Making the Trader Jose Cut?

Nat does A LOT of shopping at Trader Joe's.  A LOT.  And of the course of years, I've come to appreciate their quirkiness and how they tailor their brand.  For Italian food, their labels say Trader Giotto's and for Mexican-inspired items, they use Trader Jose.  Pretty cute.

But this afternoon, I was a bit puzzled.  For some reason, Trader Joe's decided that the Salsa Verde made the 'Jose' cut, but not the bean dip?  Why not?  The bean dip even has the same spiciness 'chart' on the side of the jar as the salsa.  Seems to me that someone in marketing missed an opportunity here.


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