For the first time ever, the tiki-themed American grocery chain is selling unleavened Passover bread under its own famous private label. But will customers bite?
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
Says SF State Prof. Rachel Gross, fans of Trader Joe’s excited to try the chain's new private-label matzah are part of a unique American Jewish tradition: putting faith in brands.