WE ARE THE MAKERS OF SMALL-BATCH CRAFT ICE CREAM. THE ONES WHOSE COMPANIES BEAR THE NAMES OF THE TOWNS IN WHICH WE LIVE, THE THINGS WE HOLD DEAR, THE NAMES OF OUR GRANDPARENTS AND PARENTS, OUR FRIENDS AND MENTORS, AND SOMETIMES EVEN OUR OWN.

WE ARE THE MAKERS OF SMALL-BATCH CRAFT ICE CREAM. THE ONES WHO HAVE BEFRIENDED THE FAMILIES WHO RAISE AND GROW OUR ALL-NATURAL INGREDIENTS. WHO HAVE WALKED UPON THE SAME FIELDS AS THE COWS THAT PROVIDE OUR MILK. WHO HAVE KNOWN OLD CUSTOMERS SINCE THEY WERE YOUNG CUSTOMERS.

 WE ARE THE MAKERS OF SMALL-BATCH CRAFT ICE CREAM. AND WE MUST MAKE NO MISTAKE. A CORPORATE TAKEOVER IS UNDERWAY. HIGH-VOLUME ICE CREAM CORPORATIONS ARE EXPLOITING THE POPULARITY OF SMALL-BATCH CRAFT ICE CREAM.

 TO BE CLEAR, AS EMPLOYERS OURSELVES, WE DO NOT BEGRUDGE CORPORATIONS’ RIGHT TO MAKE MONEY. FOR CORPORATIONS, TOO, EMPLOY PEOPLE WHO HAVE FAMILIES TO SUPPORT.

 BUT WE DO TAKE ISSUE WITH CORPORATIONS LEVERAGING OUR CUSTOMERS’ HUNGER FOR AUTHENTICITY BY MASQUERADING AS SOMETHING THEY ARE NOT. WE TAKE UMBRAGE WITH CORPORATIONS TROJAN-HORSING THEIR WAY INTO OUR ENCAMPMENT, CLOAKED IN WORDS LIKE “CRAFT,” “HANDMADE,” “MADE-FROM-SCRATCH,” “SLOW-CHURNED” AND “SMALL BATCH,” CHEAPENING NOT ONLY WHAT WE HOLD SACRED, BUT WHAT OUR CUSTOMERS HOLD SACRED, TOO.

 FOR US, THESE ARE NOT HOLLOW BUZZWORDS ON WHICH TO CAPITALIZE. THEY ARE HALLOWED EXAMPLES OF A SHARED PHILOSOPHY. A BELIEF THAT THE MEANS ARE THE ENDS; AND THE ENDS, THE MEANS. AN ACCEPTANCE THAT THE EASIEST WAY AND THE BEST WAY ARE RARELY THE SAME.

 INEVITABLY, YES, SOME OF US ARE FIGHTING FOR THE SAME MARKET SHARE. BUT WE, NOT THE CORPORATIONS, ARE WORTHY OF EACH OTHER’S COMPETITION. WE, NOT THE CORPORATIONS, THROUGH OUR MUTUAL REVERENCE FOR THE ART AND SCIENCE THAT IS OUR CRAFT, MAKE ONE ANOTHER BETTER, OUR PRODUCTS MORE THOUGHTFUL, OUR CUSTOMERS MORE DELIGHTED.

 AS PASSIONATE ARTISANS, WE ARE KINDRED SPIRITS. AND ONLY WE HAVE EARNED THE RIGHT TO SHAKE ONE ANOTHER’S HANDS IN RIVALRY AND PLAY ON THIS FIELD, IN THIS CATEGORY, OUR CATEGORY, THE SMALL-BATCH CRAFT ICE CREAM CATEGORY.

 SO LET US UNITE. LET US UNITE AROUND THE IDEALS THAT MAKE US—AND US ALONE—WHO WE ARE. LET US FORM A KIND OF CONSORTIUM. LET US, THE TRUE AND AUTHENTIC MAKERS OF SMALL-BATCH CRAFT ICE CREAM, BEGIN A DIALOG WITH ONE ANOTHER ABOUT WHAT THIS COMMUNITY COULD BE, WHAT IT COULD DO, WHAT ITS LEGACY MUST BE.

 LET US STAND SHOULDER-TO-SHOULDER TO PROTECT AND PROMOTE THE INTEGRITY OF SMALL-BATCH CRAFT ICE CREAM. THAT WE DO SO NOW IS MORE IMPORTANT THAN EVER.

 

 

 

A CALL TO PROTECT AND PROMOTE
THE INTEGRITY OF SMALL-BATCH CRAFT ICE CREAM