Trader Joe's is named after its founder, Joe Coulombe. The boutique feeling chain began in 1958 taking advantage of the Tiki
culture fad of the 1950s and 1960s. Trader Joe's describes itself as "your neighborhood grocery store" carrying about 4000
items in each store—a fraction of a typical grocery store. Convenience and the appeal of “hand-selected” items makes
the Trader Joes experience uniquely personal.

COMPETENCE

CONSISTENCY

CANDOR

CONCERN

CONNECTION

C-TRUST