The self-described "Resistance" against the regressive agenda of Donald Trump has been remarkably effective.
TL;DR The proceeds from Ben & Jerry's new ice cream flavour, Pecan Resist, will support groups dedicated to fighting Trump's agenda. Scroll to the very bottom for information on how to order a pint.
On the day after his inauguration as the 45th president of the United States, for example, thousands of people around the country took to the streets in the single largest day of protest in the history of the world.
Now, many of the people who participated in the Women's March are running for office. In fact, more women and openly queer people are seeking public positions ahead of the federal election on November 6th than ever before.
The Resistance has also attracted some rather odd supporters, mostly from corporate moguls looking to capitalize on such fervent opposition. Just take a look at these distrubing Trump-themed products, many of which cater to Resistance members.
But the movement has also come to attract some pretty influential supporters. Today, Ben & Jerry's joined those ranks.
On Instagram, the favourite ice cream company announced the release of a new flavour, "Pecan Resist," from which proceeds will contribute to the "[fight]" against "President Trump’s regressive agenda."
"We cannot be silent in the face of the President'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 our social mission for 40 years," the company wrote in the image caption.
Indeed, Ben & Jerry's has always prided itself on social and environmental responsibility. But this new flavour launches the company explicitly into the heart of the Resistance.
Customers who purchase the new flavour online will support four Resistance groups: Color of Change, Honor the Earth, Neta, and the Women's March. The organizations work to combat systemic racism, environmental ignorance, xenophobia, and misogyny.
Canadians will apparently also be able to order the flavour online through the Ben & Jerry's website here.
Pecan Resist will only be available for a limited time. Buy yours today!