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Shop Your Values Week FlashMob Found Guilty: Pro-Taste in front of 4Food Restaurant

Shop Your Values Week FlashMob Found Guilty: Pro-Taste in front of 4Food Restaurant

NOTE: This is a guest post from our friends at Ethikus
On Thursday, April 19th 2012, Shop Your Values Week, SYVW, held its first FlashMob Pro-Taste At 4food – located on 40th and Madison.  The event took place from 11:30-1:00pm and featured roughly 20 protesters, all of which were equipped with reverse-protest signs. Some of the slogans among the SYVW FlashMob included:

  • 4Food has the audacity to provide HealthCare & Dental Benefits!
  • Join the movement; join the fun; buy from businesses doing it right!!!
  • We’re not actually pissed. We’re happy to be here!!!

The SYVW Pro-Taste FlashMob generated quite a buzz amongst the local community. Patrons of 4Food and passers-by alike shared in laughter once realizing the lighthearted nature of SYVW’s  pro-taste.

“Protests generate energy,” said Jeff Hittner, CEO and cofounder of ethikus. “We wanted to harness that kind of energy towards something positive, and judging by the reaction from New Yorkers we succeeded.”

Along with the smiles and laughter, the SYVW FlashMob gave away posters and postcards to roughly 150 people – all of which took strong interest in joining Shop Your Values Week’s ultimate mission: creating support for an ethical, local, and sustainable economy in NYC by connecting thousands of conscientious consumers with hundreds of ethical and sustainable businesses from May 3rd – 10th.

The SYVW FlashMob was not only approached by curious passers-by. Fifteen minutes into the pro-taste four NYPD squad cars showed up onto the scene. Initially, they thought the SYVW FlashMob to be members of Occupy Wall Street. But after a quick scan of the signs and a few conversations with SYVW pro-tasters, the once long-faced NYPD officers turned to smiles.

Photos of the FlashMob Pro-Taste are available via Shop Your Values Week’s Flickr page:

About 4Food

4Food is a greenlisted fast food restaurant located on 40th and Madison that serves local organic food and consistently meets the standards of an ethical and sustainable business. Their mission is to bring fast food that’s fresh, delicious, and nutritious to all ages, lifestyles, incomes, and ethnicities. No fads, fillers, or anything artificial is in their food. They upgrade food that people eat, transforming them into new menu items that are convenient, and almost infinitely customizable to their guests’ lifestyles and cultural preferences.

About Ethikus

Ethikus surveys and maintains a database of local NYC establishments based on their day-to-day practices in community engagement, employee care, product sourcing and environmental mitigation. With Ethikus, conscientious consumers can find and choose local businesses that share their values, from composting to energy efficiency, employee healthcare to community donations, and more. The intention of Ethikus is to inspire a movement towards sustainable consumption on a large scale by removing the primary barriers to better purchasing decisions – lack of information, perceived higher prices and complacency.


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Jim Ven
Jim Ven28 days ago


Jerome S
Jerome S28 days ago

thanks for sharing

Sue H
Sue Habout a month ago

Thanks for sharing.

Peggy B
Peggy B1 months ago

Thanks for sharing

Jonathan H
Jonathan Harper1 months ago


Peggy B
Peggy B2 months ago


Kay M
Kay M2 months ago

thank you for this blog article - very informative.

Peggy B
Peggy B4 months ago


Peggy B
Peggy B6 months ago


Francis H
Francis Hale6 months ago

Thank you


Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

about Marya G.

Marya is the V.P. of Product Management and is responsible for Care2's product and marketing strategy and execution. Marya is an advocate of animal rescue and has two adopted pets, including Buddy,... more

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