Debate Mattias Järvi: I would like to inform the owner that in Sweden today there are about 200 000 people with African-Swedish background. And by using the n-word despite persistent protests is an insult to all African Swedes.
Mattias Järvi is the founder of the network Focus African-Phobia, available on Twitter and the website.
We live today in a time where trust capital is something every company cares about, but do not really know how to manage or build.
Grandmother Elsa’s Bakery in Svedala were the headlines earlier this week. When chosen to market one of its wares under the name of “Luxury n-bun 20 crowns.” The reactions were not long in itself and many collapsed with the right to the bakery’s tone-deaf ear for a multicultural contemporary.
The owner responded to criticism by the sign with the provocative name “has been around since 1963,” and the owner declared clearly that the name of the dessert will not be replaced, since according to him, only “1 out of 500 that provoked this . “
I would like to inform the owner that in Sweden today there are about 200 000 people with afro-Swedish background, using the n-word despite persistent protests is an insult to all African Swedes.
We Afro-Swedes do not expect the owner to apologize, but we do not buy the owner’s argument. For me as a racist and humanist, so does a person’s lament reason enough to rethink its position and arguments.
But despite all the lamentations, the owner has chosen an ignorant and arrogant attitude towards Afro Swedes mental pain where the use of the n word constantly feels like a punch in the face, and a step back in the fight for an egalitarian society, where our human dignity is constantly challenged.
There is a deep problem and naivety about the entire Grandmother Elsa Bakeries actions, not only in terms of the ignorant and inhumane decision to use the n-word, but also by the false advertising chosen to highlight on their facebook page.
on this page you can read the slogan “Royal Warrant since 2012″.
Many amazed that a company tondövt of his contemporaries said to be a Royal Warrant. I called up the court and got to talk to the court’s press officer Daniel Urso .
Urso was clear that Grandma Elsa’s Bakery is not a Royal Warrant and the company asked directly to remove its false marketing. for this reason, the association Focus African-phobia chosen to report the company to the Advertising Ombudsman.
• Society Focus African-phobia believe that now grandmother Elsas Bakery has violated marketing Act when it improperly marketed itself as a Royal purveyor.
• It has also used a racist and inhumane marketing by making use of the n word, although the n-word political and emotional explosiveness of many citizens.
Finally, I want to ask a question to the owner of the bakery Grandma Elsa:
How can one be so naive and promote itself as a Royal Warrant, while kicking on an already vulnerable and traumatized group afro Swedes?
I’ll put it mildly, your trust capital is consumed.
Mattias Järvi,
Chairman of the Association Focus African-phobia
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