I talked to an employee at Trader Joe's who mentioned that Trader Joe's is a very succesful company. One way they stay in business is by selling private label products - they account for about 80% of their total products. Their niche is selling organic, healthy and dieting foods (non-gluten) as well as foreign foods like swiss chocolate, etc. Trader Joe's employees work to create an environment where people feel like they are exploring different cultures by trying different foods. Their early competitor was 7-Eleven - Trader Joe's has been around snce the 1960's and has more than 280 stores in 23 states.
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