Trader Joe's slams 'inaccurate reports' its ditching controversial branding and says it will continue to label Chinese and Mexican meals Trader Ming's and Trader Jose's
The petition cites the fact that Trader Joe's Joe Colombe founder was inspired by a book, "White Shadows in the South Seas," which the petition says glorifies colonialism and racist tropes, when designing Trader Joe's. Brands like Trader Ming's, Trader José, and Arabian Joe's similarly "perpetuate harmful stereotypes," according to the petition.
Previously, Trader Joe's spokesperson Kenya Daniel-Friend told media that the company had already been in the process of changing the branding in question. "While this approach to product naming may have been rooted in a lighthearted attempt at inclusiveness, we recognize that it may now have the opposite effect — one that is contrary to the welcoming, rewarding customer experience we strive to create every day," Trader Joe's spokesperson Kenya Friend-Daniel said in a previousHowever, the most recent statement seems to reflect a different position.
"We do not make decisions based on petitions," the Trader Joe's statement reads. "Recently we have heard from many customers reaffirming that these name variations are largely viewed in exactly the way they were intended—as an attempt to have fun with our product marketing."Get a personalized selection of top stories daily based on your preferences. Sign up now.
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