Merchant Joe’s plans to remove ethnic brands from his products as a petition requesting their removal gain momentum.
The California-based supermarket chain said it is working to phase out foreign names it has attributed to ethnic foods, such as “Trader José’s” for Mexican cuisine, “Trader Ming’s” for Chinese products, and “Arabian Joe’s” for dishes. from the Middle East.
“While this approach to product naming may have originated from a slight attempt at inclusion, we recognize that it may now have the opposite effect, one that is contrary to the welcome and rewarding customer experience that we strive to create. days, “said Trader Joe’s spokeswoman Kenya Friend-Daniel said in a statement.
Merchant Joe’s revealed the plans after the launch of an online petition urging the company to get rid of “racist” brands that underpin ethnic stereotypes and treat other cultures as exotic.
The petition, which had amassed more than 2,200 signatures as of Monday morning, also raises concerns about the roots of the Trader Joe’s name. The brand was inspired by Disneyland’s “Jungle Trip” trip and the 1919 book “White Shadows in the South Seas”, which contain racist depictions of indigenous peoples, according to the petition.
“The common thread between all these transgressions is the perpetuation of exoticism, whose objective is not to appreciate other cultures, but to promote others and distance them from the” normal “perceived,” says the petition.
Trader Joe’s decided to use its namesake brand on its products several years ago and hopes to complete the transition “very soon,” said Friend-Daniel. But the petition’s organizer, Briones Bedell, a California high school senior, asked the company on Sunday to set a date to complete the rebranding or, in the meantime, remove all products that are not “inclusive.”
Trader Joe’s is the latest company to remove racially insensitive markings amid a national movement against racism sparked by the police murder of George Floyd.
Quaker Oats announced plans last month to get rid of Aunt Jemima’s breakfast brand, which she said was rooted in a “racial stereotype.” Similarly, Mars Inc. said it is “evolving” Uncle Ben’s rice brand, while Conagra Foods is reviewing its line of Mrs. Butterworth syrup.
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