Twelve-year-old Armonk resident Hudson Greenstein loves pizza.
He loves it so much he saw no reason why kids like him, who celebrate Passover when leavened foods are off-limits for eight days — the Jewish holiday starts April 2 this year — should have to go without. So, in a lightbulb moment that started at his local slice shop, he got an idea.
The concept originated when he was eight and went with his dad to get salad at his family’s go-to spot. Hudson, however, really wanted pizza. That’s when Josh Greenstein remembered he had a box of matzo in his car.
So, they asked the guys behind the counter to create a margherita pie atop a Streit’s matzo. It was good, but, according to Hudson, could be better. So he spent a year planning and perfecting the recipe.
The rest is more or less history as that simple creation, on an impromptu night, led to the start of a budding business and ongoing Passover pop-up. Since starting Yalla Matzah Pizza in 2023 — the name is Hebrew slang term for hello/goodbye that Hudson uses a lot — he’s been growing awareness — and adding pizzerias.
His partnerships have since grown to the restaurant chain Fortina with locations in Rye Brook, Armonk and Stamford, Connecticut. You can also find the pizza (during the holiday) at Frankie’s Pizza & Pasta in Briarcliff and Italian Village in Scarsdale. It’s also, for those who find themselves out on Long Island, at Frankie’s Pizzeria in Merrick.
Matzos (in regular and gluten-free) are donated from Rockland-based Streit’s. (Note: while the pizza is made with matzo, it is not officially kosher for Passover — none of the pizzerias are kosher facilities —so they won’t make the cut for more observant Jews.)
The venture, a hit on Instagram, has been a win-win, said Hudson’s mom Allyson Greenstein, as finding a pizzeria serving matzo pizza brings normalcy to those observing the holiday. Also, said Hudson, nothing’s better than pizza cooked in a professional oven.
On the business side, having this option attracts new customers, drives incremental revenue for restaurants, and generates meaningful community buzz — all with minimal operational lift.
But what truly makes Yalla Matzah Pizza special isn’t just the product. It’s the story.
“Hudson isn’t just selling pizza,” stressed Allyson. “He’s representing a new generation of young entrepreneurs who see tradition not as a limitation, but as an opportunity for creativity and innovation.
“We’re super proud of him.”
To add to that pride, Hudson will be donating a portion of his part of the pizza proceeds to a charity that helps a cause. Last year, it was a family affected by Oct. 7th (he got them a therapy dog); this year he’s aiming to help those going through bar/bat mitzvah years that need financial help. The folks at Fortina have also discussed donating some of their proceeds to the Byram Hill School’s entrepreneurial program.
In the meantime, matzo pizzas are available now until through the end of Passover at the select pizzerias named above, until April 9.
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Jeanne Muchnick covers food and dining. Click here for her most recent articles and follow her latest dining adventures on Instagram @jeannemuchnick or via the lohudfood newsletter.
This article originally appeared on Rockland/Westchester Journal News: 12-year-old Armonk student expands his Yallah Matzah Passover pop-up
Reporting by Jeanne Muchnick, Rockland/Westchester Journal News / Rockland/Westchester Journal News
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