The company required its vendors to maintain complete secrecy regarding their relationship with the retailer. Trader Joe’s did not want rivals or customers to know how and where it sourced its private label goods. Suppliers often desired complete secrecy as well because they were providing Trader Joe’s a much lower cost version of their branded product, which might be selling at higher prices at Whole Foods or other retailers. Occasionally reports did surface in the media regarding Trader Joe’s vendor relationships, and reporters questioned how unique some Trader Joe’s products really were. For instance, Fortune reported that Stonyfield Farm supplied Trader Joe’s yogurt on the east coast, and Pepsi’s snack division produced the retailer’s line of pita chips. 41