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People in masks cannot be trusted
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Staten Island ice cream
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article
Ice cream leaving bad taste in mouths
Saturday, June 09, 2007
By DEBORAH YOUNG
STATEN ISLAND ADVANCE
STATEN ISLAND, N.Y. -- Take hand-crafted vanilla ice cream, add cherries, chocolate crunchies, brownie chunks and ripple it with fudge, then find a Staten Island-themed name for the concoction.
How about Staten Island Landfill?
That's what the 5 Boroughs Ice Cream Co. -- a Queens-based mom-and-pop operation that draws on New York City for inspiration -- dubbed its confectionery dedicated to the greenest of boroughs.
The flavor is receiving a chilly reception from Staten Islanders, including the borough president, who find the moniker anything but sweet.
"Staten Island!!!! We need your help getting to ALL the 5 boroughs," pleads the company's Web site, where it lists upscale markets carrying its products in the other four boroughs. "Please download our info sheet and hand it to your favorite grocer."
Not if James P. Molinaro has anything to say about it. He's urging an all-out boycott of 5 Boroughs.
"I am hard-pressed to think of a more insulting and derogatory attack in the name of consumerism," the borough president wrote in a scathing letter sent yesterday to the year-old company, after someone had shown him one of the fliers. "Clearly you don't know Staten Island, and Staten Island does not wish to know you. ... Cheap shots at our home will not be tolerated."
He recommended an alternative flavor honoring one of the Island's iconic high points: Ferry Berry.
That name would put the borough in similar company as Cha Cha Chocolate for the South Bronx, Jackson Heights' mango and cardamom Mangodesh and Rich White Vanilla for Upper East Siders -- names that dish out good New York ribbings, to be sure, but don't hit below the belt like "Landfill."
"We're an ice cream company that has fun. We knew that flavor name would be controversial," said Kim Myles, a hairdresser by day, who owns 5 Boroughs with her husband, Scott. "We have definitely entertained a certain amount of e-mails, mostly from Staten Islanders who say, 'We like the company and like what you're doing, but we hate the name.'"
Even so, Staten Island Landfill is the number-one seller in a business that vends about 700 pints a week, she said.
"It's good for the marketing; it's a funny name; it's a little edgy," said Ms. Myles.
Although 5 Boroughs will to continue to churn out Landfill, the company plans to soon unveil another Staten Island confection with a kinder, gentler name, with Staten Island Cherry, a riff on the ferry, on the list of possibilities. "We've given it a lot of thought. We're not trying to be offensive or anger people, we want to celebrate our city."
"Get out!" said Clifford Herring of New Brighton, blanching, when told about the name as he waited for pints of lemon, cherry and birthday-cake ices at the borough's homegrown Ralph's in Port Richmond. "I think that's stupid. Who would want to eat something called landfill? We're tired of the landfill being the only thing we're known for."
The sentiment was roundly echoed by others nearby enjoying such benignly named flavors as Malibu Breeze, Peanut Butter Cookie Dough and Mocha Chip.
"That's awful," said Tom Dambakly of Huguenot, noting the landfill closed six years ago, and recommending the name "Staten Island Zoo" instead.
"A lot of people don't realize how much Staten Island has to give, and the name isn't fair," said Dorothy Gumb, as she dug a spoon into her hot fudge sundae. "But I still would eat it if it were chocolate."
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It is actually one of the first thoughts I have about Staten Island the landfill. I can see why they would get upset since that is not the image they would like, but I think it is maybe a tad over-reacting. |