Trader Joe's Refuses To Cave; Won't Change Packaging To Appease The Mob
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In a rare act of defiance during a bleak period of an oppressive cultural revolution, a corporation is risking severe retaliation by not bending a knee to the demands of the cancel culture mob.
Popular niche grocer Trader Joe's is denying that packaging on its international food brands is racist and has refused to conduct a sweeping overhaul of items on store shelves that may unintentionally hurt the feelings of some thin-skinned customers.
The California-based chain was caught by surprise by a petition promoted by the far-left organization Change.org to remove the "racist" packaging or face the threat of shaming and retaliation that has led to the cancellation of enduring brand names like Aunt Jemima, Uncle Ben, Eskimo Pie and the Washington Redskins.
The offending international products carry variations of the Trader Joe's brand and include Trader Ming's, Trader Joe's, Arabian Joe, Trader Giotto's and Trader Joe San.
Trader Joe's act of open defiance against those seeking to topple statues, ban speech and erase everything that they dislike would have been unthinkable only weeks ago before similar rebuttals of the cultural cleansers by Goya Foods and Red Bull cracked open the door for a rejection of intolerance.
The chain had previously agreed to kiss the whip but reversed its earlier decision citing feedback from customers who expressed their fondness of the product names.
Trader Joe's seemed to reverse a decision to rebrand some of its international food labels, denying that the packaging is racist.
After saying earlier this month that it is replacing "any variations" on the name Trader Joe's, the company said in an announcement on its website it will keep "products that resonate with our customers" on the shelves. For decades, the chain has used names like Trader Giotto's, Trader José's and Trader Ming's on international foods.
"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," the company wrote.
Trader Joe's has not responded to a request for comment on which labels will be continued.
The grocery chain affirmed that it is discontinuing some older names or product lines that weren't selling well following a review that began a couple of years ago.
A Change.org petition organized by California high school senior Briones Bedell demanding changes to Trader Joe's branding has garnered more than 4,800 signatures as of Wednesday, but the chain said it does "not make decisions based on petitions."
The grocer posted the following statement on its website:
A Note About Our Product Naming
To Our Valued Customers:
In light of recent feedback and attention we’ve received about our product naming, we have some things we’d like to say to clarify our approach.
A few weeks ago, an online petition was launched calling on us to “remove racist packaging from [our] products.” Following were inaccurate reports that the petition prompted us to take action. We want to be clear: we disagree that any of these labels are racist. We do not make decisions based on petitions.
We 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 need for change, we do not hesitate to take action.
Decades ago, our Buying Team started using product names, like Trader Giotto’s, Trader José’s, Trader Ming’s, etc. We thought then—and still do—that this naming of products could be fun and show appreciation for other cultures. For example, we named our Mexican beer “Trader José Premium” and a couple guacamole products are called “Avocado’s Number” in a kitschy reference to a mathematical theory. These products have been really popular with our customers, including some budding mathematicians.
We constantly reevaluate what we are doing to ensure it makes sense for our business and aligns with customers’ expectations. A couple years ago we asked our Buying Team to review all our products to see if we needed to update any older packages, and also see if the associated brands developed years ago needed to be refreshed. We found that some of the older names or products just weren’t connecting or selling very well; so, they were discontinued. It’s kind of what we do.
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. We continue our ongoing evaluation, and those products that resonate with our customers and sell well will remain on our shelves.
Trader Joe’s has been a unique, fun and neighborly place to shop for over 50 years. We look forward to taking care of our wonderful customers for many future decades.
- Trader Joe’s
Trader Joe's flip-flop is a stunning rebuke to an anti-American movement that continues to grow more emboldened with each corporate surrender and has steamrolled its targets until the recent stands taken by a small handful of companies who stood their ground.
America is at war with those who hate us for our freedoms and the only option other than a fierce resistance is total surrender and submission.
Kudos to Trader Joe's for giving the middle finger to the miscreants and malcontents who are hellbent on destroying this great nation.