Ever wondered what it takes to build a grocery store empire? Apparently, a lot of wine, cheap bananas, and an ability to find humor in marketing dried mango slices. In Becoming Trader Joe, Joe Coulombe—the OG Joe behind Trader Joe’s—serves up a delightful insider look at how a quirky little grocery store became the place where Hawaiian shirts meet hipsters in search of Two-Buck Chuck.
Coulombe doesn’t just lay out the business strategies; he gives you the juicy behind-the-scenes scoop. From his early days of fighting with bigger chains (think David vs. Goliath, but with way better snacks) to his genius realization that people will do anything for a deal on imported wine, it's all here.
This book is like walking down the aisles of Trader Joe’s itself: a bit unpredictable, filled with random discoveries, and always leaving you with the urge to buy something you didn’t know you needed—like life lessons on customer loyalty and the magic of low-overhead business models.
Coulombe’s style is approachable and down-to-earth, much like the employees who always ask if you found everything okay (they actually care, by the way). His humor shines through as he casually drops gems about his competition, and his reflections on life and business feel less like a lecture and more like a chat over some organic almond butter and a bottle of their finest under-$10 wine.
If you’ve ever wondered why their peanut butter pretzels are so good or how they manage to make frozen food trendy, Becoming Trader Joe answers all those questions—and more. Just don’t read it on an empty stomach; you’ll end up craving a cart full of things you can’t pronounce but absolutely need.
In short, Coulombe has created a book that’s every bit as charming, insightful, and full of personality as the store he built. You’ll walk away entertained, informed, and—if you’re anything like me—already planning your next Trader Joe’s run.
