The use of ethnic-specific labels like Trader José, Trader Ming, or Trader Giotto on Trader Joe's food seems suss
A few weeks ago, my roommate Ari returned from a big shopping haul at Trader Joe's. We don't live particularly close to a store, but about once a week, she'll wake up early and take the subway to one that's 30 minutes away to load up on groceries before work. She's long been a Trader Joe's fan , and I've become accustomed to her raving about their prices—absolute steals compared with those of our very curated, organic-leaning, nearby supermarket.
For those unfamiliar, Trader Joe's has a ton of offbeat, quirky products under its own labels that you can't find at other stores. There's Trader Joe's truffle mushroom ravioli and also Trader Joe's gluten-free pumpkin pancake mix, both exclusive to Trader Joe's and both at the store's notoriously low prices, that are thanks to the fact that the store often buys products and recipes directly from suppliers, eliminating a middleman.
When I reached out to the Trader Joe's Public Relations team, they were quick to tell me that they had already begun phasing out the ethnic-specific labels, but remained tight-lipped about details regarding when, why, and by whom they were implemented in the first place, as well as the nature of any concerns that may have been voiced previously.
This brings us to the notion of marketed authenticity, the practice of selling a product by over-emphasizing its global roots or attachment to a foreign culture or history that often capitalizes on its exoticism. In America, a country that's perhaps most famous for adapting and fusing a swath of ethnic immigrant cuisines, we've still always been preoccupied with this idea of getting the most"authentic" experience possible when it comes to ethnic foods.
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