In 1989, Ben & Jerry’s became Vermont’s first business to extend full benefits to same-sex partners of employees. It’s no surprise, then, that the ice cream maker celebrates the US Supreme Court’s rule in favor of nationwide marriage equality with offering a timely, commemorative banner for a favorite pint.
When Ben & Jerry’s radically extended full health and insurance benefits to the partners of employees in same-sex relationships back in 1989, few American business owners – or Americans, for that matter – supported LGBT rights. That same year, a TIME/CNN poll found that 69% of Americans opposed gay marriage, and 75% believed gay couples shouldn’t adopt children.
Now, 26 years later, the situation has drastically changed. After the US Supreme Court struck down the federal definition of marriage as one between a man and a woman in the historic 2013 United States v Windsor ruling, Americans emotionally debated the issue as each state considered legalizing marriage equality. With over half the country supporting marriage equality, the Supreme Court could finally make a nationwide agreement to federally recognize the right for all couples to legally marry. And now, we can unabashedly celebrate every couple’s right to marry.
To celebrate this monumental victory for LGBT rights, Ben & Jerry’s is offering a commemorative pint sleeve to go with its classic Chocolate Chip Cookie Dough flavor with the honorary name, “I Dough, I Dough.” The company worked closely with the nonprofit organization Human Rights Campaign (HRC) around this effort, and every purchase of the commemorative pint sleeves goes toward HRC’s fight for lesbian, gay, bisexual and transgender equality.
Similarly bold moves preceded this one. In July 2013, Ben & Jerry’s introduced a commemorative sleeve for its popular Mint Chocolate Chunk ice cream with the honorary name, “EngageMint Party” in support of marriage equality in Ireland. In 2009, “Chubby Hubby” became “Hubby Hubby”, and in 2012, in the UK, the company cheekily renamed its “Oh My! Apple Pie!” pints to “Apple-y Ever After”.
A long tradition
Ben & Jerry’s longtime employees speak fondly of the company’s consistent and solid support for gay rights. Lisa Wernhoff works as the company archivist and joined Ben & Jerry’s in 1984. In a video interview, she recalls feeling proud of Ben & Jerry’s extending benefits to her partner, Mitch Curren, now the company’s screenwriter and lexicologist.
The first Christmas party the couple jointly attended was “huge” for them both personally – they could dance together without worrying about judgment. Wernhoff recalls letters coming in from opponents of employers offering same-sex benefits. “But from Ben & Jerry’s perspective, their employees were just their employees, and they weren’t willing to change their policies. Ben & Jerry’s believed this was the right thing to do, and they stuck by it,” she says.
Amidst the rainbow-colored celebrations, the fight for LGBT equality isn’t over. The LGBT community still faces discrimination in housing, employment and healthcare, and higher rates of violence. For all LGBT people to feel safe and supported, more work remains. The company urges its supporters to spread the love, and continue the fight for equality.
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