"For #TransAwarenessWeek, we want to make the world more inclusive, so we're releasing a book with our friend Nick North about the importance of using pronouns. Available on Nov. 20 with proceeds going to @RainbowRailroad."
The video under the tweet's caption introduces the book's two characters, the teddy bears Crunchy and Smoothie, who "want to learn about pronouns with you, so they wrote a book with their friend, Nick North. Because when we #stick together to make people feel included, we build a better world."
According to Yahoo Finance, Kraft spokesperson Jacqueline Chao released the following statement:
"As a brand that is focused on nourishing connections and fostering acceptance, it is essential for Kraft Peanut Butter to contribute to a more inclusive, accepting space and drive progress through tangible action."
"'We demand diversity' is a value that drives everything that we do. As a brand, Kraft Peanut Butter is proud to be an ally for those in the LGBTQ2S+ community, help amplify their voices and give back to the community the storybook supports."
The statement also included a reference to the future of Canadians: "Educating the next generation of Canadians to stick together is an important part of setting up a future of inclusivity for all, and we hope this book and our bears can help facilitate learning to move the conversation forward. Diversity & Inclusion are core tenets for Kraft Heinz Canada as an organization."
"Using correct pronouns is important to affirm a person's identity and shows respect for who they are. For people who've never had to think much about their pronouns, they may not know why this is important and why continued advocacy for the Transgender and LGBTQ2SI+ communities are so needed," says Nick North. "As an author and member of the Trans community, I'm thrilled to partner with Kraft Peanut Butter on this children's book to do just that. Providing the tools to educate and inspire the next generation is crucial for building an inclusive society for someone like me."
The book has been on sale since Nov. 20 2021 and is to be a limited edition. Profits in the sale of the book will go towards.
The Kraft company and all the brands under its umbrella (such as Heinz) have also announced this month that they are increasing prices across the board, in some cases up to 20 percent.