The Secret Behind Trader Joe’s

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I’ve always been a little curious about how and why Trader Joe’s has acquired such a cultlike status, and over at Vox this morning Rebecca Jennings tells all:

Trader Joe’s does not participate in traditional advertising, never has sales, and is known for frustrating product shortages…. The majority of its products are private label, a.k.a. “generic”…. While most grocery stores carry about 50,000 units of product in store at once, Trader Joe’s typically only has around 4,000…. “People don’t think of [Trader Joe’s products] as generic,” Mark Gardiner, author of the book Build a Brand Like Trader Joe’s told Eater. “[They think] ‘it’s Trader Joe’s — that’s the brand,’ and it’s a special brand that you can only get here. The truth is that almost all of this is stuff that you can probably get at another store within a few miles of that Trader Joe’s in a different package with a different name.”

Basically, they sell a limited selection of generic stuff but they put fun labels on it. Huh.

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