It's fun. You know, when people come in and give me hugs, you know, 30 people one day

and it's amazing. I've made new friends, you know, their family. We have such an

eclectic, diverse clientele based, there's a million stories.

From the Trader Joe's mother ship in Monrovia, California, let's go inside Trader Joe's.

Welcome to Episode 4 of a five-part series that takes you inside Trader Joe's. I'm Tara Miller.

And I'm Matt Slum. Later in Episode 4, we'll taste some wine and we'll also visit

Napa Valley, California, where we search for more great wines and great values. But first,

we'll explain one of the seven values that guides Trader Joe's. It says the store is our brand.

And I'm really excited for you to meet some of the customers and crew members in our stores.

They really are some of the nicest people you could ever meet.

And if you've ever thought about applying to work at a Trader Joe's, listen closely for some tips

on how to ace the interview.

I'm John Baselone, President of Stores for Trader Joe's. I don't really use the title too much.

But yeah, that's it. But we're going to use it here.

The store is our brand. The store is our brand. The store is our brand. People can't understand

why aren't you selling products online? How come you don't just sell wholesale to China?

They want a bunch of your products. Why don't you just send truckloads and ship loads of products to other countries

and make a bunch of money? It's like, well, because that's not what Trader Joe's is.

You know, for us, the store is our brand. And our products work the best when they're sold as part of this

overall customer experience within the store. And so we're not ready to give that up.

For us, the brand is too important and the store is our brand.

More than 80% of the products we sell at Trader Joe's are private label.

...