Ben & Jerry’s irresistible new flavor encourages resistance

4+
PecanResist_ben_jerry (1)

Today, Ben & Jerry’s launched “Pecan Resist,” a campaign to lick injustice and champion those fighting to create a more just and equitable nation for us all.

Pecan Resist is chocolate ice cream with white & dark fudge chunks, pecans, walnuts & fudge-covered almonds, with the goal of bringing deeply important values to freezers across the country.

In other words, it tastes like love. Everything the current administration, according to the iconic company doesn’t support.

Take that, Sarah Sanders and Kellyanne Conway.

Described as, “a limited batch ice cream flavor celebrating the activists who are continuing to resist oppression, harmful environmental practices and injustice,” Pecan Resist highlights four groups and movements focused on freedom, belonging, community, and justice.

“Color Of Change” designs campaigns powerful enough to end practices that unfairly hold Black people back, and champions solutions that move everyone forward. “Honor the Earth” works on issues of climate change, renewable energy, and environmental justice with Indigenous communities. “Women’s March” is committed to harnessing the political power of diverse women and their communities to create transformative social change.

“Neta” is one of the fastest-growing independent media platforms led by people of color along the Texas-Mexico border.

ALSO READ: Colin Kaepernick in First ‘Just Do It’ Commercial for Nike

Ben & Jerry’s joins a growing number of brands that feel that it cannot be silent in the face of President Trump’s 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 – all issues that have been at the core of the company’s social mission for 40 years.

The Pecan Resist campaign graphics and pint design were developed by Bay Area artist and activist Favianna Rodriguez, whose art focuses on the intersection of issues such as immigration, economic inequality, gender justice and climate change. She has received numerous awards for her commitment to justice and her collaborations with social movements across the nation.

PecanResist3_1540908181299-HR
Ben & Jerry’s launched Pecan Resist today to support groups working for justice. Pictured L to R: Matthew McCarthy, Ben & Jerry’s CEO; Dani Marrero Hi, Neta; Ben Cohen, Ben & Jerry’s Co-Founder; Favianna Rodriguez, artist-activist; Brandi Collins-Dexter, Color Of Change; Linda Sarsour, Women’s March; Winona LaDuke, Honor the Earth; Jerry Greenfield, Ben & Jerrys Co-Founder.

“As an artist, I know well the power of culture and I recognize when a business is using its platform to push for love, justice and a green planet,” Rodriguez said. “Let’s declare our resistance, march in the streets, and elect a new generation of change makers.”

To underscore Rodriguez’ artwork, the message on the Pecan Resist pint reads:

“Welcome to the resistance. Together, Pecan Resist! We honor & stand with women, immigrants, people of color, & the millions of activists and allies who are courageously resisting the President’s attack on our values, humanity & environment. We celebrate the diversity of our glorious nation & raise our spoons in solidarity for all Americans. Take a stand & join those on the front lines at benjerry.com/pecanresist.”

“We couldn’t be prouder or more excited to support these four organizations that are doing incredible work every day,” said Ben & Jerry’s new CEO Matthew McCarthy. “Our goal is to use our company’s voice, our ice cream, and our activism to encourage all Americans to support and help build these movements which counter the current regressive agenda. We think it’s more important now than ever that citizens and businesses alike stand up and be counted.”

Ben & Jerry’s has a history of using its ice cream to promote justice, from racial equity, climate change and marriage equality, to refugee and immigrant rights. For example, Chubby Hubby became Hubby Hubby in 2009 to celebrate same sex marriage in Vermont. Chocolate Fudge Brownie temporarily became “Food Fight Fudge Brownie” to support GMO labeling, and EmpowerMint was launched in 2016 to promote voting rights. In a previous incarnation, Pecan Resist was known as New York Super Fudge Chunk.

Ben & Jerry’s is donating $25,000 to each organization and encouraging its fans to sign up, learn more and engage with each group at www.benjerry.com/pecanresist. To find Pecan Resist, click here.

4+
BackTalk