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I am from California and have shopped at both TJ's & Whole Foods for years. I think the two stores compliment each other nicely. Although Whole Foods is more expensive and does tend to promote seasonally inappropriate produce, I can always find exactly what I want, in the quantity that I want to buy. Over at Trader Joe's the products are cute, fun, prepackaged and promote organic, but the packaging really bugs me. I hate all the small plastic containers, the four tomatoes covered in saran wrap, the two ears of corn. It seems wasteful and contradictory to their healthy and organic marketing. The selection at Trader Joe's can also be a bit spotty and I find that I can never purchase everything that I need.

With the new TJ's opening so close to Whole Foods and the Farmer's Market, I feel very lucky. Now I can split my shopping between the three venues, getting exactly what I want the way I want it.

I am so glad that the New York markets are gentrifying.

JD - amen on the packaging. I'm sure you get your tomatoes and corn at the Farmers' Market, right?! Perhaps it's time to start covering the food co-ops more? Back in my Santa Cruz days I brought my own containers to the store... you don't see that around NYC much, now do you?

We have TJ and WFM in Boston and I don't see that there's a battle here. We shop at both for their strengths. Like you, jd, we don't buy produce at TJ's cuz it's wrapped in plastic. We go to WFM for meat, produce and bottled water (they're the only store that carries our favorite). But, we go to regular supermarkets every week, too, because we refuse to pay WFM prices for staples.

I don't see this as much of a battle at all. Though I guess there have been local stores and smaller specialty stores in NYC for a long time that served the same needs, I still can't believe it's taken so long for these stores to come to NYC. I think each will find enough support to survive. While some of the same people shop at them, I think that they also serve very different niche markets. Whole foods is kind of the "I don't care how much I'm going to have to spend, I want a pleasant shopping experience and organic food" and they have a large prepared section too. With TJ's, it's more like "I like good food, but I want a bargain, too." Their assortment is more limited, but they also have a kind of "philosophy" and branding that makes them a favorite with people...it's certainly memorable.

Personally, I hate spending more than an hour buying a week's worth of groceries, and I certainly can't stand going to more than one place to shop. But being an organic-veggie-eating and broke-ass student, I spend a large portion of my life strategically planning and carrying out my grocery shopping expeditions.

I'm a loyal WFM customer because I know that the selection is good enough to make it a one-stop shopping place, and if I stick to the 365 brand and look out for coupons, I usually do okay. The TJ in my area isn't that big, and I've never been very satisfied with their selection of organic foods.

I have, however, noticed that supermarkets are starting to stock more and more organic. I live in MI and both of our big chain stores (Meijer, Kroger) are starting to sell the same organic products that WFM carries, but (mostly) at cheaper prices.

I'll echo the other sentiments. Here in CA I have ample access to both stores, yeah! I would never never dream of buying TJ's produce. It's awful offputting to me and the selection so restricted, but I love TJ's for the little oddities and the high quality of things like the frozen meats (and the cheap $1 ball of pizza dough!)

Whole Foods on the other hand is almost always where I buy my meat and the produce that I can't get from the Farmer's Market on Sunday. They have a better selection of the finer things in life and that's what I use them for (and a big thumbs up in general for the 365 brand)

About the only thing I use a normal grocery store for these days is the dry goods (detergent and the like) and the Armenian run store next to me for good yogurt, cheap pita and the $1 a pound mystery leftover seafood scramble. (It's really tasty sauted into a chipolte tomato sauce, honest.)

I think the battle is really NYC-based because you have a few Whole Foods and just one Trader Joe's with the rest being terrible, expensive and cramped supermarkets (I'm excluding places like Citarella, Balducci's, Grace's Market, D&D and so on)... Also their proximity to one another looks like it was a strategic rather than a chance move. I've been a TJ fan for long long time now, and I'm a huge WH fan too, but TJ prices are much better so if I can get an item there, I will. It does get annoying to have to go to x number of stores to get just the right ingredients. And at times you wonder if it's worth the time spent to save a few bucks.

I'm sorry, but I find nothing pleasant about the shopping experience at the Whole Foods in Union Square. There is always an enormous line. Granted, the food seems to be great, but if you have to wait in line for 30 minutes, it's not worth it. I'll stick to Fresh Direct.

Just got back from my second TJ's trip in two days. I think right now I'm just in lust and it's great having both WFM and TJ's close-by. I stopped after class at WFM for some fresh meat for dinner (I also find that they have a great, tasty selection and really helpful staff in the butcher area). At TJ's my stop included eggs, milk, dried fruit and a lemon tart that is only $5.99 and is delicious!

I think there is more than enough room for both of these stores in Union Square. With the sunshine today, I found myself really looking forward to the warmer months bringing back my favorites to the farmer's market. With these three all in the same area, I find that I get really inspired for yummy meals to create, as they all have something unique to offer I think.

I've shopped Trader Joe's in CA for years and have schlepped jars and bottles home in my suitcase. Full disclosure: I am one of those groupies going gaga about it opening in NYC. It is the greatest for condiments -- and much more --cheese, chips, frozen, etc. It's not gourmet, it's just fun specialty. Their prices are great so you figure you can try something out and not feel like you have to sacrifice buying something else on your list that is more practical. Whereas at Whole Foods, I simply feel gouged by their prices. That said, Trader Joe's is not the place for fresh produce. Whole Foods is far superior in that area, but so pricey I don't enjoy shopping there, yet in winter I do because of the scarcity of good, fresh produce near me (Brooklyn). But now that the Farmer's Market will be back in full force with spring here, my complete shopping needs will be satisfied between Union Square and TJ's. I'll be back at Whole Foods next December!

Christina - you are so right about the meat dept. at Whole Foods. That's the other area, while super pricey, is excellent, and the staff in the meat dept. is very helpful and nice. Again, Whole Foods is better at the fresh thing.

I have such a love/hate relationship with both stores. I live in California and the Whole Foods in West Hollywood has the worst parking ever and as such I avoid going there. The only time I ever go there is to get very very specific ingredients, such as dried mung beans or cracked wheat. They have a great cheese selection and the prepared foods and meat counter are fantastic (although I ususally by my meat and fish from Bristol Farms). One thing I particularly love about Whole Foods is their website. It is full of great recipes and many of them have the nutritional information listed and the Whole Foods Market Cookbook is the cookbook I use the most of all in my collection. I love love love it.

As far as Trader Joes goes, I feel like it's a glorified convenience store for people who like eat healthy-ish but don't want to actaully have to cook anything. Most everything they sell, other than their suspicious produce, come in boxes, is pre-seasoned, and is microwave ready. As someone who avoided foods that are heavily processed I find the store frustrating. Having said that, I live within walking distance from one and frequent the store at least once a week. Like Whole Foods, they have a good cheese selection. I like the wine, and I always try to buy eggs and dairy there. They have good inexpensive bags of salad greens and spinach and the only fruit I ever buy there are bags of lemons. It drives me insane however that their selection of fresh herbs is so limited and the ONLY kind of parsley they sell is curly. Who cooks with curly parsley? EVERYONE knows that flat Italian parsley is superior.

Lastly what really drives me nuts about both stores is that neither of them sell Diet Coke, which I am hopelessly addicted to.

People in my office have taken to calling our newly-opened Whole Foods "Whole Paycheck." I find they're not wrong.

We've got only a couple Farmer's Markets in the area (Denver Metro) and they're not really up to snuff. I'm going to check out the flea market this summer. I hear they can be good.

I have been in lust with Trader Joe's for 5+ years. BUT, I don't really buy produce there, unless I'm in a pinch--it's obviously not their strength, and I am happy buying fruits and veggies elsewhere. I don't know about their prepared foods being processed, but I do know that their ingredients are as limited as possible (aka, real food, not preservatives, etc) and when I get something that's been frozen/boxed I trust it.

But, the whole one-stop-shop argument is kind of irrelevant. If we wanted that, we could go to WalMart.

There are certain things I can get at WFM here in Los Angeles, like Peanut Butter and Company PB and Stonyfield Creme Caramel Ice Cream, that make the trip worth the maniacal parking and the zombified calorie counting sticks in ugg boots. Does the WFM in NYC provide those horrible plastic cars for children which hog up the aisles? I doubt new yorkers would put up with it. WFM Meat, poultry and fish are also worth the hassle, usually.

Otherwise I shop at TJs for milk, cheese, nuts, pasta, canned tomatoes, wine, and bagged salad (also their organic baby carrots are good to bring to work).

The best is shopping at the farmer's market, though. I can avoid the sticks in uggs, since they are probably confused by the lack of calorie information on the produce.

Ah, seeing Bristol Farms listed brought back sweet memories of living in Hollywood on Sierra Bonita. At that time it was called Chalet Gourmet, I think, but then changed. I used to go there for Sunday dinner ingredients and could walk home. They did have a really great selection of high quality meats. : )

molly, your comments made me laugh. : )

Grant - I'm glad you avoid heavily processed foods - but then how can you be addicted to DIET COKE????

But since your apple-crisp recipe on your blog looks so good (I printed it out), I'll overlook the contradiction.

