Rannarootsi Meat Industry published an advertisement on social media. The ad showed two men grilling meat at the beach. Their T-shirts had the Ukrainian flag. The ad also included the text: "Proper grilling turns bitter onion sweet."
Many people thought the ad referred to the Russia-Ukraine conflict. They believed the ad used the word "onion" in a negative way. This word is sometimes used derogatorily towards Russian-speaking Estonians.
The company's CEO Karmo Aksel said they did not intend to offend anyone with the ad. Aksel stated that the ad was about their product, caramelized onion.
Aksel also mentioned that he only became aware of the negative connotation of the word "onion" after the ad was published. He emphasized that the ad was not directed against any ethnic group.
Aksel acknowledged that the ad did not convey the right message. He said the ad could have been different. However, the company does not plan to remove the ad.
Rannarootsi Meat Industry is one of Estonia's largest meat producers. They produce sausages, ham, and bacon. The company is independent, and its products are widely available in Estonian stores.