From Bloggers' Wrath to Foodies' Delight: Saffron Road

Photograph by Ryan McVay/Getty Images

If you’ve heard of the halal food brand Saffron Road, it’s probably because you’ve seen it on the shelves of your local Whole Foods, or because you remember a controversy from 2011. That summer, Whole Foods ran a small campaign that promoted Saffron Road as Ramadan approached, prompting a handful of bloggers to complain that the national chain shouldn’t be promoting a Muslim holiday. Whole Foods stood by Saffron Road, and its founder Adnan Durrani went on CNN to decry anti-Muslim sentiment, resulting in some welcome exposure for his brand.

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