Eating ice cream feels good. That we know. Now, it can do good. The health-focused ice cream brand Enlightened has announced a new initiative to help small businesses withstand these challenging times with a counterintuitive move to close its own online shop on National Ice Cream Day (July 19) — and direct business to local ice cream shops instead.

Here’s the scoop: Visitors to the brand’s website, EatEnlightened.com, will be directed to a page that encourages them to support local businesses, especially independently owned ice cream shops in their own neck of the woods. The site will highlight hundreds of local scoop shops across all 50 states and invite fans to nominate their favorite indie ice cream shops. (Three worthy shops have already been featured on the brand’s Instagram page.)

The brand is also raising money and awareness for local businesses by donating 50 percent of profits generated by EatEnlightened.com between July 12 and 18 to the James Beard Foundation’s Open for Good initiative, which aims to help independent restaurants survive in the short term and thrive in the long term. Plus, Enlightened has also promised to donate an additional $1 to Open for Good (up to $15,000 in total donations) for every social media post from fans — say, expressing support for their local scoop shops with positive reviews or pick-up/delivery purchases of ice cream or other merch — that use the tags #ScoopLocal and @eatenlightened.

“For many businesses, this National Ice Cream Day will look significantly different than it has in previous years,” Enlightened CEO and founder Michael Shoretz said in a news release. “We’re committed to supporting and celebrating the local, independent creameries that make our communities special and unique.”

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