A wrapper photo is doing a lot of work this week. Snopes, in a Sept. 24, 2026 article by Anna Rascouët-Paz, rated it True that prominent accounts called for a boycott of Tillamook, and confirmed a halal seal on Sharp Cheddar, Extra Sharp Cheddar, and Monterey Jack. The piece named Jack Hibbs, Brigitte Gabriel, and Hunter Eagleman among the callers. American Tribune on Sept. 29, and Crosswalk, both report that Tillamook dates the fermentation-rennet switch to 2016. The rennet is also kosher. The boycott posts are this month. The process change is not.
The calls are real. The calendar is not.
A boycott call can be real and still be aimed at the wrong year. Tillamook scores 20 on BuyWokeFree. That is mildly woke, not 100. If a video told you the Oregon co-op flipped this week, it left the date out of the caption. Al Jazeera covered the fight on Sept. 18.
Snopes did not invent the seal. A store check found it on those three cheeses. Two lines in that same article should kill a sloppy repost. Snopes rated a terrorism-funding claim about the co-op False. Do not carry it. Snopes also asked Tillamook whether sales moved, and the piece contains no reply. Sales impact is n/a. Any lost-dollar figure attached to this boycott is made up.
Dana Loesch, as reported by American Tribune and Crosswalk, said she is still buying and that the mark has been on the cheese for years. That is a date, not a full defense of the co-op.
Which products have the seal
The company FAQ draws a line the posts blur. A majority of the cheeses are halal-certified. Ice cream, yogurt, sour cream, butter, cream cheese spreads, and frozen meals are not. "The whole dairy case flipped" is not what the FAQ says. Read the wrapper if the seal is your issue. Read the score if the politics are. The Non-Woke Dairy Brands page is where that score sits next to the rest of the case. A 2016 process note and a woke score are different ledgers.
Why 20 is not 0, and not 100
Tillamook is a 1909 farmer-owned cooperative in Oregon. The published score file says its giving policy bans political donations, and that there is no consumer-facing Pride marketing on the cheese. That is why it is not a 100. It is also not a 0. The deductions on the card are an imported corporate DEI framework, identity-sorted All For Farmers grants, B Corp certification, and a 95 on the HRC Corporate Equality Index for 2025, short of a perfect 100. None of that arrived because someone photographed a seal in September.
A 20 means mildly woke. Do not bump it because a clip went wide, and do not zero it because a commentator is still buying the cheddar. The score did not need a rewrite. The caption did.
A September receipt with a dollar on it
If you want a number from this month that is not a cheese label, look at coffee. Starbucks still scores 100. Fox Business, Anders Hagstrom, Sept. 24, 2026, reported that COO Mike Grams said about 250 North American coffeehouses would close later that week, about 1 percent of more than 18,000 stores. The same piece reported that Starbucks will pay Florida $1 million and will not use race- and sex-based goals, quotas, or preferences companywide. Florida Attorney General James Uthmeier said the deal is nationwide, not Florida-only. The lawsuit was filed in December 2025.
By today, "later this week" has passed. Say announced Sept. 24, not closing today. There is no store list in hand. The score did not move. The published card still cites 12 years of perfect HRC scores, LGBTQ advocacy, DEI hiring goals, and left-leaning political contributions. A $1 million check is a receipt, not a pardon. Compare that 100 on the Non-Woke Coffee Brands page.
Nike's chart does not prove the cause
Nike scores 75, extremely woke, and the stock chart is ugly for reasons the chart does not settle. Yahoo Finance, Jing Pan, Aug. 19, 2026: shares roughly 78 percent off the late-2021 peak, the lowest in 12 years, more than $200 billion in market value wiped out. Greater China revenue was down 12 percent in the quarter that article cited. CEO Elliott Hill, via Bloomberg in that piece: "I'm so tired, and I know you are too, of talking about fixing this business." JPMorgan's Matthew Boss cut the stock from Neutral to Underweight.
The same Yahoo article says "go woke, go broke" may be too simple. On, Hoka, China, inventory, and direct-to-consumer trouble are all in the story. HOKA scores 42, which is woke, not a clean swap. ZeroHedge reported on Sept. 6 that an S&P 100 removal took effect Sept. 21, that Nike stayed in the S&P 500, and that market cap fell from $280 billion to $56 billion. The S&P filing was not opened for this post, so quote that range as ZeroHedge, not as a primary document. The Non-Woke Footwear Brands score of 75 rests on ESG reporting, DEI programs, Pride sponsorship, heavy Democratic PAC giving, and the CEO Action pledge. HRC gave Nike a 50, not a perfect 100.
Today's other headline is not a wallet boycott
ABC News on Sept. 30 reported that eating-disorder charities called Eli Lilly's sponsorship of Vogue World Milan problematic. The drug named in the fight is Mounjaro. Fashion journalist Patty Huntington said Lilly has sponsored Vogue World Hollywood and the Met Gala before, and that this is the first time she has seen this public criticism. No dollar figure in the ABC piece. No consumer boycott in the sources opened for this post.
Eli Lilly scores 20, mildly woke. The published file notes ESG reports, an LGBTQ Allies network, no verified perfect HRC score, no U.S. consumer Pride line, and a PAC that ran roughly 60/40 Republican in 2023-24. A 2025 race-discrimination suit settled confidentially in February 2026, and the 2024 proxy dropped DEI language. Vogue is not in the database, so there is no score to invent. The Lilly number sits on the Non-Woke Pharma Brands page. Do not turn a sponsor criticism into a wallet boycott.
Put the year in the caption
The halal mark on those three Tillamook cheeses is real. The boycott calls are real. The "just happened" frame is not. The rennet switch was 2016. The posts are September 2026. The score is 20. Starbucks can show a $1 million Florida settlement and about 250 announced closures and still sit at 100. Nike can sit 78 percent under the late-2021 peak without that drop proving a marketing theory. Lilly can land on a fashion sponsor list without becoming a dairy-aisle fight. If you are scoring the cheese, use the page. If you are sharing the wrapper, put 2016 in the caption.