Mark Gardiner was an award-winning Copywriter and Creative Director, the VP of Marketing at one of Canada's best-loved retail chains, and ran his own ad agency. Then, he took a $12 per hour job at Trader Joe's, and discovered how one of America's most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising. Want to create a cult of customers devoted to your own brand? Then you need to read "Build a Brand Like Trader Joe's"
Tuesday, September 25, 2012
Yet another TJ's supplier outed
Trader Joe's draws a famous veil of secrecy over its suppliers -- an obsession that, in turn, has made identifying the suppliers of Trader Joe's products a bit of a parlor game amongst grocery nerds.
Now that the Center for Disease Control and the FDA have widened the recall of nut butters contaminated with Salmonella -- the recall was, at first, associated only with Valencia Creamy Salted Peanut Butter made with Sea Salt -- the CDC has unwittingly outed another Trader Joe's supplier.
The company is Sunland Inc., which is based in New Mexico. Sunland also supplies nut butters sold under dozens of other brand names, including Archer Farms, Earth Balance, Fresh & Easy, Heinen's, Joseph's, Natural Value, Naturally More, Open Nature, Peanut Power Butter, Serious Food, Snaclite Power, Sprouts Farmers Market, Sprout's, Sunland and Dogsbutter.
Two additional Trader Joe's products are also included in the expanded recall - Trader Joe's Valencia Peanut Butter with Roasted Flaxseeds and Trader Joe's Almond Butter with Roasted Flaxseeds.
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