STAMFORD, Conn.—American Halal Company Inc. and its brand Saffron Road established an emotional connection with discerning American Muslims consumers. Given Saffron Road’s mission to better serve the ongoing halal needs of its American Muslim consumer base, it has plans to more deeply connect with and better serve its core constituency during the month-long Ramadan festivities in August.
Each night of Ramadan includes festive iftars, or breaking of the fasts with family, friends and communities. To help its Muslim consumers celebrate, Saffron Road is partnering with Whole Foods Market to host several blog posts and offer shoppers chances to win free Saffron Road products and a $100 Whole Foods Market gift card on the grocer’s Whole Story Blog.
“Support for halal foods, and in particular our brand Saffron Road, during Ramadan from Whole Foods Market on a national, regional and corporate level is going to be a huge deal among many otherwise disenfranchised Muslim communities. We anticipate an outpouring of support and purchases by the thousands of American Muslims who will flock into Whole Foods Market stores,” said Adnan Durrani, CEO of Saffron Road. “This will be the first time a major grocery chain in the United States acknowledges Ramadan in this way on a national level. Considering Saffron Road’s products are available in more than 90 percent of Whole Foods Market stores nationwide, this is a major positive move forward for addressing the needs of the American halal consumer all over the United States.”
Saffron Road will also collaborate with halal food expert, Yvonne Maffei of the blog, My Halal Kitchen, to bring consumers Ramadan-related tips and recipes to prepare for suhoor and iftar meals throughout the season.
In addition, the brand is also offering downloadable coupons with media outlets such as Zabihah.com and elan throughout Ramadan. Saffron Road is also engaging with consumers through Facebook social ads. The brand’s Facebook campaign will be geared toward gaining more “likes” and engagement for its page, as well as giving consumers the ability to help the company give back to the community. Saffron Road pledges to give 50 cents for each new “like” its Facebook page receives during its Ramadan campaign to its charity partners, Whole Planet Foundation and The International Federation of Red Cross and Red Crescent Societies (IFRC).
All 12 of Saffron Road’s frozen products are halal certified by the Islamic Food andNutrition Council of America (IFANCA).
“Never before has it been so easy for the halal consumer to reach for convenient, healthy halal meals to make at-home dining alone or in small groups something special and easy,” Maffei said. “Many of Saffron Road’s products are easy to incorporate into the iftar experience or add to them. New frozen chicken items like the Chicken Tenders are wonderful for the kids or to add some heartiness to an otherwise boring salad. The broth varieties coming out soon will make halal cooking even easier as the first on the market that Muslim shoppers can trust in quality and authenticity.”
From promotions at retail, leveraging influencers and online engagement to charitable donations and contests on popular Muslim blogs; look for Saffron Road to help Muslim consumers make this Ramadan one to remember.