With a new store opening in Morgan Hill on Dec. 8, South Valley
residents prepare to ‘ready, set, go’ to the popular
alternative
OK, stay calm. Maybe even sit down, because chances are if you’ve ever found yourself shopping in a Trader Joe’s, you’re about to get very, very excited.
Trader Joe’s is coming to the South Valley. The new store, located at 17035 Laurel Road in Morgan Hill behind Scramblz, opens Dec. 8.
South Valley residents who have taken to driving to Santa Cruz, Los Gatos, San Jose or Sunnyvale for their Trader Joe’s goods will no longer have a major car ride to contend with, making frozen foods purchases a possibility for many who could never buy perishables before.
“I was at the Trader Joe’s in San Jose on Almaden over the weekend, and that parking lot was really full,” said Gilroy resident Patti Roberts. “We bought all of our favorites while we were there: carnitas, verde sauce, lemon wafer cookies, Advent calendars, cheese puffs, bread mixes, washing detergent and Trader Joe’s coffee blend. We’re very excited about the new store opening.”
Phil Taves, also of Gilroy, said his family loves the selection of international beers and liqueurs, as well as the green tea ice cream balls.
“What’s not to love about that place?” he said of Trader Joe’s.
The city of Morgan Hill has pursued Trader Joe’s for many years, even staging a post card campaign about four years ago. Residents sent about 4,000 postcards to the company asking them to bring a store to the area.
“I’ve been here for nine years, and every year we’d talk to Trader Joe’s about coming to Morgan Hill,” said Garrett Toy, director of business assistant and housing services in Morgan Hill. “I think they provide shopping amenities that are seriously lacking in the area. Everyone goes there, it’s a great store with lots of items, and now people won’t have to drive so far to get there. Ultimately, they decided to come here because the market was right. They can draw customers from several areas without having a major impact on other stores.”
Most people who have been to a Trader Joe’s know the company tailors stores to the neighborhood. The Morgan Hill store will feature a mural depicting Villa Mira Monte, the large historic home in Morgan Hill, El Toro, rolling hills and agricultural fields. The mural will also show beach scenes, keeping in line with the store’s overall ship and sea-faring theme. Employees at Trader Joe’s have titles like “captain” instead of store manager and “first mate” instead of assistant manager to go along with the ship theme, too.
The store’s 13,500 square-foot interior is made up mostly of cedar wood, and features eight registers. Outside, 117 parking spots will accommodate customers.
“I can’t tell you how much great feedback I’ve had,” said Don Obercoe, “commander” of the new Morgan Hill store. “People honk as they drive by and stop to ask when the store will be open.”
Dave Adams, “captain” of the San Jose Trader Joe’s on Almaden Expressway, said he’s heard requests for a new South County store for years.
If people have never been in a Trader Joe’s, Adams said they should expect good quality, good prices, good service and products that have earned their place on shelves.
“And they can do what our regular customers do: Take advantage of our demonstration center,” he explained. “That’s really the nerve center of the store. Customers can come over, taste some of our products, talk to employees about those products or other items in the store. It’s just a great resource. Also, our signs are extremely helpful. You get the product name, how to cook it, what to pair it with, nutritional information, all kinds of great stuff.”
Many products are imported, but Trader Joe’s imports them directly rather than through separate companies. By cutting out the middle man and using their own label, the company is able to save on costs, keeping prices reasonable.
“Trader Joe’s has everything and I love it,” said Jennifer Patterson of Hollister. “It’s a long drive for us, but they have some dips and sauces that my kids like, they have cereal and chips that we buy in bulk and we liked their baked stuff, too. Once there’s a store closer to us and we can buy the refrigerated stuff, my husband wants to try some of the flavored sausages and their fish. I really can’t wait.”
