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Whole Foods' Ramadan Marketing Headaches
A pioneering Ramadan marketing campaign at Whole Foods has turned into a headache thanks to a handful of vocal anti-Muslim bloggers. The Houston Press leaked an internal company email claiming "it would be best" if Whole Foods did not observe Ramadan in-store, leading to widespread blowback from angry customers who supported the promotion.
Several weeks ago, Whole Foods became the first major American supermarket chain to launch a Ramadan campaign, with a pilot, online-only marketing project conducted in collaboration with frozen food brand Saffron Road. The campaign is still taking place and has not been canceled, according to Liz Burkhart of Whole Foods. Burkhart added that it was "business as usual" for the promotion and that the company is excited about the promotion. Lisa Mabe, a spokesperson for Saffron Road, also confirms the campaign is still on.
However, some people in the chain were not excited about the promotion... at least in the right way. The leaked email, published in the Houston Press by Katharine Shilcutt, has been confirmed as originating in Whole Foods' regional office for Texas. Here is an excerpt
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