An interesting story at CNNMoney.com goes behind the scenes at Trader Joe’s. This trendy grocery store certainly has its fans; I had one friend in graduate school who seemed willing at times to drive 2 or 3 hours to shop at one.

Some of the details about the company:

Few customers realize the chain is owned by Germany’s ultra-private Albrecht family, the people behind the Aldi Nord supermarket empire. (A different branch of the family controls Aldi Süd, parent of the U.S. Aldi grocery chain.) Famous in Germany for not talking to the press, the Albrechts have passed their tightlipped ways on to their U.S. business: Trader Joe’s and its CEO, Dan Bane, declined repeated requests to speak to Fortune, and the company has never participated in a major story about its business operations.

Some of that may be because Trader Joe’s business tactics are often very much at odds with its image as the funky shop around the corner that sources its wares from local farms and food artisans. Sometimes it does, but big, well-known companies also make many of Trader Joe’s products. Those Trader Joe’s pita chips? Made by Stacy’s, a division of PepsiCo’s Frito-Lay. On the East Coast much of its yogurt is supplied by Danone’s Stonyfield Farm. And finicky foodies probably don’t like to think about how Trader Joe’s scale enables the chain to sell a pound of organic lemons for $2.

Companies are often made or broken based on their image and it sounds like Trader Joe’s want to keep a low corporate profile while building upon its popular name.

A question: would the store’s loyal customers not shop there any longer if they knew where the food really came from? Or knew more about what happened behind the scenes?