Well, that project is done and officially launched, so now I can share it. We did the Flash animation and the site design. I really didn't have much at all to do with this project except for the shout-out for talent (and thanks for the good response, by the way--all y'all rock).
Here you go: Traitor Joe's, a little bit of activism and info from Greenpeace.
(Also, I need a better icon than this for good or indifferent work stuff... will have to keep an eye out for something useful.)
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american_arcane- Kier, the Searcher
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I am all for sustainability, however the current crop of implementations are beyond merely insane, they are genocidal.
(My basic rule is to not trust info from activism sites--you, uh, don't really have to look very hard for the axe to grind. But you can get around this pretty easily by linking where you got that information, and I can look it up myself and we can be informed all around! The only links I found, as it were, to links to Greenpeace's description of the red-list fish . . .)
(Not that you have anything to do with the site, but I figured it was as good of a place as any to mention that I love it when people offer links/footnotes.)
That said--and again acknowledging that you had nothing to do with it!--I found the tone of the website condescending, bigger on bombastic displays than trying to reach like-minded people. But that's reasonably common on that sort of site, from what I've seen, so maybe it's a popular stylistic choice. *shrug*
. . . I'm also willing to bet that customers DO want red-list seafood, because if they didn't, they wouldn't buy them, Trader Joe's would make no money off of them, and it would be insane to keep stocking them. I mean, that's part of the reason you keep inventory; you keep track of what's selling and not. Stating over and over that customers really don't want that, and Trader Joe's is shifting the blame onto you by saying they're following customer wishes, doesn't really change the fact that if it were true, they'd be . . . well, purposefully losing money.
I dunno. I suppose this is a public information campaign--informing the public enough so that they don't buy the fish--and so the goal is to ultimately make people not want to buy red-list seafood. But acting as though stocking what sells right now is a cop-out and a way to lay the blame on the customer . . . I thought it was just running a business.
Then again, it does bring up the idea that "Just because something says it's green doesn't mean it's actually helping the planet!" And I can only agree with that. Always look for specifics; maybe what they have in mind and what you have in mind are different.
The site is really entertaining and creatively set up; this is the first I've heard about Trader Joe's doing anything like this, but I do think their message on the website would be better received if they quoted articles from reputable sources or at least put some links up that had hard facts.
They mention how the business isn't sustainable and say a lot of negative things about the store, but don't really back it up with news or facts (unless I missed that somewhere, which is totally possible). I'd just be interested to know more, I suppose. Maybe I'll do my own digging around....