I have had this problem with the B.C.B. matches in a tub. Cheapest solution:
Go down to your local hardware store/newsagents and buy a couple of boxes of ordinary safety matches. Make sure that they have the completely coated striker boards. Not the spotted ones. Strike one of your REI matches against one of the boards, just to make certain that they strike. Cut the striker boards off. Cut the boxes up. Glue the striker boards to the cardboard (makes them stiffer). Trim to size. Problem solved.