Ben Gilbert: belief

Transcript context

…This is the dual pillars of Trader Joe's target customers. It's young professionals starting out and retirees. Yes. It's funny, the retirees are also very value-focused and large consumers of liquor, candy, high-fiber foods, vitamins. It's a big profit center. A thing that they do here to sort of play into the "overeducated," or I would say, "highly educated, underpaid" is the Victorian art with the sort of cheesy, humorous captions. They adopt this as their visual identity. It's a double win: it plays off this educated customer base where they can make jokes, like if you go buy the... is it the guacamole that they call Avocado's number as a play on Avogadro's number? Yes.…

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