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It seems that the longer Trader Joe’s resists the Fair Food movement, the more its leadership — from the CEO to the public relations department — is determined to tarnish the company’s reputation as an ethical, progressive grocer.

The latest public communications from Trader Joe’s on the Campaign for Fair Food show a growing tendency to play fast and loose with the facts in a way that should be beneath a company that has won its loyal following on the basis of its ethical public image. Trader Joe’s latest “Note to Our Customers,” posted on its website, is full of head-scratching assertions of “facts” that are almost too easily debunked. To wit:

Trader Joe’s statement: “We purchase (Florida tomatoes) through wholesalers who aggregate the product and package the tomatoes for shipment to our warehouses that supply our stores. These wholesalers have indicated to us that they have agreed to pass along an extra “penny per pound” to the workers who harvest these tomatoes.”

Fact check: Trader Joe’s wholesalers have not agreed with the CIW to do anything. Over a month ago, two of Trader Joe’s wholesalers called us, and we discussed various ways in which we might work together to achieve the purposes of the Fair Food Program. They indicated they would discuss each of the alternatives with Trader Joe’s, and get back to us. They never called again.