Trader Joe’s Knows That Petitions Aren’t Commandments
The company decided not to rebrand its Trader Giotto and Trader José product lines.
Trader Joe’s has long given playful foreign versions of its name to certain international product lines: Trader José, Trader Giotto, Trader Ming, and so on.
One could have guessed that amidst our racial reckoning (“the Great Awokening,” as Vox’s Matthew Yglesias calls it), these names would come under attack. This happened: A 17-year-old woman spearheaded a petition that attracted more than 5,000 signatures, asking Trader Joe’s to eliminate names that reflect “a narrative of exoticism that perpetuates harmful stereotypes.”
Trader Joe’s initially seemed inclined to rebrand, but recently decided to retain the names, , “we
