Trader Joe’s is a specialty grocery store chain that offers a line of self-named products. While most of its foods are branded under the “Trader Joe’s” name, some international food options are offered under ethnic variations of the “Trader Joe’s” moniker. Examples include “Trader José” for Mexican food, “Trader Giotto” for Italian food, and “Trader Ming’s” for Chinese food. This naming practice came under scrutiny when a California teenager created an online petition, alleging that these names are racist and calling for Trader Joe’s to remove them. The petition demanded that Trader Joe’s change the “racist branding and packaging from its stores,” asserting that the company “labels some of its ethnic foods with modifications of ‘Joe’ that belies a narrative of exoticism that perpetuates harmful stereotypes.”
While the petition received thousands of signatures, there has been a storm of disagreement over whether or not the criticism was valid. Online commentators have expressed a range of views. After online reporter What’s Trending released a video on the controversy, the video received dozens of comments on the subject. Some expressed indifference, but noted that “if the changes are for the better, [they] will still remain a customer.” Some were puzzled, asking, “isn’t Joe’s the standard because that’s the name of the brand? I’ve always interpreted the different names as being inclusive.” Others defended the company. One commenter remarking that “I don’t see anything wrong in honoring each of the international foods[’] names. I am Mexican, and I like [the] Trader José name very much for Mexican food.” Another commenter defended the company more staunchly, calling the controversy “[c]ompletely mad! It’s just gone way too far! What next?”
Although there were rumors that Trader Joe’s would change the criticized product names due to the petition, the company recently released a statement denying this. The company noted that “[w]e make decisions based on what customers purchase, as well as the feedback we receive from our customers and crew members. If we feel there is a need for change, we do not hesitate to take action.” A later statement from Trader Joe’s also clarified that “we disagree that any of these labels are racist” and that they are “rooted in a lighthearted attempt at inclusiveness” meant to “show appreciation for different cultures.” However, a company spokesperson acknowledged that the labeling practice may have had an effect opposing the “welcoming, rewarding customer experience” that it strives to create. Trader Joe’s revealed that it had already made the decision years ago to streamline its packaging under the “Trader Joe’s” name. Its packaging is still being updated and will be completely replaced soon. Nevertheless, the creator of the petition is demanding an apology and reparations from Trader Joe’s.
