“Animal Friendly Meat”

Here is the content of the email that I was compelled to write to a sandwich manufacture here in Holland.

Last week as I transited through Schiphol I purchased on of your sandwiches and I am compelled to inquire about the reasoning for adding a sticker stating “Animal Friendly Meat”.  I have assumed that someone has suggested that this is a great idea because you have actually done it, however if English is not your first language, you may want to reconsider this.  Essentially you have used an oxymoron which is a rhetorical device in which two contradictory words are used together.
The implication of the term “Animal Friendly Meat” is that the farmer made friends with the animal before butchering it for your sandwiches which is implies a significant level of insincerity on behalf of the farmer.  It also leads the purchaser of the sandwich to consider to what degree the friendship developed prior to your order for fresh meat being recieved.

It is also worth sharing with you that when I asked the shop attendant at the counter the degree of friendliness involved she said “Oh god, you wouldn’t believe the amount of comments we get”. 

I am sure that this was a well thought through marketing based decision, but it is one that you may want to re-consider because it doesn’t exactly add ‘brand value’.


Paul Draskovich


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