In 2020, an online petition calling on Trader Joe’s to remove its “racist branding and packaging” from its stores had gathered thousands of signatures. The Change.org petition requested that the grocery store chain follow other food companies’ moves to adjust their branding and packaging to avoid racial stereotypes. Read this article here that was published about this issue. Then, read the company’s response here. Initially, Trader Joe’s said it would change its branding strategy for ethnic foods but sharply reversed course.
After reading the articles embedded above and noted below, engage in discussions with your classmates on the topic. Be candid, honest without concern for being judged, thinking differently, or sharing a contrasting opinion. Such would only enhance the discussion.
Other related articles:
Racist labels? Trader Joe’s to keep Trader Ming’s, Trader Jose products
Trader Joe’s Defends Product Labels Criticized as Racist
Trader Joe’s Will Eliminate Ethnic Product Names Slammed As Racist
QUESTIONS:
Good Business Strategy or Cultural Appropriation
Is Trader Joe’s branding strategy good business? Or, cultural appropriation?
Trader Joe’s initially agreed to make organizational changes to its branding strategy but subsequently reversed course by stating it will not make any changes. What are your thoughts regarding the conflicting positions?
Analyze the above questions and form your responses based on what you think/believe and also provide context through the lens of OB concepts in chapter 2.
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