A lot of the TJs boxed stuff is preseasoned but you can also get unseasoned versions of COUSCOUS and QUINOA etcetera. I'm just a huge TJ fan and I don't buy much of the processed stuff. It's a great place for about 90% of my staples.

I KNOW. Isn't that ridiculous? I just love Diet Coke. I'm sorry. I feel so ashamed. It's my one vice.

And actually now that you mention it, I get couscous at TJ's all the time. And come to think of it, I buy chicken there quite frequently. But the produce thing really bugs me. I usually go to a really great local farmer's market for fruits and vegetables. Nothing beat locally grown, vegetables that are in season.

Like Grant said, the Whole Foods parking lot in W.Hollywood is a nightmare. (Tip: There is an overflow lot one block east of Fairfax, just north of Santa Monica that accepts WF's validation for 45 mins free parking.) I go there for more exotic items when I can't make it outside of my 'hood to hit the Asian markets. TJ's is the old standby for me, mostly for the sake of convenience. Plus I buy almost all of my wine, coffee beans and bottled water here (generally a case each of TJ's spring water and Pellegrino). Current wine dept. faves: Latour Laguens Bourdeaux at $4.99 a pop and a $7.99 sparkling Cremant. (Not a fan of the 2 Buck Chuck. Reminds me of one too many indie gallery receptions.) For organic produce, fruits, eggs and freshly-baked bread, I hit the Hollywood Farmer's Market early Sunday mornings--before it turns into too much of a vegan-hipster scene. And since there are Smart & Finals and BevMo's within a block of most of these markets, that's a good place to get soft drinks. (Note to Grant: 12-packs of Diet Coke go for about $3.50 each.) I only rarely hit the large-chain supermarkets, but will occasionally hit the deli section of the chi-chi Bristol Farms Market when I'm feeling especially lazy.

I live off of University and 10th St, and this is how I break it down:

Greenmarket for vegetables and some fruits, flowers and bacon
Whole Foods for citrus, other produce, meats and specialty items like puff pastry
Trader Joes for dry goods and snacks
Dags for Fresca and American name brand stuff like Campbells Cream of Mushroom soup, because dammit, sometimes you need a casserole!

I'm unimpressed by both WF and TJ's, but between the two I go to TJ's more often.

Being a NYC/Jersey City person, I have a car and will do a monthly Big Shop for staples -- even without a car, I find that the Costco-like superstore BJ's in Jersey City has very good prices on certain staples. (I badger my Manhattan friends to take the PATH train to BJs, and some have converted.) We cook a lot and do not make prepackaged foods (like pasta "mixes" and frozen dinners -- not even the organic ones) so our shopping is pretty limited.

We buy staples, toiletries, and family-size packs of chicken breasts, salmon fillets, and the occasional red meat at BJs. We divide up the meat and freeze into dinner-size portions. Milk and eggs are extremely cheap there too (like $2.50/gallon milk).
Greenmarket for veggies.
TJ's for dried fruit and natural peanut butter.

Do people really buy all that pre-made dinner stuff on a regular basis? I find its just as easy to saute a salmon fillet as it is to nuke a frozen burrito.

PS to Grant. Your blog looks great! I'll definitely be attempting a few of those recipes myself.

I shop at a WF haere in Chapel Hil NC. There is no TJ's. I like WF because they buy from local growers and the chicken they sell is fresh and brought in on ice so it isn't partially frozen like Tysons or Purdue. I am constantly surprised how some of the stuff is cheaper then at the local Food Lion and its Frankenfood

Grant - when is YOUR cookbook coming out. Those recipes sound so amazing - and those photos - FANTASTIC, . I'm trying that arugula, walnut, brussel sprouts immediately. Keep them coming.

p.s. that's one of the things that make's TJ's so great -- their walnuts are so reasonable. Pick up the arugula and brussels at the farmer's market, walnuts and olive oil and vinegar at TJ's, and you are good to go. YUMMY!

and to me: packaged foods, rarely. Only when super exhausted and cooking seems like too much of an effort. I don't even have a microwave so nuking doesn't work for me.

For Brooklyn folks interested in high quality food, organic produce and contributing to one of the oldest, thriving co-ops in the country, consider joining the Park Slope Food Co-op. You work one shift every four weeks (2 and 3/4 hrs) and in exchange, have access to amazing food at great prices plus all kinds of free seminars and workshops from arts-related to Fieldenkreis to nutritional and financial counseling for members. Okay, the Co-Op can be a little hard-core on certain rules and if you don't time your shopping trips well, the wait to check-out and pay can be annoying, but it's worth it. As a former Californian who lived within 5 minutes of both WF and TJ's, I can say that the Co-Op wins hands down. Even sundries (same as you find at WF) like Aubrey/Jason shampoos, etc. are much less pricey than elsewhere. It's a community institution, a good place to meet people and you'll eat really well. Check it out.

