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Case Study: Trader Joe’s Meets OSHA Safety Requirements with Personality

Case Study: Trader Joe’s Meets OSHA Safety Requirements with Personality

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Published by Walter Orechwa

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Categories:Types, Business/Law
Published by: Walter Orechwa on Jan 31, 2011
Copyright:Attribution Non-commercial


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 Trader Joe’s Meets OSHA Saety Requirements with Personality
Trader Joe’s
Solution Implmented
Fully interactive eLearingapplication with compliancereporting
• Compliance with
governmental requirements
• Effortless, simultaneous,
and consistent nationwidedeployment
• Fully engaged learners who
continue to embrace TraderJoe’s employer brand
Executive Summary
With a mandate from OSHA to provide specic safety trainingto employees, specialty grocery store chain Trader Joe’s had achallenge ahead. They needed to educate employees consistently,
nationwide on topics that could easily be considered mundane.
With a fresh approach and previously unconsidered delivery
mechanism - eLearning- Projections assisted Trader Joe’s in
meeting requirements, engaging employees, and continuing to
promote their employer brand.
About Trader Joe’s
With about 310 stores in some two dozen states, Trader Joe’sprides itself on it unique brand and product offering. Their storescarry upscale grocery fare such as health foods, organic produce,and nutritional supplements. To keep costs down, its storeshave no service departments and average about 10,000 sq. ft.The company’s specialty is its line of more than 2,000 private-label products (70% of sales), including beverages (its signatureCharles Shaw brand wine sells for $2 a bottle), soup, snacks,and frozen items. Started by Joe Coulombe as a Los Angelesconvenience store chain in 1958, the company was bought in1979 by German billionaires Karl and Theo Albrecht, who also ownthe ALDI food chain.
OSHA Mandates are a Tricky Business
Trader Joe’s had been tasked with OSHA training requirements
“Among employees, the “Say Aloha To Safety” eLearning received a 30% higher approval rating than our more traditional training methods. To me, that means we’re not just passingalong information - we’ve engaged employees with a memorable, effective message that will be understood and retained.”-Randy JuckschSafety Administrator, Trader Joe’s
 Trader Joe’s Meets OSHA Saety Requirements with Personality
that included mandatory safety education for store employees. From box cutter use to heavy liftingand even cart retrival, the training topics were varied and detailed. With the help of their employmentattorney, Trader Joe’s worked on a video script in-house to deliver the information. When it wascomplete, Trader Joe’s training staff felt the video was ready to move into production, but the script feltstiff and routine, and didn’t reect the company’s unique personality.
From Cookie-Cutter to Custom
To reach Trader Joe’s somewhat young and engergetic audience, the training had to be more than abasic video delivered over time to employees in a breakroom. And while much safety knowledge seemsto be based on common sense, it was imperative that Trader Joe’s knew their employees would be ableprotect themselves, their co-workers, and even customers, from harm.The true challenge was that so much of the content was mandated. But by rst understanding theTrader Joe’s employer brand, and then understanding the audience, the Projections team began to crafta creative solution. “Creativity truly comes from the limits you have to work within,” explained writer/ 
producer Jacqui Gregory.
In the end, Projections’ forward-thinking delivery solution was eLearning. “The design process for thisproject was fun but very time consuming since each section has a different location and tone,” saidProjections certied eLearning developer, Matt Hulgan. “A typical project requires one design that isused throughout. This one had 8 sets, 3 animated characters, an intro for an 80’s melodrama anddozens of props that needed to be created and animated. Sheep crushing cardboard bailers don’t comeout of thin air (thankfully). All said, over 150 objects were created before the animation and programingcould begin.”
A Star is Born
With Projections’ development of Trader Joe’s new safety spokesperson, “Tiki Man,” the training took ona personality and a sense of humor, without diminishing the vital importance of the subject matter. Thetraining was then broken down into a series of topical modules, allowing users to absorb the material atintervals as necessary. Throughout, Tiki Man is a unifying element, designed to guide learners to trueunderstanding of the necessary safety practices.Tiki Man also plays a pivotal role in the interactive testing, encouraging employees and taking the

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