Amidst the celebrations of Independence Day, Ben and Jerry’s, a renowned ice cream brand, chose to make a bold statement about America’s history by highlighting the land it was built upon. The company shared a graphic with the message, “The United States was Founded on Stolen Indigenous Land. This Fourth of July, Let’s Commit to Returning It,” and urged people to “learn more and take action now.” This campaign sparked division among the public.

While many businesses celebrate the nation on Independence Day, Ben and Jerry’s opted for a different approach, prompting discussions about the country’s past. However, the company did not specify how they intended to implement their ideology of returning the land. Some individuals urged the brand to start by giving back the land their factories and offices were situated on to the Native American tribes that originally inhabited those regions. The sentiment was echoed by country musician John Rich.

In response to the campaign, some users called for a boycott of the ice cream brand, and it was reported that Ben and Jerry’s parent company, Unilever, suffered a substantial loss of approximately $2.5 billion in market capitalization.

The Nulhegan Band of The Coosuk Abenaki Nation Chief, Don Stevens, expressed interest in reclaiming the land from the ice cream company, which has a significant presence in Vermont. However, the company appeared unresponsive to such requests.

The controversy sparked ongoing conversations on social media, with people urging the company to address the issue and return the “stolen land” upon which their operations were based.

As this situation unfolds, opinions are divided about the comments made by Ben and Jerry’s. Some see it as a meaningful call to acknowledge historical injustices, while others question the practicality and implementation of such a proposal. The matter remains contentious, and further discussions and considerations are required to determine the best way forward for all parties involved.