Private Label: Trader Joe’s Takes Differentiation to the Extreme

As more supermarkets use exclusive private brands to promote customer loyalty, Trader Joe’s Co., Monrovia, Calif., may wonder what all the fuss is about, having come up with that approach years ago and developing it to a true art, observers told SN.

“Trader Joe’s is the private-label store,” Jonathan Ziegler, a retired supermarket a