How Trader Joe’s remains a beloved brand despite record product recalls, safety violations, worker misconduct complaints, and an environmental record that belies its reputation.
In March, the internet’s most-hyped handbag was not a luxury offering from Chloé or a new viral Uniqlo shoulder bag. It was a $2.99 mini canvas tote made in Vietnam for Trader Joe’s. The humble tote got swooped up so fast, stores were forced to implement crowd-control tactics and cap the number they allowed shoppers to buy.
After seeing the bags on @traderjoeslist, an Instagram fan account with 1.9 million followers, content creator Thaddeus Yan ended up making more than a dozen trips to stores across Los Angeles on a quest to land just one. (He eventually succeeded at the eighth location.) Others, like TikTok user Elinor Kim, filmed free-for-alls that went viral, with footage of customers lunging after the totes like seagulls fighting for scraps of bread.
This story is the first in a three-part series exploring Trader Joe’s brand identity and business practices. Click here for the second installment on Trader Joe’s record number of food recalls, and secret product sourcing.
