The label perpetuate harmful stereotypes, according to the social media campaign. “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,’ the petition states.
The petition added, “The common thread between all of these transgressions is the perpetuation of exoticism, the goal of which is not to appreciate other cultures, but to further other and distance them from the perceived ‘normal’.”
“While this approach to product naming may have been rooted in a lighthearted attempt at inclusiveness, 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,” company spokeswoman Kenya Friend-Daniel said.
Source: CBS News