This Independence Day, the ice cream magnate Ben & Jerry's chose a rather unconventional approach to celebrate our nation's birth. In place of a traditional patriotic message, the company tackled a subject deeply rooted in our nation's history, suggesting America was 'born on indigenous territory wrongfully taken'. Further proposing the idea of land restoration, they suggested beginning with the iconic landmark, Mount Rushmore.

Based in Vermont, Ben & Jerry's stepped away from its usual sweet treat promotions to delve into the historical narrative of Mount Rushmore, its place in American history, and its intense cultural value for the Native American community. Their unique take on Independence Day drew from the blotted chapters of our history when sovereign lands were seized.

One of the climactic points in their argument was their reference to a Supreme Court ruling made in 1980. Then, the highest court in America had concurred that the land where Mount Rushmore stands today was unjustly wrested from the Sioux tribe. This verdict seemed to underscore the validity of the company's message.

This Independence Day, the ice cream magnate Ben &amp; Jerry's chose a rather unconventional approach to celebrate our nation's birth. In place of a traditional patriotic message, the company tackled a subject deeply rooted in our nation's history, suggesting America was 'born on indigenous territory wrongfully taken'. Further proposing the idea of land restoration, they suggested beginning with the iconic landmark, Mount Rushmore.
Based in Vermont, Ben &amp; Jerry's stepped away from its usual sweet treat promotions to delve into the historical narrative of Mount Rushmore, its place in American history, and its intense cultural value for the Native American community. Their unique take on Independence Day drew from the blotted chapters of our history when sovereign lands were seized.
One of the climactic points in their argument was their reference to a Supreme Court ruling made in 1980. Then, the highest court in America had concurred that the land where Mount Rushmore stands today was unjustly wrested from the Sioux tribe. This verdict seemed to underscore the validity of the company's message.

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