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First national Ramadan promotion by major grocery chain
by Natasha Dado
Whole Foods Market has collaborated with Saffron Road to launch a Ramadan marketing campaign. Both companies are hosting several blog posts and giving shoppers the chance to win free Saffron Road products and gift cards valued at $100 on the national food chain's website Whole Story Blog. The blogs are about preparing for Ramadan and learning the meaning of halal.
This is the first time a major supermarket has run a marketing campaign during the holy Islamic fasting month. Generally, large food chains including Walmart and McDonalds carry halal items in locations where a significant number of Muslims reside, but Saffron Road's products can be found in Whole Foods stores across the country.
Surprisingly, a great portion of Saffron Road's consumers are not Muslim. "They definitely saw the values," a spokeswoman for the company said. According to reports halal is the healthiest meat. Saffron Road's products are sourced from livestock which eat only 100% vegetarian and are humanely treated. Its items are also gluten free, holistic, sustainably farmed and anti-biotic free. The company's CEO Adnan Durrani says it's the ethical standards required to produce halal products that attract consumers of diverse faiths.
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