Trader Joe’s has carved out a strong niche in the market with their quirky, socially and nutritionally responsible brand that is best described by a fan who said:

“There’s this kind of feeling when you go there that you’re partaking in a sort of secret club.  Like you and the folks that run the store are kind of winking at each other, showing off little treasures found off the beaten path.”

Trader Joe’s delivers on this promise in almost every aspect, creating an atmosphere completely counter to that found in any super-chain grocery store.  Their easy-going spirit paired with their organic products offers an inexpensive choice that their target audiences—the health food segment, environmentally concerned, and the weekend gourmet chef— have been craving.  The perfect formula for creating die-hard brand loyalists.

My beef: Although they’ve mastered nutrition and fair trade, I’m disappointed by their excessive use of plastic and paper packaging.  What’s the purpose of wrapping three zucchinis on a small polystyrene tray and sealing it in plastic? To prevent a veggie coup d’état?

If your brand is based on a commitment to social responsibility, this sort of disconnect will only tarnish what you’ve worked so hard to create.

My New Year’s resolution for Trader Joe’s, and other brands alike, is to create a new standard of packaging that is:

1. Reusable
2. Recyclable
3. Made from recycled materials
4. Biodegradable

Or, just avoid unnecessary packaging altogether.  Happy 2010!

-Bianca Abate

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