I don’t entirely follow the logic of this, but after attempting to shoot a photo of one of Trader Joe’s ubiquitous hand-chalked signs and being shooed off by a manager, director Carl Willat of Carl’s Fine Films was inspired to shoot this charming short “commercial” in praise of all the things you never realized you loved about TJ’s.
Of course, Willat’s store is in SF, but it’s a testament to the quirky nature that the company carefully cultivates that most experienced TJ’s shoppers will relate intimately with Willat’s paean regardless of what location they frequent. Especially the part about tiny parking lots (I’m looking at you, 3rd and La Brea). And while they may be busy rolling out wasabi cashews and $2 wine in all kinds of new locales, let’s not forget that TJ’s started life as an LA-based convenience store chain called Pronto Markets. In fact, the first store to open under the name “Trader Joe’s” is still in operation on Pasadena’s Arroyo Parkway!