A Trader Joe’s fan blog with some NYC attitude. Mostly raves with a few rants.
13 May 2012 1 Comment
in General, Trader Joes Tags: blog, branding, Business, marketing, reblog, T. J.'s
I liked this piece I stumbled upon via Twitter and thought I would re-blog and Share it….
“A Study on Brand Loyalty: What We Can Learn From Trader Joe’s”
by Danielle Hagen
http://www.mpdailyfix.com/a-study-on-brand-loyalty-what-we-can-learn-from-trader-joes/
Danielle makes a lot of good interesting points about Trader Joe’s from a Marketing standpoint. You can read her blog post HERE
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22 Mar 2012 4 Comments
in Blog, General, New, Products, Rave, Trader Joes Tags: Butter, Ficus, Fig Butter, Food, Fruit, Fruit butter, jam, no preservatives, Peanut butter, preserves, product, Products, Rave, review, Trader Joes, vegan, vegan gluten free, vegetarian
So I read about this product in a “Fearless Flyer” and then I saw it the next day on the shelf and thought I should buy it and report on it. When I got home I confess I instantly opened it up, and dug a spoon into the jar to taste it. First reaction, was OMG, this is some fantastically good stuff!
Trader Joe’s FIG BUTTER is an extremely tasty figgy jam. Well actually this is a true fruit butter, meaning fruit that has been cooked down till its super concentrated. And no, there’s no “butter” in it all all, its a kind of old-fashioned reference, when canning fruit was common.
TJ Fig Butter contains just five pure all natural ingredients: figs, water, sugar, lemon juice, and pectin.
The taste is like very yummy, very ripe figs, but deeper and more complex than eating a fresh fig. After reading the Fig Butter post in the Fearless Flyer, I learned there are three different kinds of figs used to make it and surely this is one of the reasons the flavor profile is so complex.
CONTAINS : MISSION FIGS, CALIMYRNA FIGS, CONADRIA FIGS
For breakfast I made a piece of TJ Tuscan Pane toast with some TJ crunchy Peanut Butter and put this FIG BUTTER on it. What a heavenly combination! Try it!
In fact the main problem with this fig butter is its too good, I bought it yesterday and between my wife and myself, the jar seems to be half gone already. Next, I will have to sample the other fruit butters TJ sells. Mango, Pumpkin, Lemon, etc… An 11 oz jar of TJ’s fruit butters costs $2.29
CLASSY TIP: Next time you have company over and do a cheese plate, put a small dish of this Fig Butter out with the cheeses (like Brie, Unexpected Cheddar and some hard cheeses. Your guests will rave over the way this goes with the cheese. A few drops of fresh lemon juice mixed in with the jam and it will be even better.
…Working with Maine-based culinary craftsmen, focused on old-fashioned, farmstand goodness and flavor, we created Trader Joe’s Fig Butter. It starts with a medley of fresh, ripe figs: Mission figs for their extreme sweetness, Calimyrna figs for their distinctive nutty flavor and Conadria figs for their nutty-sweet balance. The whole figs are dried, ground and then crushed before being slow-cooked, in small batches, with sugar, lemon and pectin. It’s a simple recipe using only the finest, freshest ingredients, and no preservatives or artificial colors. The result is full fig flavor concentrated in a smooth, spreadable butter.
In some markets a great deal of butter is retailed from tubs. (Photo credit: Wikipedia)
FROM TJ FEARLESS FLYER – BAGEL WITH CREAM CHEESE AND FIG BUTTER
Trader Joe’s Fig Butter is a favorite ingredient among recipe testers and tasters alike in our test kitchen, and it’s easy to see why: it shines in sweet and savory applications, packs a punch of flavor in a compact jar, and it’s just downright delicious. Elevate the standard bagel & cream cheese with a healthy dollop of said Fig Butter, followed by chopped walnuts, dried apricots and a generous drizzle of honey.
2 TJ’s Plain Bagels, sliced in half
1 package TJ’s Cream Cheese, quartered and softened
TJ’s Fig Butter
Handful TJ’s Dried Apricots, diced
Handful TJ’s Walnut Baking Pieces
Your favorite TJ’s Honey
DIRECTIONS
Remove lid from fig butter. Microwave on half power for 30-second intervals, stirring in between, until warm. Set aside. Toast bagels per your preference. Top each half with cream cheese, spreading to cover bagel. Drizzle with warm fig butter. Top with diced apricot and walnuts, followed by a generous drizzle of honey. Enjoy immediately.
