Trader Joe’s Mans the Ramparts After All

Trader Joe’s Mans the Ramparts After All

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.


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.


We constantly reevaluate what we are doing to ensure it makes sense for our business and aligns with customers’ expectations. A couple years ago we asked our Buying Team to review all our products to see if we needed to update any older packages, and also see if the associated brands developed years ago needed to be refreshed. We found that some of the older names or products just weren’t connecting or selling very well; so, they were discontinued. It’s kind of what we do.


Recently we have heard from many customers reaffirming that these name variations are largely viewed in exactly the way they were intended­—as an attempt to have fun with our product marketing. We continue our ongoing evaluation, and those products that resonate with our customers and sell well will remain on our shelves.



Good for Trader Joe’s. Now maybe some other companies could get some similar backbone?


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.