Trader Joe, the food retailer, has used lighthearted names for its international products for years.  Trader Jose for Mexican foods.  Trader Ming for Asian and Chinese fare.  Arabian Joe for still more products.  The company now admits its cute names are racist and will be phased out.  It was a good marketing tactic before increased sensitivity to ethnic minorities.  Changing the names back to Trader Joe is a recognition that public opinion and perception has shifted.  Sticking with the names would have made the chain look out of step and a passe marketer.  It takes time to replace packaging and push new branding through a logistics chain.  It will be weeks or months before the store reflects its new sensitivity,  but before the year is out, Trader Joe will be a neutral brand again.

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