Many Americans have not heard of grocery retailer Trader Joe’s. However, it just topped the reputation ranking in the Axios Harris Poll 100 for 2025. Trader Joe’s, founded in 1967, has fewer than 600 locations. (Walmart has 4,600 in the United States, and it ranked 81st.)
The study’s methodology involved three waves of surveys. The first asked consumers to rank the best and worst companies. The second survey determined the 100 companies. The third asked about “contextual” issues, including opinions about brands and topics, including politics. These were in the field from January through mid-May.
Following Trader Joe’s on the list were clothing company Patagonia, Microsoft, Toyota, and retail giant Costco. Trader Joe’s rose 12 spots from last year’s list.
Trader Joe’s seems to have a cult following. It targets building local communities through grants to nonprofits, along with food and beverage donations,
Trader Joe’s is known among its customers for an unusual level of transparency. This has to do with food prices, why some items are discontinued, and why prices differ from location to location. It also rarely sells products that carry another company’s brands
Trader Joe’s also has several unique methods used to target customers. Its traditional direct marketing includes newsletters. Content in what it calls The Fearless Flyer is based on anecdotes and stories about products it sells. The theory behind it appears to be that it cements its relationship with shoppers. The company uses podcasts and recipes for similar reasons.
Axios Harris Poll 100 produces non-traditional results. Trader Joe’s and Patagonia are niche companies. Microsoft, Toyota, and Costco are among the largest companies that do business in the United States, as well as among America’s most well-known brands. It also lists J.C. Penney, a company that is essentially out of business.
Despite the quirks of the list, who would not want to finish first?
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