Not your average Joe: customers who shop at Trader Joe's like to know where their products are from, how they are made and that they are a good bargain. Consumers are more and more interested in natural foods; however, the natural foods category can be confusing. Trader Joe's tells a good story behind the high-quality, wholesome foods it peddles

Prepared Foods, June, 2004 by Wilbert Jones

www.naturalhub.com/natural_food_guide_vegetables.htm--Much information on natural foods, including vegetables, tubers, fruits and meat

www.ota.com/index.html--Home page of the Organic Trade Association

www.organicconsumers.org/--Organic Consumers Association home page

Wilbert Jones is the president of Healthy Concepts, a food and beverage company that provides menu, recipe and product development consulting services. Call 312-335-0031 or e-mail: wjhealthyconcept@aol.com.