. >> reporter: doug rauch opened this non-profit store after 30 years at trader joe's, the last 14 as president. so is this food all rejects, seconds? >> every single product in the store, is a quality product that was either excess inventory, a shorter code. so we don't sell anything past its code date, or it's something we made at a special buy. something that is maybe the product has been discontinued or the label has changed; these sorts of deals. >> reporter: americans waste some 133 billion pounds of food a year. supermarket chains play a role by tossing products within thirty days of the sell-by date if they can't ship them to stores quickly enough. >> here's an item from stonyfield that is april 19. that still has 12 days on it from now and yet we're selling this for 99 cents for a six pack. this gives people in the community to provide their family with yogurt that they never would have been able to afford. >> reporter: daily table wants to appeal to members of this community who may be too embarrassed to take handouts from food banks or soup kitchens. >> there's something in