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1 Sep 2009

Ben and Jerry’s celebrates same-sex marriage in Vermont with 'Hubby Hubby'

Vermont is the first state in the US to legalise gay marriage with a legislative vote. Its law takes effect on September 1.

Vermont-based ice cream manufacturer Ben and Jerry’s will rename “Chubby Hubby”, one of it bestselling flavours, “Hubby Hubby” for a month as new state laws recognising  sex-marriages come into effect  in September, reports the Boston Herald.

“The legalisation of marriage for gay and lesbian couples in Vermont is certainly a step in the right direction, and something worth celebrating with peace, love - and plenty of ice cream,” Ben & Jerry’s CEO Walt Freese was quoted as saying in the report.

Its press release reads: "Ben & Jerry’s has a long history of commitment to social justice, including gay rights. Its partnership with Freedom to Marry, a national leader in the movement for marriage equality, aims to raise awareness of the importance of marriage equality and to encourage other states to follow the blazing trails of Vermont, Massachusetts, Connecticut, Iowa, and Maine. Freedom to Marry promotes the national conversation about why marriage equality matters and brings together partner organisations into a larger whole - a shared civil rights campaign."

Although the product will not be available in stores, six Vermont ice cream parlors will sell special “Hubby Hubby” sundaes this month. A wedding-themed Ben & Jerry’s truck will hand out free “Hubby Hubby” across Vermont on Sep 1.

Vermont was the first state in the US to recognise civil unions in 2000. 

With the new laws, Vermont is the first state to legalise gay marriage legislatively, instead of by court order, as other states have.

On April 7 this year, Vermont lawmakers overrode a governor's veto of a gay-marriage bill.

According to the Burlington Free Press, all marrying couples in Vermont will be covered by the same form. What used to be called "Vermont license and certificate of marriage" is now titled "Vermont License and Certificate of Civil Marriage."

Headings such as "bride" and "groom" have been changed to "applicant A" and "applicant B," check boxes have also been provided for participants who prefer to be referred to as "bride," "groom" or "spouse."

While the old law does not permit couples who are trying to get around a law prohibiting it in their own state to marry in Vermont, couples from states that prohibit same-sex marriages can now marry in the state.

Same-sex marriage is not recognised federally due to the Defense of Marriage Act. Six states have approved gay marriage, although the action in Maine is being challenged. Same-sex marriage are currently performed in Massachusetts, Connecticut, and Iowa. New Hampshire’s same-sex marriage laws are expected to go into effect on Jan. 1, 2010. Click onto “FACTBOX: U.S. laws on gay marriage, civil unions (Reuters)” for details. 

Reader's Comments

1. 2009-09-01 14:41  
nice marketing strategy.. i like it
2. 2009-09-01 14:57  
ahahaha~! congrats to Ben & Jerry's....one small step for LBGT acknowledgment, by ice cream no less. :)
3. 2009-09-01 20:54  
Awww! =)
4. 2009-09-01 21:19  
Is Ben & Jerry = Hubby & Hubby ? I heard that they are gay couple :-)
5. 2009-09-01 21:55  
#4

Yeah...i've heard that they've experimented. With ice-cream....
6. 2009-09-02 17:06  
Sweet.
7. 2009-09-02 20:45  
a paultry, cursory marketing ploy by B&J to get a few free lines of mention in gay rags around the world if you ask me....for ONE MONTH ONLY the name of their best-selling ice-cream flavor is changed? Why not change the name permanently? Why is it not available in stores? Why not create a new gay flavor (or 2...one for the boys, one for the girls) and market/sell them globally? THAT sort of "tactical move" would be gutsy, worthy of mention, and could earn of my (our) purchases and brand loyalty.
8. 2009-09-02 23:25  
I like B & J yum yum :P:P
9. 2009-09-02 23:55  
Sounds yummy! :)
10. 2009-09-03 09:50  
marriage comes with divorce, be ready for what u ask for
11. 2009-09-03 11:48  
i am so hungry now after reading this, ice cream is pure pleasure and sometimes better than sex
12. 2009-09-03 20:53  
Lol Lovee Ben and Jerry’s. Didn't know they were gay friendly. Now i love 'em even more. =p
Comment #13 was deleted by an administrator on 2009-09-04 01:26
14. 2009-09-04 19:48  
There's a cute popular online ad in support of allowing gay marriage in Ireland if anyone would like to see it:

http://www.youtube.com/watch?v=6ULdaSrYGLQ&feature=player_embedded
15. 2009-09-06 10:48  
Kudos to my favorite ice-cream brand!
16. 2009-09-06 14:28  
Great finally a flavour for us...
17. 2009-09-09 10:38  
Ben and Jerry's is owned by Unilever now and the account is handled in Chicago, my brother works there and is moving to Singapore soon:) but its really the Chicago office of Unilever that put this niche ice cream together...
18. 2009-09-11 17:07  
great!
19. 2009-09-14 16:56  
stupid! and why is it even if Gays do get it only monogamists get their realationships recognised, there needs to be an alternative to the old dated concept of 'marriage' where all people in meaningful exclusive relationships regardless of their gender attraction get equal recognition,

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