Stay Curious. Stay Connected.
MailNewsletters♡Donate Now
Sign up
*Password must be at least 8 characters and contain one uppercase letter, one lowercase letter, one number and one symbol.
Already have an account?
By submitting, you consent that you are at least 18 years of age and to receive information about MPR's or APMG entities' programs and offerings. The personally identifying information you provide will not be sold, shared, or used for purposes other than to communicate with you about MPR, APMG entities, and its sponsors. You may opt-out at any time clicking the unsubscribe link at the bottom of any email communication. View our Privacy Policy.
Sign in to your profile
Forgot Password?
New to MPR News?
Welcome back
to news
for you
Reset Password

Enter the username on file and we'll send you a code to reset your password.

Still require assistance or not sure what your User Name is?
Welcome back
to news
for you
Email Verification

A verification code has been emailed to

Still awaiting the code?
Conversations around race and racial justice
Merrit Kennedy, NPR

Trader Joe's working to remove product branding criticized as racist

Go Deeper.

Create an account or log in to save stories.

Log inCreate a free Account

Like this?

Thanks for liking this story! We have added it to a list of your favorite stories.

Show me!
Trader Joe's says it is in the process of discontinuing some of its product branding. Here, shoppers buy groceries at a store last week in Pembroke Pines, Fla.
Trader Joe's says it is in the process of discontinuing some of its product branding. Here, shoppers buy groceries at a store last week in Pembroke Pines, Fla.
Johnny Louis | Getty Images

Trader Joe's is getting rid of product names such as Trader José's, Arabian Joe's and Trader Ming's that critics say are racist and "perpetuates harmful stereotypes."

"We made the decision several years ago to use only the Trader Joe's name on our products moving forward," spokesperson Kenya Friend-Daniel told NPR by email. She added that the company "had hoped that the work would be complete by now but there are still a small number of products going through the packaging change and we expect to be done very soon."

The branding has come under new scrutiny after a Change.org petition demanded that the company "remove racist branding and packaging from its stores."

The petition, which has gathered more than 2,800 signatures, said the labeling "belies a narrative of exoticism that perpetuates harmful stereotypes."

The petition adds: "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.'"

It wasn't immediately clear which of these product lines had already been changed to "Trader Joe's," and which were slated to change in the near future. Friend-Daniel, the spokesperson, stressed that the change was not in response to the petition but was already in progress.

She said the controversial approach to naming "may have been rooted in a lighthearted attempt at inclusiveness." However, Friend-Daniel said, "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."

Other major companies and organizations have also announced recent changes to their branding amid mass protests pushing for racial justice in the United States.

For example, Aunt Jemima, the pancake and syrup brand, said last month that it will change its name and logo. Last week, Washington, D.C.'s, NFL team announced that it is retiring its name and logo.

Copyright 2020 NPR. To see more, visit https://www.npr.org.