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Trader Joe’s has built a following that other brands might only dream of.
It has a podcast and an old-timey newsletter. Fans rave about its groceries.
But it's becoming increasingly clear that Trader Joe’s can't please everyone anymore. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash
It has a podcast and an old-timey newsletter. Fans rave about its groceries.
But it's becoming increasingly clear that Trader Joe’s can't please everyone anymore. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash
Last month, a petition called on Trader Joe’s to change the packaging on some food items — instead of being branded under the usual Trader Joe’s name, some Mexican-style products are labeled “Trader José's,” and some Chinese-style foods, “Trader Ming’s.” https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash
After news of the petition broke, Trader Joe’s released a statement saying it had actually decided several years ago to start phasing out the product labels.
But days later, TJ’s issued a second statement, this time saying, “We disagree that any of these labels are racist.”
But days later, TJ’s issued a second statement, this time saying, “We disagree that any of these labels are racist.”
If shoppers embrace a brand because it resonates with them emotionally, a difference of opinion can feel like a betrayal.
A former TJ's shopper used to decide where she’d live based in part on how close it was to a TJ's location. But the chain’s stances did not sit well with her
A former TJ's shopper used to decide where she’d live based in part on how close it was to a TJ's location. But the chain’s stances did not sit well with her
However, the controversy isn’t expected to cause Trader Joe's lasting damage.
We invited readers to share their feelings, and responses poured in. More than 80 of the 100-plus who responded said the labels would not change their feelings about TJ's. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash
We invited readers to share their feelings, and responses poured in. More than 80 of the 100-plus who responded said the labels would not change their feelings about TJ's. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash
