Aroma Espresso Bar Wishes Some of You A Happy New Year
As the Jewish new-year draws near, Israeli coffee shop chain Aroma Espresso Bar placed this full page ad in today’s papers, wishing us all a Happy New Year. Now, Israel’s official languages are Hebrew and Arabic, but the greeting appears in four languages: Hebrew, English, Arabic and Russian, so it seems the company went out of its way to make everyone feel welcome in the coming holiday.
Amharic, the mother tongue of Israeli Jews of Ethiopian descent, most of which are very observant, is missing from the ad. I would not have mentioned it, but after last year’s incident, in which Aroma’s CEO called a woman a ‘stupid, inferior black stain’ and made sure she noticed his white skin as opposed to her ‘black skin’, I’m not so sure anymore.