Serious Eats - seriouseats.com

This is a shocker? To whom? Did you guys really think that TJ had the capability to manufacture everything from vitamins to dog food, and that they grew all of their own produce? It's called generics, people! It's a house brand! What is the big deal?
I think their approach is that the supply chain from manufacturer to retail is much shorter-there is no wholesaler in the mix. So the food is cheaper and fresher. I fail to see a downside for the consumer.