Trader Joe's revenue is $13.3B annually. Originally located exclusively in Southern California, Joe Coulombe began to build his quite empire by revolutionizing the traditional business strategies employed by the supermarket industry. With an eclectic array of products, a friendly atmosphere, and low prices relative to the quality of its goods, Trader Joe's has become one of the most popular grocery store chains in America and it maintains a very loyal customer base. #col-1185651536 > .col-inner { Despite its diversity in other areas, Trader Joe's employees are noticeably lacking in political diversity. As a private company, Trader Joes has managed to create a strong relationship with its suppliers. Accounting Commons, Trader Joe's organic flaxseed meal contains a decent amount of Alpha-lipoic acid (ALA), which is a powerful antioxidant. Adams, H. 2020. text-align: left; The growing demand allows Trader Joes to invest in organic products that would likely increase the revenue generated. In general, what does the data show with respect to the supermarket industry (margins and asset turnover)? Trader Joe's ranked among the most successful grocery stores in the United States in 2013. Super Guides PESTLE analysis is also referred to as PESTEL analysis. However, Omaha is relatively new to the Trader Joe's experience. Trader Joes has heavily invested in the American market and has about 560 stores across U.S. states. When you walk into a Safeway, you know that you are going to find the product and brand that you want. Subscribe now and don't miss any new posts! } To the patrons of Trader Joes, it is more than a supermarket; it has become a societal movement. } Appendix A----- PESTEL Analysis Appendix B-----Five Forces Analysis Appendix C-----TOWS (SWOT) analysis Appendix D----Competitor Overview . Karl Albrecht: The German billionaire entrepreneur who founded discount supermarket chain Aldi and one of the richest people in the world according to Forbes. } Below are the economic factors in the PESTLE Analysis of Trader Joes: Trader Joes chain is affected by macroeconomic trends. Recession will have a significant negative impact on the retail industry, as it limits funding availability. (function() { Let's fix your grades together! With a revenue of $13.2 Billion in 2021, Trader Joe's is not even at a 1/10 of the size of industry giants such as Walmart and Costco. For example, the US government passed the Tax Cuts and Jobs Act in 2017. Whole Foods iModerate 3.6k views Cobbs PGN Trader Joe's Case Competition Henry Cobbs 743 views Strategic Audit - Whole Foods Hyrum Egbert 2k views Strategic Analysis of the Grocery Industry Tayler Reid 9.1k views Porter Five Forces Analysis of Whole Foods Market Teresa Rothaar 57.3k views Joe Coulombe created an environment with patrons and employees that made people feel comfortable and to enjoy being in the store. After 10 years of quietly expanding throughout Southern California, Joe Coulombe changed the name of his markets to the famous name recognized throughout the country today, Trader Joes. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Fast forward to the present day and more than 500 locations exist nationwide in 43 of the 50 states as well as the Washington D.C. area. Moreover, the retailer received lowest scores in Climate-Friendly supermarket scorecard, conducted by the Environment Investigation Agency. Trader Joe's is a privately held chain of premiumgrocery stores with headquarters in Monrovia, California. Walmart attracts consumers from all socioeconomic categories because of the tremendous diversity of SKUs (up to 100,000) and products. The names and other brand information used in the PESTLE Analysis section are properties of their respective companies. The smaller space is obviously less rent and less to manage, leading to a tremendous financial savings over larger grocery stores. (Guruin.com): 2021 Trader Joe's (articles/1125) As of 2010, Aldi had more than 4,000 . better data mining and analysis, and more flexibility. Join our newsletter today to get updates on the latest posts! } Loyalty comes about due to various consumer offers given by the company across different product categories. 2. Trader Joes website is a complete e-commerce platform where customers can shop for everything they want. This concept has created an awesome diversity of high quality products that are in strong demand by their consumers. These recalls have led to a loss of customer loyalty, introduced legal tussles, and damaged the brand image. The profit formula is used to determine the profitability of a company. Joe Coulmbe, the innovate and unorthodox founder of Trader Joes, opened his first grocery store chain in 1958 called Pronto Markets. event : evt, It is a considerable advantage that empowers the company to meet its operational costs and still set aside enough funds to expand. Did you know? Trader Joes is a popular chain of grocery stores that operate within the United States. Three decades and several owners later, the company now boasts over 530 stores in 42 states across the country. Summary. Found across the United States, Trader Joes offers its consumers a unique range of private-label products to their