I believe this is a keep-the-pressure-on spot from Greenpeace, as the group already won several concessions from Trader Joe’s.
According to this article from March, Trader Joe’s has removed many unsustainable products from its shelves, including the highly objectionable orange roughy that it sold for several years.
By December 31, 2012 Trader Joe’s will only offer sustainable seafood in their stores.
About David BurnI wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.
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