The Vermont-based Ben & Jerry’s, long famous for its progressive point of view, dipped its toe into political waters once again, this time launching its rebranded “Pecan Resist” ice cream flavor Tuesday morning. Purchasers are assured this will turn a cold shoulder to the Trump administration’s “regressive and discriminatory policies,” the company announced.
“Pecan Resist supports four organizations that are working on the front lines of the peaceful resistance, building a world that supports their values,” the announcement reads.
The statement calls the Trump administration’s policies “regressive and discriminatory.”
The company urges ice cream aficionados to “peacefully resist” and “build a future that values inclusivity, equality, and justice for people of color, women, the LGBTQ community, refugees, and immigrants,” presumably by purchasing the ice cream.
The four organizations Ben & Jerry’s has chosen to support with the flavor include Color of Change, Honor the Earth, Neta, and the Women’s March.
Color of Change aims to “end practices that unfairly hold Black people back.”
Honor the Earth champions environmental-based issues.
Neta is described as “one of the fastest-growing independent media platforms led by people of color along the Texas-Mexico border.”
And the Women’s March is a hyperpartisan organization “committed to dismantling systems of oppression.”
The company said “It cannot be silent in the face of policies that attack and attempt to roll back decades of progress on racial and gender equity, climate change, LGBTQ rights, and refugee and immigrant rights,” the Associated Press reported.
Each organization will receive $25,000, according to the same outlet.
The limited batch Pecan Resist flavor is chocolate ice cream with white and dark fudge chunks, pecans, walnuts, and fudge-covered almonds.
The message, the company says, is this: “Together, we can build a more just and equitable tomorrow.”
It comes in a pint container with artwork designed by American artist Favianna Rodriguez. The art depicts a trio of stylized people on a collage-style, jungle-like background. One of the figures carries a sign that reads, “Resist.”
A second shows a raised fist.
A third appears to be breathing fire.
On visiting the web page devoted to advertising the flavor, viewers are presented with a sign-up form, which will add their contact information to the organizations mentioned above.
Share your thoughts below — then see the mixed reaction in these tweets.
@HaagenDazs_US it is
— PortCityProwler (@xgangxgreenx) October 30, 2018
— Alicia Johnson (@AliciaJN) October 30, 2018
I want a shirt and a poster and ice cream! 😋😋😋
— Annette Raveneau (@AnnetteRAVENEAU) October 30, 2018
Michele Blood is a Flemington, New Jersey-based freelance writer and a regular contributor to LifeZette.