target audience. Adding to the convenience, Safeway has invested millions of dollars into software development to increase efficiency allowing for greater margins on sales. Experts estimated that the company had the highest sales per square foot of. } Step 2 - Reading the Trader Joe's HBR Case Study. Most grocery stores are on average 40-50,000 square feet, while the average Trader Joes is less than 15,000. Shareholders expect that a company will experience growth year-over-year. Many compliance policies & laws which bound this sector is something which the company needs to take care of. However, post-Covid-19, these strategies may not hold for long. The history of Trader Joes traces back to 1958 when the founder, Joe Coulombe, took over a small chain of convenience stores known as Pronto Markets in Los Angeles, California. This project is to improve the efficiency of the speech [], India is very unique by birth it is known for good hospitality and eco-friendly business environment for small and big player equally by RBI survey almost nine million SMEs exist in India. In recent years, many consumers are purchasing online on e-commerce sites. The key companies in the industry include names like Walmart, Whole Foods, Safeway, Kroger and Trader Joes. Supporting their success is a marketing strategy of focusing on the customer and their desires. Although Trader Joe's may not be able to maintain all of their advantages forever, there will be a few that remain intact. At the same time, members of society feel, Supplier trust is a vital component of any given company. This attractiveness derives from the relative low threat of new entrants, low supplier and buyer powers, and low threat of substitutes. Each of these companies employs a different strategy to be profitable and to maintain their competitive strategy. It has been prevailing all over the world because it has well established and well developed reputable jurisprudence. Trader Joe's operates small stores with less square footage and doesn't charge its suppliers a slotting fee. It can also lead to a negative perception in the minds of consumers and lead to reduced demand. . text-align: left; Trader Joe's Competitive Advantage. Trader Joe's has 50,000 employees, and the revenue per employee ratio is $266,000. Trader Joe's first started off as a convenience store and transformed to an "adventurous food and beverage," (Mallinger, 2007). (function() { It means the company still has many other opportunities for growth across the globe by going fully global. Over 80% of the items in Trader Joes catalog consist of private label products. This analysis takes a look at 5 key forces within the supermarket industry through the use of Porters 5 Forces Analysis. The chain is subject to income tax laws in the US. Per square foot of store space, Whole Foods ranks second with $940 of sales annually only trailing Trader Joes. This understanding helps to evaluate the criticality of external business factors for any brand. Whole Foods farmers market feel and heathy focused marketing attracts a crowd of educated consumers who have disposable income and who are less prices sensitive. This analysis takes a look at 5 key forces within the supermarket industry through the use of Porter's 5 Forces Analysis. Your time is important. Between 1990 and 2001, the number of Trader Joe's stores quintupled and the company multiplied its profits by ten. Trader Joe's peak revenue was $13.3B in 2021. Deliveroo Business Model | How Does Deliveroo Make Money? The employee data is based on information from people who have self-reported their past or current employments at Trader Joe's. Are you interested in getting a customized paper? padding: 0 0px 0px 0px; Some of their competitive advantages can be copied. To export a reference to this article please select a referencing style below: By clicking Send, you agree to our Terms of service and Privacy statement. } --divider-width: 100%; The margins are razor thin and there is extreme competition for market share. } The company strongly defended its labelling as an attempt to show appreciation for other cultures. Students who find writing to be a difficult task. Lets take a closer look at Trader Joes business model: Here are some of Trader Joes top competitors: 1. Trader Joe's total sales are expected to reach 9.67 billion U.S. by 2021. Walmart creates profitability by purchasing brand name products at a discounted price that other chains cant match. Nine years later, he officially changed the name of the brand to Trader Joes and opened the first official store in Pasadena, California. Trader Joe's is an American chain of grocery stores headquartered in Monrovia, California. FAQ | The high revenue of Trader Joe's is also the key driver to company's profitability. } Trader Joe's also maintains a smaller selection of products. } Moreover, many of its competitor brands like Target, Walmart, Costco, Whole Foods Market, etc. They have a strong presence in California, but face some geographical limitations in other states; Product recall scandals have negatively affected the brands reputation. A value chain is a business model that describes all of the activities that a business employs to create a product or service. > The data on this page is also based on data sources collected from public and open data sources on the Internet and other locations, as well as proprietary data we licensed from other companies. Trader Joe's gives its customers a sense of satisfaction because they can find something unexpected at reasonable prices. Trader Joe's has 50,000 employees, and the revenue per employee ratio is $266,000. Smaller stores, less staff and prime locations create an incredibly efficient and low cost business model. ; the store is their brand. For example, Trader Joe's has made a commitment to operating smaller stores. 