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\n\t\t\t\t\t\t\tAbove all the backlash against Walmart\u2019s release of its Juneteenth-themed ice cream, one Black man had already claimed his responsibility to preserve Black culture.\nBLACK ENTERPRISE previously reported on the outcry across social media regarding a Juneteenth trademark symbol placed on the retail giant\u2019s \u201ccelebration edition\u201d ice cream label. Twitter users were angered by the audacity to capitalize on Black culture and the historical significance of the national holiday. Since then, Walmart issued a public apology and discontinued the controversial product.\n\nBefore Walmart\u2019s attempt, Mario Bowler Sr., assistant director at Lincoln University, an HBCU in Pennsylvania, where Bowler is an alumnus, jumped at the opportunity to claim Juneteenth in the summer of 2021. According to NBC News, he filed a trademark application for \u201cJuneteenth Joy\u201d following Biden\u2019s declaration of the holiday with hopes of protecting it from exploitation.\nBLACK ENTERPRISE previously reported on the outcry across social media regarding a Juneteenth trademark symbol placed on the retail giant\u2019s \u201ccelebration edition\u201d ice cream label. Twitter users were angered by the audacity to capitalize on Black culture and the historical significance of the national holiday. Since then, Walmart issued a public apology and discontinued the controversial product.\n\nBefore Walmart\u2019s attempt, Mario Bowler Sr., assistant director at Lincoln University, an HBCU in Pennsylvania, where Bowler is an alumnus, jumped at the opportunity to claim Juneteenth in the summer of 2021. According to NBC News, he filed a trademark application for \u201cJuneteenth Joy\u201d following Biden\u2019s declaration of the holiday with hopes of protecting it from exploitation.\n\nOver the years, Bowler had been attending Black business conventions while he planted roots for his family-owned business focusing on Black food and culture. Today, his establishment sells gourmet popcorn, candles, and mints with history and Black achievements in mind. With Juneteenth Joy, Bowler strives to offer scholarships and opportunities to prepare future Black leaders.\n\n\u201cWe wanted to take a protective stance \u2014 establish the business, establish a brand where we could recycle dollars and also professionally develop some scholarships for students who want to attend HBCUs,\u201d Bowler told NBC News. His efforts also honor his wife and son, who graduated from historically Black colleges.\nThe New York-based manufacturing company Balchem created the red velvet cheesecake flavored ice cream for Walmart\u2019s Great Value brand. Despite the ice cream hitting the market, Balchem\u2019s trademark application had been blocked by Bowler.\n\nTicora Davis, a trademark attorney and founder of The Creator\u2019s Law Firm, explained via Instagram that companies can still use trademark symbols with the intention to file a trademark application or while in the process of filing one. The heavy criticism led Balchem to relinquish its trademark application on May 24 through an express abandonment application.\nDavis told the news outlet that the Black community is \u201coften looked at by large corporations as cash cows,\u201d Davis told the news outlet. \u201cIf someone can exclusively have control over a particular product that obviously is going to be marketed primarily to the African-American community, that is going to be viewed as a huge financial incentive.\u201d\n\nBowler is anticipating the completion of the final stages in the trademarking of Juneteenth Joy and the launch of his website.\n\n\u201cTo me, it\u2019s still a big step in the right direction, and we still have a long way to go,\u201d Bowler said, \u201cBut we\u2019re hoping that with this brand, we\u2019re not going to forget the history, but we\u2019re trying to commemorate and celebrate the movement forward.\u201d\n\nThis article was first seen on www.blackenterprise.com\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"