Trader Joe’s is a gourmet grocery store offering items such as health foods, organic produce, and nutritional supplements. The company has about 325 stores in 25 states at which it offers more than 2,000 privatelabel 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 Web site?

Does the information provided on the Web page reinforce the store’s upscale grocery image? Explain why or why not.