Becoming Trader Joe by Joe Coulombe

 Yes, there really is a Joe behind Trader Joe's. His name is Joe Coulombe and he tells the story of how this popular grocery chain got its start--and its many evolutions over the years. It's partly a business guide and partly an entertaining collection of anecdotes and looks behind the scenes. And yes, in some of its earlier iterations TJ's sold everything from panty hose and film to bourbon.