Ben & Jerry’s is utilizing ice cream to specific its disapproval of the Trump administration.
The Vermont primarily based ice cream maker has rebranded considered one of its flavors as “Pecan Resist,” with a featured design on the pint created by California-based activist and artist Favianna Rodriguez.
“Ben & Jerry’s feels that it can’t be silent within the face of President Trump’s insurance policies that assault and try to roll again many years of progress on racial and gender fairness, local weather change, LGBTQ rights, and refugee and immigrant rights – all points which have been on the core of the corporate’s social mission for 40 years,” the corporate stated in a press release Tuesday, the identical day it unveiled the restricted version taste in Washington, simply days earlier than the midterm elections.
A pint of Pecan Resist — a chocolate ice cream with white and darkish fudge chunks, pecans, walnuts, and fudge-covered almonds that was beforehand referred to as New York Tremendous Fudge Chunk — additionally incorporates a message.
“Welcome to the resistance,” the message reads. “Collectively, Pecan Resist! We honor & stand with ladies, immigrants, folks of colour, & the thousands and thousands of activists and allies who’re courageously resisting the President’s assault on our values, humanity & surroundings. We have a good time the variety of our wonderful nation & increase our spoons in solidarity for all People.”
Along with the restricted batch taste, the corporate can be giving $25,000 to numerous activists teams, such because the Shade of Change and the Girls’s March.
The rebranding elicited quite a lot of response on social media.
“I’m going to purchase each single one I discover,” one commenter wrote in assist.
“I’ll be comfortable to purchase a pint or two, or possibly the entire choice from my native grocer. I really like seeing an organization that stands on the precise aspect of historical past,” one other added.
However many expressed discontent with the ice cream firm.
“You will have a proper to your opinion however I’ll by no means buy your merchandise once more and can inform everybody I do know to do the identical!” one individual wrote.
“In the present day you misplaced thousands and thousands of shoppers. You’ll suppose you guys are extra knowledgeable concerning the fact and never political lies,” one other echoed.
This isn’t the primary time Ben & Jerry’s has used ice cream to take a political stance.
In 2015, to have a good time the legalization of same-sex marriage within the U.S., the ice cream maker relabeled its Chocolate Chip Cookie Dough ice cream to “I Dough, I Dough,” whereas Ben Cohen and Jerry Greenfield — the corporate’s founders — have been arrested for protesting for marketing campaign finance reform on the U.S. Capitol in Washington in 2016.
“Our objective is to make use of our firm’s voice, our ice cream, and our activism to encourage all People to assist and assist construct these actions which counter the present regressive agenda. We predict it’s extra essential now than ever that residents and companies alike arise and be counted,” Ben & Jerry’s CEO Matthew McCarthy stated in a press release.
The Related Press contributed to this report.