This is one of the most devastating betrayals we have ever seen from a hero brand.
Alecâs Ice Cream built its entire brand on being the world's first USDA Organic, Regenerative Certified, A2/A2 dairy ice cream.
But they quietly announced a shocking change: removing the USDA Organic label from its pints.
Not just that, but the dairy used in the pints is no longer organic or grass-finished, though it remains A2/A2.
The move came just six months after the brand closed an oversubscribed $11 million Series A funding round.
Most of its dairy used to be sourced from a key supplier: Alexandre Family Farm, which is "America's first Regenerative Organic Certified dairy.
Alecâs announced the change on their instagram: âAs we've grown, we've run into a simple reality. There just isn't enough certified regenerative organic A2 dairy to meet demandâ
Alexandre Family Farms challenged that justification: âIt is indeed too badâŠâŠ and itâs certainly not a lack of supply issue.â
This comment makes it appear that Alecâs quietly shifted all or part of its sourcing away from Alexandre to cheaper, nonâorganic A2 dairy.
Be Alecâs Ice Cream:
1. Build your entire product on being top notch quality
2. Capture market demand, fill product in thousands of retailers
3. Close an $11 million to âscale regenerative dairy supply chainsâ
4. Switch to dairy thatâs no longer organic & grassâfed
5. Frame it as âsupply constraintsâ and âgutâfriendly innovationâ while promising lower prices at checkout
If you are tired of being burnt by mission-driven brands trying to meet investor expectations, abandon this system altogether.
Buy from local farms, make your own ice cream: raw honey, dairy, egg yolks - that simple.