Becoming Trader Joe is a memoir by Joe Coulombe, the founder of Trader Joe’s, in which he shares how he created, developed, and grew an astoundingly unique — and incredibly successful — retail food enterprise.

The book offers insights into Coulombe’s entrepreneurial journey, the principles behind the TJs brand, and his business philosophy. He explains how he targeted a niche market (starting in Pasadena, and then other LA-area communities) of well-educated, food-savvy, health-conscious, price-aware consumers. Trader Joe’s founding focus was on quality products, a distinct customer experience, and sustainable practices.

A lively recounting of the life and work of a fearless business leader inspires readers by highlighting the inevitable challenges — often with unforeseen twists and turns, and many times ending in outright (temporary) failure — and also the sweet successes. Coulombe shares stories of independence, courage, imagination, creativity, experimentation, adaptation, resilience, integrity, responsibility, and always — ALWAYS — doing the right thing by people: partners, suppliers, customers, and above all, employees.

I highly recommend this book!