By Amy Salvagno
C & G Staff Writer 

GROSSE POINTE CITY — In a few days, the doors to Trader Joe’s will open to an eager crowd of Village customers from all around the Pointes — and they’ll undoubtedly be delighted with the newest addition to the Kercheval Avenue business district.

If a normal supermarket is like a mall — filled with familiar, consistent and humdrum name brands — then Trader Joe’s is more like a good bazaar, with its eclectic, erratic selection and frequent surprises.

“We try to transform shopping from a chore into a culinary adventure,” said Captain (store manager) Chris Franklin, who has been with the company through 10 stores, most recently in Northville.

The 13,000-square-foot location is stocked with everything from the unique to the basic, says Franklin: orchids and other fresh flowers, organic produce, milk and eggs, international cheeses and inexpensive brews. There are romaine hearts, as well as a spinach salad kits, and frozen, prepared entrées or those that save a few steps along the way. And a large demo station against the back of the store gives customers an opportunity for lots of taste-testing.

Roughly 80 percent of the store’s selections are under the Trader Joe’s brand — artificial ingredient-free — including trail mix, peanut butter, olive oil and cereal — Joe’s O’s are a favorite. Some of Franklin’s favorite selections are the red curry sauce, which can be used as a stir-fry sauce or as a marinade, and the veggie and flaxseed tortilla chips.

Even the décor is pleasantly unexpected: painted ocean scenes and island murals, palm trees, cedar planking and bright, yet soothing colors. There’s even a 360-degree mural featuring the Lake St. Clair shoreline. Artists employed by Trader Joe’s, some who live in the community, are responsible for the artwork, from the murals to the labels under items on the shelves. The 60 employees — here they’re called crewmembers — are also festive in tropical tops.

The company began in the 1950s as the Pronto Market chain of convenience stores. In the ’60s, founder Joe Coulombe renamed the stores after himself, introduced the endearingly festive Hawaiian theme and started stocking more upscale foods and wines. Trader Joe’s made its name by carrying only items that had run the gauntlet of its tasters, a practice still in place today. And customers unsatisfied with any product can bring it back.

Though most stores were opened along the west coast, the company made its jump across the country 10 years ago in Massachusetts. In recent years, it has expanded to more than 200 privately held locations.

One of the many goals of buyers, says Franklin, is to deal directly with manufacturers, leaving out the middle man, to bring customers the lowest prices.

“They also travel the world to find the new and cutting-edge items and bring them back.”

Grosse Pointe Woods resident Brenda Wouczyna frequents the Royal Oak location — she was excited that a location has come so much closer.

“It’s fresh, different, and cost-wise, it’s really reasonable,” she said. “The products they have are just different. You’ll buy something you might not ordinarily try.”

A Trader Joe’s visit would be a first for fellow Woods resident Liz Smith.

“I’m looking forward to checking it out. I’m excited that there is going to be something in the Village offering a diverse product.”       

The California-based specialty grocer will hold a special grand opening celebration beginning with a lei cutting at 8:45 a.m. Feb. 1. A live band playing tropical music, face painting, balloons and stickers will then fill the day.

Franklin said he is looking for the opportunity to get to know a new neighborhood and new customers.

“Our experience so far is there are so many foodies, not just in Grosse Pointe, but all over the east side. We’ve been very pleased with the excitement level of customers so far,” he said. “I get to work with food and people — two things I love.”

Trader Joe’s is located at 17000 Kercheval Ave.

You can reach Staff Writer Amy Salvagno at asalvagno@candgnews.com or at  (586) 498-1037.