Foreword / by Leroy D. Watson

Preface: What's in a name?

A trader Joe's sampler

Section 1: How we got there. The milk train doesn't stop here anymore ; The god of fair beginnings ; The guns of August, the wages of success ; On the road to Trader Joe's ; How I Love Lucy homogenized America ; Good time Charley ; Uncorked! ; Whole Earth Harry ; Promise, large promise ; Hairballs

Section 2: Mac the Knife. Mac the Knife ; Intensive buying ; Virtual distribution ; Private label products ; From discrete to indiscretions ; Too, too solid stores ; Skunks in the office ; Double entry retailing ; Demand side retailing ; Supply side retailing ; The last five year plans

Section 3: First I sell, then I leave. Employee ownership ; The sale of Trader Joe's ; Goodbye to all that

Addendum: Post de-partum.