Well played, Trader Joe’s

The US retail chain has refused to accept that its harmless brands are racist.


Topics Politics USA

US retailer Trader Joe’s is the latest firm to come under fire from the woke mob for allegedly selling products with ‘racist’ brand names.

Over 5,000 people have signed a petition demanding it change the titles of its Trader José, Trader Giotto’s and Trader Ming’s lines.

In recent weeks, brands such as Aunt Jemima, Uncle Ben’s and Eskimo Pie have been renamed after pressure from the Black Lives Matter movement.

But Trader Joe’s has refused to change its brands, rejecting the accusation of racism. It says its products demonstrated ‘appreciation for other cultures’. Several weeks earlier, Trader Joe’s had said it was already in the process of retiring the brand names in question. However, it appears to have reversed this decision.

With a global pandemic raging, you might have thought people had more important things to do than campaign for a store to rebrand its products. But most modern woke movements are nothing if not superficial. Instead of doing anything meaningful to combat actual racism, today’s self-styled anti-racists obsess over irrelevant minutiae that most people had probably never even noticed.

It is good that Trader Joe’s has refused to be cowed into submission. More firms should follow its example.

Picture by: Getty.

Let’s cancel cancel culture

Free speech is under attack from all sides – from illiberal laws, from a stifling climate of conformity, and from a powerful, prevailing fear of being outed as a heretic online, in the workplace, or even among friends, for uttering a dissenting thought. This is why we at spiked are stepping up our fight for speech, expanding our output and remaking the case for this most foundational liberty. But to do that we need your help. spiked – unlike so many things these days – is free. We rely on our loyal readers to fund our journalism. So if you want to support us, please do consider becoming a regular donor. Even £5 per month can be a huge help. You can find out more and sign up here. Thank you! And keep speaking freely.

Donate now

To enquire about republishing spiked’s content, a right to reply or to request a correction, please contact the managing editor, Viv Regan.


James Conner

2nd August 2020 at 4:07 pm

Nice to see someone with the balls to stand up to the wokey wankers.

Angela Towers

1st August 2020 at 2:49 am

‘With a global pandemic raging, you might have thought people had more important things to do than campaign for a store to rebrand its products. ‘

This is a pathetic line of attack.


‘With a global pandemic raging you might have thought women in Dorset had more important things to do than read the latest Orphan X novel”

You do understand that most men in England have done at least some trivial stuff over the past 3 months including browsing the Argos website to see if they could get a discounted Star Wars Lego set for the nephew?

michael harris

1st August 2020 at 4:43 pm

i suppose, Angela, that by the ‘woke mob’ Jonathan refers to the 5000 or so who complained. And, of course, their complaints, whether at a time of pandemic or otherwise, are trivial and cannot improve the lives of anyone they claim to support.

Angela Towers

1st August 2020 at 2:20 am

‘The woke mob” is a meaningless phrase. It reminds me of when Daily Mail readers decide to call the French “cowardly” or the unemployed “workshy” – I need specifics so I can better decide if a lower middle class Daily Mail reading, part time market stall holder is really braver and more hard working than every French working class cop, soldier, army medic, etc etc etc.

‘The woke mob” fails to tell me the specifics. It is lazy journalism.

Don’t tell me the English hate their children – tell me specifically which English man or woman hates their children. The phrase: “Yet again we see just how much the English scum hate children” is useless if used to introduce a newspaper article about a child murder or abduction in Kent.

Jonathan Marshall

31st July 2020 at 8:43 pm

A rare instance of a company refusing to cave in to the woke mob. Well done Trader Joe’s!

Leave a comment

You must be logged in to comment. Log in or Register now.

Deplorables — a spiked film