Turns out Trader Joe was a real guy, and his shrewd instincts led him to create a counter-culture grocery empire.
Joe Coulombe, a struggling convenience store owner in Los Angeles, decided in 1967 to open a grocery chain to appeal to the small but growing number of well-educated, well-traveled consumers that mainstream supermarkets were ignoring. "I have an ideal audience in mind," he told the Los Angeles Times in 1981.
Health crazeBy the early 1970s, Coulombe seized on the growing health food movement, believing it would appeal to the same type of customers who also happened to be wine connoisseurs."His ideas on marketing groceries came from his marketing of wine," Benjamin Lorr said.Trader Joe's first private-label product was granola, and then it started adding fresh squeezed orange juice, vitamins, nuts and dried foods and cheese.
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