It may seem unbelievable that someone would be as fanatical about a grocery store as about, say, their yoga instructor or hair stylist. But ask a Trader Joe’s devotee what makes him or her crazy for this food emporium that was founded in Los Angeles in 1958 as Pronto Stores and re-branded as Trader Joe’s in 1967, and they might say, “OMG, the whole wheat couscous, it’s so healthy, with the perfect fluff quotient every time, and it’s cheap!” or “I can’t get wild Alaskan salmon anywhere else for Trader Joe’s price” or “We’re hooked on Trader Joe’s mandarin orange chicken entree — and it’s only $4.99 a serving — I drive all the way to Westfield once a month to get my Trader Joe fix.”
One woman we know got turned on to Trader Joe’s when her boss took her to a Los Angeles Trader Joe’s on a business trip 20 years ago — and she’s been waiting for them to open in this area ever since. In the meantime she has been driving an hour to the Marlton store.
Well, she won’t have to drive an hour anymore. Trader Joe’s celebrates its grand opening “lei cutting” (a play on the company’s nautical theme) on Friday, September 25, at the Square at West Windsor (Lowe’s center) on Route 1 North.
It seems that Trader Joe’s products are the perfect blend of gourmet, healthy, and affordable — a wicked combination that has helped the national chain grow to its current level of 325 stores in 25 states. Spokesperson Alison Mochizuki says that perfect blend has everything to do with the company’s business practices. “Whenever possible we buy direct and cut out the middleman, and that keeps prices down. There are several items specially created only for us, under the Trader Joe’s private label. And everything has to pass a tasting panel.” She cites the organic tomato and roasted red pepper soup ($2.79 for 32 ounces) as a good example of that gourmet, healthy, affordable combo.
Trader Joe’s offers a constantly expanding variety of high quality fresh and package foods. Arabica bean coffees, freshly-baked breads, international frozen entrees, 100 percent juices, fresh crop nuts, deli items, and vitamins/supplements are some of the more popular items with approximately a dozen new items introduced every week.
More good news for recessionistas — all of Trader Joe’s prices are everyday prices. Trader Joe’s doesn’t have sales; prices change only when costs change — there are no fancy promotions, discount cards, or couponing wars.
Manning the helm of the 11,500 square feet West Windsor store is Captain Ylana Ebba, a 12-year crew member. (For those unfamiliar with Trader Joe’s cedar planked quirkiness, managers and staff are referred to in the Hawaiian shirted corporate culture, as the “Traders of the Culinary Seas.” The hierarchy is designated with naval-themed titles: officiate, specialist, merchant, first mate and captain.) Originally from the Bronx, Ebba now resides in East Windsor. Her previous tours of duty include posts in the Wayne and Marlton stores.
Trader Joe’s has developed over 1,000 products under their own private label. Regular customers are well acquainted with Trader Darwin’s vitamins (For the Survival of the Fittest), Trader Joe’s salsas, and Trader Giotto’s marinara sauces. For those of you Trader-holics, just think what you can now save on gas.
Trader Joe’s, 3528 Brunswick Pike (the Square at West Windsor. Grand opening, Friday, September 25, 9 a.m. Open 9 a.m. to 9 p.m. daily. 609-897-0581.
