National Trust, a nature and environmental conservation charity based in the United Kingdom, has held a popular annual Easter Egg hunt for a decade now, an event that has hitherto been known as the Easter Egg Trail. This year, however, the organization has decided to re-brand the proceedings as the Great British Egg Hunt. They added a word, but something’s still missing. Oh yeah, they took “Easter” out of the Easter Egg quest. Why?
Cadbury, the chocolate manufacturer, sponsors the event. The company explained that it wanted to appeal to non-Christians. According to the Daily Telegraph, the company stated: “We invite people from all faiths and none to enjoy our seasonal treats.”
The Archbishop of York, Dr. John Sentamu, was highly critical of the decision, pointing out that the company’s founder, John Cadbury, was a devout Christian. “The Cadburys were Great Quaker industrialists. If people visited Birmingham today in the Cadbury World, they will discover how Cadbury’s Christian faith influenced his industrial output. He built houses for all his workers, he built a church, he made provision for schools. It is obvious that for him Jesus and justice were two sides of the one coin. To drop Easter from Cadbury’s Easter Egg Hunt in my book is tantamount to spitting on the grave of Cadbury.”
Cadbury de-emphasized the word Easter on their regular chocolate egg packaging last year, moving it to the back of the package and replacing it with “Milk Chocolate Eggs.”
It is clear the company can see the proverbial writing on the wall, and also more profits in the future. The death of Christianity in Europe and the concurrent rise of Islam means that the decision to abandon the term “Easter” likely won’t leave Cadbury with egg on its face…at least from a business perspective.