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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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Democrats’ split over Israel in spotlight, as Chris Van Hollen challenges Chuck Schumer for Senate leader
Sen. Chuck Schumer helped Democrats win back the Senate with a historic gain of at least nine seats in the midterm elections, giving his party a 56-seat majority, just four votes short of overcoming most filibusters.
Yet the New York Democrat, who has led Senate Democrats since 2017, now faces a rare leadership challenge from Sen. Chris Van Hollen of Maryland — a contest that will not only determine who leads the chamber but also how Democrats use their regained power.
As majority leader, Schumer would have considerable influence over which bills receive floor time, which amendments get considered and how the party manages disagreements over Israel.
Schumer has largely held firm to his longtime support for Israel, trying to manage his caucus even as the party has grown increasingly divided over U.S. military assistance and weapons sales. Now, the leadership battle could force him to confront those divisions more directly, including whether to allow votes on legislation that would restrict aid to Israel. Schumer, the country’s highest-ranking Jewish elected official, has said defending Israel is a central part of his political identity. Van Hollen, meanwhile, has emerged as one of the Senate’s fiercest critics of the Israeli government.
The challenge to Schumer was sparked by a pair of Jewish Democrats: Sen. Bernie Sanders of Vermont, the progressive icon, and Sen. Elissa Slotkin of Michigan, both of whom called for a change in leadership. It comes at a moment when the Democratic Party is changing. A new generation of senators is entering Congress; progressive activists, emboldened by their victories in recent years, are demanding a more confrontational approach to President Donald Trump and the United States’ long and unwavering commitment to Israel.
On Election Day earlier this month, Trump himself announced his plan to end roughly $4 billion in annual U.S. military aid to Israel.
Does Schumer have the votes?
Senate Democrats will choose their leader in a secret-ballot election on Dec. 1. A candidate would need 29 votes to win if all 56 members participate.
Schumer expressed confidence that he has enough support to remain leader. Van Hollen has acknowledged that he is the underdog, and claims to have the backing of more than 10 senators.
A Punchbowl News tracker on Sunday showed 14 senators publicly supporting Schumer, five backing Van Hollen, three opposed to Schumer without expressing support for his challenger, and 36 who remain uncommitted. The Hill separately reported that at least 22 senators have privately indicated they will support Schumer.
Van Hollen has attracted support from several newly elected senators, including Abdul El-Sayed of Michigan and Peggy Flanagan of Minnesota, along with Sanders and Sen. Jeff Merkley of Massachusetts.
Opposition to Schumer or supporting a leadership contest does not automatically translate into support for his challenger.
Schumer has a significant advantage mathematically, given the relationships he has built over decades in the Senate. He also played an active role in recruiting candidates who won seats in red and purple states, including Sens. Sherrod Brown of Ohio, Roy Cooper of North Carolina, Josh Turek in Iowa and Scott Colom in Mississippi.
Israel becomes part of the leadership fight
Neither candidate has made Israel central to their campaign for Senate majority leader. But their differences on the issue have drawn attention from Jewish organizations and progressive groups, which are taking opposite sides.
Van Hollen has repeatedly called for restrictions on U.S. military aid to Israel, supported measures to block weapons sales and accused Israel of committing genocide in Gaza. In remarks at the New Jewish Narrative’s annual gala in Washington last month, Van Hollen said, “We’re doing nobody any favors by providing a blank check regardless of the conduct of the government of Israel.” The progressive Jewish group is backing Van Hollen’s bid.
Schumer has sharply criticized Israeli Prime Minister Benjamin Netanyahu, most notably in a March 2024 Senate speech calling for new Israeli elections. But he has continued to defend Israel’s security and preserve the U.S.-Israel relationship. In a 2024 interview with the Forward, Schumer said that “having a majority leader who’s committed to Israel is vital for Israel’s relationship with the U.S.” He faced online backlash earlier this year for saying his job as leader is to “fight” for Israel aid.
That distinction has become central to how Democratic-aligned organizations view the leadership contest — part of a larger debate over the direction of the party, particularly its relationship with Israel.
