They hired a designer named “Sprinting White Horse”. Then I took a little time to explore their blog. We had been touched by the Thunderbird and everything that it represents. Raw, organic power and a simple, yet finely balanced force an entire energy system designed to bring life and romance to an otherwise harsh and punishing environment. We interpreted this moment as a sign, a metaphor, for what we captured in our energy bar. Ready? Here’s the “ origin” of the company:Īs night fell, a lightning storm looming on the horizon provided the fireworks that further sparked our imaginations. So, if that’s where the story stopped, I’d be happy to hop on by my local natural foods store and buy a few bars.īut as you can tell from the image at the top of this post, the entire company is imbued with Native cultural appropriation–running so deep that several Native Approps FB readers thought the entire site was a work of satire. They also are super into supporting athletes–runners, bikers, triathalon-ers, etc. So what is Thunderbird Energetica? It’s a small “artisan energy bar company committed to producing powerful sources of human fuel.” Every bar is handmade, they use “real” ingredients, and even the wrappers are biodegradable. So Thunderbird Energetica, I’m sorry, but I’m about to tear apart everything you hold dear. I’m pretty sure we’ve got another Yay Life Tribe or Spirit Hoods on our hands–This is a company that is clearly the heart and soul of the founders, that strives to do good in the world, and is just so earnest in doing so–that they’ve been blinded to how hurtful their imagery and representations of Native culture are. I know that they think their intentions are pure and their heart is in the right place, and that they think through their own brand of hipster hippy humor they’re immune to criticism. Because in doing so, I know everything I’m saying is going to come as a big shock to the owners of this company. I almost feel a little bad writing this post.
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