Trader Joe’s Private Brand Stars in NY Magazine

Retailers and their Private Brand managers talk a lot about creating “real” brands that engage their customers and create loyalty, however the unfortunate reality of most retail is that neither there retail brand or their Private Brands are differentiated from their competitors or engender loyalty. They are typically the same big box with a different name on the front or the same cardboard box with a different name on the front. So it is always exciting for me to experience Trader Joe’s, their small format and dedication to their retail brand and their Private Brands is astounding and in fact creates loyalists, rabid fans who make Trader Joe’s a destination. Love them or hate them they are committed to their unique brand.

And that is precisely how they end up being the subject of a story from The L Magazine a free bi-weekly magazine in New York City which features investigative articles, arts and culture commentary, and event listings. It is available through distribution in Manhattan, Brooklyn, Queens, and Hoboken. The story “The 10 Best Trader Joe’s Store-Brand Items” demonstrates the loyalty and enthusiasm that Trader Joe’s Private Brand products create.

The list includes: Trader Joe’s Indian Fare, Trader Joe’s Chocolate Chip Dunkers and Trader Joe’s Truly Handmade Tortillas just to name a few, and come complete with a colorful and overwhelmingly positive review.

Trader Joe’s Indian Fare
These slim, colorful boxes enclose pouches of pre-made Indian food, which have no business being good. But somehow, the bright flavors rival our neighborhood take-out joints – especially the Punjab cholery, a chickpea stew that tastes great over rice and also makes a really delicious topping for a veggie burger.

Read about of “The 10 Best Trader Joe’s Store-Brand Items”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.