The progressive organization Our Revolution endorsed Van Hollen, calling for an agenda that includes ending U.S. military aid to Israel and reducing the influence of wealthy donors.
Track AIPAC, a group that monitors contributions from the pro-Israel lobbying organization, also pledged to help Van Hollen win. “The voters who delivered this majority want a leader who answers to them, and Chris Van Hollen has shown he will,” Casey Kennedy, the group’s co-founder, said in a statement.
On the other side, the Jewish Democratic Council of America announced Friday that it supports Schumer’s continued leadership, along with Rep. Hakeem Jeffries’ bid to become House speaker. “Advancing these priorities will require experience and steady leadership,” said Halie Soifer, the organization’s CEO.
Winning may be the easy part
Schumer remains the favorite to win. But the vote could mark a difficult political chapter for the 75-year-old senator, who may also face a primary challenge if he seeks reelection in 2028.
If Van Hollen attracts only a small number of votes, Schumer will emerge with a stronger mandate to lead. If his challenger wins substantial support, Schumer could begin his new term with a fractured and more progressive caucus seeking a different approach.
Schumer might face pressure to allow more debate on Israel-related legislation, even if he personally opposes it. But there are also limits to how far those debates would likely go. The new majority also includes moderates, longtime supporters of Israel and senators representing swing and red states that flipped blue in this cycle.
The post Democrats’ split over Israel in spotlight, as Chris Van Hollen challenges Chuck Schumer for Senate leader appeared first on The Forward.
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When a Jewish prisoner died in Ohio in 1918, four fellow inmates left the penitentiary in civilian clothes to ensure he got a proper burial
Jack Nast wanted to be buried in a Jewish cemetery.
He died in April 1918 while incarcerated at the Ohio Penitentiary in Columbus. Little is known about the circumstances that brought him there, but another prisoner, Morris Hess, preserved an account of his final days.
As he lay ill, Nast cried out that he was a Jew, Hess wrote. He expressed pride in Jewish history and its achievements, faith in the teachings of Judaism, and regret that his own life had not lived up to its principles. He wished to receive a burial befitting someone “born in the House of Israel.”
With the aid of others, his request was granted.
Isaac B. Jashenosky and Jacob Myers, two men who regularly visited the Jewish prisoners, were with Nast before he died. Jashenosky, whom the prisoners called “rabbi,” conducted the funeral service at an unidentified Jewish cemetery, likely in Columbus. When Nast’s relatives, whom Hess described as wealthy, refused to contribute toward the expenses, Warden Preston E. Thomas permitted the prison’s Jewish inmates to contribute to a collection for the funeral.
Four prisoners were also allowed to attend the burial in civilian clothing. They listened as Jashenosky delivered his remarks and Nast’s remains were returned to the earth.
“Kaddish was said and will be said every week for him,” Hess wrote.
The account appeared in The American Israelite, a Cincinnati Jewish newspaper, under the heading “Prisoners in Ohio Penitentiary are Grateful.” Hess signed the letter with his name and prison number, 45511.
Jewish life behind prison walls
The men who helped bury Nast were part of a larger effort to sustain Jewish religious life inside Ohio’s prisons. By 1899, prisoners were being excused from work for Jewish holidays and provided with special food. In 1902, about ten Jewish inmates received matzo for Passover. By 1913, religious services were also being arranged at correctional institutions in Mansfield and Lancaster.
In 1915, Charles Albert Rosenbaum wrote to The American Israelite about B’nai B’rith’s efforts to reach Jewish prisoners in Ohio.
For years, Rosenbaum wrote, Jewish prisoners had watched representatives of other faiths visit their institutions, “not with envious but with saddened eyes.” They wondered why their own people had been so neglectful. In prison libraries, they read of “the beauties and the godlike charities of the Jewish peoples,” but turned from those pages, looked at “the cold steel walls of their cells” and doubted.
“How all of this has been changed!” Rosenbaum declared.
Rosenbaum credited Jashenosky, Myers and other Columbus volunteers with organizing visits and religious services. With Warden Thomas’ permission, more than 100 services had been held over the preceding two years, he reported, without guards present.
