Ben & Jerry’s latest ice cream campaign is courting controversy twice over. One, the company is calling on ice cream lovers everywhere to oppose the Trump administration’s agenda. Two, it’s embracing a pronunciation of “pecan” — as in “PEE-can” — that’s really only popular along stretches of the East Coast from Maine to South Carolina.
“Today we launch Pecan Resist!” the company tweeted on Tuesday. “This flavor supports groups creating a more just and equitable nation for us all, and who are fighting President Trump’s regressive agenda.”
According to the Ben & Jerry’s website, the “Pecan Resist” flavor offers an assorted taste of chocolate ice cream immersed with “white & dark fudge chunks, pecans, walnuts & fudge-covered almonds.” But there’s more to this ice cream than what meets the eye: the derailment of President Trump’s MAGA train.
“Alongside all those nutty chunks, this pint packs a powerful message under its lid: together, we can build a more just and equitable tomorrow,” the site says of the flavor. “We can peacefully resist the Trump administration’s regressive and discriminatory policies and build a future that values inclusivity, equality, and justice for people of color, women, the LGBTQ community, refugees, and immigrants.”
The “Pecan Resist” flavor supports four far-left organizations dedicated to the resistance: Color of Change, Honor the Earth, Neta, and Women’s March. The site does not specify exactly how much of the portions will go to those organizations or if Ben & Jerry’s plans to profit in any way from “Pecan Resist.”
(c) 2018, Bloomberg · Jordyn Holman