While value is their number one concept, they wrote a mission statement that really helps their consumers understand the culture their trying to create. Originally their first mission statement was written on a chalkboard and has come a long way since then. “The mission of Trader Joe’s is to give our customers the best food and beverage values that they can find anywhere to provide them with information required to make informed buying decisions.” Trader Joe’s not only wants to give consumers the best products for the best price but they also want to give them information to help their decision when purchasing. According to Glenn Llopis’s article, “Trader Joe’s embodies the entrepreneurial spirit in everything they do. They are fearless in