Remember that big Trader Joe’s campaign going on to get the company to stop selling endangered fish like Chilean sea bass and orange roughy? Greenpeace launched one of their famous all-out campaigns against the company, calling them “Traitor Joes” and giving them their own little website, cartoon, Facebook page—the works.

Environmental and animal rights activists the world over spoke up against the store’s practices, deeming the sale of such threatened species as crimes against humanity—okay, as at least really bad things to do. This campaign lasted for several months, during which Greenpeace and activists pressured Trader Joe’s to get greener with its fishing policies and to stop putting endangered animals on the menu.

Today, Greenpeace made a fantastic announcement—that the campaign worked. But even in their announcement, they still called the company by its new nickname, Traitor Joe. In a letter from “Traiter,” Greenpeace told the members of the campaign, “I’m greening up my act to save the oceans… You really can teach an old pirate new tricks.”

Hmmm, I’m not so sure about this one. In the letter, Greenpeace is asking people to send Trader Joe’s a thank-you note for listening to our voices and concerns and making the switch to sustainable sales. But instead of being gracious about it (and really celebrating the “win”), they continued with the whole “Traitor” theme. I just felt like this didn’t do the campaign justice; sure, it was fun at first, but it’s still an important issue. I’m not saying that cartoons don’t work for campaigns—obviously this one did!—but now that change has been made, maybe we could offer the company a bit more respect as we thank them for making the changes we really need. Every step in the right direction should be honored and celebrated!

Either way, it’s a wonderful day: Trader Joe’s has announced that it’s going to stop selling red-listed seafood! The store has also pledged to start using sustainable fishing policies as well as working with science organizations to develop their own long-term strategy that will include satisfying their customers’ needs while maintaining oceanic protection. Yay! Or, as another cartoon might yell enthusiastically, “Go Joe!”

If you’d like to send Trader Joe’s a message of gratitude, please click here to do so. Whatever you do with this information (besides start looking up old GI Joe cartoons on YouTube), please keep it in mind when you think of campaigns like this one and whether or not they make a difference in the world. Enough people speaking up and asking for change can really create the kind of world we all dream of.