Monthly Archives: June 2013
|Ben & Jerry’s Capitol Chill promo placard tilting slightly to the right [photo: GK Broeckel]|
Ben and Jerry’s Ice Cream released “Capitol Chill” at an urban farm in NOMA, DC which is a mere 10 blocks from the Rotunda of the Capitol. Capitol Chill is part of Ben and Jerry’s City Churned campaign in which a local flavor is formulated by incorporating random information (such as joggers on each side of the Mall or counting red or blue ties) as well as voting by the public to concoct the creamery creation. It kind of sounds like the crazy way that legislation is developed nowadays so it should fit right in to the District of Calamity (sic).
Washington Capitol Chill flavor is chocolate ice cream (perfect for the so called “Chocolate City””) with divine chocolate corn-flake clusters, marshmallows and caramel swirls along with a Route 11 sweet potato chip. Considering the weather on the afternoon of the City Churned roll out, Sweddy Balls might have been more apropos for the subtropical heat and humidity instead of Capitol Chill. But it was best to experience the Capitol Chill flavor immediately as it was just a one day churn. But Ben and Jerry’s Public Relations “Grand Poobah” Sean Greenwood pointed out that the Elton John flavor was supposed to be a one day roll out yet it found its way unto the regular roster.
The Capitol Chill City Churned ice cream capped off a service project at the Walker Jones Farm. This was the former site of Walker Jones Elementary School in Northwest DC, but for the last few years, it has served as an urban farm for the community.
|Vine growing at Walker Jones Farm, NOMA, Washington, DC [photo: GK Broeckel]|
The Ben and Jerry’s inspired volunteers put in a few hours labor working the fields and harvesting onions. Sean Greenwood marveled at having a working farm so close to Capitol Hill. The farm may not be agrarian for long, as it is part of the 80 acre $750 million NC1 public-private development project which has been developing since 2008.
One of the crops were trash can potatoes, which re-purposed a 50 gallon trash can into being a planter, which is a smart methodology for an urban farmer without lots of space but who wants freshly grown tubers.
|Trash Can Potatoes at Walker Jones Farm, NOMA, Washington, DC [photo: GK Broeckel]|
This Capitol Chill project by Ben and Jerry’s Ice Cream harkens back to the company founders credo that business can be a source of progressive change.
While political animals may pursue different public policy goals, this Ben and Jerry’s Capitol Chill project should be celebrated for minding the company mission to make great products, deliver solid profitability while working towards social change and improving the environment.