Trader Joe’s is a gourmet grocery store offering items such as health foods, organic produce, and nutritional supplements. The company has nearly 400 stores in 37 states at which it offers more than 2,000 private-label products. Go to www.traderjoes.

com, and see how the firm uses its Internet site to promote its retail stores and merchandise. Why does this retailer include recipes and a seasonal guide on its website? Does the information provided on the web page reinforce the store’s upscale grocery image?

Explain why or why not.