"tjs" news and stories

Owned by a German company called Albrecht Discounts, ALDI is a discount grocery chain that started in Germany in 1948. Decidedly no frills, the company stocks virtually all house-brand products, all offered at very low prices thanks to exclusive deals with their suppliers, many of which are big-name producers. ALDI has approximately 5,000 stores worldwide and the two Albrecht brothers, who own the company, are some of the riches men in the world.

But getting back to ALDI's business strategy, does this sound like another store that we know of? The same strategy, although executed by the US staff and tailored to their customers' tastes, is the exact same one used by Trader Joe's.

Trader Joe's, although it may be based in Southern California, is actually owned by Albrecht Discounts. The company was purchased back in 1979, long before it hit the cultural mainstream. Since that time, it has been left to turn itself into a very trendy, upscale grocery store by following a similar business plan to ALDI. TJs has low prices and a lot of store-brand products, but a different image that appeals to a different group of consumers.

Shoppers in Atlanta, Georgia may want to take note that Trader Joe's is planning on opening a store within the next 12 months. Unfortunately, representatives from the company have been pretty tight-lipped about a location, but it does say that it will be "midtown" on the Trader Joe's website.

The California chain, as we all are probably well aware by now, is known for offering gourmet foods with a focus on quailty and convenience, at very low prices, often under its own label. Instead of producing all of the products themselves, they work closely with national or global brands that meet their quality standards to get lower prices for shoppers. One of the reasons that this strategy works so well is that the stores have a wide variety of items, but a very limited choice in each category, so once a product makes it into the store, it will not face much, if any, competition for sales. Many products are packaged to serve two or four, making them ideal for busy families or couples.

If rumors can be believed, the company is planning more than one Atlanta location to follow this first store, as well.

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I picked up a box of the Fleur de Sel Caramels from Trader Joe's last week as a holiday treat with the intention of reviewing them, as well as enjoying them. At less than $7 for 14-ounces of one of the hottest candy items of the year, they were a terrific deal and I wondered how well they would stack up to some of the other salted caramels that I'm familiar with.

Individually wrapped, the large candies are very sticky and chewy, exactly the sort of things that your orthodontist would have told you to avoid if you ever had braces. They have a pleasant, but relatively mild (compared to some other salted caramels) saltiness that makes your mouth water as you eat them and tempers the naturally sugary taste of caramel. Buttery and smooth, these are very good caramels, especially at the price.

Cybele, from Candyblog, wrote up her own review of these the other day, so be sure to check hers out for another perspective on their flavor and a fantastic shot of what the caramels look like when unwrapped.

In keeping with the spirit of my last post on Trader Joe's, I noticed something new - and rather surprising - at my local store this weekend. On the fruit display, where four-packs of apples of all kinds are usually stacked, there was a large, open bin of various kinds of apples. There was also a roll of plastic bags and a sign exhorting the benefits of mixing and matching Fujis, Galas and Braeburns, both organic and conventional.

If you're not familiar with TJ's, you're probably thinking that this isn't such a strange thing. After all - in most grocery stores, you can bag your own apples. Trader Joe's has always had their fruit pre-packed, though, and to see all the types of apples loose and mixed together was just... not very Trader Joe's-like!

It took me a minute or two - as opposed to a few seconds - to pick out four organic Fujis. Is the TJ's in your area doing this, too? And, if so, do you prefer this type of display?

I'm beginning to get the impression that writing about Trader Joe's is some sort of fall-back for food writers who don't have any other good ideas. On the surface, this seems like a good idea. There are plenty of good things to say about it and they come out with new things frequently, most of which are worth a mention. Unfortunately, the new things - products, store locations, etc - aren't what seem to attract the press. They seem to enjoy writing about how they are or are not impressed with the store and why it is popular.

Here is yet another article from an east coast paper where the author wondered why Trader Joe's was so popular, tried it and decided that it was a store worth visiting, at least from time to time. The problem with the piece is that the Washington DC area already has several Trader Joe's locations, so the chance that this revelation is actually news to residents, or to anyone else who has shopped at Trader Joe's, is slight.

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