I was checking out at Trader Joe's in Redding this morning when the clerk complimented me on my choice of cheese. It wasn't just empty flattery since New Amsterdam Gouda truly is an excellent cheese, but this clerk really stood by his credentials when he went on to tell me exactly why the other cheese in my shopping cart was also a good choice. The second cheese was one I had never tasted, but after his detailed description on the flavor, texture and health benefits, I walked away with as close to an actual sample as I could get.

Either this clerk was well trained by Trader Joe's or he's just a really good employee, but how impressive that this employee really knew his product. I'm working on building the same credentials for my own business. I've asked my suppliers about the source of the ingredients I use. I study the Certificate of Analysis and the Material Safety Data Sheets. I want to know even more about the countries from which they come and I'm finding out there are many uses of the butters and oils in my product. I want to know my lotion like the back of my hand.