![]() Similarly, the big brands don't want consumers to have this information, because Trader Joe's sells its products at discounted prices. Lempert says this is industry practice with all major grocery stores, whether Whole Foods or Safeway, which both have their own lines of generics. In an effort to get customers to develop loyalty to its own brand, Trader Joe's is incredibly secretive and closely guards the source of some of its signature products. "It's not as if we can assume Skippy peanut butter is making the Trader Joe's peanut butter. It could be, or it could not be." "There are companies out there that make only store-brand products," says Phil Lempert, the grocery-retailing expert who calls himself the Supermarket Guru. Then they slap on the Trader Joe's label. Instead, the privately held grocery chain based in Monrovia, Calif., sources items from companies specializing in generic products, and, in some cases, from well-known brands. See, Trader Joe's doesn't have a factory where it makes its own products.
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