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Bay Area business fumbles Indigenous Peoples’ Day ad

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An advertisement for Trecini Winery that ran Oct. 4 in the Santa Rosa Press Democrat is causing a stir for its insensitive reference to Indigenous Peoples' Day.

A winery advertisement that ran in the Santa Rosa Press Democrat is raising eyebrows for its insensitive interpretation of Indigenous Peoples’ Day. The federal holiday, which falls on Oct. 9 this year, is still officially known as Columbus Day, after the explorer Christopher Columbus, who is credited with “discovering” America.

Mendocino Voice journalist Sarah Stierch posted the ad on X, formerly known as Twitter, on Friday morning, calling it “racist, uneducated and stupid. … Just as #IndigenousPeoplesDay is coming up on Monday. Shame on you Press Democrat and Trecini. #IndianCountry.” By 1 p.m., the tweet had garnered nearly 2,500 views. Trecini Winery owner Cathy Vicini told SFGATE that the ad was a draft that was prematurely sent to the Press Democrat before she could proof it.

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