Kraft Shareholders Vote to Support Gay Games Sponsorship
By George Anderson
A proposal calling on Kraft Foods to “disassociate itself” from its sponsorship of the upcoming 2006 Gay Games VII in Chicago along with any other activity supporting the homosexual lifestyle has been rejected by 99 percent of the company’s shareholders, according to AdAge.com.
The shareholder who made the proposal, Dr. Marcella Meyer of Chicago, took the position that the company could be legally liable if attendees who went to the Gay Games in July were to “experiment with homosexual encounters and later develops a serious, even fatal, illness.” Dr. Meyer cited studies that showed a link between homosexuality and sexually transmitted diseases such as AIDS to support her position.
Prior to the vote, Kraft Foods’ board urged its rejection saying the company’s support of the event was “well within the scope” of its charitable giving criteria.
Last May, Marc Firestone, executive VP-corporate counsel and corporate secretary for Kraft, sent a memo to employees reiterating the company’s support of the Gay Games. He wrote, “Diversity makes us a stronger company and connects us with the diversity that exists among the consumers who buy our products.”
Moderator’s Comment: Does the vote by Kraft Foods’ shareholders mean more companies will be willing to openly target market to homosexual men and women?
Have most consumer marketers come to the conclusion that the upside to marketing to gay and lesbian consumers outweighs the downside from groups that view homosexuality as abhorrent
behavior? – George Anderson – Moderator
- Kraft Rejects Opposition, Will Still Support Gay Games – AdAge.com
- Sponsor List – Gay Games VII Chicago 2006