In the age of influencers and filters, it can be difficult to decipher what’s real and what’s fake. But a select few accounts have managed to find a niche demographic to target through their social media content—and have developed a community of loyal followers, in the process. That’s the reality for Natasha Fischer, the voice behind @TraderJoesList—the beloved Instagram account dedicated to sharing Trader Joe’s product updates and unique recipes that rely on ingredients from the eclectic supermarket.
Back in 2008—long before Trader Joe’s had any social media presence—Fischer had erected a fan account for the brand. She intended for it to simply be a space for her friends, who were obsessed with all of the goodies she’d often bring home.
“I stumbled upon this community of Trader Joe’s fans who associated me with the actual brand,” said Fischer. “It started as a hobby and has since evolved into a career I’m truly passionate about.”
While the account still doesn’t have any affiliation with the brand, it boasts over a million followers, an enivable engagement rate, and serves as inspiration for a number of other fan accounts—some focused on Trader Joe’s, and others on brands like Target and Whole Foods.
Trader Joe’s is especially famous for its seasonal products—everything from ube ice cream and jicama wraps, to riced cauliflower stuffing and dill pickle hummus. These items can change on an almost daily basis. Thanks to the efforts of Fischer, though, brand loyalists are updated on these products through her *NEW NEW* item posts, cart hauls, recipe inspiration, and product reviews.
There are a selection of items that Fischer regards as staples—regardless of the time of year, certain Trader Joe’s products can be enjoyed year-round and in a number of different dishes.
According to Fischer, these are her top ten—though she advises you keep in mind that these products are forever changing and are in no specific order:
- Cauliflower Gnocchi
- Chocolate Hummus
- Red Lentil Pasta
- ABC Bars
- Chili & Garlic Cashews
- Ube Ice Cream
- High Protein Veggie Patties
- Cheeses—all of them!
- Vegan Pesto
To follow along with Natasha’s influencer journey, check out her social presence on Instagram.