Trader Joe's is Renaming International Products After Petition Calls Out Racist BrandingThe packaging in question features names like 'Trader Ming's,' 'Arabian Joe's,' and 'Trader José,' among others.
ByIrene Jiang•
This story originally appeared on业务Insider
Trader Joe's responded to an online petition calling for the removal of "racist" packaging from its international foods, saying that it has already been in the process of phasing it out for several years.
Thepetition, which was started on Change.org by California high school senior Briones Bedell, says that the grocery chain's international food packaging is racist. The packaging in question features names like "Trader Ming's," "Arabian Joe," "Trader José," and more.
"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," the petition reads.
"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 astatementresponding to the petition.
Friend-Daniel said in the statement that the company had already been in the process of changing its branding for several years to use only the Trader Joe's label.
"At this time, I don't have an exact date, but we expect to have the work completed very soon," Friend-Daniel said.
In the last two months, consumers have pushed several corporations toreexaminebranding with racist roots. Most notably, PepsiCo said it wouldchangethe Aunt Jemima name and mascot, acknowledging that the much-criticized branding was based on a racial stereotype. And in April, Land O'Lakeschangedits packaging to remove its image of a Native American woman.