Office of Borough President James P. Molinaro
Staten Island, New York
June 8, 2007
Scott & Kim Myles
5 Boroughs Ice Cream
24-20 29th Street
Astoria, New York 11102
Dear Mr. & Mrs. Myles:
On behalf of the people of Staten Island, I am outraged and disgusted that you would name your Staten Island-themed ice-cream “Landfill.” I am hard-pressed to think of a more insulting and derogatory attack in the name of consumerism.
First and foremost, the Staten Island landfill closed over six years ago. Since that time, great effort has been undertaken to reclaim this area. This is much the same process that 90 other landfills across Manhattan, Queens, Brooklyn and the Bronx underwent.
Second, this stereotyping of our community is as ignorant as it is hurtful. Certainly, even the most basic research effort would easily reveal the positive qualities that truly define our community.
For example, 33% of our land mass is parks or acreage in the process of becoming parks – more than any other borough. This is a wonderful environmental achievement not matched by many other urban areas in America. We also have one of the most beautiful boardwalks in New York City with sweeping views of the Atlantic and Verrazano Narrows Bridge. Our Bluebelt system is unmatched and attracts scientists and planners from around the world. We are consistently named the greenest, cleanest, and safest Borough in New York City
Staten Island also has a rich cultural history, including a vibrant 1800’s colony of freemen (Sandy Ground), the site of the only revolutionary negotiation between the British and Americans (Conference House), and an 83-acre cultural institution affiliated with the Smithsonian Institute (Snug Harbor).
And of course, there’s the world-famous Staten Island Ferry, which is probably a more well-known Borough icon than the landfill ever was. How about “Ferry Berry” for a flavor? It sounds much more appetizing than “Landfill.” Whoever in your marketing department thought that associating “ice cream” with “landfill” was a good idea should be fired.
It is interesting that you choose to base your own neighborhood’s flavor on ethnicity, calling it “Bakla-wha?!” After all, if you would have followed the negative- naming formula granted to Staten Island, Astoria has its own list from which to choose an appropriate name. You have two defunct landfills within your borders, not to mention three power plants, one sewage treatment facility, and a sludge plant. Yet you decided not to defame your own home.
Clearly, you don’t know Staten Island and Staten Island does not wish to know you. I will post a message on my office’s website urging residents to boycott your product, and I will write Island grocers asking them not to carry your product in their stores. Cheap shots at our home will not be tolerated.
Sincerely,
James P. Molinaro