Trader Joe’s is best known for its high quality healthy food. The vibe of every story is exciting, optimistic and inviting. Joe Coulombe is the founder of this well established company. His idea came from the want to provide higher quality products for recent college grads. As he expanded his business he opened stores near universities and thus started the snowball effect that was Trader Joe’s. Joe exemplifies the attributes of an entrepreneurial thinker because he saw an opportunity a need that young adults needed, a healthy food option. He recognized his competition and adapted to create a certain image and atmosphere so each visit could be memorable to his customers. Trader Joe’s is well known for its tropical style environment and joyful vibe. Seemingly simple but effective idea and implementation.