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Jerry digs into 'Food Fight' non-GMO ice cream

Ben & Jerry's fudge brownie ice cream is now known as Food Fight Fudge Brownie in Oregon, co-founder Jerry Greenfield announced Thursday in Portland.

Greenfield made the move to urge Oregonians to pass Measure 92, the mandatory GMO labeling initiative.

The Southeast Hawthorne scoop shop celebrated by offering free scoops to the public Thursday afternoon. It's one of five Ben & Jerry's locations in Portland; there's also one in Bend.

The flavor will be highlighted in Oregon until election day, Nov. 4.

Greenfield actively campaigned in his shop's home state of Vermont to become the first state to pass a GMO labeling bill.

Ben & Jerry's is working on completing the conversion to sourcing only non-GMO ingredients, without passing costs on to consumers.