Business & Finance

Montclair Business Logo Sparks Outrage and Dialogue on Sexualization


MONTCLAIR, NJ - "Sleazy and Tasteless" are just a few of the words Montclair residents have used to describe the logo of the newest Montclair ice cream shop. 

Dairy Air Ice Cream Co., located at 521 Bloomfield Ave. in Montclair, has recently come under fire since Nutley resident Amy Tingle posted her thoughts on her personal Facebook page.

Tingle wrote:

Sign Up for E-News

An open letter to the new ice cream shop in Montclair. I will also be dropping off a hard copy at their location today. I urge anyone who feels the same way to cut and paste my words and send one yourself. This is not okay.

"To the owner and the marketing team at Dairy Air,

I am writing to you to ask you to reconsider your logo design and to remove it from your packaging, storefront, marketing plan, etc. It is offensive and sickening. A hyper-sexualized, obviously female cow with her ass 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.

This kind of marketing scheme is the reason we currently have a sexual predator in the White House. Because we have let ideas like this one pass with approval again and again and again. Because women (and men) have sat passively in marketing meetings and have not spoken up when ideas like this one are presented. Because no one spoke up in your marketing meeting and said, “This is wrong.” 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. Instead of making girls and women feel safe and authentic, we are made to feel - by ads and logos like yours - as if we are things for someone else’s sexual use.

Sell your ice cream on its own merit. Sell your ice cream because it is delicious. Sell your ice cream because it is unique and it is made in a way other ice cream isn’t made. Sell your ice cream because it is a good product sold at a good, fair price point. Do not sell your ice cream by selling me out, and by selling out my collective body of women allies. Do not sell your ice cream by sexualizing us.

Reconsider your logo design and take some time to honestly consider the feelings of women in Montclair and the surrounding area, this country, the world. Consider the young girls and boys who will step through your doors and consciously or subconsciously believe that this is kind of sales pitch is okay.

It is not okay. It has never been and will never be okay."

While many have come out in support of Tingle and echoed her views, others have taken this opportunity to personally make derogatory comments about Tingle. Some have even questioned why she would go after another business owner before she spoke directly with them.

NJ101.5 devoted an entire segment to discuss this and questioned Tingle's motives after discovering that she sells, what they called, "sexualized art" in her gallery. Jocks went as far as to call Tingle a "hypocrite" before inviting the public to buy ice cream from Dairy Air.

Dairy Air officials could not be reached for comment during the time of publication. However, a TAP reporter spoke with an unnamed employee of Dairy Air, who stated that the owner's young children were being targeted in a nearby school district, after news of the controversy broke.

Tingle, who owns a Montclair business Creativity Caravan located at 28 South Fullerton Avenue
Montclair, stated that she now wants to invite the public to have a discussion on the topic. After news of the story broke, Tingle wrote the following: 

"I'd like to invite anyone who has been following the controversy around the ice cream store logo to come to our space on Saturday at noon for a face-to-face discussion about the issues, both small and large. I know why it has triggered my own rage and upset, but I'd like to hear from others - whether you are angered by it, upset, and see the larger ramifications on a society that demeans and abuses women constantly, or you don't get it or think it's funny. Come by and let's talk. I'm weary of all this cross-posting and re-posting and commentary here in this Facebook black hole. I'd love to look into your eyes and listen to what you have to say. Men, women, children - all are invited to this deeply necessary conversation. Join me and Maya in our space and let's talk respectfully and honestly to each other about the sexualization of our society. We'll bring the coffee."


TAP Into Another Town's News:

You May Also Be Interested In

Sign Up for E-News


Ironbound Residents Plead for Parking at Zoning Board Meeting

July 15, 2018

NEWARK, NJ - The city zoning board of adjustment yesterday approved variances for one of three new residential Ironbound developments despite a group of residents voicing concerns over parking.

The board approved variances for YK Group Development Consulting, based in Newark and Lakewood, to build a four-story 28-residential unit development at 526-532 Mulberry St. with 16 on-site parking ...

Safety in Numbers: NJ Computer Scientist Races to Develop Unhackable Code to Protect Everyone’s Data

July 15, 2018

Newark boasts a large – and growing – tech force. Brainwalk, an occasional series, will introduce you to some of its rising stars.

You’ve seen the ominous headlines. Armies of hackers working at the behest of hostile nation-states 24/7 to steal intelligence from our defense agencies. Apolitical hacker-thieves breaking into companies to cop trade secrets and our credit ...

Upcoming Events

Wed, July 18, 7:00 PM

Hospital Conference Room 2 (Ground Floor), Glen Ridge

Becoming a Parent

Health & Wellness

Sat, July 21, 3:00 PM

Yogi Berra Museum & Learning Center, Little Falls

Sports, Medicine, and the Opioid Crisis

Education Health & Wellness Sports

To Our Current and Future Representatives

July 18, 2018

To Our Current and Future Representatives - Wherever They May Be:

We can never forget we are a nation of immigrants. 

We cannot fall prey to fear, ignorance and anger when we  have been historically driven by freedom and justice. 

We must have the courage and will to fight hate, bigotry and prejudice. 

We must not wake up to what we hoped was a bad dream and ...

Montclair Police Blotter: Business Burglary, DWI Arrests and More

July 8, 2018

MONTCLAIR, NJ - The following blotter was released on July 3, 2018 from the Montclair Police Department:

06-28-2018 (Porter Place) Mr. Lonnial Hargrove (48yoa from Irvington) was arrested and charged with
06-29-2018 (Bellevue Avenue) Mr. Avi Shvetz, 52yoa from Montclair, was arrested and charged with
DWI after striking a parked vehicle.
06-30-2018 (Lackawanna Plaza) Mr.

'Servant of Two Masters' exudes foolish fun

‘Servant of Two Masters’ makes for foolish, frivolous fun

By Liz Keill

MADISON, NJ –Carlo Goldoni’s “The Servant of Two Masters,” in a rousing translation and adaptation by Bonnie J. Monte, has the outdoor audience at The Shakespeare Theatre of New Jersey laughing and clapping all the way through.

The yearly production, held at the amphitheatre on the ...

Murphy Administration Takes Action to Help Smokers Quit

July 18, 2018

Eliminates Prior Approval for Medicaid Tobacco Cessation Medications; Counseling Options to be Expanded

July 16, 2018

(TRENTON) – The Murphy administration on Monday announced new steps to help New Jersey Medicaid recipients quit using tobacco by making it easier to receive tobacco cessation medications and counseling.

“Tobacco use is the leading preventable cause of death ...