I started shopping at Trader Joe's in the 1970's when I think it was the only store or not many, in Long Beach CA. Loved it then and glad to see them in new places.
It seemed like a great fit for the Bay Area and it seems to have gone well.
Some things are hit and miss but overall they have a lot of good, often not easy to find items at usually fair prices.
I love their red chocolate covered cherries, the tourbadine chocolate covered almonds (?), the fettucine alfredo frozen is just fine, their ice cream is pretty good, they have a nice pear torte frozen, the frozen crème brulee isn't as good as usual crème brulee but it's 'good' and inexpensive, their smoked gouda cheese (if you don't know that cheese, change that) is better than most, they have Virgil's Root Beer at the best prices around.
Lots of nuts, some with 50% salt options, some weird but tasty stuff called 'speculous' you can get alone or with chocolate that's a gingerbread taste, the 'pounder' big chocolate bars are pretty affordable and popular for those who like that (form Belgium, milk or dark, one with almonds), some of the frozen meals aren't bad, but seem small.
The Hawaiian BBQ potato chips are quite nice. They have a peanut butter and jelly candy bar... fresh fruit... just an idea of some of the items (#1 seller of California wine I hear).