Trader Joe’s: A niche in produce

Although fresh produce was not part of Pronto Markets or the first Trader Joe’s store, it has since become an integral part of the retailer’s sales.

Standout selections at Trader Joe’s Company, BB #:162286 Monrovia, CA include Teeny Tiny Avocados (single-serving Hass avocados), variegated pink lemons (perfect for pink lemonade or dressing up a seltzer), and baby cauliflower.

Then there are Murasaki potatoes—purple-skinned Japanese sweet potatoes also sold as popular chips in another part of the store—and the ever-popular bananas.

And despite seasonal changes and more exotic fruit and vegetable offerings, Trader Joe’s has steadfastly stuck to its 19-cent bananas, a price unchanged since the 1970s.

“Over the last few years, the big change customers have seen at Trader Joe’s is in produce,” contends Bill Bishop, cofounder and retail consultant for Brick Meets Click in Barrington, IL, referring to the department’s expansion and better merchandising.

“I’m sure a much larger proportion of customers now buy produce at Trader Joe’s than they did five or ten years ago.”

In addition to fresh offerings, there are produce-related private label, on-the-go items including exotic bagged salads like the Tahini, Pepita & Apricot Slaw Kit or a stylized Southwestern Chopped Salad, which are immensely popular with shoppers.

Local, regional, national
Trader Joe’s also prides itself in being a neighborhood community store, opting for locally and regionally grown items whenever possible, buying from small growers as well as larger operations.

In Texas stores, for example, okra is a big hit, while in Maine potatoes hailing from the region are the rage. For those on the West Coast, shishito peppers are a huge draw, although they haven’t inspired such devotion in other parts of the country.

Nationally, stores do carry a number of fresh mainstays. In the summer, fresh figs are a hot commodity; pumpkins, Brussels sprouts stalks, and heirloom varieties of navel oranges dominate during the fall. Overall, avocados, strawberries, and blueberries consistently rank as top produce sellers nationwide.

This is a feature from the cover story of the March/April issue of Produce Blueprints Magazine. Click here to read the full issue.

Image sources are either licensed or customer-provided.