POM Wonderful, the marketer of a trendy pomegranate juice, has hired Sitrick
& Co. in the aftermath of a boycott drive launched by People for the Ethical
Treatment of Animals.
PETA
accuses POM of funding grisly testing of laboratory mice and rabbits. It has enlisted
long-time anti-fur activist Pamela Anderson to promote its cause.
The
actress has a "PAM vs. POM" letter on her website, encouraging people
to switch to pomegranate juices marketed without animal testing by Naked Juice,
Old Orchard and Frutzzo. She also has a link to PETA's pomhorrible.com site. Activists
visiting there can download pomhorrible material to distribute at their health
food store
Seth Faison, of S&C, promises that POM won't buckle under
the PETA onslaught. He admits that POM funds animal research with the noble intent
of finding a breakthrough in the treatment of heart disease and cancer in humans.
POM, Faison told Malibu Times, is focused on "science and public
health, not political correctness."
The MT piece was about a hip
restaurant, John's Garden, dropping POM Wonderful from its menu because of the
PETA boycott.
POM says its juice is packed with potential health benefits
that reduce the risk of cardiovascular disease and help people cope with aging.
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