2023 gradesfixer.com. All rights reserved. Refunds and Policy Walmart, the largest grossing supermarket in the US, has employed a strategy that has enabled them to be the most dominate big-box-store in the world. It also will inform you about the factors that are capable of stirring opportunities or are possible threats to its growth. Beyond their current strategy, there are many opportunities Trader Joes could decide to seize. Dan Bane became the CEO of Trader Joe's in 2001. You can learn more about the standards we follow in producing accurate, unbiased content in our. Trader Joe's grew to about 65 outlets in 1994 and grossed about $600 million, representing average annual per-store sales growth of about 10 percent over the past five years. The company has over 500 stores in 42 states and the District of Columbia. color: rgb(255, 255, 255); The structure of this paper will [], We provide you with original essay samples, perfect formatting and styling. Copyright 2022 Business Strategy Hub. The first Trader Joe's-branded store opened in 1967 inPasadena, California. > We respect your privacy. Known as the darling of the grocery industry, Whole Foods rose to fame and domination during the late 90s and early 2000s. Removing products from the shelves that arent selling can be done without much effort. Increase in interest rates can make borrowing more difficult or costlier than before. Their innovative private label business policy and the value they place on customer experience are probably their top strengths. With such a strong brand name, it is no secret that the company makes such high sales from consistent and loyal customers. Trader Joes mainly sells grocery products, which are easily substitutable in nature. height: 150px; Intense competition from other strong brands, especially in areas like e-commerce and sustainable practices; Rising manpower costs may threaten the business model; The lack of home delivery services makes them vulnerable to companies that offer customers this convenience. Trader Joes is a privately held company that was purchased by Theo Albrecht, the owner of one of Germanys most successful discount grocery store chains Aldi North, in 1979. 2 Question 1 Trader Joe's grocery retail chains rank as one of the most successful grocery retail chains in America. "I walked . } The Structural Organization of the Companies in United States Essay, Changes in recruiting in the recent future Essay, Business integration of offline and online retailing Essay, An Assessment on How ICT Serices Can Help Develop Businesses During Covid-19 Pandemic Essay, Identifying the errors in SR systems Essay, Psychological Impact of Gst on Small Business in India Essay, Reflectivity in materials architectural Visualisation Essay. }, Business Model Examples and Types Using the Business Model Canvas for Detailed Analyssis, #gap-156618630 { Situated in Monrovia, California in the United States, Trader Joe's: Employs more than 40,000 happy employees. #section_810900886 { Business Model Canvas Examples Comcast Mission Statement | Vision | Core Values | Analysis (2023), Aldi Mission Statement |Vision | Core Values | Analysis (2023), Mayo Clinic Mission Statement | Vision Statement | Core Values | Analysis (2023), ExxonMobil Mission Statement |Vision | Core Values | Analysis (2023), LOral Mission Statement |Vision | Core Values | Analysis (2023), Vanguard Mission Statement | Vision | Core Values | Analysis (2023), Top 15 o2switch Competitors and Alternatives, Top 15 UiPath Competitors and Alternatives, Top 15 Patagonia Competitors & Alternatives, Top 15 Comcast Competitors and Alternatives, Top 10 Nintendo Competitors & Alternatives, Top 15 Upstart Competitors and Alternatives. Based on a variety of metrics, Trader Joe's ranked as one of the most successful grocers in the United States in 2013. })(); Copyright 2019 Daniel Pereira - The Business Model Analyst. Supplier trust is a vital component of any given company. At the time of Joe Coulombes retirement in 1988, the chain had only 19 stores. This focused approach has served Trader Joes very well by generating the highest volume of sales per square foot of floor space. No e-commerce or curbside delivery services; Their small-sized retail outlets made it hard for them to deal with the social distancing rules enforced during the pandemic; The brand has been criticized for its lack of transparency concerning the sources of several of its products. Investopedia requires writers to use primary sources to support their work. Although Trader Joes may not be able to maintain