A day after Ben & Jerry’s endorsed the Black Lives Matter movement on its website and social media accounts, the ice cream company and its activist owners became the subject of some pointed criticism and calls for a boycott.
The company has made references to its dedication to fighting systemic racism in the past, though its statement this week was seen as a blatant endorsement of controversial anti-police demonstrations across the U.S.
“We’ve come to understand that to be silent about the violence and threats to the lives and well-being of black people is to be complicit in that violence and those threats,” the company wrote.
The divisive move earned praise among like-minded activists while completely turning off a large portion of the company’s potential customer base.
Even fans of Ben & Jerry’s uniquely creative flavors could not bring themselves to patronize a business with values so divergent from their own.