It’s official. Ten of 11 samples of Ben & Jerry’s ice cream tested positive for glyphosate, the active ingredient in Monsanto’s Roundup herbicide.

It’s the latest in a long line of complaints against the ice cream brand that claims its social mission “seeks to meet human needs and eliminate the injustices in our local, national and international communities,” and that its focus is “on children and families, the environment and sustainable agriculture on family farms.”

Ben & Jerry’s shameless greenwashing, including its use of the word “natural” on its website, makes the company guilty of belonging to the $90-billion “natural” fraud industry that charges a premium for greenwashed products that are routinely produced with toxic chemicals, bad for human health and bad for the environment. The company knows full well that consumers see the word “natural” and think “healthy” and “sustainable.” Ben & Jerry’s knows it’s a scam—a very profitable one.

TAKE ACTION: Tell Ben & Jerry's CEO Jostein Solheim, Aka Scooper Man: 'Roundup-Ready' Ice Cream Is Not 'Natural,' or 'Socially Responsible.' Go Organic!

The most important thing we can do today as conscious consumers, farmers and food workers is to move away from industrial, GMO and factory-farm food toward an organic, pasture-based, soil-regenerative, humane, carbon-sequestering and climate-friendly agriculture system.

What’s standing in the way of this life-or-death transformation? Rampant greenwashing.

Perhaps no company personifies greenwashing more than Vermont-based Ben & Jerry’s.  Ben & Jerry’s history—a start-up launched by two affable hippies, from a renovated gas station in Burlington, Vt., —is legendary. Despite selling out to Unilever in April 2000, the brand’s handlers have preserved its quirky, homespun image, and masterfully convinced consumers that Ben & Jerry’s has never strayed from its mission: “to make the world a better place.”

The Organic Consumers Association (OCA) recently sent samples of Ben and Jerry’s top-selling ice cream brands to an independent testing lab for analysis. Ten out of 11 samples tested positive for Roundup (glyphosate and AMPA) herbicide contamination

So much for making the world a better place.

Washington, DC – Moms Across America, Organic Consumers Association (OCA) and Beyond Pesticides today announced that the District of Columbia Superior Court has rejected General Mills’ motion to dismiss a lawsuit brought by the three nonprofits against the maker of Nature Valley granola bars. The ruling upholds the right of nonprofits to bring these types of complaints against corporations. It also reinforces the notion that consumers can reasonably expect a product labeled “100% Natural” to be free of herbicides.

Three nonprofit groups sued General Mills in August 2016, for misleading the public by labeling Nature Valley brand granola bars as “Made with 100% NATURAL whole grain OATS” after tests revealed the presence of the chemical herbicide glyphosate, an ingredient in Roundup and hundreds of other glyphosate-based herbicides. The suit was brought on behalf of the nonprofits’ members in Washington DC under the District of Columbia’s Consumer Protection Procedures Act.

“This is a huge win for consumers,” said OCA international director Ronnie Cummins. “In making this ruling, the judge reinforced the right of consumers to have reasonable expectations about what a company means by ‘natural.’ The ‘natural’ food industry is estimated at $90 billion a year. By slapping the word ‘natural’ on products that contain pesticides and other unnatural substances, corporations deceive consumers, and cut into the market share for authentically labeled healthy and certified organic products.’