all of their advantages forever, there will be a few that remain intact. Want Receive new Business Model Analysis direct on your inbox? It relies on cultural awareness to cultivate growth and is based on grass-roots marketing niche to draw viral consumer activity. Investopedia contributors come from a range of backgrounds, and over 24 years there have been thousands of expert writers and editors who have contributed. } The agency assessed Trader Joes steps taken to reduce its use and emission of high-GWP, HFCs in refrigeration equipment. Great Products, Everyday Values and Terrific People | Trader Joe's is a national chain of neighborhood grocery stores. padding: 0px 0px 0px 0px; Trader Joes PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. Through this, one can see the forces and threats on Trader Joes. The growing demand for organic products allows the brand to tap into this market and change its reputation; The company has no e-commerce or home delivery service, which is a significant opportunity for them. How Sustainable Is Whole Foods' Competitive Advantage? The company also needs help retaining employees, with only 10% of the employees staying with the company for more than ten years. When you visit Trader Joes retail store, you are confident of getting different types of products, some of which are exclusive to the store. Below are the Strengths in the SWOT Analysis of Trader Joe's : 1. padding: 30px 0px 0px 0px; the stores, customers have flocked to Trader Joe's stores around the country for the "wow" experience only found within those walls. #col-1825399061 > .col-inner { Questions: 1. padding: 30px 0px 0px 0px; It means the company still has many other, Many companies are thriving by providing only online delivery services. In the Trader Joes PESTLE Analysis, the environmental elements affecting its business are as below: Trader Joes is infamous for its lack of transparency regarding source of its products. --divider-top-width: 100%; Key Highlights. (Annual sales and employees) What industry is the company in? A Brief Overview. Trader Joe's mission statement is emphasized around seven core values. Generally, their products are highly unique and often cant be found anywhere else. Trader Joes operates in the labor-intensive grocery chain business and spends heavily on personnel expenses. font-size: 1.1rem; padding-bottom: 0px; The pages are dedicated to advertising new products, recipes and promoting hopeful new locations. Learn Concepts background-color: rgb(51, 51, 51); Jasmin Bedria, a personal trainer and nutritionist from Ormond Beach, Florida, visited her first Trader Joe's in Maryland eight years ago. already have a digital presence. TRADER JOE'S A CASE ANALYSIS OF TRADER JOE'S COMPETITIVE STRATEGY An Undergraduate Honors Thesis Submitted in Partial fulfillment of University Honors Program Requirements University of Nebraska-Lincoln By Holden Adams, B.A. Trader Joes operates outside the U.S. only in European countries. Sources of data may include, but are not limited to, the BLS, company filings, estimates based on those filings, H1B filings, and other public and private datasets. Consumers are increasingly purchasing on e-commerce stores like Amazon. The, Trader Joes can take advantage of this by, Trader Joes operates outside the U.S. only in European countries. Joe Coulombe envisioned a supermarket built around the customer. Swot Analysis Examples Trader Joes has utilized this concept extremely well. Trader Joes is in the minority of grocers who dont charge a display fee to their suppliers to place their products on the shelves. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. This tool is used in the case study analysis as follows: The firm's primary and support activities are listed down. Unlike traditional supermarkets, Whole Foods has focused on smaller stores, organic-healthy products and perishable foods including deli and vegetables. Get your custom essay. Brand-loyal customers believe that a certain brand delivers both higher quality and better service than any competitorand the price does not matter. "Grab a ball of Trader Joe's plain pizza dough, put it in a lightly oiled bowl, and let it rise at room temperature for a few . The cost of Lilly's Humalog insulin product has climbed by 1,000% or more in the last 30 years. Despite aggressive competition from Whole Foods Market/Amazon, Sprouts Farmers Market and traditional grocery stores such as Albertson's and Safeway, Trader Joe's sticks to a quirky,. } They have set out on their own path and have made it a point not to follow any trends. Trader Joes limits their products to around 4000 SKUs. } The staff at Trader Joe's come from unusually diverse demographic backgrounds. Trader Joes: A Case Analysis of Trader Joe's Competitive Strategy. This essay has been submitted by a student. padding: 0px 0px 0px 0px; Established in 1967 by the "Original Joe" Joe Coulombe, the franchise of grocery stores is absolutely adored by their customers. The environment and culture that Joe Coulombe has created is something that I dont think will be successfully copied anytime soon. "John V. Shields Jr. padding: 0px 5px 0px 5px; Usually, it is presented in the two-by-two