her on the head, prompting her to file a police complaint alleging assault motivated by religion.

In an interview with the Daily Mail, Hatchet claimed the group actively maintains a “blacklist” of anyone who supports Israel.

“They’re taking addresses of people who don’t agree with their point of view,” the pro-Israel activist said. “We have data protection regulations in this country and they’re committing acts that cross the boundaries of what’s permitted.”

Similar door-to-door boycott campaigns have been reported in Bristol and Hackney in England, Cardiff in Wales, and Belfast and Glasgow in Northern Ireland and Scotland.

Last Saturday, pro-Palestinian activists were filmed going door-to-door in Brighton, a coastal city in southern England, asking residents to sign pledges to boycott Israeli products.

Vicky Bogel, founder of the pro-Israel group “Jewish and Proud” in Brighton, denounced the incident after witnessing eight teams of volunteers moving systematically from house to house with clipboards and lists of addresses.

“They found out who has ‘Zionist tendencies’ and who doesn’t and where they live,” Bogel told the Jewish Chronicle. “This is cunning and dangerous activity; we’re talking about an intimidation campaign at another level.”

Peter Kyle, the British trade secretary and a member of Parliament representing Brighton, strongly condemned these latest incidents, calling for police investigations into the groups for potential hate crimes and incitement.

However, Sussex Police, which covers the Brighton area, said that “there is currently no evidence of criminal activity,” while acknowledging that the reports are under review.

The Israeli embassy in London also condemned the incidents, calling them a “disgrace” and warning that such campaigns fuel intimidation and hostility toward Jewish communities across the country.

“Compiling lists of homes and businesses to enforce a boycott of Israeli products is not principled protest, it is intimidation,” the statement read.

“Targeting people and shops because of their Israeli identity echoes some of the darkest chapters of European history,” it continued. “Decent people should call this out, clearly and without hesitation.”

Earlier this month, the Community Security Trust (CST), a nonprofit charity that advises Britain’s Jewish community on security matters, revealed in an annual report that it recorded 3,700 antisemitic incidents in the UK in 2025, the second-highest total ever in a single calendar year and an increase of 4 percent from the 3,556 in 2024.

Last year averaged 308 antisemitic incidents each month — an exact doubling of the 154 monthly average in the year before the Hamas-led Oct. 7, 2023, invasion of southern Israel.

Antisemitic incidents had fallen from the record high of 4,298 in 2023, which analysts say was fueled by Hamas’s Oct. 7 attack — the biggest single-day massacre of Jews since the Holocaust.

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Two Men Spit, Say ‘Free Palestine’ as They Attempt to Gain Access to Jewish Center in Dallas

Two young men who attempted to gain entry to a Jewish life center in Dallas by claiming to be window cleaners. Photo: Screenshot

Jewish community leaders on Monday denounced an antisemitic incident in which two men trespassed the grounds of the Olami Dallas Center in Texas and demanded entry to the home of its rabbi by claiming to be window cleaners.

According to StandWithUs, the perpetrators rang the doorbell of Rabbi Yaakov Rubin, who refused to let them, in response to which one of the men spat on the property as the other said “Free Palestine.” StandWithUs added that they also said “fake Jews” during their attempt to gain access to the building.

However, after realizing they were caught on camera, one of the perpetrators then yelled: “I love the Jews.”

StandWithUs shared video footage of the incident.

“There’s much brazenness required to walk up to a house, in an attempt to intimidate a Jewish Life center, and its host family, ring the doorbell, and say, ‘Free Palestine,’” Rubin said in a statement included in a press release StandWithUs issued following the incident. “This requires us to be that much bolder and proud of our Jewishness and Israel, through open pride, a strong sense of identity and nurturing our mission from G-d. We don’t run, won’t hide, we will be a light to the world.”

The incident at the Olami center comes amid a period of anti-Jewish violence in the US that is unprecedented in the country’s history. Since the Hamas-led Oct. 7, 2023, massacre across southern Israel, Jews have been murdered on the streets of Washington D.C., firebombed in Colorado with Molotov cocktails, and gang assaulted. In a recent incident just last month, a young man apparently radicalized by the far right set the Beth Israel Congregation on fire over its “Jewish ties,” a catastrophic event which has shut down the Jewish house of worship for the foreseeable future. Another arsonist struck the San Francisco Hillel building in December.

In Monday’s press release, Jordan Cope, director for policy and education at StandWithUs, said this latest incident is a reminder of the degree to which antisemitism is coupled with anti-Zionism.

