We Need to Talk About Trader Joe’s

[Vespasia]

Trader Joe's rips off small independent companies, particularly ethnic food brands, and sells cheap, blander copycats. 

tastecooking.com/we-need-to-talk-about-trader-joes/

“It reminds me of the fast fashion model,” says Jing Gao, who founded the wildly popular Fly By Jing brand of Sichuan chili crisp. “Trader Joe’s is like the food version of Zara or Shein. The way that these big houses keep up with so much innovation so quickly is by copying independent designers.”

A common feeling among the purveyors I spoke with for this article is that Trader Joe’s is squandering the opportunity to shine a light on small brands, especially ones with unique global flavors like Brooklyn Delhi and Fly By Jing. “They could be showcasing the actual people that are making this stuff,” says Gao, “instead of cutting corners and finding cheap ways to make it, then taking credit by calling it ‘Trader José’ or whatever. That’s colonial-type shit.” Gao and others agree that Trader Joe’s duping ethnic brands makes it more difficult for them to introduce the public to new product categories when they have to contend with Trader Joe’s undermining their efforts with watered-down versions of the same products. “We’re building a category and educating people about what this is,” says Gao. “To have that opportunity be taken from you as a small brand is pretty shitty.”

[redheadbaker]

I feel like we discussed this before, but I can't find the thread.

[sent]

I don't remember if we discussed it but I've read this woman's story about the Garlic Achaar. My mom tried the product at Trader Joe's and really liked it. She has asked me to find the product since it was removed. I think I saw it at Whole Foods, I need to go find it and get it for her.

It's funny because we all grew up with oily jars of various kinds of achaar including garlic from the regular old ethnic Indian store. So we can't help but find the humor in the woman from Brooklyn selling her fancy achaar.

I will say with some certainly their frozen Indian products are not ripoffs. I have not seen anything remotely similar to frozen entrees like that anywhere. They also thankfully don't have some weird "Trader Raj" brand for their Indian stuff either.

[redheadbaker]

Apr 3, 2024 11:51:43 GMT -5 sent said:

It's funny because we all grew up with oily jars of various kinds of achaar including garlic from the regular old ethnic Indian store. So we can't help but find the humor in the woman from Brooklyn selling her fancy achaar.

The woman they ripped off is 1st generation Indian-American. 

[Susie]

Apr 3, 2024 11:51:43 GMT -5 sent said:

 They also thankfully don't have some weird "Trader Raj" brand for their Indian stuff either.

I thought they got rid of all of those racist branding variants, but I still see Trader Giotto's sauces.  I've also seen "Trader Ming's" products relatively recently there too.  

[starlily]

I knew about the achaar controversy when it happened because I had already been buying Brooklyn Delhi products. And while I also buy different achaars from the Indian market, I think the dirty issue here was that Trader Joe's actually met with Brooklyn Delhi's creator to discuss the product and talk about a partnership, but then just did their own copycat version without any credit to her. I think that's different than choosing amongst various brands of achaar at the market. Also, the Trader Joe's version was a poor knockoff to boot; the consistency was way off from Brooklyn Delh's. I'd be upset if people mistook that for my product.

I do agree however that there isn't any indication that the frozen Indian items are ripped off from anyone. If they are, I have no idea from where because the quality and taste is consistently far above any other brand I've tried and I try nearly every brand I come across.

[sent]

Apr 3, 2024 12:00:23 GMT -5 redheadbaker said:

Apr 3, 2024 11:51:43 GMT -5 sent said:

It's funny because we all grew up with oily jars of various kinds of achaar including garlic from the regular old ethnic Indian store. So we can't help but find the humor in the woman from Brooklyn selling her fancy achaar.

The woman they ripped off is 1st generation Indian-American. 

I realize that. That's why those of us in the Indian community (first and second generations) find it humorous she's found her fortune and fame in a very old and very traditional Indian relish. It's a very non-traditional path for our community and it's the American dream all in one. 

[sent]

Apr 3, 2024 12:19:45 GMT -5 Susie said:

Apr 3, 2024 11:51:43 GMT -5 sent said:

 They also thankfully don't have some weird "Trader Raj" brand for their Indian stuff either.

I thought they got rid of all of those racist branding variants, but I still see Trader Giotto's sauces.  I've also seen "Trader Ming's" products relatively recently there too.  

I don't think they got rid of them.