It's Free Cone Day at Ben & Jerry's and for the first time, it's guilt free.
The scoop shop has been offering customers a free cone of their choice one day a year, for years as way to say thank you. Some people even make their way through the lines twice.
This year, Free Cone Day is happening with a twist. It's the shops way of marking a new emphasis on fair trade. "All of our ice creams will be fair trade as of our free cone day," said franchise owner Phil Nowlin. "Everyone that works to make the products that go into our ice cream are paid fair wage and they're not exploited in any way because a lot of our products come from South America and all over the world."
Free cone day is all day today at the Roanoke and Christiansburg locations. As in years past two local charities will benefit during free cone day with donations being taken for the Roanoke SPCA and Relay for Life.