I saw an obituary over the weekend for Joe Coulombe, the founder of “Trader Joe’s,” the popular grocery store chain. I have to admit I haven’t done much shopping at Trader Joe’s, in fact, it was just a few years ago that one even opened up in the area, so I don’t have much history with the store. But the reason for this blog post is a comment that Coulombe made that I found to be especially interesting: he said in a 2011 interview that his concept for the store was to create a shopping environment “… for overeducated and underpaid people, for all the classical musicians, museums curators, and journalists.” That’s a pretty specific target customer base, and a curious concept that classical musicians, museum curators, and journalists would have a different type of grocery shopping list than bankers, executives, and Wall Street types.

Just seeing this re-usable shopping bag picked up at Trader Joe’s, however, certainly reinforces the idea of appealing to creative types – that’s a pretty unusual design for a shopping bag!

Trader Joe's shopping bag and founder Joe Coulombe's vision for the customer base

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