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Ben and Jerry's were commended for their campaign to eliminate criminal records of people convicted of marijuana-related offenses.
On Friday, April 19 and Saturday, April 20, the ice cream company teamed up with California's Caliva Cannabis Clinic to offer customers a free Half Baked ice cream pie when buying marijuana.
Although the offer was announced to mark the annual celebrations of the 420, its primary goal was to raise awareness of the criminal justice reform needed for those prosecuted for marijuana-related charges.
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"In states where the pot is legal, and even though blacks and whites use it at similar rates, blacks are still stopped much more often than whites. We like 4/20 and we like legalization, but that's not ok, "said Ben and Jerry.
"Let's be clear: even with increased legalization, hundreds of thousands of people are still being arrested for selling marijuana. And most of these people are black.
The Vermont-based company has been praised by several social media people for publicly opposing the "racial disparities" that persist despite the partial legalization of marijuana in the United States.
"How is ice cream better than the people in my supposedly progressive state?" Said one person. tweeted.
"Imagine a world where ice cream has more integrity than most US senators. Crazy, "Someone else wrote.
At the same time, some expressed opposition to Ben and Jerry apparently using a political declaration to promote his brand.
1/26
A man wearing a marijuana foil mask at the annual 4/20 cannabis celebration at Sunset Beach in Vancouver, British Columbia.
AP
2/26
A lady smokes marijuana on Parliament Hill, 4/20, in Ottawa, Ontario
Getty Images
3/26
James Reed Smokes Joint at Denver 420 Rally at Civic Center Park in Denver, Colorado
Getty Images
4/26
People sign a 4/20 sign on Parliament Hill in Ottawa, Ontario
Getty Images
5/26
A woman smokes marijuana on Parliament Hill, 4/20, in Ottawa, Ontario. Published polls show strong support in Canada for a government initiative to legalize the recreational use of marijuana, but many would like the proposed minimum age of consumption to be increased. Sixty-three percent of respondents told the Angus Reid Institute that they supported legalization
Getty Images
6/26
A man smokes marijuana at the annual 4/20 marijuana rally on Parliament Hill in Ottawa, Ontario, Canada
Reuters
7/26
Protesters smoke marijuana at "4/20 Santiago" rally for legalization in front of La Moneda Presidential Palace in Santiago as part of the Global Marijuana March in hundreds of cities around the world .
Getty Images
8/26
People play with a sham marijuana at a 4/20 party to seek legalization and celebrate marijuana growing in front of the Senate building in Mexico City, Mexico
Reuters
9/26
Adam Eidinger, co-founder of DCMJ, hands free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana in Canada. Capitol Hill, Washington, DC
Getty Images
10/26
11/26
Police Arrest Rachel Ramone Donlan after she distributed free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana at Capitol Hill in Washington, DC
AFP / Getty Images
12/26
Police Arrest Rachel Ramone Donlan after she distributed free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana at Capitol Hill in Washington, DC
Getty Images
13/26
Thousands of people gathered to smoke marijuana during the "420 Santiago". in front of the presidential palace La Moneda in Santiago
Getty Images
14/26
People attend the Denver 420 Rally at the Civic Center Park in Denver, Colorado
Getty Images
15/26
Kevin Barron and Lasean Moore of Raleigh, North Carolina, share a joint at the Denver 420 Rally at Civic Center Park in Denver, Colorado.
Getty Images
16/26
Nic Ruhl fires a giant hand-rolled joint at 4:20 pm sharp, Paris time. During the Denver Rally 420 at Civic Center Park in Denver, Colorado
Getty Images
17/26
Various cannabis accessories on display at a vendor stand at the Denver 420 Rally at Civic Center Park in Denver, Colorado
Getty Images
18/26
Mo Banez, of Austin, Texas, lights a joint at the Denver 420 rally at Civic Center Park in Denver, Colorado
Getty Images
19/26
A man exposes a large container of cannabis during the Denver 420 Rally at Civic Center Park in Denver, Colorado. The gathering, organized every year, is a celebration of the legalization of cannabis and the cultivation of cannabis. Colorado is one of twenty-six US states with the District of Columbia that legalized the use of cannabis for recreational or medical purposes.
AFP / Getty Images
20/26
Sitting in small groups on trees shaded in the Rose Garden, just across from the Knesset, participants lit up at 4:20 to ring the local version of the traditional April 20 global pro-marijuana event, known under the name of rallies & # 39; 420 & # 39;
Getty Images
21/26
An Israeli smokes a marijuana joint in Jerusalem during a rally at the Rose Garden
Getty Images
22/26
Sitting in small groups on trees shaded in the Rose Garden, just across from the Knesset, participants lit up at 4:20 to ring the local version of the traditional April 20 global pro-marijuana event, known under the name of rallies & # 39; 420 & # 39;
Getty Images
23/26
An Israeli girl poses with a fake marijuana joint in Jerusalem at a rally at the Rose Garden to celebrate the 420 and express her contempt for the laws in effect
Getty Images
24/26
Aelis pbad around a marijuana joint in Jerusalem during a rally at the Roseraie to celebrate the 420 and express their challenge to the laws in effect.
Getty Images
25/26
An Israeli smokes a marijuana joint in Jerusalem during a rally at the Rose Garden to celebrate the 420 and express his disregard for the law in effect
Getty Images
26/26
An Israeli smokes a marijuana joint in Jerusalem on April 20, 2017 at a rally in front of the Knesset to celebrate the 420 and express his disregard for the laws in effect
AFP / Getty Images
1/26
A man wearing a marijuana foil mask at the annual 4/20 cannabis celebration at Sunset Beach in Vancouver, British Columbia.
