Rissina Hall

Whole Foods carries specialty and organic foods. Recently the company prepared an online promotion that included recipes, give-aways, and coupons for Saffron Road Halal products. Halal foods cater to Muslim religious dietary needs such as proper slaughtering, processing and production of meats. The purpose of this marketing strategy was to capitalize on the Ramadan Holiday. Ramadan is a Muslim, tradition in which followers fast from sun up to sundown.

Whole Foods advertised the promotions via its internet blog, which lead to controversy. Some bloggers became upset and voiced opinions regarding the Muslim religion as well as accusing Whole Foods of being jihadist. Because of this, a number of stores discontinued the in-store promotional advertisements.

I don’t see any controversy in the campaign, there is nothing derogatory, or offensive about the offering Halal foods for the Ramadan Holiday. The purpose of Whole Foods promotion was to provide a service for a specific group and increase its sales during that holiday period. Kosher foods are widely available and Lenten meals are heavily advertising during that period. A few belligerent bloggers with nothing better to do than to be haters, should not have caused a change in the plan.

Who should care what holiday the store promotes. Many people don’t celebrate Halloween, should Whole Foods not sell more candy in October? There are and will always be prejudiced people in the world who fuel drama, that is their demon to deal with; not the rest of the world’s. Whole Foods should not have appeased the ignorant, but continued its mission of offering organic and specialty food products for all who choose to purchase.

Should Whole Foods have discontinued its Halal promotions?

Graphic Credit:
Sabrina Segal