A Montana-based ice cream company is feeling the burn after its president hastily posted a comment on Facebook that many are calling racist.
A Facebook user who identified himself as a Muslim posted a question on the page for Wilcoxson's Ice Cream on September 21, asking whether or not its products contain any gelatin with pork.
That user's location — Sheridan, WY — was posted right next to his name. However, that didn't stop Wilcoxson's president, Matt Schaeffer, from hastily responding, "We don't deliver outside of Montana, certainly not Pakistan."
The user fired back, "What are you talking about?? I think your comment is rude to assume I live in Pakistan."
"I live in Sheridan but just because of your ignorance, I won't buy your ice cream and definitely won't recommend it," he added.
It wasn't long before the exchange ignited a firestorm across the Internet. The Yelp page for Wilcoxson's Ice Cream was bombarded with one star reviews by people accusing the company of bigotry.
"People of all religions and backgrounds love to eat ice cream - but people of all religions and background don't support Wilcoxson's asinine bigotry and discrimination," one review stated.
Schaeffer told the Bozeman Daily Chronicle the comment was a misunderstanding, claiming the user's location said "Pakistan" and not Wyoming.
"I thought he was making this comment from Pakistan," Schaeffer said. "It wasn’t a racist comment… It was just an honest mistake."
Schaeffer has since deleted the company's Facebook page after a barrage of inflammatory criticism.