Trader Joe's says it is in the process of discontinuing some of its product branding. Here, shoppers buy groceries at a store last week in Pembroke Pines, Fla. Johnny Louis/Getty Images hide caption
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Johnny Louis/Getty Images
Trader Joe's says it is in the process of discontinuing some of its product branding. Here, shoppers buy groceries at a store last week in Pembroke Pines, Fla.
Johnny Louis/Getty Images
Trader Joe's is getting rid of product names such as Trader José's, Arabian Joe's and Trader Ming's that critics say are racist and "perpetuates harmful stereotypes."
"We made the decision several years ago to use only the Trader Joe's name on our products moving forward," spokesperson Kenya Friend-Daniel told NPR by email. She added that the company "had hoped that the work would be complete by now but there are still a small number of products going through the packaging change and we expect to be done very soon."
The branding has come under new scrutiny after a Change.org petition demanded that the company "remove racist branding and packaging from its stores."
The petition, which has gathered more than 2,800 signatures, said the labeling "belies a narrative of exoticism that perpetuates harmful stereotypes."
The petition adds: "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.'"
It wasn't immediately clear which of these product lines had already been changed to "Trader Joe's," and which were slated to change in the near future. Friend-Daniel, the spokesperson, stressed that the change was not in response to the petition but was already in progress.
She said the controversial approach to naming "may have been rooted in a lighthearted attempt at inclusiveness." However, Friend-Daniel said, "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."
Other major companies and organizations have also announced recent changes to their branding amid mass protests pushing for racial justice in the United States.
For example, Aunt Jemima, the pancake and syrup brand, said last month that it will change its name and logo. Last week, Washington D.C.'s NFL team announced that it is retiring the Redskins name and logo.
FAQs
The 17-year-old author of the petition, Briones Bedell, wrote that “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. '”
What is the appeal of Trader Joe's? ›
Ask any fan why they prefer Trader Joe's over any other grocery store, and many will likely point out the chain's private-label items. The grocery store sells nearly exclusively products that are branded under the Trader Joe's name, which is partly a money-saving maneuver and partly a marketing strategy.
Did Trader Joe's get rid of Trader Ming? ›
LOS ANGELES — Trader Joe's, which said earlier this month it was moving to change the names of some of its products after an online petition denounced them as racist, now says it will stick with labels like Trader Jose's and Trader Ming's for Mexican and Asian food.
What are the ethnic names for Trader Joe's? ›
In 1977, the company began introducing international-sounding variants of its brand for some of its private label ethnic food items, such as "Trader José", "Trader Joe San", and "Trader Giotto" for Mexican, Japanese, and Italian products respectively.
What is Trader Joe's being sued over? ›
The Trader Joe's case combined five lawsuits involving 17 law firms. It alleged undisclosed levels of lead, cadmium and arsenic, another heavy metal, in eight dark chocolate bars, citing the Consumer Reports study and "independent laboratory" testing.
What is Trader Joe's reputation? ›
Per the intel, Trader Joe's scored a 64 percent popularity rating in the survey, which is actually a point higher than its popularity rating at the end of 2022. Popularity, as defined by YouGov in relation to this data, is the “percent of people who have a positive opinion of a grocery store.”
What is a weakness of Trader Joe's? ›
One of the weaknesses of Trader Joe's is its lack of marketing. They have very limited ads and can't be found on any social media platform.
What is the big deal about Trader Joe? ›
We buy direct from suppliers whenever possible, we bargain hard to get the best price, and then pass the savings on to you. We buy in volume and contract early to get the best prices. If an item doesn't pull its weight in our stores, it goes away, making room for another innovative new product.
Who owns Trader Joe's now? ›
The Albrecht family, who own Aldi and Trader Joe's, has been historically secretive, and there is a lot that's unknown about their personal lives.
Was Trader Joe's bought by China? ›
Trader Joe's was purchased in 1979 by a German conglomerate, is entirely managed in the US, and has never been resold.
In most cases, the missing animals differ across stores to maintain variety and deliver new experiences. And, if you see a lobster, it's not a coincidence. “In addition to a stuffed animal, most Trader Joe's also hide a plastic lobster,” Russo adds. So, be on the lookout!
Is Trader Joes losing customers? ›
Trader Joe's had more than 535 US stores as of last summer. It employs about 17,000 people, and makes an estimated $16.5 billion in sales per year. The grocer has relatively high customer turnover, though it adds more new customers than it loses.
What does Trader Joe's call their employees? ›
Crew. As a member of the Crew, you do a little of everything—and handle a lot. So does everyone along with you. From running the register, to stocking shelves, to creating a beautiful display; all while making sure that every customer has a fun, friendly and informative shopping experience.
What state does not have Trader Joe's? ›
You can find many Trader Joe's locations in places like Arizona, Connecticut, and even Washington D.C. However, if you live in Alaska, Hawaii, Mississippi, Montana, North Dakota, South Dakota, West Virginia, or Wyoming, then you don't have access to Trader Joe's in your home state according to the locations listed on ...
What are the names of the Trader Joe's stereotype? ›
“For example, 'Trader Ming's is used to brand the chain's Chinese food, 'Arabian Joe' brands Middle Eastern foods, 'Trader José' brands Mexican foods, 'Trader Giotto's' is for Italian food, and 'Trader Joe San' brands their Japanese cuisine.”
What is the Trader Joe's controversy with the union? ›
The grocer is accused of threatening workers with the loss of raises if they voted for the union in Louisville; firing a union supporter and disciplining others in Hadley, Mass.; holding mandatory meetings about the union in Oakland, Calif.; providing weaker retirement benefits to union workers than nonunion workers; ...
What was recalled from Trader Joe's? ›
In late March, cashew company Wenders LLC recalled specific production lots of Trader Joe's nuts because they might be contaminated with salmonella. In early March, the retailer pulled its Steamed Chicken Soup Dumplings due to the potential presence of plastic material.
What are the international Trader Joe's names? ›
Their line of Italian food is titled, 'Trader Giotto's' and an American line is named 'Joe's Diner. ' The Japanese food line is 'Trader Joe San' and for traditional French food they have, 'Baker Josef' and 'Trader Jacques. '
