Trader Joe's

Trader Joe's is a US-based retail grocery chain with over 470 stores (as of May 2013) primarily in the western United States. Joe Coulombe founded the chain of stores in 1958 under the name of Pronto Markets, 1967, he renamed it to Trader Joe's primary focus was for a new business idea. 1979 Trader Joe's was taken over by the German Markus Foundation, which include, among others Aldi Nord and favors the members of Theo Albrecht family.

Business concept

A special feature of the businesses are dressed in Hawaiian shirts employees; the store manager call themselves "Captain " (Captain), the deputy "Second Mate" (second mate ) and the other employees are called " crew " ( crew). The range at Trader Joe's is like that of Aldi stores are very limited and does not include more than about 3000 items. Besides food everyday, these are however to specialties such delicacies, organic products, vegetarian and imported food and a wide selection of wines.

The Handelsblatt assessed in 2006 the business concept of Trader Joe's as follows: " The product selection is limited - a mixture of a bit of eco a bit gourmet and a little discount. In short, everything that the civil -conscious, left-liberal Americans need. "