This ridiculous “controversy” started when a woke high school student demanded that Trader Joe’s change the names on its food labels.
The so-called “racist” labels are the branding the company uses on certain products. For example, products rooted in Chinese cuisine are branded as “Trader Ming’s” while Mexican styles beer is called “Trader Jose’s”.
The petition was posted at Change.org and the media dutifully promoted it. The silly petition reads:
“The Trader Joe’s branding is racist because it exoticizes other cultures – it presents “Joe” as the default “normal” and the other characters falling outside of it – they are “Arabian Joe,” “Trader José,” and “Trader Joe San.””
Initially the media celebrated in reporting that Trader Joe’s caved to the woke mob and decided to do away with food labels.
However, that is not the case.The retail giant put out a statement saying:
“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."
Let’s hope this is the case.