Walmart was wrong AF for that Juneteenth ice cream

Editor’s note: The following article is an op-ed, and the views expressed are the author’s own. Read more opinions on theGrio.

In the aftermath of George Floyd’s killing in May 2020, many corporations came forward with “commitments” to do better and be more diverse and embrace Blackness and blah, blah, blah. 

Those “platitudes” and “gestures” lasted for a short time before everyone went back to business as usual. The truth is, these companies couldn’t care less about Black people; they just want to give the visual impression that they do. 

When Juneteenth came to the public’s attention, it was obvious white people had no clue about it. It was, after all, a celebration for Black people marking the day enslaved people in Texas finally received word that they had been freed. It was a holiday that was for us, by us, and we were generally OK with that. 

When it was made into a federal holiday last year, we slow clapped our way through white people acting like they really did something big when we knew they didn’t. After all, unless you worked for an institution that recognized all federal holidays, your Black butt was still going to be at work anyway. 

Especially if you worked at Walmart. 

So please explain to me why Walmart had the unmitigated gall to put out a “Juneteenth” flavor of ice cream under its Great Value label? And why was there a trademark symbol next to the flavor’s name? 

“Share and celebrate African-American culture, emancipation and enduring hope,” the label on the red velvet-flavored ice cream read, according to CNN.

After receiving public backlash, Walmart decided to pull the ice cream along with other Juneteenth-themed items it had put out, including paper party goods. 

This is what happens when you try to do a so-called “Black” thing without consulting any actual Black people. Black people would have told you that Juneteenth, while celebrated amongst Black people, isn’t the type of holiday we go out and get party gear for, ala 4th of July, or Thanksgiving. 

But it goes deeper than that. Let’s look at some of the ways Walmart got this wrong. 

If you are going to try and pimp out a Black holiday, at least get Black people involved.

Walmart decided to try and make its own version of a Juneteenth flavor (which was basically red velvet cake or some such) instead of collaborating with a Black brand, .

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