Hess was among those who recorded these gatherings. In 1917, he described a service attended by Jashenosky and Myers, noting that one visitor, Mrs. I. J. Shatz, had distributed cigars to the prisoners.
Freedom in the penitentiary
In 1920, Hess described Passover services held with the cooperation of Warden Thomas and his wife, Mary Thomas. Women from Columbus’ Ezrath Nosheim Society provided a holiday meal.
Jashenosky preached that although everyone desired liberty, true freedom came through “the awakening of the soul.” He told the prisoners that, “Freedom is not alone a privilege, but a lifelong obligation.”
In December 1921, another prisoner, Harry Joseph, writing on behalf of the Jewish inmates, described the work of B’nai B’rith, the Council of Jewish Women and the Ezrath Nosheim Society.
He recalled the holiday meals that women from Columbus had prepared and served, including a dinner following Yom Kippur services. Their presence, he wrote, reminded the prisoners of “the Jewish fireside with its family love.”
He continued, “The knowledge that someone cares is an incentive to reach the end of this rocky road of adversity and become useful citizens.”
Jashenosky died in April 1930, at the age of 79. Newspapers reported that he had served as a prison chaplain for more than half a century.
Before he died, Jashenosky made one final request. He wanted two Jewish prisoners, Abe Shapiro and Adam Sikorski, to attend his funeral.
Warden Thomas granted permission.
The post When a Jewish prisoner died in Ohio in 1918, four fellow inmates left the penitentiary in civilian clothes to ensure he got a proper burial appeared first on The Forward.
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Houston Astros hire former Team Israel manager Brad Ausmus as skipper
(JTA) — The Houston Astros hired Brad Ausmus as manager, the team announced Wednesday, making the former Team Israel skipper the lone active Jewish manager in Major League Baseball.
This will be Ausmus’ third managerial stint in MLB. He previously led the Detroit Tigers from 2014-2017 and the Los Angeles Angels in 2019. Ausmus, 57, owns a 386-422 career managerial record. He will be introduced at a press conference at Houston’s Daikin Park on Friday.
Ausmus most recently served as the New York Yankees’ bench coach from 2024-2026 and also previously worked in the front offices of the San Diego Padres and Angels. He had interviewed for the Astros’ managerial opening in 2020 and for their general manager role in 2022.
Ausmus spent 10 of his 18 MLB seasons with the Astros. He finished his playing career with a .251 batting average, .325 on-base percentage and .344 slugging percentage. The New Haven, Connecticut, native managed Team Israel during the qualifiers for the 2013 World Baseball Classic, served on its coaching staff in the 2023 WBC and managed the team in the 2026 tournament.
“Regarding Aus, he is just a perfect big league manager in every way and there are not many people you can say that about,” Nate Fish, the CEO of Israel Baseball Americas and a former Israel player and coach, told the Jewish Telegraphic Agency. “He is smart. He is calm. He has the experience. He is a good fit for any team but a perfect fit in Houston considering he played 10 years there.”
Fish also pointed out that “this is the second time [Ausmus] has been hired to manage in the big leagues following a stint managing Team Israel. Just sayin’. There is a pattern!”
Israel won two of its four games in the 2026 tournament, securing a spot in the 2030 competition.
“I am honored and excited to take on this role,” Ausmus said before the March tournament. “I’ve been incredibly proud to be part of Team Israel’s journey. My focus remains exactly where it has always been: building a cohesive, competitive team that proudly represents Israel on the world stage. We have a solid foundation, and I’m ready to hit the ground running with our talented staff and players to achieve our goals for 2026.”
Ausmus, a former catcher, played for the Astros from 1997-1998 and again from 2001-2008. He won three Gold Glove Awards for his defense with Houston and was an All-Star in 1999 with Detroit. His 1,971 career MLB appearances are the most ever by a Jewish player, according to the Jewish Baseball Museum.
“I am very excited to be back in Houston,” Ausmus said in a statement. “The Astros and the city of Houston have been a huge part of my life, and I’m thrilled to create a new chapter as the team’s manager. I can’t wait to get to work.”
This article originally appeared on JTA.org.
The post Houston Astros hire former Team Israel manager Brad Ausmus as skipper appeared first on The Forward.
