pronounced at the back of the throat according to the Arabic ‘A’
Recent reports tell us that HEMA plans to change its name to HAMA soon. In the context of the multicultural society and the increasing population diversity in the Netherlands, the Supervisory Board of HEMA believes that the new name does better justice to the growing population distinctions within our society. A few years ago, HEMA also changed its range by focusing on Halal products.
While HEMA stood for ‘Hollandsche Eenheidsprijs Maatschappij Amsterdam’, the new name HAMA in sound and key should do more justice to the increasing acceptance of Arabic influences by consumers and newcomers within our society. HAMA in modern spelling stands for ‘Hollandse Aanadapting Maatschappij Amsterdam’ and should be pronounced at the back of the throat in accordance with the Arabic ‘A’. Ed.: phonetically this amounts to [HAMMA].
HAMA hopes to achieve a better connection with non-traditional Dutch customs and celebrations that have become increasingly important within our society over the years. An important fact, because society has diversified significantly over the past hundred years, according to HEMA / HAMA chairman P. Geiner, originally founded in 1926.
Geiner further says that predecessor HEMA has already adapted its range to new target groups over the past 10 years with, among other things, Halal smoked sausages (vegetarian) and hiding eggs (chocolate Easter eggs). Given the successes achieved, the Supervisory Board now believes it is time for the next step of a concrete name change to HAMA. She expects broader acceptance and greater affinity with non-traditional Dutch customers and buyers.
When asked for an initial reaction, the Association for Dutch Brand Names (VvHM) indicated that it was surprised and shocked: ”This means that yet another authentic Dutch brand name is leaving due to decline. We stand there and watch, while once again an original Dutch brand name is put on sale.” The VvHM indicates that it wants to put this subject on the agenda of our representatives in The Hague soon.
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!!! FOOLED, THIS ENTIRE ITEM IS AN APRIL Fool’s Joke!!!
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