Trader Joe died, but his legacy lives on

Founder of grocery store chain Trader Joe’s, Joe Coulombe, passed away Feb. 28. Since the first Trader Joe’s opened in Pasadena, California in 1967, Coulombe was known for taste-testing his products, which appeal to a wide demographic

Joe Coulombe died in his Pasadena home at the age of 89. As a Southern California native, Coulombe’s chain popularized healthy eating with something for everyone at an affordable price. MIA FORTUNATO Photo Editor

Trader Joe’s made its name as one of the most popular grocery stores in America by offering unique products from its Everything but the Bagel seasoning to a plethora of frozen foods.

The store’s founder, Joe Coulombe, died Feb. 28 in his Pasadena home due to a long-lasting illness. Prior to opening the first Trader Joe’s in 1967, Coulombe served in the Air Force and obtained an economics degree from Stanford University. The store’s first location opened in Pasadena in 1967. The chain has now surpassed 500 storefronts in over 40 states.

2019 marked the eleventh annual Customer Choice Awards for Trader Joe’s products. Some of the most popular products last year included the Cauliflower Gnocchi, the Mandarin Orange Chicken and the Non-Dairy Oat Beverage.

In an interview with the Los Angeles Times, Coulombe said the store was meant for “overeducated and underpaid people: for all the classical musicians, museum curators, journalists,” and that was why they have always had good press.

Matthew Bibeault, a communications major at Cal State Channel Islands, said working at Trader Joes for almost five years changed his life.

“The company is super flexible working with students. My experience as a whole has been really great,” he said. “I met a lot of great people, they’re really great to work for, they pay well, they’re super accommodating. They are genuinely a good company, they care about their employees and want to see them succeed.”

Olivia Halbert, a senior communications major, told The Panther she feels Trader Joe’s is marketed towards both older and younger people, but more specifically those with vegan, vegetarian and gluten free dietary restrictions.

“Their whole mantra is they’re a neighborhood grocery store,” Bibeault said. “Really it’s just a neighborhood store, they donate back to the community and try to do what’s best for the community in the neighborhood they’re located in on an individual store basis.”

Coulombe went the extra mile and often taste-tested his own products to ensure customers were getting good quality and value. Coulombe’s son told the Associated Press he remembers his father bringing home food to try.

“One of my favorite snacks is our bacon cheddar ranch dip with salt and pepper ridge cut potato chips. Our, of course, orange chicken is always a fan favorite,” Bibeault said. “We have a garlic spread that is absolutely phenomenal, I could eat that stuff with a spoon. There’s so many different things to choose from. I could go on.”

Bibeault said while working at the store, he sees tons of students coming in and as a college student himself, he gets his affordable groceries there.

“There are customers that come in that I’ve known for five years, I’ve seen them get married and have kids,” he said. “Everyone thinks we’re a high-end grocery store, at least that’s the appearance, but it’s really not like that. Everything is really affordable and a policy that Trader Joe’s has is that if they can’t get something in the store for a reasonable price, they just won’t carry it. Because then that’s just going to have to make the customer pay more.”

Daniel Toscano, junior business administration major, said Trader Joe’s carries many products that are affordable and convenient for college students.

“Trader Joe’s attracts parents and adults that are looking for a place to get high quality ingredients,” Toscano said. “But they also market towards college students with their vast selection of frozen foods.” Toscano told The Panther he prefers Trader Joe’s because of their good quality groceries and cheaper prices compared to other stores. His favorite items to purchase from Trader Joe’s include the frozen mac and cheese, avocados and trail mix.

Bibeault said that it’s not a traditional corporate grocery store, which is why young people like it. “It’s just giving back to the community, being part of the community, and actually caring about it is part of the vision that (Coulombe) had and not being so corporate with everything. That really isn’t something anyone had ever done before so he was a trailblazer in that regard.”