Trader Joe’s was started in 1958 in Pasadena, California, and given its new name in 1967. The first Hawaiian shirt, Trader Joe’s trademark uniform, was worn in 1969. In the early 1970’s Trader Joe’s was known for its wide selection of California wines and eventually branched out becoming a multifaceted store with a butcher shop, store brand food products, and other retail items like pantyhose. They were the first company to officially implement tree-saving reusable grocery bags. In the 1980’s they started to expand their business and even recorded their own radio advertisements. By 1995 they opened their 70th store and had 10 new and unique items coming in every week. In 2007 they eliminated trans fats, artificial colors, flavors, preservatives, and GMO ingredients from privately purchased products. The Trader Joe’s brand is based on an image of “the old days” and “good old American farming”. They emphasize the unique localness and the organic status of their products. They have a “down to earth” style-even claiming so on their website- with a firm attachment to local business appearance while existing on a national level. Trader Joe’s claims to buy in bulk, directly from suppliers, and without charging the original seller money to use Trader Joe’s shelf space, to save customers money. The entire company is incredibly successful with a whole range of products and prices. It’s mastery of an old local American business brand is something to be admired.

 

"Our Story." Trader Joe's. Trader Joe's Company, n.d. Web. 14 Feb. 2014.