The nearest Trader Joe's and Whole Foods are both about 45 minutes away from me. For fruit, I tend to to shop at a local chain (Westborn, for those in MI) in winter and the farmer's market, whenever it opens again. (April, I think.)

I do tend to stock up Trader Joe's, but about the only thing I tend to buy at Whole Foods is their prepared guac and the Tom's tangerine toothpaste that no one else carries, so it's not really worth the drive.

Here in Portland, Oregon, we have TJs, Wild Oats (which I personally feel blows,)Wild Oats, and the local New Seasons. Trader Joes has its merits for all the reasons mentioned above and in the Slate article, but our own local New Seasons is far superior to Whole Foods with a major emphasis on local products and calling them out as such. Although I enjoy WF's hot foods bar, I am always a little dismayed at not knowing exactly where my produce is coming from. We also have a great variety of farmers markets and Community Supported Agriculture groups to pick from for a more in-touch sort of consumption.

Love Trader Joes. What about the cheap vitamins too? Can't be beat.

Whole Foods U Sq. gives me claustrophobia (feel like cattle in chute being led to slaughter at the checkout counter) and agita of the wallet.

Best Manhattan produce sometimes better than the farmer's market, also has bulk dry goods, cleaning supplies: Good Food Coop on 4th St. between Bowery and 2nd Ave., closer to Bowery. Extremely well managed and open until 9:00.

I live a few blocks away from Union Square, and I ran into a neighbor on my first visit to Trader Joe's. We both talked about the chaos at the opening, chatted about the few things we picked up, and then we started talking about all the other grocery stores in the neighborhood.

Like the greenmarket, Whole Foods attracts people who make a trip to go there, and I imagine that Trader Joe's will do the same. Even though my neighbor and I shop at different grocery stores, neither of us were happy with their prices, service or quality. I recently fired mine and refuse to go back, and he was hoping his would soften their prices a little bit. I've noticed that most of the grocery stores that I've gone into lately have done some remodelling or reorganising since Whole Foods came into town. Have any of you noticed a difference in your ordinary grocery store? Do you go there as often?

man, i still haven't made it to TJs, i'm just way too freaked out by the lines stretching half way down the block when i walk by after work
I go to WFM for the fish
my boyfriend insists the fish at the Essex Street Market is awesome, but i dunno, that place skeeeeeves me out, i just don't think frozen scallops should ever be allowed.
i try so very hard to buy the rest of my vege/meat at the farmers markets, but when i can't i go to the places on ave a, and mary, no, they have done jack to try and make themselves look better, they're all crap

More slate articles on the markets.

http://www.slate.com/id/2138176/nav/tap1/?GT1=7932

PS: Great looking blog, Grant!

WFM is a big gimmic, although the selection is great. They buy from limited local growers and most is from a land far away. Organic products in general is way over used and lots of hype. Many nonorganic products contain no residual pesticide (except baby greens, berries to name a few). About the plastic...many people complain bout plastic but buy bottled water??? I will admit TJ produce can be so so ( I work there ) but in general they buy many good things in season and you can't beat their organic greens. WFM is price matching them on some stuff (water, nrg bars) but lots of other items are way more expensive TLC crackers, cheese (twice the price) too name a few.
WFM make most of their $$ on prepared foods where they simply take the stuff at its ripest and mark it up BIG time...7$ for some salsa...get real

I tried to shop at the new Trader Joe's in my neighborhood (Union Square, Manhattan) this weekend. After a 10 minute wait in line, I left the store empty handed less after less than 10 minutes of shopping. My primary complaint wis Trader Joe's practive of selling fruits and vegatables wrapped in plastic, fish and meat are frozen and vacuum sealed. It felt very uncomfortable for me to shop for food items without having direct sensory contact with the said items. Trader Joe's very much felt like a "fresh direct" outlet rather than a real market. Did anyone else find it annoying that you cannot choose how many onions you can buy? How many pounds of fish? Even before I could caclualte any savings provided, I was driven out of the store by the distinct feeling that I was giving away my rights as a consumer in the name of hype or trendiness. I quickly repaired to s where I was calmed by the fresh small of vine picked tomatoes. You'll be happy to know that my pasta sauce was exellent.

