TJ Hype

Trader Joe's is opening in Union Square on March 17th.

The NYT gives TJ's the front of the food section on Wednesday, with exclusive reporting from inside their food-tasting facility, and generous quotes from the public, such as: "This sounds crazy, but you feel like the company likes food even more than they like the money."

You can't pay for advertising quite as good as this stuff.

The best quote comes in the sidebar, though, which dares to bring in some criticism. After noting that the store certainly doesn't carry everything, or carry it consistently, we get this gem:

"I can't shop at a place if I don't know whether they'll have lamb chops that day," said Mark Allio, a Web designer. "Who in New York has that kind of time?"

(Who does?)