Ben and Jerry's has endorsed Black Lives Matter, prompting both cheers and calls for a boycott against the Vermont-based ice cream company.
The endorsement came in the form of a Twitter post Thursday and a post on the company's website detailing why black lives matter.
"They matter because the injustices they face steal from all of us — white people and people of color alike," the company said on its website. "They steal our very humanity."
The company expressed its respect for law enforcement officers, but noted that the "effects of the criminal justice system are not color blind."
"All lives do matter," the company said. "But all lives will not matter until Black lives matter. We ask people to be open to understanding these issues, and not to reflexively retreat to our current beliefs. Change happens when people are willing to listen and hear the struggles of their neighbor, putting aside preconceived notions and truly seeking to understand and grow. We’ll be working hard on that, and ask you to as well."
Company founders Ben Cohen and Jerry Greenfield have a history of weighing on political movements and have released previous ice cream flavors supporting marriage equality, raising awareness about climate change, and endorsing Sen. Bernie Sanders for president.
The company's statement led to the hashtag #BenAndJerrysNewFlavor on social media, with users suggesting names for hew flavors related to Black Lives Matter.
Many on social media applauded the company while others criticized the move.
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