Pasadena Village hosting book talk, signing for Patty Civalleri’s ‘Becoming Trader Joe’

Join Pasadena Village and author Patty Civalleri for “Becoming Trader Joe” book talk, signing, and tasting on Thursday, June 16, starting at 6 p.m. at the Flintridge Center, Suite 117, 236 W Mountain St. in Pasadena. 

This engaging presentation will give you insights about Trader Joe, while you enjoy some tasty snacks, a selection of wines and non-alcoholic drinks from the beloved chain of stores that started right here in Pasadena. 

Patty wrote “Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys” with Trader Joe founder Joe Coulombe. The event is $10 per person and includes snacks, wine, and other beverages.

Joe founded what would become Trader Joe’s in the late 1960s and helped shape it into the beloved, quirky food chain it is today. Realizing early on that he could not compete and win by playing the same game his bigger competitors were playing, he decided to build a store for educated people of somewhat modest means. 

He brought in unusual products from around the world and promoted them in the Fearless Flyer, providing customers with background on how they were sourced and their nutritional value. He also gave the stores a tiki theme to reinforce the exotic trader ship concept with employees wearing Hawaiian shirts. 

In this way, Joe laid down a blueprint for other business owners to follow to build their own unique shopping experience that customers love and a work environment that employees love being a part of. Patty will share the lessons Joe learned by challenging the status quo and

rethinking the way a business operates. 

For 16 years, Patty served on the Director's Council of the Cotsen Institute of Archaeology at UCLA. During those years, she traveled with scientists to research lost and ancient cultures.

This experience made her an expert traveler that wanted to know more. 

A marketing writer and photographer by trade, Patty took her love of history, archaeology and travel and mushed them together with her natural inclination for writing and photography. In addition to Trader Joe, Patty has a new line of travel books and tools that incorporates today’s way of thinking mindfully while going deeper than ever before.

Her books will be available for purchase at the event. The event will be limited in seating, with tickets being sold for $10 per person. Register by calling the Pasadena Village Office at 626-765-6037.

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