Yo, Winston-Salem Folks Interested in Trader Joe’s

All you folks who got together to create the video aimed at convincing Trader Joe's to open a store in Winston-Salem will probably find this Fortune article interesting.  I for one didn't know that the same German family that owns Trader Joe's also owns Aldi.  From the article:

You'd think Trader Joe's would be eager to trumpet its success, but management is obsessively secretive. There are no signs with the company's name or logo at headquarters in Monrovia, about 25 miles east of downtown Los Angeles. Few customers realize the chain is owned by Germany's ultra-private Albrecht family, the people behind the Aldi Nord supermarket empire. (A different branch of the family controls Aldi Süd, parent of the U.S. Aldi grocery chain.) Famous in Germany for not talking to the press, the Albrechts have passed their tightlipped ways on to their U.S. business: Trader Joe's and its CEO, Dan Bane, declined repeated requests to speak to Fortune, and the company has never participated in a major story about its business operations.

Some of that may be because Trader Joe's business tactics are often very much at odds with its image as the funky shop around the corner that sources its wares from local farms and food artisans. Sometimes it does, but big, well-known companies also make many of Trader Joe's products. Those Trader Joe's pita chips? Made by Stacy's, a division of PepsiCo's (PEP, Fortune 500) Frito-Lay. On the East Coast much of its yogurt is supplied by Danone's Stonyfield Farm. And finicky foodies probably don't like to think about how Trader Joe's scale enables the chain to sell a pound of organic lemons for $2.

I love this quote about the "typical" Trader Joe's shopper:

Kevin Kelley, whose consulting firm Shook Kelley has researched Trader Joe's for its competitors, jokes that the typical shopper is the "Volvo-driving professor who could be CEO of a Fortune 100 company if he could get over his capitalist angst."

Can we say Ardmore and West End?

1 thought on “Yo, Winston-Salem Folks Interested in Trader Joe’s

  1. yarddawg

    Love this. I also laugh when I go into a Whole Foods. The cast of characters which patronize this place are some real Kool-Aid drinkers thinking Whole Foods is any different than a Wal-Mart,a Sears/K-Mart, or any other corporation. Why else would they go there and spend 30% more for groceries and produce. Trader Joe’s is pretty cool but it ain’t THAT cool.

    Reply

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