I discovered quite the dichotomy while researching Trader Joe’s, and it is this: Trader Joe’s, of all stores, presents itself most by appearing like a market: it has a home-grown, small town looking atmosphere and earthy tones for most of its packaging. Even the flowers come in mason jars or quirky pots. It almost seems like a farmer’s market, besides one key point. AT a farmer’s market, you know exactly where your food comes from. Trader Joe’s on the other hand, of all stores to present itself as such, is actually described to be “notoriously secretive about their suppliers.” Seems odd, eh? Hence why I began to look into it.
Trader Joe’s has quickly become one of California’s most dearly loved grocery stores. The popularity makes sense; as citizens become more aware of what they’re eating, health conscious brands have skyrocketed into popularity. This consciousness is good, of course, but I began to wonder how Trader Joe’s managed to find their suppliers, provide such honest and simple foods, and price them so reasonably? Are their products as wholesome as we think?
Well, the answer isn’t “no,” per say, but it also isn’t “yes.”
Trader Joe’s does not disclose who its suppliers are. The store cuts out the middle man and deals directly with suppliers, which lowers costs and explains in part, why the prices are so low. Trader Joe’s chooses its suppliers almost like an auction, based on who offers the best deal. Those companies could also be supplying Von’s and Ralph’s with similar products, offered instead at a higher price, that those stores are willing to pay.
The business model for Trader Joe’s makes sense. Fewer options, but higher turnover of the products, which increases efficiency and allows for more consistent freshness. Smaller stores, fewer staff, fewer customers, but also, less rent and salary. Not only does this make sense, but it is a complete optimization model for a grocery store. Brilliant.
Now, the question is, where is this food coming from? Is it indeed the same quality as Vons or Ralph’s, but with more natural looking packaging, and at a lower price? Is the quaint, hometown, farm-fresh vibe actually a complete facade? And how are the employees always so happy?!?
I’m just kidding about the employee question, I know they treat their employees wonderfully.
Through my research, the strongest, or most concerning point that I found ended up not being terribly alarming. Simply put, the term “organic” at Trader Joe’s may be debatable. Due to their strategic method of finding inexpensive suppliers, a large number of the products are manufactured overseas, often in countries where pesticides are less regulated, and may not be held to the same requirements as they would be in the United States.
Trader Joe’s does not mis-label their products, but rather, may promote them as being more “organic” than the ingredient list demonstrates. There is nothing terribly awful about this, but it does remind us that we must be conscious as consumers. Therefore, a good tip, regardless of what store you’re in, is to read the ingredients, and closely. It is possible that many of the foods that we see in Trader Joe’s, do indeed stem from suppliers whose products we can find in other massive grocery chains.
I wish I could give you more information, but what I came across upon researching this topic is actually an astounding number of articles vocalizing the same concerns, and with similarly little fact uncovered. Apparently I’m not the first to wonder how such a store is possible, but hopefully as the hunt continues, we can unearth how our favorite grocery store manages to be just that. To be continued.