19 Mar 2012 3 Comments
in Blog, General, New, Products, Rant, Trader Joes Tags: Cook, Food, Fried rice, frozen, Home, Japanese, Kimchi, Kimchi bokkeumbap, Kimchi Fried Rice, korean, Korean language, Korean Town, prepared, review, Rice, Trader Joes, vegan gluten free, vegetables, vegetarian
Disclaimer: I only tried this at the Sample Station. In fact I confess the Sample Station is the locus where I usually gravitate to almost immediately after I enter Trader Joe’s. I check out if they have something interesting to taste that day, and of course to grab myself a little cup of free coffee. Don’t you? Truly the Coffee Station is one of the best things about Trader Joe’s, isn’t it? Every supermarket should copy them; going shopping would be much more fun.
Kimchi Fried Rice is a fairly new item and TJ’s seemed to be promoting it quite a bit. Recently it was the product “on sample” 2 or 3 times that I had been to TJ’s of late. What I found funny was they had a sign next to the samples: Its said something like, “Warning: Spicy! Try at your own risk! If you can’t take spicy food, be careful!” Then I tasted it and my first thought was “Huh? This is spicy?”. Seriously to me it was about as spicy as baby food (I can take the heat). I started discussing this disconnect of the “WARNING” sign with the TJ employee who was in charge of the Sample Station at the time. He was of the same opinion – the Kimchi Fried Rice is not spicy at all! He cracked me up when he told me however how many people actually complained “Jeez this is so spicy” after they tasted the Kimchi Fried Rice on sample. So many that they put up the “warning, spicy” sign!
So here is what I thought after tasting the Kimchi Fried Rice. My wife is Korean-Japanese. So I knows me some Kimchi Fried Rice (the authentic Korean kind). I adore it. I can even cook a decent version myself. So if I compare that taste to this stuff, I just have to say this is a pretty bland, insipid version. The two times I tried it was soft and fairly mushy, plus it had barely any kimchi taste; To me, its flavor profile was just weak, which I attribute to an industrial production of such a “homey” dish. For one, truly Kimchi Fried Rice needs real garlic flavor, as well as Kimchi. This barely even had any garlic nor Kimchi flavor for me. The real thing is a fantastic dish, and this? Frankly to my tastes perhaps it would be suitable for babies (ok maybe Korean babies). Now having said that – Trader Joe’s does have a decent “ethnic” fried rice. TJ’s JAPANESE FRIED RICE is actually pretty good. In my years, I’ve eaten tons of both Kimchi fried rice and Japanese fried rice and know what these should taste like, and I can cook decent versions of both.
So, sorry Trader Joe’s but in my opinion your KIMCHI FRIED RICE is a big miss!
If you try it, also try the JAPANESE FRIED RICE next time and see which you prefer. Pretty much same as TJ’s another new “Korean” addition, Trader Joe’s Kimchi, which I found such a poor product I actually “returned” it! Perhaps those who don’t live in a city where you can buy real kimchi sold at a Korean market, might think “so this is kimchi, tasty”. Actually if you had real Kimchi you would know this stuff is not even close to being as tasty as a real Korean-made kimchi – for example this brand (Tobagi) of Napa cabbage kimchi I get at H-MART supermarket on 32nd Street (Manhattan’s Korea Town). If you A/B taste tested this prepared kimchi vs. the Trader Joe’s version? It would be almost a joke, its just no comparison! Anyone who’s been to a Korean restaurant will know the real taste of kimchi. At $1.99 (10 oz) you can try TJ’s version and see for yourself. Let me know what you think.
Kimchi bokkeumbap, kimchi fried rice in Korean cuisine (Photo credit: Wikipedia)
16 Mar 2012 4 Comments
in Blog, General, New, News, Products, Rant, Rave, Trader Joes, Uncategorized Tags: candy, Ginger, News, product, Products, Rave, Trader Joe, Trader Joes, vegan gluten free, vegetarian
Yes, its true. This now almost mythical TJ product is finally back in stock after being MIA and off the shelf at Trader Joe’s for more than one year!
Possibly due to some labeling issue (I heard some manager mention sulfites), possible due to supply issues, this was off the shelves at Trader Joe’s for a long long time. I mean over a year! Seems they’ve solved whatever the issue was because its back on the shelf. And the label on the back has only two things on it, ginger and sugar. Pretty natural product.
So I can finally get my fix for this (very) spicy adult candy. (Now should I buy a case?)
O frabjous day! Callooh! Callay!