“The youth’s mention of ‘fake Jews’ before his subsequent ‘free Palestine’ assertion followed by his ‘I love the Jews’ comments, is a clear reminder of how bigots all too often disingenuously disguise their antisemitism as a matter of Middle Eastern politics,” Cope said. “Efforts to intimidate the Jewish people into abandoning their pride of their indigenous homeless ultimately seek to intimidate Jews into silence and submission at a time where antisemitism continues to run rife throughout the West.”

He added, “Antisemitism is an age-old hatred. Anti-Israel sentiment is its newest spear.”

For several consecutive years, antisemitism in the US has surged to break “all previous annual records,” according to a series of reports issued by the ADL since it began recording data on antisemitic incidents.

The FBI disclosed similar numbers, showing that even as hate crimes across the US decreased overall, those perpetrated against Jews increased by 5.8 percent in 2024 to 1,938, the largest total recorded in over 30 years of the FBI’s counting them. Jewish American groups have noted that this rise in antisemitic hate crimes, which included 178 assaults, is being experienced by a demographic group which constitutes just 2 percent of the US population.

The wave of hatred has changed how American Jews perceive their status in America.

According to the results of a new survey commissioned by the Anti-Defamation League (ADL) and the Jewish Federations of North America, a majority of American Jews now consider antisemitism to be a normal and endemic aspect of life in the US.

A striking 57 percent reported believing “that antisemitism is now a normal Jewish experience,” the organizations disclosed, while 55 percent said they have personally witnessed or been subjected to antisemitic hatred, including physical assaults, threats, and harassment, in the past year.

The survey results revealed other disturbing trends: Jewish victims are internalizing their experiences, as 74 percent did not report what happened to them to “any institution or organization”; Jewish youth are bearing the brunt of antisemitism, having faced communications which aim to exclude Jews or delegitimize their concerns about rising hate; roughly a third of survey respondents show symptoms of anxiety; and the cultural climate has fostered a sense in the Jewish community that the non-Jewish community would not act as a moral guardrail against violence and threats.

Follow Dion J. Pierre @DionJPierre.

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In JFNA’s first ‘State of the Jewish Union’ address, security and antisemitism loom large

(JTA) — Speaking from Washington, D.C., on Thursday, the president and CEO of the Jewish Federations of North America, Eric Fingerhut, laid out his assessment of the state of Jewish life in America.

“The state of the Jewish union in America is strong, but it is being tested,” said Fingerhut. “We are united in our commitment to America and to Jewish life, even as we worry about the real threats of violence and the growing acceptance of antisemitic rhetoric.”

During his remarks, which was billed as JFNA’s inaugural “State of the Jewish Union” address ahead of President Donald Trump’s State of the Union address next week, Fingerhut issued six recommendations to Congress which centered on increasing security for Jewish communities.

They included providing federal support for security personnel, expanding FBI capabilities to counter domestic terrorism, increasing support for local and state law enforcement, prosecuting hate crimes aggressively and holding social media companies accountable for amplifying antisemitic rhetoric.

“Jewish children and teens are facing growing risks online, including antisemitic harassment, bullying and extremist content,” said Fingerhut. “We recognize the difficulty of legislating in this field, but states are moving forward, and it’s time for Congress to move forward as well.”

Fingerhut also called on Congress to increase funding for the Nonprofit Security Grant Program to $1 billion annually, and “make the program more flexible and simpler to use.” (This year, the program is requiring recipients to support federal immigration enforcement and avoid programs advancing diversity, raising concern among many Jewish groups, including JFNA.)

At the beginning of his address, Fingerhut also emphasized the ties between the American Jewish community and Israel, which have come under scrutiny since JFNA published a survey earlier this month which found that only one-third of American Jews say they identify as Zionist.

“The focus of today’s talk will be about the state of Jews in America, but it is not possible to have that conversation without acknowledging and addressing the emotional, familial and religious connection between the American Jewish community and the people of Israel,” said Fingerhut.

Fingerhut’s remarks come shortly after Bret Stephens, the right-leaning Jewish New York Times columnist, argued during his 92NY’s annual “The State of World Jewry” speech that groups devoted to combating antisemitism, including the Anti-Defamation League, should abandon their strategy and instead focus on bolstering Jewish education and communal infrastructure.

During Fingerhut’s address, which largely centered on the security burdens placed on Jewish communities and concern for changes to social services funding, he also pivoted to a broader vision of Jewish life beyond the need for protection alone.

“It is important for the Congress to know that Jewish life is not only what we are protecting, but what we are building,” said Fingerhut. “It is Jewish education and Jewish experiences, but it is also human services, dignity and belonging.”

The post In JFNA’s first ‘State of the Jewish Union’ address, security and antisemitism loom large appeared first on The Forward.

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