grid form. height: 150px; However, in 2013, the company faced several risks as bigger chains (e.g. This may seem like a great strategy but it is so unselective that most of the products will sit on the shelf collecting dust. Heres the main idea behind how the Trader Joes business model makes money: A private-label item is a product that is designed and manufactured by a company to be sold under the brand name of another company. The supermarket industry is one of the toughest industries to navigate today. However, there are a few competitive advantages that will be tougher to emulate. Case Write Up for Absence on 1/28/ Trader Joe's strategy diamond is as follows: Arenas Trader Joe's is active in is urban areas with colleges to attract their main customer base, intelligent, educated health conscious people who enjoy trying new things. Have a significant negative impact on the latest posts! a different strategy to profitable... Impact the business of the employees staying with the company still has many other opportunities for growth across the by... And to maintain their competitive strategy like a great strategy but it is more than supermarket. The country because they can find something unexpected at reasonable prices & laws which bound this sector is which... Or service sales annually only trailing Trader Joes: a Case Analysis of Trader Joe & # ;! Website is a vital component of any given company dollars into software development to increase efficiency allowing for greater on... Of Lilly & # x27 ; s gives its customers a sense of satisfaction because can... Total sales are expected to reach 9.67 billion U.S. by 2021 find writing be. Grocers who dont charge a display fee to their target audience can also to. Only in European countries than a supermarket built around the customer and their desires fee... Self-Reported their past or current employments at Trader Joes very well by generating highest... Legal tussles, and the revenue per employee ratio is $ 266,000 products! Guides PESTLE Analysis section are properties of their competitive strategy highest volume of sales annually only trailing Trader,... ( up to 100,000 ) and products. it has been prevailing all over the world because it become... The standards we follow in producing accurate, unbiased content in our 2010... Slotting fee deli and vegetables also will inform you about the factors that in. Owners later, the number of Trader Joe & # x27 ; s is an American chain of grocery! Selection of products. national chain of grocery stores are on average 40-50,000 feet. More difficult or costlier than before taken to reduce its use and emission of high-GWP, HFCs in equipment... 5Px 0px 5px 0px 5px ; Usually, it is more than 4,000 purchasing online on stores... Had only 19 stores multiplied its profits by ten Foods rose to fame and domination during the late and. You want societal movement. Analysis takes a look at 5 key forces within the industry. And lead to a loss of customer loyalty, introduced legal tussles and... Industry is the company makes such high sales from consistent and loyal customers by. And does n't charge its suppliers a slotting fee in 2001 these recalls have led a... A value chain is affected by macroeconomic trends function ( ) { it the! Create a strong brand name products at a discounted price that other chains match! To 100,000 ) and products. 50,000 employees, and low threat of.. Innovative private label business policy and the revenue per employee ratio is $.... It can also lead to reduced demand maintains a smaller selection of products }... Employees, with only 10 % of the toughest industries to navigate today of.. Tussles, and low threat of new entrants, low supplier and buyer powers, and low cost business |. In interest rates can Make borrowing more difficult or costlier than before secret that trader joe's financial analysis company different! Students who find writing to be profitable and to maintain their competitive advantages will... Act in 2017 in 1958 called Pronto Markets 's operates small stores with headquarters in Monrovia California! Unique and often cant be found anywhere else with less square footage does! Is no secret that the company has over 500 stores in the US minds of and. Maintains a smaller selection of products. this Analysis takes a look at Trader Joe 's most of tremendous. And early 2000s Lilly & # x27 ; s experience a sense of satisfaction because can! Purchasing brand name, it is so unselective that most of the employees staying with the company also help! Ratio is $ 266,000 are dedicated to advertising new products, which are substitutable. And has about 560 stores across U.S. States writers to use primary sources to support their work led a! Are increasingly purchasing on e-commerce sites we follow in producing accurate, unbiased content in.. Are razor thin and there is extreme competition for market trader joe's financial analysis. have self-reported past! This focused approach has served Trader Joes offers its consumers a unique of. Point not to follow any trends own path and have made it point! By going fully global something unexpected at reasonable prices industry, Whole Foods, Safeway, you that... Given company are capable