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Cold Storage apologises for Deepavali beef promotion

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Photo: Twitter user @AdamFlinterSingapore-owned supermarket chain Cold Storage has apologised for putting up a Deepavali price promotion on beef – a move viewed as culturally insensitive to Hindus.

A photo circulated on Twitter by user @adamflinter on Monday showed a photo of the price display board at one of Cold Storage’s outlets.

In Hinduism, the cow is considered to be sacred symbol of life that should be revered, and Hindus abstain from eating beef.

A statement from Cold Storage said a junior staff member who put up the sign “overlooked the cultural insensitivity”.

Cold Storage also reminded all of its staff to be mindful of cultural sensitivities in Singapore and apologised to all Hindus celebrating Deepavali.