ICYMI: What is a Private Label, and Why Does Trader Joe's Use Private Labels

Inside Trader Joe's

Trader Joe's

Arts, Nutrition, Health & Fitness, Food

4.7 • 4.2K Ratings

🗓️ 17 July 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

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Summary

Private label? What on earth is that? A label you can’t see, a hidden tag, a marker wearing a mask? Perhaps unsurprisingly, “Private Label” is none of these things. What it IS is enormously important to what makes Trader Joe’s, well, Trader Joe’s. Listen in to the latest in our series of bite-sized episodes, ITJ ICYMI, to get the scoop.

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0:00.0	I'm not usually into labels, but sometimes private labels can be good.
0:06.0	What is a private label?
0:07.3	And why does Trader Joe's have private labels?
0:10.1	You know, this can get confusing.
0:11.3	Okay, so let's explain.
0:13.2	On another IcyMI in case you missed it, many episodes of Inside Trader Joe's.
0:19.0	IcyMI, what is a private label?
0:28.0	You know, when it comes to Trader Joe's private label, we're talking about Trader Joe's
0:32.0	that name spelled out on the package.
0:35.0	Literally, the Trader Joe's label.
0:37.6	In industry terms, private label means something other than a national brand.
0:44.1	Now, historically, this came about in a way for other retail grocers to have something
0:50.8	that competed with national brands in their stores.
0:54.7	And it was often a lesser than version of those national brands.
0:59.5	And Trader Joe's came along and flipped that whole story on its head and said, we think
1:05.4	this product is so good, we want our name on it.
1:09.0	It's not just because we like to see our name in lights, but we do.
1:12.2	We put it on the outside of the store so that you can find it.
1:15.4	But having Trader Joe's on the label means a bunch of things.
1:19.7	We think our name will stand for something and mean something and we're going to build
1:24.1	products to show that so that you as a customer can experience it.
1:29.2	Our private label is really our own brand of label, the Trader Joe's label.
	...

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