Calgary ice cream company apologizes for its Black Lives Matter pint

CALGARY (660 NEWS) – A Calgary ice cream company is apologizing after receiving backlash from the Black Lives Matter movement for some misguided marketing.

When Righteous Gelato released its Black Lives Matter pint of chocolate mint chip gelato on Friday – featuring an illustration of three Black protesters holding signs and wearing masks – many accused the company of trying to profit off a social movement.

The main concerns: the package’s art was created by a white artist, and the $5-per-sale donations were going to organizations that support inclusion and diversity, but not affiliated with the Black community.

Leaders in the Black community said the mistake could have been avoided with a simple conversation.

“Open up opportunity,” said activist Adora Nwofor. “That’s how to be at the forefront of Black Lives Matter and showing your appreciation and your solidarity.

“If a company truly wants to do something, give us a table. Don’t invite us to your table. Give us a table, and then do what we say.”

The company’s CEO James Bottecher apologized in a statement on social media.

“In our intention of doing the right thing, we did the wrong thing,” said Bottecher. “And that’s not ok. There is no quick fix to the problems our world is facing with racism, and there is no quick fix for our failures in trying to help.

“To fulfill our original goal of raising funds for the black community, 100 per cent of our profits from our online store for all of June will be invested in organizations that you choose that focus on Black Lives.”

Righteous Gelato is pulling all the previously purchased orders of its Black Lives Matter pint.