Remember back during what might have been the peak of woke nonsense in the race sphere, the months following the death of George Floyd, when the blue-hair types were entirely focused on calling everything that could possibly be called “racist” racist?
Well, this happened back then, but is well worth remembering: when everyone else was giving in and giving up, surrendering entirely to the woke nonsense, there was one company that bravely stood up to the nonsense, showing us all that it can be done and be done successfully.
That company was Trader Joe’s, surprising given its appeal to the usually liberal wine mom types that like its $5 bottles of wine, and it stood up to the wokies that were demanding it rename its ethnic foods.
Trader Joe’s, you see, had given its ethnic foods funny names that infuriated some rando online. Its Mexican food has the “Trader Jose’s” brand name, the Chinese food had the “Trader Ming’s” name, and so on. Funny stuff, but the libs went berserk and started complaining about it, of course, starting a petition demanding that it rename those products.
While it was initially reported that Trader Joe’s had given in to their demands and done so, it didn’t. Rather, the company grew a pair of Trader Jose’s cojones and announced that it wasn’t giving in, saying:
We want to be clear: we disagree that any of these labels are racist. We do not make decisions based on petitions.
Decades ago, our Buying Team started using product names, like Trader Giotto’s, Trader José’s, Trader Ming’s, etc. We thought then—and still do—that this naming of products could be fun and show appreciation for other cultures.
Recently we have heard from many customers reaffirming that these name variations are largely viewed in exactly the way they were intended—as an attempt to have fun with our product marketing. We continue our ongoing evaluation, and those products that resonate with our customers and sell well will remain on our shelves.
Now that’s how you respond to the wokies. There’s no give, no backing down, no pretending to recognize that the nonsense pushed by the randos has merit. They just said “no”, as Nancy Reagan said to do, albeit they were turning down the drug of wokeism rather than a little Columbian white gold.
And the left scurried off, looking for an easier target, much as Ayn Rand predicted in Atlas Shrugged, writing, after Rearden’s victory in court:
Rearden stood motionless, not turning to the crowd, barely hearing the applause. He stood looking at the judges. There was no triumph in his face, no elation, only the still intensity of contemplating a vision with a bitter wonder that was almost fear. He was seeing the enormity of the smallness of the enemy who was destroying the world. He felt as if, after a journey of years through a landscape of devastation, past the ruins of great factories, the wrecks of powerful engines, the bodies of invincible men, he had come upon the despoiler, expecting to find a giant—and had found a rat eager to scurry for cover at the first sound of a human step. If this is what has beaten us, he thought, the guilt is ours.
All that victory requires, as Trader Joe’s showed, is standing up to such people and refusing to back down. They’ll scurry for cover.