recycling – Life In A Word

Our town, like so many others, offers the choice of grocery shopping at a national-brand market or at one with a more local vibe. We spend our dollars at Publix (1,300 stores across eight Southeastern states) but also splurge at The Fresh Market (161 stores) when we’re after something a little more unique. Having said that, our town lacks another popular market and it begs the question: What is the appeal of Trader Joe’s?

This post was originally headed in a different direction. Trader Joe’s made the headlines because of its popular cloth “mini-tote” bags; so popular they were reselling on eBay for $500. That led me to think, America has an obsession with miniatures and let’s make that today’s topic. But no, I can’t get Trader Joe’s itself out of my mind, so let’s walk through their aisles for a few minutes.

The cloth bags are a great place to start. Did you know Trader Joe’s was the first grocer to offer reusable shopping bags, beginning in 1977? The trend didn’t catch on with other stores for another fifteen years. Even better, “TJ’s” encourages use by refunding you $0.05 per bag or entry into a weekly raffle for a $25 gift card.

The above paragraph was brought to you by the food-and-drink enthusiast website Tasting Table. Their 25 Facts About Trader Joe’s… is a convincing sell, maybe getting you to dash over to your nearest TJ’s for a look inside. But a company’s commitment to sustainability isn’t enough to draw me in over and over. There must be something else at play.

Maybe it’s more about TJ’s “revolving door of new products”. They frequently discontinue one product in favor of another, so what you find on the shelves is constantly changing. They limit certain items to seasons (right now you’ll find pumpkin-spice everything). And their product line is impressively diverse for a medium-sized grocery store, which probably attracts more than your run-of-the-mill shopper.

I suppose you could make the same argument for a restaurant. Shaking up the menu is a good idea every now and then (hence “specials”). Leave the core set of entrees alone but occasionally introduce new ones to see if they’ll take. Yet it’s not a perfect analogy for Trader Joe’s. My impression is, nothing on TJ’s shelves is safe for the long haul because all products are under constant scrutiny.

How about “affordable prices”? Here’s where I take my hat off to TJ’s. The advertised price of a given product at Trader Joe’s is the one-and-only price. No discounts, coupons, gift card offers, special promotions, or even online ordering to cloud the cost to the consumer. And since 80% of what TJ’s sells can only be purchased at their stores, price-shopping the competition is a waste of time.

TJ’s probably draws in young families because the shopping experience is fun. The nautical theme is apparent in its decor, as well as on its “crew member” uniforms. A stuffed animal hides somewhere in the store – find it and win a prize. And a bell rings (again, the nautical thing) to alert employees to open new check-out lines or answer customer questions. I like that approach a whole lot more than simply announcing the need over a loudspeaker.

You can try a lot of things at Trader Joe’s (Costco on steroids?), you can call the store ahead of time to reserve popular items, and you can usually get a refund on anything you regret buying (regardless of reason, proof of purchase, or the amount of the product you’ve consumed). What I highlight in italics here is impressive for a grocery store yes, but it still doesn’t make me a return customer.

At the end of the day (or a list of “25 Facts…”) I go to a grocery store because it carries the items I need. To put it another way, I am brand-loyal and fairly routine in what I buy. Perhaps that is the genius of Trader Joe’s. It draws people in again and again because, well, they want to be more creative in the kitchen. Try out new things. Emerge from the doldrums of the same thing on their plates every other week. And who can argue with variety as the spice of life?

Maybe, collectively, 25 facts explain Trader Joe’s success. Or maybe someone from out West will chime in and solve the mystery. After all, California was the birthplace of Trader Joe’s (Pasadena), and the number of stores in the state has ballooned to over 200. There should be plenty of TJ’s experts out there to explain what the fuss – er, repeat business is all about. Then, just then, I might get into my car to drive the hour and change it’ll take me to get to my nearest location.

Some content sourced from Wikipedia, “the free encyclopedia”.

Texting while driving has quickly become the norm, at least in U.S. states where it continues to be legal. Not a day goes by where I’m not witness to a slow or erratic driver, the annoying behavior the direct result of a smartphone. My car horn gets a regular punch, reminding drivers, “HEY… the light just turned green!” All of which makes the notion of billboards as a driving distraction almost obsolete.

Like most things, billboards had their young and innocent days. They popped up on interstates and major thoroughfares almost as soon as cars themselves did; bright, colorful advertisements meant to plant seeds in driver brains for future purchases. At last count there were over 350,000 billboards in America alone.

Unlike smartphones however, billboards earn nothing but a passing glance as you speed by. Their images and words are simple by design so you “get the picture” in an instant. A few scientific studies went to great lengths to prove billboards increased the potential for accidents. Others showed they really had no impact at all. Whichever is true, billboards stubbornly continue a part of the urban landscape.

But no matter how I spin this topic, we’re just talking about a straightforward means of advertising. What’s so interesting about that, you ask? Well, let me tell you.

Consider the lifespan of a billboard. The artwork is created on a smaller scale, reproduced to billboard size (previously by hand, now by computer), mounted up high on a roadside frame, and then allowed to distract drivers for months. But eventually the billboard comes back down and you’re left with 700 square feet of heavy-duty used vinyl. What now – off to the dump?

Not if you’re Rareform. This company converts adverts into bags, totes, and duffles. You can purchase anything from a travel surfboard bag to a soft-sided cooler, all fashioned from billboard vinyl. You can even buy a cross-body bag for your laptop, with a cushy interior made of recycled water bottles. Talk about “walking advertisements”, eh?

I really admire people who think outside of the box (because I find it so much more comfortable inside). Rareform thinks outside of the board. They brokered deals with advertising agencies for the used vinyl, hired cleaners, designers, sewers, and photographers to produce their one-of-a-kind products, and then created a website to bring it all to you. As Rareform’s founders put it, “We’re in the business of change… and we believe billboards deserve a second chance.” Considering they stock over 50,000 unique re-creations in their warehouse, I’d say they’re on to something.

A billboard can be a cooler if it wants to be

Billboards never really caught my eye until now. Sure, I enjoy their creative advertising tactics, like using several billboards spread out over a mile or two, each one containing part of a message about a business you’ll find off the next off-ramp. Or how about the ones like Chick-fil-A’s, with three-dimensional characters in front of the boards? In 2010 in North Carolina, you could find a billboard of a giant, juicy steak with a big fork sticking out of it, emitting the scent of black pepper and charcoal. Ready to grill?

Today’s billboards, of course, have gone digital. You can pack a rotation of advertisements into the same space where there used to be one. On broadcasts of Major League Baseball, you’ll see advertisements on the walls behind home plate as the camera shows the pitcher’s view of the batter. Those advertisements aren’t really in the ballpark; they’ve just been digitally applied back in the television studio.

None of these billboard tricks impress me like the one Rareform conjured up. I mean, what kind of brain looks at a billboard and goes “Hey, that could be a fashionable bag one day!” Not my brain. Rareform not only diverts tons of vinyl from landfills, it then puts it to practical re-use. Makes me want to dumpster-dive my garbage can out back to see if I can come up with a trash rehash of my own.

Some content sourced from the Rareform website, and Wikipedia, “the free encyclopedia”.

Tag: recycling

Tricks of the Trader

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