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if your face is on the packet, i'm pretty sure you can reasonably be expected to take responsibility. You raise another interesting point tho -it's clear that throughout the development and marketing of this product no one piped up and said 'guys - maybe we should rethink this one...' - and if there was, it's patently obvious they were soundly ignored, which is also problematic.
deleted
This. I also wonder how much control he can have on such things, the brand is so wide.
That's not to say he doesn't have ultimate responsibility.
The early article by @greenhell had interesting points. Widening representation being one.
The irony of this jerk issue is that its surely off the back of the success of Levi Roots. Who was somewhat dragged in to this.
China has had an interesting development with the labelling of Salmon and Trout. It does make me wonder if these origin laws should be abolished.