The Aporia
In early 2023, Tillamook, an American cheese company based in Oregon, faced backlash after introducing halal labeling on some of its products. Critics, particularly on social media, initiated a boycott campaign and made inflammatory comments, accusing Tillamook of producing "Al Qaeda cheese." This reaction stemmed from misunderstanding the purpose of halal certification, which ensures that products comply with Islamic dietary laws, and does not imply any political or religious endorsement. The controversy highlights the potential for misinformation to spread rapidly online and impact consumer behavior towards a long-established brand.
Critics have launched a boycott campaign against US cheese giant Tillamook over its new halal labelling.
Some have accused the company of making ‘Al Qaeda cheese’ in a viral tirade of abuse against the Oregon dairy co-operative.