A New Jersey ice cream shop's mascot has some locals outraged over its apparently offensive portrayal of a female cartoon cow.
What's the mascot?
The mascot — also part of the shop's logo — is a curvaceous female cow whose derriere is forward-facing to the viewer and whose eyes practically twinkle with mischief.
Maybe this is an unpopular opinion, but I kinda like that Dairy Air Ice Cream logo that everyone's mad about… pic.twitter.com/1qVBmLpyAJ
— Rasmus Pettersson (@RasmusP) December 8, 2017
According to one New Jersey resident, however, the cow is nothing short of "offensive" and "sickening."
Amy Tingle, owner of the Creativity Caravan, shared an open letter — obtained by BaristaNet — which she reportedly shared on Facebook, where it reportedly caused much controversy, and with the company itself.
"A hyper-sexualized, obviously female cow with her a** upended and poking through a circle, tail raised up, waiting for what? I’m not sure, but I do know that I am repulsed and offended," Tingle wrote.
"This is offensive, not just to women, but to husbands and fathers and brothers and uncles and grandfathers who are trying to raise strong young women in a culture that continuously sexualizes them rather than treating them equally, with dignity and respect," Tingle's letter continued.
The business owner added that "this kind of marketing scheme" is a reason that there is a "sexual predator in the White House."
Tingle's letter goes on to plead with the company to change its logo design.
The letter can be read in its entirety here.
Did the ice cream shop respond?
According to the Montclair Local, a manager at the shop said that the cow was not intended to be "sexy," and noted that the mascot will be toned down.
Whether the names of the ice cream at the shop — which include flavors like "Backside Banana Split," "Sweet Cheeks and Chocolate," and "Keister Key Lime and Coconut" — will be changed remains to be seen at this time.
Natalie DeRosa, manager at Dairy Air, told NJ.com that they are aware of the complaints.
"We take them very seriously and we are acting to change the cow to be more fun and less sexy," DeRosa said. "Our goal was always fun and not sexy."