Thanks to one of my readers, Nancy who first sent the alert about this!
15 Mar 2012 Leave a comment
in Blog, General, Products, Rave, recipe, Recipes, Trader Joes Tags: breakfast, cereal, Food, Golden Raisins, healthy, Products, Raisin, Raisin Bran, Rave, recipe, T. J.'s, Trader Joes, vegan
My morning brainstorm in the shower thinking about what to eat for breakfast. In a Euraka Moment, thinks I, “Why not “make” my own raisin bran? No, not with just regular TJ’s raisins but with the Golden Raisins I just bought yesterday.” The Golden Raisins. Plus TJ’s Bran Flakes (which is bar none best bran flakes made)?
And I did it. And it was…. MIGHTY, MIGHTY FINE!
Try it for yourself! Why has no one though of this before? Am I a genius or what?
Recipe: Put some Bran Flakes in bowl. Add a small handful of the Golden Raisins.
Milk. A little sugar. Yogurt topping? Nice.
Done.
Eat up.
OMG, right?
You must, must must try these two TJ’s items together
04 Mar 2012 14 Comments
in General, Prices, Products, Rave, recipe, Recipes, Trader Joes, update Tags: dough, Food, fresh, home-made, homemade, increases, olive oil, pizza, price, price-hike, prices, produce, product, Products, Rave, recipe, Sheet pan, Trader Joes
I noticed that the all-useful TRADER JOE’S PIZZA DOUGH which had been only 99 cents (!) for as long as I can remember, went up to bit by bit and is now $1.29. While I loved it for under a buck, its still not a bad deal, say compared to Whole Foods prices.
The “pizza recipe” post I did before seems to be one of the more popular posts here, so I’m re-visiting the topic of PIZZA (Yeah, baby!) Pictured below is yet another pizza I made for dinner using TJ’s ever useful bag of Pizza Dough sold in the refrigerator section.
To make this I used some homemade spaghetti sauce, with some extra veggies I had leftover from another dinner (eggplant, peppers, and onions). Mozzarella, and some hot Italian sausage. At the end I put on some cooked Kale with garlic I had made another night too. See, part of the “pizza night” ethos is to use up whatever one can find in the fridge, that might work on it!
Seriously, doesn’t this home-made pizza look so damn yummy and delicious that you wish you could eat it right now?! Well guess what, you can! Make your own pizza at home, folks. No really, it’s pretty easy. Do you need to use home-made sauce? Of course not, a jar or canned sauce like TJ’s Marinara would be fine. Making your own pizza is easy, fun, super delicious and is of course cheaper than buying one. There is nothing like eating a pizza you made yourself and just pulled fresh out of your oven, bubbly and browned. If you have never made pizza at home before, you must try making one yourself at least once. I promise once you do, you’ll want to make a pizza once a week. Every time I go to Trader Joe’s I buy a package of dough to keep in my freezer to always have it on hand for these occasions. It will defrost on the counter in about 3-4 hours (or leave to defrost in the fridge overnight).
Is a Recipe needed to inspire you? OK then heres how to make a pizza:
HOMEMADE PIZZA WITH TJ PIZZA DOUGH
Ingredients needed: 1 package of TJ’s Pizza Dough, about 8 ozs of some sauce (Marinara, etc), about 1/2 lb cheese (Mozzerella, Parmesan, Pecorino, Grana Padano, Jack, etc ) and using more than one cheese is even better (optional: fresh garlic, diced tomato, fresh/dried basil, onion, parsley, cooked mushrooms, zucchini, broccoli, kale, etc) and of course Italian Spices (oregano, basil, rosemary, red pepper, black pepper….)
1) Take your (defrosted) package of TRADER JOE”S PIZZA DOUGH out of the fridge – leave it out at room temperature for at least one hour (the package says ’20 minutes’ but it is too short). Room temperature dough will be easier to work and press out,so plan ahead! (around the 1/2 hour point, turn on to pre-heat your oven to 450-500…very hot) Do not nuke it.
