The pitch for a Kickstarter aimed at raising money to produce a documentary film about the Demoulas family and the Market Basket grocery store chain reads as follows:
“Epic American family business story. Portrays two conflicting business approaches. Within the same company & the same feuding family.’’
The documentary seeks to explore the following questions:
How does a traditional family business evolve in a business climate dominated by pressure for short-term gains over long term sustainable growth? And what happens when the running of, and transformation of a business becomes a platform for retaliation against a family member?
The New England grocery store chain has been embroiled in a decades-long family feud involving two cousins, Arthur T. Demoulas and Arthur S. Demoulas. Previous fights between the two have landed them in court, but the latest dispute has hit Market Basket stores.
The most recent conflict began after long-time CEO Arthur T. Demoulas was ousted in June. Since then Market Basket employees, customers, and supporters of Arthur T. Demoulas have held massive protests and rallies that have drawn thousands to various Market Basket locations.
According to the Kickstarter campaign’s website, the documentary will capture the rallies and examine the turmoil surrounding what it calls a “feud worthy of a primetime television soap opera.’’