Trader Joe's explains seasonal private brands

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Trader Joe's explains seasonal private brands

06/26/2019
Trader Joe's execs said it is possible for a seasonal item to turn into an everyday product, though it is rare.

Trader Joe's is lifting the lid off its merchandising strategy when it comes to peppermint Joe-Joe's and pumpkin butter.

Company executives answered questions about the retailer's seasonal private brand products during an episode of the Trader Joe's podcast, according to the San Francisco Chronicle.

"My question is regarding what makes a product seasonal or one time only and how is a customer to know? Part two, have you ever made any seasonal items permanent or do you plan to?" asked a podcast listener.

Marketing director Tara Miller tackled the first part of the question:

"One of the things that we do is constantly introduce new products. And if we took
all of those limited buy or seasonal-type products and made them every day, there'd be no room in the store to introduce new products. So by making some things come and go, that gives us the ability to introduce other things that can come and go."

Trader Joe's execs said it is possible for a seasonal item to turn into an everyday product, though it is rare. Frozen mashed potatoes started out as seasonal, but now can be found in the freezer section year-round.

The latest Trader Joe's podcast is here.

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