2) Prepare a clean work surface thats large enough to work your dough on. Dust it with flour. Remove the dough from the package (TIP: Its sticky! I invert the plastic bag to remove and just keep tugging and pulling till I get it all out). Dust the dough with flour so you can work it. Now you shape it. With your hands well floured and adding a little extra flour (or cornmeal) on the surface of the dough as needed, start to press out the dough using your fingers. Keep working and turning it until it is your desired size and shape. I generally use a square non-stick “half-sheet pan” to cook my pizza in. Its a little trickier to make the dough into a square/rectangle instead of a round but I like it like this. If using this kind of sheet pan, put a little olive oil in the pan on the bottom, put in your dough, put some oil your fingers and on top of the dough and work it into shape using your fingers, pressing it out gently. The oil will help you to stretch it out and work the dough towards the corners. Let the dough rest five minutes if you find its not ‘listening’ and keeps pulling back on you. Normal dough behavior. Just let it rest 5-10 minutes, then come back. Try to be careful and not to make the pizza “too thin” (or rip it!) if you can. And not too thick either or it will be tough! Get it just right. Build up the outside edge a bit. You can gently brush the edges with some olive oil if you want (optional). Another Option: Use a rolling pin to get it started and transfer that carefully to the pan and then work it. Remember if its the pan style its a rectangle you are shooting for. Shaping the dough is the only tricky part of making a pizza. The more you do this, the more you will get the hang of handling dough. If its not perfectly shaped your first time don’ worry. It will still taste as good! Don’t give up. Check YouTube for some videos on making pizza, study a bit, practice and keep doing it. You will get the hang of it and find it much easier in future. If you want to go the traditional round pizza route, of course try that. Moving the raw pizza into the oven is a tricky part, though personally I have found a square one in a sheet pan works.
READY TO ASSEMBLE (I am using smoked mozz and a little provolone) 4) BAKING: When its ready to bake, place the pizza in pre-heated 450-500 degree oven. Very hot! Real pizza ovens are much hotter than your home oven can go but we can work with just longer baking. TIP: I have started to put the pan on the oven floor for 7-10 mins then move it to the middle or top rack for the rest of the baking time. This really bakes the bottom (if you don’t have a pizza steel or stone). If moving it sounds too complicated, just use the middle rack.
Check pizza after 15-18 minutes (ROTATE the pan after 10 minutes, to even the baking. The pizza will probably need a total of around 20-25 minutes to bake, but your mileage may vary, as every oven is different. Check it frequently until you think its done. When it is done, I think you will know; it should be bubbly and slightly browned on top (as well as the bottom) However be careful not to over-cook your pizza or it may be a bit tough. Real pizza ovens are 600-900 degrees or hotter, so a pizza bakes in mere minutes….we just do our best with our regular home ovens. When your beautiful pizza looks – and smells – like its done, it probably is, so remove it from the oven. Check it. If its finished, you should let it rest 2 minutes before cutting as it will be easier to slice. Yes, waiting is the hardest part. SLICE it up with your favorite tool. I’ve got a pizza cutter from a 99 cents store, and it works fine. Believe it or not I even use kitchen shears to cut up pizza, and that works fairly well. If you have fresh Basil, now is the time to add it – use kitchen shears as I learned to do watching master pizza maker Dom DeMarco at the legendary DiFara’s Pizza in Brooklyn)! Dom’s pizza’s are to die for.
Before and After. The hardest part in the above may be waiting 20 minutes for the pizza to come out of the oven.
The thing is, once you get the hang of making a pizza yourself a few times you will find its really not that hard to make, nor takes that much time. You must try making pizza yourself.
Please leave some feedback on your successes (or failures)
UPDATE / TIP: I have been experimenting with “aging” the TJ dough in the fridge and let it sit for a few days before use. It will ferment slowly and will get sourdough-y taste this way as the dough ferments. Try this aging for 1 (or 2 days) past the “sell by” date. Experiment with the aging of the dough tip and see if the crust and flavor is improved. I find it so.
Personally I have found the regular dough is the best version TJ has – I have found the whole wheat version too tough, and the herbed version too off-tasting and bitter. Your mileage may vary. If you really want great pizza, eventually you may even make your own dough!
Buona Fortuna (good luck!) and Enjoy…
Instructions as written on the package ( i don’t find these accurate!):
Gently remove dough from bag and place on lightly floured work surface. Let dough rest for 20 minutes, then, for best results, stretch by hand or roll out with rolling pin to 12-inch diameter. Top with your favorite toppings and bake in a preheated 450 degrees oven or BBQ grill for 8-10 minutes, or until cheese begins to boil and the bottom of crust is golden brown.Use a hot pizza stone or lightly oiled pan for optimum results. Mangia!
AND YET MORE PHOTOS OF MAKING OF A PIZZA USING HOMEMADE DOUGH
HALF ZUCCHINI / HALF TOMATO
27 Dec 2011 Leave a comment
in General, Products, Trader Joes Tags: Beer, candy, chocolate, goodies
OUR “HAUL” FROM TJ’s OVER THE HOLIDAY…A BASKET FULL OF GOODIES! (I hope it lasts a while!)
