A timely find – a viral video about Trader Joes – a small USA chain of food stores that are lots of fun to shop in. The products at Trader Joes are high quality – and that is especially relevant in the USA where (Whole Foods aside) it’s all to easy to buy processed rubbish.
and from the Trader Joes website the right rhetoric:
If there’s one thing that sets us apart from all the other grocers out there, it’s our products. And not just the products themselves, but how we bring those products to you.
You see, our buyers are like culinary ambassadors. They travel the world – from exotic locales to local farms and dairies – looking for interesting, great-tasting foods and beverages at terrific everyday values. They do all the heavy lifting for you.
It’s not hard. Focus on the products, not the brand.