July 31, 2020

Trader Joe’s Mans the Ramparts After All

Dana Mathewson

From Power Line:

We noted in one of our Crazy Chronicles recently that Trader Joe’s was said to be following Aunt Jemima and Uncle Ben in expunging product names (like "Trader Giotto” and "Trader Jose”) that someone—it turned out to be some hopped-up 17 year old kid—found offensive.

Trader Joe’s has corrected the record with this announcement:

A Note About Our Product Naming

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. [emphasis in the original]

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.

Good news. Trader Joe's is a good place to shop, with many products that you just can't get anywhere else, at least of comparable quality. I happen to like various canned fish products: red salmon, oil-packed tuna, kippered herring, smoked trout, smoked mackerel, etc., and TJ's is the place to get it. Charles Shaw wine is underpriced for the quality.

And Steve Hayward adds, at the end:
By the way and for what it’s worth, Trader Joe’s in my area always has the lowest price for Laphroaig 10-year old [Scotch].

Go here https://www.powerlineblog.com/archives/2020/07/trader-joes-mans-the-ramparts-after-all.php for the entire article.

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