I was going to try TJ's this afternoon, but as I tried to shop, the existing line which snaked around the whole store was so out of control, I couldn't effectively maneuver my little red cart. The food seemed ok - but vastly limited when compared to WFM down the block. So after 10 minutes, I had to get out!! and went to WFM, the lines there are so much more in control, and I've never waited more than 5 minutes in one - usually much less. However, like others, I feel a bit robbed at checkout. But somehow it's the easiest and best option. There's no doubt WFM are genius food marketers, who know how to get you to spend at least 50 dollars on each visit. Regular supermarkets in my 'hood like the Met, Key and Associated really are not much cheaper and usually are far inferior. They are not in the same league as WFM. An article quoted a WF rep as not considering these markets competition.

some people seems to be confused about trader joes being a healthy organic store. To be honest trader joes does not carry that much organic or healthy food. this is more of a myth created by the shoppers because the products are so unfamiliar to them. store such as dominicks and meijers all carry more vegetarian food then trader joes. In fact the new dominicks all hae a natural section off to the side that stock great items you will never fin a trader joes. Much of the food there is not healthy and some of the ingredient list are outrageous.

While i espouse the selections of both places, i find whole foods to be a bit snotty and exclusive to well-to-do health conscious yuppies. Their employees certainly are for the most part unwelcoming young lads who do not seem to be enjoying their jobs... Sure the packaging at TJ's can be bothersome but what a silly thing to complain about from a customer standpoint when the parking lots of both places are full of SUVs and cellphones (are you really that concerned about the environment)... and I find TJ's employee-customer relations far better on the positive scale... i know they pay their employees well and provide them with good benefits...for the most part, Whole Foods are ripping people off and certainly not being wholesome when economically excluding lower social classes... go to a TJ's and you'll see a wider variety of people... Tj's does not bother itself with image and flashy snotty store presentations...
tj ROCKS and they get my money...
olivier.
wh

Well, I have read all of these comments and I must say that TJ's doesn't get the love I thought they would. I have been shopping at TJ's for a couple of months now and have greatly enjoyed the quality of their food along with the freshness, plus, the prices. However, after reading some these statements my confidence has been shaken. I have not been to Whole Foods before, but there is one only two blocks away from the TJ's I go to in Tempe, AZ. I have passed by it many times and developed a curiosity in the store. After reading the comments on this page my confidence in Whole Foods is shaken as well.
I am at a cross roads here. I only eat healthy foods (Sticking to the food pyramid) because after gaining 70 lbs. in college and then losing it again and reaching my ideal weight through rigorous and extensive physical workouts and completey reforming my diet and what I put into my body it has become my life. I read every label of every product I buy. "Obses much"---you betcha. But I am looking and feeling great. All I want is one store where I can get the food products I need to live up to what I have become, and its damn hard. TJ's is full of flaws and Whole Food's is full of shit, so, I am lost. I guess I'll go with the nearest farmer's markets or start injecting my foods.
One comment-- TJ's produce, at least at my store, doesn't wrap their produce in plastic. However, their pre-packaged and cooked sliced meat for sandwiches concerns me. Is it processed or deli sliced? Hell. I don't know. Food sucks.

Wholefoods has much higher standards than Trader Joe's over all and when the consumer decides where he/she is going to buy from it boils down to one decision: Is environmental stewardship and a higher standard for living more important, or is a low price? This makes it clear that WHolefoods is really a lifestyle choice whereas Trader Joe's is just a shop .... or actually more of a discount, semi-organic food pantry.

Hi everyone. Imagine that many of you go to either store or both, or other stores as well, my sister goes all the time to WF, and I go all the time to TJ. When I shop at WF I find it very expensive, I know that the quality is great and as everyone mentioned they have good groceries. I find it very expensive the cheese and the meat. Trader Joe's is the store where i do most of my shopping. Today I got several frozen foods such as their organic orange chicken, and some beef fajitas. In this way as a single guy I don't have to cook a lot when taking the food to work. My sister doesn't have to be on the run as she doesn't work and has the time to cook. So most of her sales are made in WF. My mother doesn't like the idea how my sister spends so much money in WF.. even my sister realizes that there are very good deals in TJ's but she insist that all WF's products are 100% organic. I am not really able to trust WF's as if their prices are fare. The other I found a bag of french cut carrots for 2.50 where in a local store the same organic carrots are always 1 dollar. I am not saying they don't have good deals but it's hard to be based only that the products are pricey and organic. I think my sister will eventually save more money as she gets to shop more at TJ's. She likes to take there my niece as she gets her own small cart. TJ's feels more firendly to me, and their staff are more attentive, always walking around looking to help people. I feel very confortable and even certain harmony in the store. It's funny that they even have bells when a cashier calls his boss.