The Secret Behind Trader Joe’s

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I’ve always been a little curious about how and why Trader Joe’s has acquired such a cultlike status, and over at Vox this morning Rebecca Jennings tells all:

Trader Joe’s does not participate in traditional advertising, never has sales, and is known for frustrating product shortages…. The majority of its products are private label, a.k.a. “generic”…. While most grocery stores carry about 50,000 units of product in store at once, Trader Joe’s typically only has around 4,000…. “People don’t think of [Trader Joe’s products] as generic,” Mark Gardiner, author of the book Build a Brand Like Trader Joe’s told Eater. “[They think] ‘it’s Trader Joe’s — that’s the brand,’ and it’s a special brand that you can only get here. The truth is that almost all of this is stuff that you can probably get at another store within a few miles of that Trader Joe’s in a different package with a different name.”

Basically, they sell a limited selection of generic stuff but they put fun labels on it. Huh.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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