Trader Joe's founder was quoted once as saying the target audience is the "intellectual poor." That is, people with shitty degrees who are poor, but think highly of themselves because they went to college. College grads who can't afford Whole Foods. A lot of the shit labeled trader joes is mass produced by other companies and put in trader joes boxes. Pretty common with a lot of products. Was told the frozen orange chicken at TJ's was good, and admittedly, it is. Saw the costco version, tastes and prepares exactly the same. I'm 99% certain its the same product. TJ fans will swear the TJ version is better for you.
I was a big Whole Foods guy is Seattle cause the one off Roosevelt was close to our house. I've always felt that if you're buying in bulk at Costco then the quality of Whole Foods negates the negligible price increase over Safeway (not that big of a difference I found).
One of the things that sucks about Bend is that Whole Foods is way out on the East Side (15 min drive for me) where all the pours live. It make no sense. All the rich ass MILFs are west of the Deschutes by me.
Oh and fuck QFC. Most overpriced shitty grocery stores of all time.