of stirring opportunities or are possible threats to its.! Key forces within the United States however, there are a few advantages! And there is extreme competition for market share. s Humalog insulin product has by! Consumers from all socioeconomic categories because of the employees staying with the still. To their suppliers to place their products are highly unique and often cant be found anywhere else: Here Some! Of customer loyalty, introduced legal tussles, and the revenue per employee trader joe's financial analysis is $.! Products. on cultural awareness to cultivate growth and is based on grass-roots marketing niche draw... Made a commitment to operating smaller stores, less staff and prime locations create incredibly... Arent selling can be done without much effort growth and is based on information from people who have self-reported past! Most successful grocery stores are on average 40-50,000 square feet, while average. Can shop for everything they want generating the highest volume of sales annually only trailing Joes... In the PESTLE Analysis section are properties of their advantages forever, there a! It can also lead to reduced demand reach 9.67 billion U.S. by 2021 there will successfully. Customers a sense of satisfaction because they can find something unexpected at reasonable prices reduced.! Business employs to create a product or service than before label products. many opportunities Trader Joes website a... To cultivate growth and is based on grass-roots marketing niche to draw viral activity... Has invested millions of dollars into software development to increase efficiency allowing for greater margins on sales that intact... And brand that you want companies employs a different strategy to be a task! They want dedicated to advertising new products, recipes and promoting hopeful new locations attractiveness... Join our newsletter today to get updates on the shelf collecting dust to support their work growth year-over-year has 560... S mission statement is emphasized around seven core Values s revenue is $ 13.3B annually Analysis Examples Joes... Trader Joes operates outside the U.S. only in European countries much effort include names like,. Operates small stores with headquarters in Monrovia, California square foot of. three decades several! Daniel Pereira - the business Model Analyst, while the average Trader Joes their. From the relative low threat of substitutes data is based on grass-roots marketing niche to viral... The value they place on customer experience are probably their top strengths of... Not matter accurate, unbiased content in our grocery stores are on average square. Who have self-reported their past or current employments at Trader Joe 's is a employs! Invested in the minority of grocers who dont charge a display fee to their to. For greater margins on sales strategy but it is so unselective that most the! Feel, supplier trust is a vital component of any given company of. Competitor brands like target, walmart, Costco, Whole Foods, Safeway, you know that you.! Foods ranks second with $ 940 of sales annually trader joe's financial analysis trailing Trader Joes operates outside the U.S. in! Focused on smaller stores the toughest industries to navigate today Joes could decide to.. Some of their competitive strategy that Joe Coulombe envisioned a supermarket built around the customer and desires! Categories because of the toughest industries to navigate today divider-width: 100 % ; the margins are thin... Going to find the product and brand that you want held chain of neighborhood stores... Walmart creates profitability by purchasing brand name, it is presented in PESTLE! Is emphasized around seven core Values marketing strategy of focusing on the shelf collecting dust on Trader Joes is... Due to various consumer offers given by the Environment and culture that Joe Coulombe envisioned a supermarket built the... Volume of sales annually only trailing Trader Joes is in the United,... Products and perishable Foods including deli and vegetables quality and better service than any competitorand the price not! Or current employments at Trader Joe & # x27 ; s ( articles/1125 ) as of 2010, Aldi more! Employee ratio is $ 266,000 price does not matter their past or current employments at Trader 's. Come from unusually diverse demographic backgrounds walmart attracts consumers from all socioeconomic categories because of the products will on... They can find something unexpected at reasonable prices held chain of premiumgrocery with... Such a strong brand name products at a discounted price that other chains match. The last 30 years store chain in 1958 called Pronto Markets their suppliers place! Safeway, you know that you are going to find the product brand! To operating smaller stores, organic-healthy products and perishable Foods including deli and.... In 1988, the chain is affected by macroeconomic trends relative low threat new... These companies employs a different strategy to be profitable and to maintain all of their advantages forever, there a! Well developed reputable jurisprudence to fame and domination during the late 90s and early 2000s their is!
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