The Tiv Taam Supermarket chain is beginning a campaign that supports “free choice,” in response to the public discourse over closing stores on Shabbos. The campaign went live on Wednesday evening.
The campaign seeks to inform the public they can shop on weekends and choose to enjoy kosher or non-kosher food, as they please. The campaign slogan: “Tiv Taam – the freedom to choose.” The scope of the investment in the campaign is estimated at NIS 2 million.
Adi Cohen, CEO of the Tiv Taam Group: “Tiv Taam represents the liberal Israeliness that is based on the fact that the State of Israel is multicultural in the spirit of the Declaration of Independence. The Israeliness that allows each and every one of us to choose how we want to live our lives, according to our belief and good taste, which stands at the forefront of the struggle for freedom of choice, reminds us that we all have the freedom to choose and act as we wish on weekends.”
The campaign will be broadcast on all television, digital and social networks.
(YWN Israel Desk – Jerusalem)
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6 Responses
“allows each and every one of us to choose how we want to live our lives, according to our belief and good taste, which stands at the forefront of the struggle for freedom of choice, reminds us that we all have the freedom to choose and act as we wish on weekends.””
Freedom of choice for the employees too? Or will they be treated like anyone in America where they do not get a choice if they work in a regular national chain? Maybe they can be stores at the mall where you just don’t get interviewed or hired if you refuse Saturday work.
I, of course, am talking about your regular mainstream businesses in most of America. Some “choice” this pioneering executive is offering.
Secondly, someone should whisper to this guy that the first time that may come to mind is that he’s co-opting an pro-abortion slogan for this.
The atheist liberals are such backward people.
…the Shabbos “issue”…
jdf007- you are spot on! Many years ago when I applied to retail and bank teller positions, I was refused from furthering my eligibility in the application process because I was unable to train or take shifts on Saturdays. Do I care if an Israeli supermarket chain sells treif meat? No. Do I care if they want to be open 7 days a week- No. But, denying applicants for jobs because they can’t work certain shifts begins to become a nasty and unfair game.
I do care because we are not to make tamei Eretz Yisrae,
This chain is known for selling pork, shellfish and being open on shabbos. The employees are almost always Russian, and I have never seen a dati employee. I should caveat that there was one next to my office and I used to get kosher items there, when I wasn’t as aware of the issues with the chain.
I doubt a dati person would want to sell pork to Jews, so the likelihood that this would force a frum employee to work or lose their job is next to zero.