Becoming Trader Joe by Joe Coulombe

Author:Joe Coulombe
Language: eng
Format: epub
Publisher: Harpercollins Leadership
Published: 2021-04-10T00:00:00+00:00

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The willingness to do without any given product is one of the cornerstones of Trader Joe’s merchandising philosophy.

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It is important to remember that our product knowledge commenced with wines—foods came later. So a lot of what we had learned about merchandising wines was carried over to foods, of which the most extreme example was Trader Joe’s Vintage Dated Canned Corn. This corn, grown in a specific field in Idaho, isolated so it wouldn’t be cross-pollinated from other fields, was the best in the world. Our biggest problem was wrestling the crop from the Japanese, who tend to buy the very best, whether it’s coffee, fish, or Bordeaux. Each year the label bore the date of that harvest, and when that was gone, that was it, until next year. This is very vinous thinking, but it illustrates the principle of discontinuity in merchandise, which we embraced wholeheartedly.

As we got into Whole Earth Harry, every private label food product had to meet the current shibboleths of the health food movement: no monosodium glutamate, no added sugar, no added salt, no artificial coloring. And as we moved into frozen seafood, no sulfites.

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