David Rosenthal: belief

Transcript context

…They could sell American food as exotic, like cheeseburgers. Okay, so just to prove my point on this, I have a whole list of miscellaneous fun stuff about Trader Joe's that didn't make it into the rest of the episode. My number one thing is Pirate Joe's, which is a Native Canadian who was living in the US, decided there would be an opportunity to bring Trader Joe's products to Canada. He went all up and down the West Coast buying Trader Joe's products out of stores, set up a warehouse in Vancouver, and sold Trader Joe's products. And there was like infinite demand. It created this whole international legal incident. There is demand in other countries for Trader Joe's. I think on that alone, in the fullness of time, can be worth at least 10x. Interesting. And the question is, does the concept work? Let's say they're even just scoped to America where they haven't fully saturated yet. Does the concept work to address a larger audience than the current audience we've talked about all episode?…

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