senior Scoops

Where else can you buy cauliflower gnocchi, cheap wine with a cult following, and chat with employees dressed like they’re heading to a luau? Trader Joe’s is weird — in the best possible way. Behind all the nautical whimsy lies a strategic genius who saw the future of food retail before anyone else.

Long before avocado toast hit Instagram, Trader Joe’s was already betting big on kale, quinoa, and organic everything.

The start

The company is the brainchild of founder Joe Coulombe. It didn’t come easily.

In the mid-1960’s, Joe was a struggling retail operator managing a chain of California convenience stores. Barely keeping his financial head above water, he had an idea that would revolutionize the grocery industry and launch a brand that would become a nationwide powerhouse.

As international jet travel boomed, American consumers were increasingly exposed to exotic and wholesome foods that appealed to them. Joe recognized this untapped market at a time when traditional stores remained focused on basic staples and processed foods.

In 1967, armed with this concept, Joe Coulombe left the convenience store business behind and opened the first Trader Joe’s on Arroyo Parkway in Pasadena, California. He never looked back!

The store’s vibe drew inspiration from the popular tiki trend of the 1960s, which had been made famous by the Polynesian-themed restaurant chain Trader Vic’s.

TJ’s remains true to the beachy-nautical theme to this day. Associates are called “Crew Members,” and stores are decorated with fish nets and sea-themed murals. All lend to a relaxed atmosphere of adventure and discovery.

Why it works

A positive and engaging atmosphere is one thing, but Joe understood he had to deliver the goods.

This is from the company website:

Our buyers travel the world searching for products we think are exceptional and will find a following among our customers

Shopping at Trader Joe’s is all about discovering unique items to share with your family while keeping meals healthy.

Where else can you find Organic Jalapeño Limeade, Dill Pickle Mustard, and Bo Kho Vietnamese Beef Stew — all under one roof? All this in addition to the bread and egg staples that everyone needs.

Such has been the company’s stock-in-trade for nearly 60 years.

As eclectic as the grocery offerings are, TJ’s business model is straightforward. There are no coupons, loyalty programs, or membership cards tracking purchasing patterns. Customers are treated the same regardless of how often they have visited the store.

Summing it up

Trader Joe’s isn’t just a grocery store — it’s a cultural phenomenon. With its tropical flair, fearless food selection, and no-fuss business model, TJ’s has redefined what it means to shop for groceries. Joe Coulombe’s vision of offering adventurous, high-quality products at accessible prices has built a devoted customer base.

What began on Arroyo Parkway in 1967 has grown to over 600 stores nationwide, with new locations opening somewhere in America nearly every month.

Joe Coulombe’s vision has proven timeless. Though he passed away in 2020 at age 89, his legacy lives on.

---

I write short and informative stories about the people, brands, and events that shape our world.

Support my work by hitting the “like” button or sharing this story with your community. If you would like my stories delivered to your inbox go to my homepage and sign up. I would love to have you join.