Saffron Road Marks Ramadan with Community Outreach, Interfaith Iftar
The company aims to build awareness of the holiday through a variety of events and promotions.
By Denise Purcell
To mark Ramadan, the month-long Muslim observance of fasting that runs this year from June 28 to July 28, Saffron Road is launching a series of events to educate about the holiday, give back to the community, and promote its line of halal-certified products to the American Muslim community and mainstream consumer base.
As the brand of the American Halal Company, Saffron Road is currently the only nationally available halal-certified line of food in the U.S, carried in 8,000 stores. The company offers nearly 50 certified halal products, including frozen appetizers, entrees, and desserts; snacks; simmer sauces; and broths, all inspired by flavors native to such places as the Middle East, Morocco, Turkey, Thailand, India, Pakistan, Northern Africa, and Korea. Saffron Road’s line will be on promotion at Whole Foods Market and other retailers during the month of July to help meet Muslim shoppers’ preparation needs for suhoor and iftar, the pre-dawn meal before fasting begins and the evening meal when Muslims break their fast at sunset, respectively.
“In addition to our food offerings, one of the core obligations of Ramadan is to do good work and give back to those less fortunate. We will directly participate in such charitable opportunities through our nonprofit partners during this time of the year,” says Adnan Durrani, CEO of American Halal Company. From June 27 to July 15, for every product purchased at Whole Foods Market, Saffron Road will donate 5 percent, up to $10,000, to the Whole Kids Foundation, helping to fund salad bars in impoverished areas in the U.S. through the Let’s Move Salad Bars to Schools program. The Foundation, which supports schools and families to improve children’s nutrition, was founded by Whole Foods Market, Saffron Road’s first national retail partner.
To help consumers learn more about Ramadan, Saffron Road will host a Twitter party, in partnership with Whole Foods Market, where consumers can share their personal traditions and celebrations for a chance to win prizes, including free product coupons. Participants can join the conversation with @WholeFoods and by following #WFMDish from 5 to 6 p.m. CT on Thursday, July 17.
Other events throughout July include partnering in a Divine Fair Trade Chocolate giveaway to coincide with the chocolatier’s launch of a halal chocolate bar line. Consumers can enter to win on Divine Chocolate's website or Facebook page; the winner and two runners-up will receive Saffron Road and Divine Chocolate products. The company is also partnering with halal food expert Yvonne Maffei of food and cooking blog My Halal Kitchen to provide consumers with recipes for Ramadan.
Saffron Road began its observance of Ramadan by sponsoring an interfaith iftar on the evening of Sat., June 28, at the New York University Islamic Center. The event was led by Khalid Latif, executive director and chaplain (imam) for NYU, and open to the community, students, and families, as well as guests from that weekend’s Summer Fancy Food Show, marking the first time the event coincided with the start of Ramadan.
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