Trader Joe’s has built a following that other brands might only dream of.

It has a podcast and an old-timey newsletter. Fans rave about its groceries.

But it& #39;s becoming increasingly clear that Trader Joe’s can& #39;t please everyone anymore. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash">https://www.latimes.com/business/...

Last month, a petition called on Trader Joe’s to change the packaging on some food items — instead of being branded under the usual Trader Joe’s name, some Mexican-style products are labeled “Trader José& #39;s,” and some Chinese-style foods, “Trader Ming’s.” https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash">https://www.latimes.com/business/...

After news of the petition broke, Trader Joe’s released a statement saying it had actually decided several years ago to start phasing out the product labels.

But days later, TJ’s issued a second statement, this time saying, “We disagree that any of these labels are racist.”

If shoppers embrace a brand because it resonates with them emotionally, a difference of opinion can feel like a betrayal.

A former TJ& #39;s shopper used to decide where she’d live based in part on how close it was to a TJ& #39;s location. But the chain’s stances did not sit well with her

However, the controversy isn’t expected to cause Trader Joe& #39;s lasting damage.

We invited readers to share their feelings, and responses poured in. More than 80 of the 100-plus who responded said the labels would not change their feelings about TJ& #39;s. https://www.latimes.com/business/story/2020-08-05/trader-joes-joses-mings-labels-branding-backlash">https://www.latimes.com/business/...