Since the start of the conflict in Ukraine, initiatives have multiplied across Europe to come to the aid of the Ukrainian people. The harvests of clothing, medicines or medical equipment, as well as other basic necessities are going well. Various NGO accounts have also been opened to try to help the population.
More locally, we also see that initiatives are multiplying. Many citizens did not hesitate to join Poland to come to the aid of Ukrainians who had fled the conflict, whether on the spot or by ensuring their exodus to Belgium.
A surge of solidarity to which everyone seems to want to contribute. Thus, the chocolate maker Beugnies (Courtrai) has launched the marketing of chocolates, half of the profits of which will be donated to the Ukraine aid consortium. A commendable initiative, but which is obviously not appreciated by all. Not for the gesture, but rather for the symbolism chosen by the Flanders company which sells these chocolates… in the shape of a pomegranate. A war-related symbol, to which many customers would have preferred a more poetic shape, like a heart.
Many of them reacted on the Facebook page of the Beugnies chocolate factory.
What the company responded to, justifying its controversial choice. “All is not only happiness on earth, but it is also, very fortunately, the planet where our cocoa grows.”
Why pomegranates? “We are talking regarding the war. It must be clear. People watch the news, sympathize. But this emotion generally disappears very quickly and we switch to entertainment. We have chosen, as chocolate makers, to launch an action in favor of the Ukraine 1212 Consortium. Our attention has been drawn to this form of pomegranate. It reflects the reality in the territories at war. It is a strong signal that must attract the attention of consumers. Is it controversial? Yes , certainly. In a few days it will be Easter and we will celebrate it as a family, hoping for a spring sun…”
The chocolatier decided to produce 2,000 pomegranates, and thus donate €5,000 to Ukraine.
