Cold Storage apologises for 'insensitive' beef promotion during Deepavali

Cold Storage has apologised for an "insensitive" price promotion at one of its outlets during Deepavali.
Cold Storage has apologised for an "insensitive" price promotion at one of its outlets during Deepavali. PHOTO: @ADAMFLINTER/TWITTER

SINGAPORE - Supermarket chain Cold Storage has apologised for a price promotion on beef at one of its outlets during Deepavali, acknowledging that it was "insensitive" to Hindus.

A photo of the promotion, which advertised a 38 per cent discount for certain beef products, was uploaded by Twitter user @AdamFlinter on Monday (Oct 31).

"Cold Storage's #deepavali promotion was on beef!!! Cultural understanding eh?" he wrote, adding that the photo was from a friend.

Hindus generally abstain from eating beef as they regard the cow as sacred.

In a statement to The Straits Times on Wednesday, Cold Storage explained that the promotion was put up at one store by a junior team member who had "overlooked the cultural sensitivity".

It added: "We have since explained and coached him on the cultural sensitivity and he assured us that he had no intention to disrespect the Hindus. We also took this opportunity immediately to coach all our team members to be mindful of cultural sensitivities in Singapore.

"We sincerely apologise to all Hindus who are celebrating Deepavali on this matter."