Originally published January 9 2006
Trader Joe's offers health foods at affordable prices
by Mike Adams, the Health Ranger, NaturalNews Editor
DailyPress.com covers the opening of a new Trader Joe's in the Bay Area and takes a look at the chain's winning strategies and healthy food products.
As he prepared for this morning's grand opening, Dan Maize dodged carts filled with flattened cardboard boxes inside the ice-cold Trader Joe's store in Jefferson Commons.
Inside, employees in Hawaiian shirts wearing red, oval name tags loaded hummus and cheese into refrigerated shelves and filled wooden stands with organic fruit.
In Newport News, Trader Joe's will open with a ceremonial lei cutting by Mayor Joe Frank shortly before 9 a.m.
The store carries organic fruits and vegetables and just about any grocery staple you could think of, including milk, cheese and meat.
But there are some unusual items such as the store's popular chocolate covered, peanut butter-filled pretzels and exotic cheeses including an Indian Paneer and a White Stilton with mango and ginger chunks.
He said it can be the main grocery destination for busy families and others accustomed to shopping in large supermarkets.
Eighty percent of the store's items is its own private label, which knocks about 20 percent off the cost of the items, said Danny Owens, who handles the store's wine.
For example, one of the chain's most famous items is its Charles Shaw wine, which costs just $3.29 a bottle.
Maize said people loyal to specific brands might be skeptical at first, but predicts they'll be hooked once they try some things.
For the grand opening, customers will be able to try bagels with Atlantic smoked salmon, hot cider and coffee in a mini-kitchen in the back of the store, said Irene Paul, who is in charge of food demonstrations.
"It doesn't have to be a special day for you to have something imported or to open a bottle of wine," said Audrey Dumper, vice president of marketing.
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