Some brands begin to change their names and logos when they face increasing pressure to diversify and combat racism.

USA today

Although trader Joe says he plans to change some of the names and packaging of several of his ethnic brands, the producer has said he does not think the names are racist.

The company says it has been labeling some of its ethnic products with variations of “Joe” for decades, including Ming’s trader, which is used to brand Chinese food on the chain, Jose’s trader for Mexican products, “Arab’s Joe” for Middle Eastern products, and “Giotto’s trader.” for Italian cuisine and “Merchant Joe San” for Japanese cuisine.

Trader Joe is criticized for a small petition calling for the company to “remove racist packaging” forcing officials to take action.

“We want to be clear: we do not agree that any of these labels are racist,” the company said in a new statement shared with the United States on Tuesday. “We do not make decisions on the basis of petitions. … If we feel the need for change, we are not ashamed to take action.”

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The company said that today, July 18, the United States “decided a few years ago to use only the name of trader Joe on our products moving forward,” but did not have an exact date when the changes will take place.

“Recently, we’ve heard from many customers that these name variations are largely seen as they were intended – as an attempt to entertain our marketing product,” Trader Joe said in a statement posted on its website. Friday. “We continue our ongoing evaluation, and those products that resonate with our customers and sell well will remain on our shelves.”

Briones Bedell, a high school student from California, launched petition from retailer Joe about three weeks ago after other brands, including Jamie’s aunt, Uncle Ben, Mrs. Butterworth and Wheat Cream, announced on June 17 that they would rework their pictures after renewal calls for racial equality. Big ice cream Dreyer announced on June 19 that its brand Eskimo Pie will be renamed.

The petition had more than 4,800 signatures as of Tuesday evening.

Joe’s traders say officials are constantly evaluating what they’re doing to “make sure it makes sense for our business and meets customer expectations,” and a few years ago asked the buying team to “review all of our products to see , whether we need to update older packages, and see if we need to update related brands developed years ago “.

Some names and products that “didn’t connect or sell very well, so they stopped.”

Follow US reporter TODAY Kelly Tyco on Twitter: @KellyTyko

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