'Curd' Your Enthusiasm: Shopping made fun

Trader Joe's / Making grocery shopping fun and enjoyable

I am a firm believer that grocery shopping should be fun and enjoyable, and not just another weekly chore.

So, after noshing on a mid-Saturday afternoon lunch of chicken tikka masala at Naan-N-Curry, our favorite Indian restaurant near the UC Berkeley campus, we shopped for groceries. After all, it's best not to shop on an empty stomach.

One of our favorite Bay Area grocers is Trader Joe's. With locations in nine states, including California and New York, there's three TJ's within close proximity of our house, including: Powell Plaza in Emeryville; and the Lakeshore Avenue and Rockridge stores in Oakland.  Since we were arriving from Berkeley, shopping at the Rockridge Trader Joe's on bustling College Avenue was the closest ~ albeit busiest ~ of the three.

The atmosphere at the Rockridge Trader Joe's is always lively, and the appearance and attitude of the shoppers there on this mid-winter afternoon reflected the vibe of the neighborhood: a mixture of college students, recent UC graduates, urban professionals and yuppy couples.

After picking out a small bag of Clementine oranges and adding some butter lettuce to our shopping basket, imagine my surprise as we reached the dairy section to select a half-gallon of low-fat milk and a 32-ounce container of fat-free cottage cheese. The hand-drawn sign above the cottage cheese caught my eye.  Immediately, regardless of the socially-awkward situation of pulling out a camera to photograph food in a grocery store, I knew that I wanted ~ needed ~ to take a picture of it for posterity.  It was a classic, serendipitous moment.

I couldn't help but laugh at the small, rectangular white placard outlined in black with bold letters that spelled:  "Curd Your Enthusiasm".  It even had a caricature of a snarky Larry David, the creator and star of the HBO sitcom "Curb Your Enthusiasm."

What a great food pun!

Immediately, I fired off a text message to my friend in Seattle and attached the "Curd Your Enthusiasm" photo I had just shot, knowing he would appreciate the gesture ~ and get the pun. Kudos to Trader Joe's. Now, that's what I call marketing your product.

Saturday's "Curd Your Enthusiasm" moment at Trader Joe's made me smile, made me chuckle, and made me thankful for the camera feature on my iPhone4.

I love a grocery store with a sense of humor.