Dwight Danner sent a message to W Craig Jelinek that said:
Mr. Jelinek,
My family and extended family are all long-time Costco customers and enjoy the many excellent services and products that Costco warehouses provide!
A product that has been a staple for years here in our home in northern California is Dave's Killer Bread. The quality, flavor and list of ingredients keep us coming back for more, knowing that it's a healthy product.
The product and its name originated during the years when "killer" was slang for something outstanding. We understand that it was also a tongue-in-cheek form of humor, as Dave was an ex-felon, so a "Reformed bad-boy makes good" folk tale became attached to the product.
I'm all in favor of anyone who turns their life around, much less invents and markets a worthwhile product. The problem that I have is also the impetus for this email: Given the surge of senseless killings in schoolyards, churches, malls, movie theaters and main streets, "Killer" is no longer a lightweight or positive term; Certainly NOT one that I associate with Costco and its family-friendly philosophy. Dave's "OUTRAGEOUS" Bread would still get the message to the customer and in a much more positive frame of reference. My family and I strongly urge Costco to stop marketing the harmful, negative image put forth on the wrapper of Dave's KILLER Bread!
Thank you Mr. Jelinek for your consideration of this small but significant matter !!
