Joe Coulombe, founder of popular grocery store chain Trader Joe's, died Friday after a long illness
Joe Coulombe envisioned a new generation of young grocery shoppers emerging in the 1960s, one that wanted healthy, tasty, high-quality food they couldn't find in most supermarkets and couldn't afford to buy in the few high-end gourmet outlets.
A giant yes, but one that across more than half a century has never lost its reputation for friendly service from employees decked out in goofy Hawaiian shirts, a newsletter that looks like it was published in the 1890s, and rows and rows of high-quality, moderately priced healthy food and great wine, even if you sometimes can't ever again find exactly the same thing.
He prided himself on checking out every vintage of wine from California's Napa Valley, including Trader Joe's standby, Charles Shaw, affectionately known as Two-Buck Chuck because it sold for $1.99. Joseph Hardin Coulombe, an only child, was born on June 3, 1930, in San Diego and lived on an avocado ranch in nearby Del Mar. After serving in the Air Force, he attended Stanford University, where he earned a bachelor's degree in economics, a master's in business administration and met and married his wife, Alice.
As he bargained for those products, he'd sometimes come across a particularly exceptional olive oil or vintage wine, never to find it again, and he wouldn't stock an inferior product in its place. "He just had a visit yesterday from employee No. 1," his daughter Charlotte said shortly before her father's death.
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