More than 5,000 people signed a petition asking the grocery store chain to change what they call its racist brand names, using phrases like “Trader José” “Trader Ming’s” and “San Joe” on some of its international food products. .
But Trader Joe’s is defending the practice.
“Decades ago, our purchasing team started using product names, such as Trader Giotto, Trader José, Trader Ming, etc. We thought then – and still do – that this product naming could be fun and show appreciation for other cultures “, has continued .
At that time, Friend-Daniel insinuated that the names were already in the process of being changed, a process that would continue.
“Although this approach to product naming may have been rooted in a slight attempt at inclusion, we recognize that it can now have the opposite effect ̵
“Packaging for a number of products has already been changed, but there is a small number of products where packaging is still going through the process,” added Friend-Daniel.
It doesn’t seem to be the case now. And the move was particularly appreciated by the experts on the right.
The problem, according to the petition and those on its side, is that this type of packaging is exotic to other cultures – presenting “Joe” as the norm and Ming, San Joe, José and so on, which do not fit into that realm.
In his most recent statement, Trader Joe states that customer feedback has revealed that his clientele is not bothered by this “fun” approach to product marketing.
“We recently heard from many customers reaffirming that these name changes are largely seen exactly the way they were intended – as an attempt to have fun with our product marketing,” says the note. “We continue our ongoing evaluation and those products that resonate with our customers and sell well will remain on our shelves.”