Trader Joe's stocks only its own brands, including Trader Joe's, Trader Jose's and Trader Ming's. Some products are sourced independently according to strict quality standards. The manufacture of many other products is outsourced to well-known brands, such as PepsiCo, but sold under one of the Trader Joe's proprietary brands.
As reported by the Huffington Post, Trader Joe's is extremely secretive about this strategy, leading to speculation about some products' origin. Of particular concern to consumers is the sometimes high mark-up of some established products for resale under the Trader Joe's brand. However, the secrecy is also of service to supplying (and competing) brands because Trader Joe's products are often cheaper than their differently branded alternatives.
Despite their secrecy, the Trader Joe's brand is associated with high quality and good value for the money.
Although the company makes no explicit claims about its product line's health benefits, they do guarantee that no Trader Joe's products contain artificial or genetically modified ingredients, such as flavors, colors, preservatives and trans-fats. They also assure their customers that their products contain no monosodium glutamate (MSG). The good reputation of Trader Joe's is otherwise maintained by its commitment to value for money, which it ensures by eliminating marketing costs.