Contrary to earlier reports, Trader Joe's has given a big FU to the "woke".
They are privately owned (like Goya) and if you look at how they operate, you can see that their success is the result of many business decisions that run against the norm of others in their industry.
And if you didn't see this story earlier… basically wokesters claimed their packaging is "racist"… but it seems many of their customers took the initiative to contact Trader Joe's directly and voice support for their fun and creative branding.
https://www.traderjoes.com/announcement/a-note-about-our-product-naming
https://www.foxbusiness.com/lifestyle/trader-joes-updated-international-food-packaging
The 'silent majority' makes a difference.