Startup CPG Newswire:
The Matzo Project Does Something Unusual for Passover…
by Not Changing a Thing
PRESS RELEASE — NEWS PROVIDED BY Crystal Bennett for The Matzo Project
BROOKLYN, NY (FEBRUARY 2026) – The Matzo Project, the brand that helped turn matzo from cardboard to craveable, has spent years modernizing how people think about this ancient staple — bringing it into everyday life with flats, chips, soup kits, and snacks people reach for all year round.
But this Passover, they’re doing something different.
For the first time, The Matzo Project has produced a limited run of Shmura Matzo, handmade and hearth-baked in tiny batches the extremely old-fashioned way, just in time for one of the most tradition-bound weeks on the Jewish calendar.
This special Shmura matzo is hand-kneaded with carefully guarded flour and rested water, then fire-baked to a crackly, blistered crisp with a deliberate, flame-kissed char. It’s well-done on purpose, and baked without cutting corners. Not just because it’s round, but because this time-worn practice is worth honoring.
The result is matzo that feels deeply rooted, unmistakably handmade, and worthy of a Seder table that takes the week seriously.
To make this possible, The Matzo Project partnered with a Ukrainian refugee collective now based in Bucharest, Romania — a displaced Jewish community that has rebuilt a matzo bakery as both a livelihood and a lifeline. Each box supports steady, dignified work for refugees forced to flee their homes, helping sustain their community while preserving one of Judaism’s most enduring traditions.
“We’ve always looked for new ways to bring matzo to the table year-round and introduce it to people from all cultures,” said Kevin Rodriguez, Co-Founder of The Matzo Project. “But Passover is built on tradition and ritual, so this year we figured we’d try something completely… old. Not every home chooses our year-round matzo during Passover, but you can show up to any Seder with our Shmura matzo looking thoughtful, charming, and correct — and proud of the hands that made it.”
Each festive one-pound box contains eight hearth-baked, imperfect, near-pizza-sized rounds made specifically for Passover 2026, which begins at sundown on April 1.
Shmura Matzo is available exclusively at www.matzoproject.com, with pre-orders open now. In addition, The Matzo Project offers Kosher-for-Passover baking mixes and a matzo ball soup kit, available online and at select retailers nationwide.
About The Matzo Project
The Matzo Project is a food brand on a mission to bring matzo (and Jewish-inspired foods) out of the Passover pantry and into the everyday kitchen. With clean ingredients, bold packaging, and a lovable Jewish Grandma who says what we’re all thinking, The Matzo Project offers a lineup that includes Matzo Chips, Matzo Flats, Matzo Ball Mix, Soup Kits, and a new line of Gluten-Free, Kosher-for-Passover Mixes. All products are vegan, nut-free, and certified kosher.
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