24 Dec 2011 Leave a comment
in General, New, Prices, Products, Rave, Trader Joes Tags: candy, christmas time, nuts
My local Trader Joes had a sign next to these candies, around Christmas-time…
“Oops – We bought too many of these; our mistake is your gain. Reg. price $3.99. Now $1.99”
Who could resist such a come-on? I bought some to try …and they are actually quite tasty.
They are good-size almonds inside with a white chocolate outer coating, and they do taste like “Eggnog”. They have that flavor profile and spices. You can see flecks of nutmeg in the coating.
As I’m a dark chocoholic I normally avoid anything with white chocolate (no cacao? thats not chocolate) as a waste of flavorless calories, but the spices make this into something tasty. Try them if you see them , especially for the overbuy “mistake” price.
23 Nov 2011 3 Comments
in All Natural, can, condiments, DIY, Fall Season, fresh, General, Pantry, Prices, Products, Rave, recipe, Recipes, Staple, Trader Joes, Uncategorized, update, vegetarian, WhatsGoodAtTJ? Tags: canned, cranberries, cranberry, fresh, healthy, no preservatives, Products, recipe, review, sauce, Thanksgiving, Trader Joes, vegetarian, vs
Every year this post becomes the most popular post around Thanksgiving, ENJOY~
To me the greatest sin one can make for Thanksgiving is not making the cranberry sauce from scratch and just opening up a can.
There is simply no comparison to MAKING YOUR OWN CRANBERRY SAUCE fresh, and no reason not to. It’s literally the EASIEST thing in the world to make. If you do it this year, I promise you everyone will say how wonderful the cranberry sauce is. Seriously it could not be easier to make. Recipe follows….
If you’ve never made your own cranberry sauce and are used to opening a can of that jiggly jelly stuff (ugh!) you owe it to your family to make it this year. The “work” involved may take you about 1 minute, plus maybe 15 minutes just letting it do its own thing cooking. TIP: Make it at least an hour ahead of eating so it can be served at room temp (hint, even better do it one or two days before to get it out of the way). It will set up beautifully in the fridge. Take it out of the fridge an hour or so before eating.
EASY “RECIPE” : Open bag. Dump berries in a pot. Add one cup water* and one cup of sugar. Bring to a boil. Basically that’s it. When it boils, just lower the heat down to a simmer and let it alone until the cranberries “pop” in about 15 to 20 minutes. When the berries have popped, they’re done so just turn off the fire. DONE! Let it cool for 30 minutes or so. As it cools it will thicken up (cranberry skin contains a great deal of pectin, a natural thickener).
If this easy recipe seems “too easy” for you and you want to get a tiny bit fancier and more creative, here are things you try… * Instead of water, you can use orange juice. A bit fancier? Grate in a little orange zest. Even more creative? This year I added a tiny bit of cayenne pepper and a pinch of fennel seeds and some lime juice. Ginger can be nice in a cranberry sauce.
Once you try this you will be shocked at how easy it is to make and how infinitely better this fresh sauce is over the canned stuff. At the time of this writing a 12 oz. bag cost $1.99, a decent price. (UPDATE: 2018, a bag was $3.49 at TJ’s) Update 2: 2022, a bag was back down to now $2.29. UPDATE 2023: Organic ones are $3 a bag so buy those!
You can even buy an extra bag of berries and throw it as is in the freezer where it can keep for a few months if you want it outside of just Thanksgiving. It goes great with grilled chicken breasts.
Once you make your own, you will realize how easy it was to make and and like me, will never buy the sauce in a can again, or even TJ’s pre-made stuff.
Now go, and sin no more…
#DIY #CranberrySauce
RECIPE VARIATION: Indian Cranberry Chutney. In a saute pan, melt a tablespoon butter, and add some chopped garlic, a quarter chopped onion and saute stirring for 3 minutes. Add a teaspoon of TJ’s curry powder (or more to taste) and cook one minute. Add the zest of one orange and its juice with 1/4 cup of water and 1/4-1/2 cup of brown sugar or Palm Sugar (or more or less to taste). Add the package of cranberries and simmer 25-30 minutes stirring frequently. If you want heat add a few dashes of Cayenne or your favorite Hot Sauce (PeriPeri, Green Dragon.…) to taste.
Trader Joe’s Rants & Raves (mostly raves, a few rants) 
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