I think of Trader Joe's as progressive, so I was disappointed to see their greeting card saying, "I found a Vegan,  sugar-free, gluten-free, whole-grain cake, but I think this card might taste better!  Happy Birthday."

That plays into people's prejudice, that vegan is for people who are on a health kick and into denial and that vegan products aren't tasty.  

Vegan products aren't just for vegans.  They're for animal welfare and the environment.