On July 4, while most Americans celebrated their nation’s 247th birthday with parades, barbecues and fireworks, popular ice cream brand Ben & Jerry’s decided to take a different path. Instead of traditional celebratory messages, the company sent a sobering message on social media, casting a shadow over the festivities.
“The US exists on stolen land,” read the company’s statement on Twitter and its website. It further claimed that the United States was founded on stolen Indigenous land and advocated for the return of these lands. Critics were quick to slam the statement as an “anti-American” sentiment, launched on a day traditionally dedicated to celebrating the country’s independence.
The ice cream giant’s bold stance was met with mixed reactions, with some labeling the message as brave and necessary, while many others expressed outrage. The backlash was immediate, with customers and politicians alike voicing their disappointment.
Good. The conqueror should get the spoils. If that makes you sad, that's even better.
My land acknowledgement is this: "We won. Too bad." https://t.co/MFa3xHs110
— Kurt Schlichter (@KurtSchlichter) July 4, 2023
Senator Mike Lee (R-UT), a once-loyal customer, responded to the company’s Twitter statement: “Ben & Jerry’s, your once-good ice cream now sucks. You just guaranteed that I will never again consume a single pint of it.”
Political commentator Joel M. Petlin joined the criticism, highlighting the company’s hypocrisy. “Speaking of stolen land, the Abenaki Nation would like to have a word with @benandjerrys about the land under their headquarters that they are occupying in Vermont,” he stated.
Ben & Jerry’s suggestion to “start with Mount Rushmore” drew particular ire. Their statement read, “What is the meaning of Independence Day for those whose land this country stole, those who were murdered and forced with brutal violence onto reservations, those who were pushed from their holy places and denied their freedom.”
The brand’s history of activist stances is well-known, making this latest episode another feather in its controversial cap. Their past endeavors include support for the LGBT community, the Black Lives Matter movement and an attempt to cease selling ice cream in “the Occupied Palestinian Territory.”
According to its website, the company’s social mission is to “eliminate injustices in our communities by integrating these concerns into our day-to-day business activities.” However, the latest message has struck a sour note with many Americans who feel the statement was misplaced, particularly on a day of national pride.
Make @benndjerrys Bud Light again.
— John Rich🇺🇸 (@johnrich) July 4, 2023
The ripple effects of Ben & Jerry’s actions may be far-reaching. Echoes of a recent boycott faced by Bud Light after their partnership with trans model Dylan Mulvaney reverberate.
The Ben & Jerry’s saga underscores the volatile intersection of politics and business. While the company’s intentions may have generated discussion and awareness about Indigenous rights, the execution and timing have been roundly criticized. With the backlash still unfolding, only time will tell if the company’s ice cream will leave a bitter taste in the mouths of its American consumers. For now, though, the company’s Independence Day message has sparked a controversy that will continue to burn brightly in the public eye.
