Heritage Florida Jewish News - Central Florida's Independent Jewish Voice

(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...