A decade ago, Shelley Atlas Serber started a simple Facebook group to help fellow shoppers find kosher products at the popular supermarket Trader Joe’s, an American grocery chain known for its unique, private-label products, low prices, and quirky, welcoming atmosphere.
It differentiates itself from traditional supermarkets by offering a curated selection of interesting and often exclusive items alongside everyday basics, all at affordable prices. As an added bonus, it has kosher-certified products nationwide.
Today, the Facebook group has grown into a bustling community of nearly 75,000 members, and its companion Instagram page has become an essential resource for a loyal following of over 30,000.
The social media platforms have become more than just guides to gluten-free mochi and certified snacks. They are global hubs for a community that rallies together, even in the most difficult of times.
Serber recently visited Israel for the first time in 25 years. Her journey back to the country for a family wedding was marked by a suitcase filled with her famous Trader Joe’s finds – a gesture of gratitude and connection for her Israeli hosts.
“I can’t go anywhere without some kosher Trader Joe’s snacks,” she told the Magazine.
Her visit coincided with a moment of personal triumph: Her work had, in a way, come full circle, demonstrating the deep-rooted connection between her digital community and the physical land she was now walking on.
Trader Joe’s is known for its distinctive branding, exceptional customer service, and, most importantly, its cult following. The supermarket’s curated selection and fun atmosphere have made it a favorite across the United States. Serber’s mission began when she noticed a frequent question in a recipe Facebook group: “I’m going to Trader Joe’s. What should I buy?”
“It’s a recipe Facebook group where every day there’s a question about Trader Joe’s. So... about 10 years ago... I started a Facebook group called Kosher Trader Joe’s.” What began as a mere resource has blossomed into a “community of nearly 75,000 people.” Serber refers to it as the “Trader Joe’s community” because it’s “not just about the... Takis or the Scandinavian swimmers”; it has evolved into a family.
The community’s reach extends far beyond the typical metropolitan areas with large Jewish populations. Serber recounted a conversation with a follower in North Dakota who drives “four hours just to get to Trader Joe’s so that she can buy her Empire chicken.” For many in smaller communities, Trader Joe’s is a lifeline for accessing kosher staples like chicken, turkey, and even kosher cheeses that are otherwise unavailable. Serber’s work directly benefits these people, making her role deeply personal and rewarding.
While much of Serber’s work is driven by community, her process is highly meticulous. She assiduously tracks down new products and verifies their kosher status. Most items have a certification on the packaging, which makes her job easy, but others require more investigation.
She has a strict rule: The group does not discuss the reliability of a kosher certification, as this could lead to infighting among a “diverse community” with different levels of observance. Instead, she personally contacts certifying agencies to get clarification on items, and then shares that information.
A perfect example of her work is the popular Kerrygold Irish butter. Despite its having no kosher symbol on the package, she verified it as “good to go” with the certifying agency.
Her dedication was demonstrated in the creation of a viral eight-page Passover guide. Serber went through every product and every list from major kosher certification agencies to create a visual guide of all the Passover-friendly items, which garnered 19,000 sign-ups in just three weeks. Her work not only helps people navigate the store but also provides a vital resource for families celebrating Jewish holidays.
Connection forged in tragedy
The most poignant aspect of Serber’s work lies in her connection to Omer Neutra, a lone soldier and member of her community who was taken hostage by Hamas. Serber, who lives on Long Island, felt a personal connection to Neutra, who was from the same area. When she found out he was a member of her Facebook group, she was in disbelief. “My head and my heart were all over the place,” she recalled. She discovered that Neutra had once made a sign with Trader Joe’s products to “prompose” to his friend Abby, using Joe-Joe’s cookies.
When news broke that Neutra was murdered on Oct. 7, though his body is still being held by Hamas, Serber paused all content on her social media platforms for 24 hours out of respect.
“The community truly rallied with me for him,” she said. This emotional experience deeply affected her, and she keeps a large picture of him in her home. It was a moment that showed that her community was truly a family, coming together to mourn one of their own.
Shortly after the outbreak of the Israel-Hamas War, Serber paired with influencer Hadassa Goldberg, known to fans under the handle therealhadassa, to send countless duffel bags of kosher Trader Joe’s snacks to IDF soldiers serving in active and reserve duty in the aftermath of the Oct. 7 massacre.
Serber has also taken on the role of an advocate, dealing with employees at individual Trader Joe’s stores who have supported the BDS movement. She has had to engage with store managers, or “captains,” to address “unacceptable” incidents, such as an employee placing pro-Hamas stickers on Israeli feta cheese. Instead of having a “thousand phone calls to a local store,” she acts as the intermediary, stepping in “with kindness” and a firm resolve. In some of these cases, the employees were “no longer employed with the company.”
Despite these challenges, Serber has found immense satisfaction in her work, which she describes as a passion project rather than a full-time job, where she works as a creative director. “There’s a certain satisfaction in truly being able to help people,” she said, particularly for those in small towns without access to kosher supermarkets. Her social media presence reaches millions a month, but for Serber the real success is measured by the engagement and the trust she’s built with her community.
“It’s Trader Joe’s. It’s so silly. What are we doing?” she often asks herself. “But it’s a two-way street. There’s trust. There’s a relationship that you’ve built with people. It’s become a family community.”
In the end, Serber’s work has transformed a grocery store into a powerful symbol of connection, resilience, and community, proving that even over a bag of snacks, people can find common ground and support one another.