It seems that the current climate has pushed companies to appeal to the masses like never before by taking political stands. Big industries such as Microsoft have even become political by stating they will protect their undocumented & DREAMer employees. More and more companies are taking risks to appeal to the liberal market, including Ben & Jerry’s Ice Cream.

B&J’s has been teasing their new flavors for hours until they went live at 10 AM on Oct. 30th. Finally, after the live stream where they unveiled the new flavor, they officially posted their biggest stunt yet.

Their new flavor is titled “Pecan Resist”, a play-on-words from “We Can Resist” to “PeCan Resist,” and features art depicting people of color at a protest rally. The flavor is chocolate ice cream with white & dark fudge chunks, pecans, walnuts & fudge covered almonds. It is certified Kosher and appeals to qualities such as being Non-GMO, Fairtrade, Responsibly Sourced Packaging, Caring Dairy and made from Cage-Free Eggs.

The artist behind the cover art is Favianna Rodriguez (@favianna on twitter) from Oakland, California. On Oct. 30 from 4-6:30 PM, Favianna held an event with B&J that included ice cream, a poster and a shirt for free in promotion for the new flavor.

On the description page, B&J states, “Pecan Resist supports four organizations that are working on the front lines of the peaceful resistance, building a world that supports their values. Get to know them, then find Pecan Resist here!” B&J’s is working with the Women’s March, Honor the Earth, NETA and Color of Change. The Women’s March funds & protests for intersectional feminism, LGBT+ rights and racial equality. Honor the Earth works on environmental issues & green movements within the Indigenous community. NETA provides aid and advocates for Latino / Central American immigrants. Color of Change is the largest online movement with 1.3 million members and fights for black rights and promotes campaigns to change the lives of African Americans. During the Periscope live, representatives from each organization spoke up about their oppression and how Ben & Jerry’s is aiding them. With this new flavor, there will hopefully be uproars for systematic change within justice, social and economic foundations within the United States.

Profits of Pecan Resist will go into aiding these organizations with funds and awareness, along with links for petitions against Trump’s agenda. It is available throughout online ordering and at your local scoop shop.

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