You might hear about our new product, Trader Joe’s Just Beets, and think: “Those must be some fair-minded root vegetables.” That very well may be true, however, it wasn’t necessarily our intention to speak of their moral-rightness when we called them Just. The Just in our Beets really means only, as in: These. Are. Beets. And that’s all they are.
“C’mon!” you say. “Isn’t there at least some sea salt, or a little oil, or some additional seasoning added?” No. No. And no. These are Just Beets.
How can we get away with this? Here’s how: Ripe, red beets, pulled straight from Mexican fields, are just plain good. They are earthy and naturally sweet. Our supplier takes those harvested beets, removes the top greens, and gently washes and brushes them clean, just before blanching them briefly in boiling water for easier skin removal.
With the peels removed, our supplier then slices them into thin rounds, and lays them out flat on trays for a special, slow, low-heat dehydration process. This drying (not frying!) preserves the wonderful earthy-beet-sweetness as it also removes 97% of the moisture, leaving behind a just (read: “fair”) amount of crunch.
This snack is just as good plain, as it is dipped in Trader Joe’s Muhammara, Reduced Guilt Spinach & Kale Greek Yogurt Dip, Sriracha Hummus, or even our Beet Hummus.
We’re now selling a 1.3 ounce bag of Just Beets for just $2.99. (That’s just, as in: “A very fair-minded price.”)