Dear Martha Stewart,
When you announced that your “Big Idea” contest, which offered to put into practice a vision suggested to you, included the production of a magazine for food allergy sufferers, people on restricted diets everywhere rejoiced. Email lists for food allergies, parents of allergic and food intolerant children, and so on, bubbled over in excitement as they rallied for the cause.
Their efforts were successful. The food allergy magazine won 57% of the votes!
Except… you decided to change the rules. You decided to offer up recipes in pre-existing magazines and to instead turn the second place magazine idea, into a reality.
The allergy community is ticked.
Now personally, I don’t give a flying fig about your magazines. I’ve never watched your television show or bought one of your products, mostly because they don’t interest me. Now I’ll be damn sure that I’ll NEVER patronize your business.
Why do I care so much? Because as the parent of a food-allergic child, I know how difficult life can be for those who must view many foods as poison. While the recipes in the magazine may not have helped me too much since my child’s allergies are unusual, more than anything I wanted the support and legitimacy that having a Martha Stewart-branded magazine would bring to our “disease”. You probably have no idea how ignorant the general public is about food allergies, and how deadly that ignorance can be.
Why on earth did you even include the food allergy publication as one of your Big Idea Bake-Off candidates when you apparently had no intention of producing the magazine the creator suggested? Oh wait, I bet I know… it sounded so noble there on paper, as if Martha Stewart really cared about food allergy sufferers. You must have thought that there was no way that it would win. Did you just totally freak out when you saw it blowing away your more “marketable,” money-making ideas? I bet all the Martha Stewart Living bigwigs raced to some secret emergency meeting to figure out how to get out of this self-made mess.
The second place winner will receive the first place prize - actual production of her pets and pet craft magazine idea. Pet crafts. Let me say that again. Pet. Crafts. What the hell?! A magazine about how to knit a sweater for Fido beat out a magazine that could help a child eat safe food. Yeah, that sounds about right. We must keep our priorities straight.
Don’t get me wrong, I love pets, and I’ve been a pet owner much longer than I’ve been living the food allergy life. But I’ve been on both sides and the food allergy issue is just a teensy bit more important than yet another magazine about pets. The pet magazine will probably appeal to more people, but if those people were so passionate about it, why didn’t they vote more? They might think it’s a good idea, but will they bother to buy it? They couldn’t be bothered to CLICK on it, for Pete’s sake!
I’m sure you think that your co-winner idea is just the ticket to get you out of this fiasco. You’re wrong. Those of us in the food allergy community will remember. And there are a lot of us.
Sincerely,
The parent of a food allergic child
Link to the Martha Stewart blog:
http://blogs1.marthastewart.com/martha/2008/02/big-idea-bakeof.html