In line with its progressive political stances, Ben & Jerry’s announces that it has launched a new flavor called Pecan Resist, part of “a campaign to lick injustice and champion those fighting to create a more just and equitable nation for us all.” The ice cream institution, which bills itself as “an aspiring social justice company,” states that the effort is in direct response to the current administration:
Ben & Jerry’s feels 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.
Ben & Jerry’s says that Pecan Resist—chocolate ice cream with white and dark fudge chunks, pecans, walnuts, and fudge-covered almonds (formerly known as New York Super Fudge Chunk in a previous incarnation)—constitutes a celebration of “the activists who are continuing to resist oppression, harmful environmental practices and injustice.”
To aid those efforts, Ben & Jerry’s is donating $25,000 to four progressive community groups: Color Of Change, which designs campaigns “to end practices that unfairly hold black people back”; Honor The Earth, which works “climate change, renewable energy, and environmental justice with Indigenous communities”; Women’s March, “committed to harnessing the political power of diverse women and their communities to create transformative social change”; and Neta, an independent media platform “led by people of color along the Texas-Mexico border.”
More information about each organization and and the campaign overall is available on the Ben & Jerry’s website. The Pecan Resist pint’s distinctive female-forward and multicultural label was designed by Bay Area artist and activist Favianna Rodriguez, who states, “Let’s declare our resistance, march in the streets, and elect a new generation of change makers.” This new B&J’s flavor sounds delicious for a lot of reasons.