AP
2/26
A lady smokes marijuana on Parliament Hill, 4/20, in Ottawa, Ontario
Getty Images
3/26
James Reed Smokes Joint at Denver 420 Rally at Civic Center Park in Denver, Colorado
Getty Images
4/26
People sign a 4/20 sign on Parliament Hill in Ottawa, Ontario
Getty Images
5/26
A woman smokes marijuana on Parliament Hill, 4/20, in Ottawa, Ontario. Published polls show strong support in Canada for a government initiative to legalize the recreational use of marijuana, but many would like the proposed minimum age of consumption to be increased. Sixty-three percent of respondents told the Angus Reid Institute that they supported legalization
Getty Images
6/26
A man smokes marijuana at the annual 4/20 marijuana rally on Parliament Hill in Ottawa, Ontario, Canada
Reuters
7/26
Protesters smoke marijuana at "4/20 Santiago" rally for legalization in front of La Moneda Presidential Palace in Santiago as part of the Global Marijuana March in hundreds of cities around the world .
Getty Images
8/26
People play with a sham marijuana at a 4/20 party to seek legalization and celebrate marijuana growing in front of the Senate building in Mexico City, Mexico
Reuters
9/26
Adam Eidinger, co-founder of DCMJ, hands free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana in Canada. Capitol Hill, Washington, DC
Getty Images
10/26
11/26
Police Arrest Rachel Ramone Donlan after she distributed free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana at Capitol Hill in Washington, DC
AFP / Getty Images
12/26
Police Arrest Rachel Ramone Donlan after she distributed free marijuana joints to DC residents who worked at Capitol Hill as part of the 1st Annual Joint Session to mark the "4/20" day and promote the legalization of marijuana at Capitol Hill in Washington, DC
Getty Images
13/26
Thousands of people gathered to smoke marijuana during the "420 Santiago". in front of the presidential palace La Moneda in Santiago
Getty Images
14/26
People attend the Denver 420 Rally at the Civic Center Park in Denver, Colorado
Getty Images
15/26
Kevin Barron and Lasean Moore of Raleigh, North Carolina, share a joint at the Denver 420 Rally at Civic Center Park in Denver, Colorado.
Getty Images
16/26
Nic Ruhl fires a giant hand-rolled joint at 4:20 pm sharp, Paris time. During the Denver Rally 420 at Civic Center Park in Denver, Colorado
Getty Images
17/26
Various cannabis accessories on display at a vendor stand at the Denver 420 Rally at Civic Center Park in Denver, Colorado
Getty Images
18/26
Mo Banez, of Austin, Texas, lights a joint at the Denver 420 rally at Civic Center Park in Denver, Colorado
Getty Images
19/26
A man exposes a large container of cannabis during the Denver 420 Rally at Civic Center Park in Denver, Colorado. The gathering, organized every year, is a celebration of the legalization of cannabis and the cultivation of cannabis. Colorado is one of twenty-six US states with the District of Columbia that legalized the use of cannabis for recreational or medical purposes.
AFP / Getty Images
20/26
Sitting in small groups on trees shaded in the Rose Garden, just across from the Knesset, participants lit up at 4:20 to ring the local version of the traditional April 20 global pro-marijuana event, known under the name of rallies & # 39; 420 & # 39;
Getty Images
21/26
An Israeli smokes a marijuana joint in Jerusalem during a rally at the Rose Garden
Getty Images
22/26
Sitting in small groups on trees shaded in the Rose Garden, just across from the Knesset, participants lit up at 4:20 to ring the local version of the traditional April 20 global pro-marijuana event, known under the name of rallies & # 39; 420 & # 39;
Getty Images
23/26
An Israeli girl poses with a fake marijuana joint in Jerusalem at a rally at the Rose Garden to celebrate the 420 and express her contempt for the laws in effect
Getty Images
24/26
Aelis pbad around a marijuana joint in Jerusalem during a rally at the Roseraie to celebrate the 420 and express their challenge to the laws in effect.
Getty Images
25/26
An Israeli smokes a marijuana joint in Jerusalem during a rally at the Rose Garden to celebrate the 420 and express his disregard for the law in effect
Getty Images
26/26
An Israeli smokes a marijuana joint in Jerusalem on April 20, 2017 at a rally in front of the Knesset to celebrate the 420 and express his disregard for the laws in effect
AFP / Getty Images
"Are brands allowed to use social justice to promote ice cream?" One person tweeted.
"They are right, but they are not supporters of companies that have co-opted, political statements have awakened the sale of ice cream," Note.
Another Twitter user highlighted Ben and Jerry's commitment to giving back to communities "in many ways".
"They are the main supporters of Black Lives Matter and support the rights and activism of LGBT + people. BUY IT ICE CREAM (they do it too), they declared.
For each marijuana purchase made from Caliva out of 420, 4.2% of the profits were donated to Code for America's "Clear My Record" project.
The "Clear My Record" project aims to help clear criminal records of people who are discriminated against in the labor market, including those arrested on marijuana-related charges.
"We are very proud to partner with a brand as iconic as Ben and Jerry's to promote Code America's Clear My Record program," said Dennis O'Malley, Caliva's CEO.
"We believe it is our duty, in the cannabis industry, to pay tribute to those who have been most affected by the prohibition."
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