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Trader Joe's and Whole Foods Take Stock Before Opening

Residents want to see one of the grocery chains open in South Brunswick. But each company has its reasons for when and where they open.

It is no secret that there are vacant storefronts in South Brunswick, and across New Jersey. And when asked, more than a few residents say they want a Trader Joe’s or a Whole Foods to fill the void.

However, each company has a set of standards they keep when choosing new locations. And even then, meeting those standards doesn’t necessarily mean the companies will come.

“It’s all laid out on the web,” said Whole Foods spokesman Michael Sinatra. “People always think it’s financially driven, they think it’s about income. But one thing we do look at is the number of college educated people in an area.”

Sinatra said that shoppers with college degrees are often more interested in the type of food they’re putting their body, creating a demand for natural or organic foods.

Both Whole Foods and Trader Joe’s invite people to visit their websites and suggest areas for new stores. According to the Whole Food’s site, some requirements include: having 200,000 or more people within a 20-minute drive time; a location that’s between 25,000 and 50,000 square feet; that there be a large number of college-educated residents; ample parking for the store’s exclusive use; a stand alone location preferably; easy access from roadways, lighted intersection; excellent visibility directly off the street; and that the location be in a high traffic area either by foot or vehicle.

But even if an area meets all those requirements, Whole Foods may still not come, said Sinatra. The small company is just a little over 30 years old, and only has been in the Northeast for 10 years. The slowly expanding grocery chain expects to open just 20 to 35 new locations nationwide this year—with an eventual goal of 1,000 stores nationwide—with only one to four of those sites in the Tri-State area.

Sinatra said the company could consider opening a location in the area, but not necessarily in the immediate area, and for now the company is content with its locations in Princeton and the one in development in Marlboro.

 “We’re very selective in what we do. We don’t grow fast in that every store is custom built for the community,” said Sinatra.

Like Whole Foods, Trader Joe’s also encourages residents to suggest particular locations for new stores. The grocery chain did not return several calls from Patch. In addition, several real estate professionals that have worked with Trader Joe's say they are forbidden to speak to the press about the grocery story chain.

The chain has about 375 stores and was founded in in the last 1950s. Supermarket Weekly, ranked the chain No. 22 in its list of Top 75 food retailers in North America that achieved annual sales in excess of $1 billion.

Trader Joe’s also has been described by CNN Money as “an offbeat, fun discovery zone that elevates food shopping from a chore to a cultural experience. It stocks its shelves with a winning combination of low-cost, yuppie-friendly staples (cage-free eggs and organic blue agave sweetener) and exotic, affordable luxuries—Belgian butter waffle cookies or Thai lime-and-chili cashews—that you simply can't find anyplace else.

“Employees dress in goofy trademark Hawaiian shirts, hand stickers out to your squirming kids, and cheerfully refund your money if you're unhappy with a purchase -- no questions asked.”

In addition, its Trader Joe’s line of foods is sought after by many shoppers, with the coffee, wine, chocolate and veggie burgers among the favorite purchases

Click HERE for Whole Foods, and HERE for Trader Joe’s.

What businesses would you like to see open in South Brunswick? Tell us in the comments.

gilda gildenberg March 24, 2012 at 06:20 PM
Trader Joes or Whole Foods would be great but we need a ShopRite more. We need to break the manopoly of only Stop and Shop in and around South Brunswick.Their prices are high and there is no competition for them. This is unfair to consumers.
Barbara Fehl March 24, 2012 at 06:41 PM
I would love to have a Wegmans in South Brunswick. I would be there everyday!!!! I also like Trader Joe's and Whole Foods but would prefer Wegmans.
A Dawg March 25, 2012 at 01:56 AM
Anything is better than a Stop n Shop. Enough already.
Hy May 20, 2012 at 02:50 PM
I am in Monroe and would love to have a Trader's Joe, Wegman or Whole Food in my area.
catherine December 29, 2012 at 04:21 AM
Here, here! I can't agree more. We in East Brunswick have been wanting a Whole Foods or Trader Joes for years now. I can tell you I am just sick and tired of driving to the Princeton area to shop there! Will they compensate me for my gas being that I patronize them? As for as them wanting college educated people, EB has its share, and what about Rutgers that is only a few miles away? I for one, am becoming impatient waiting for them to put roots down here, and wil not shop with them for much longer if they are so far away! I agree with Gilda about the Shoprite comment, it's about time that South Brunswick has one. I remember growing up in the area that we had the Shoprite in Kingston on Route 27. I think it's time for them to come back. SB has more than enough development land to welcome them!
catherine December 29, 2012 at 04:23 AM
The bottom line is this: BUILD IT, AND THEY WILL COME!!!

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