Ben & Jerry’s uses 4/20 holiday to lobby for marijuana reform

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While some companies use 4/20 to market their goods, the ice cream company markets change

This was definitely a different kind of celebration for cannabis enthusiasts during this year’s 420 celebrations that were disrupted by the current course of the coronavirus pandemic. While mass public gatherings across the globe are being canceled and many people and businesses are goingthrough difficult times, some major businesses are still leveraging this occasion to continue promoting their cannabis products. The ice cream company Ben & Jerry’s is setting an example, going a different way and using this 420 celebration to advocate for the communities of color and all the discrimination that comes from federal marijuana prohibition.

“It’s hard for us to get excited about #420 when so many people of color are still being arrested for cannabis. We have to do better,” wrote the ice cream company in its Twitter account. Just as it did in the past years, the company continues to use this marijuana holiday to raise the voice of the group of people in the US who are still being discriminated against by this legislation. Alongside ACLU, Ben & Jerry’s is formally backing up the congressional legislation currently aiming to reschedule cannabis and bring back justice for this sector of the population.

“Legalization must have equity at its heart. That’s why we’re calling on Congress to support the [Marijuana Opportunity, Reinvestment, and Expungement] Act, which would make cannabis legal and (it’s an important “and”!) expunge prior cannabis convictions,” the post states. “Want to feel really, really good this 4/20? Then let’s make sure that legalization benefits all of us. That’ll turn 4/20 into a day that we all can celebrate,” said the company in a blog post referring to the decision.