We're hearing reports of major crowds at the new Trader Joe's, which opened this morning in Union Square. It seems the people normally accustomed to nibbling on organic lettuce at Whole Foods have taken their act an entire block to the east where very festive green and white helium balloons have been inflated for the big occasion. (Whole Foods stock: up close to 2% this morning despite what appears to be impending battle for the hearts, souls and stomachs of Manhattan residents.)

Been there yet? Got pics of disgruntled New Yorkers fighting over soy cheese and organic blue corn tortilla chips? Send 'em in.

Update: We hear the Observer will have non-stop, all-day coverage of the event and we've been promised lots of pics of Midwestern dudes in Hawaiian shirts. Hot!

Trader Joe's Opening Update: We're Inside [Curbed]

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