Whole Foods has its sights set on a new target market: Muslims celebrating Ramadan.
While Muslims traditionally celebrate the holiday by forgoing meals during the day, elaborate meals when the sun goes down could mean sales for the supermarket chain, Neal Ungerleider says in an article in Fast Company.
Whole Foods is partnering with Saffron Road, a brand that sells Halal frozen entrees and Indian, Thai and Moroccan meals. Whole Foods will run blog posts promoting Saffron Road, and giveaway Saffron Road products and Whole Foods gift certificates. My Halal Kitchen blog will contribute additional content.