The founder of Häagen-Dazs, Rose Mattus, is a woman whose story is hidden behind a great man. And, on this year’s International Women’s Day, the brand honors her story, legacy, and fundamental success by launching The Rose Project’ an initiative that honors Rose’s legacy by pledging $100,000 in scholarships to support women internationally who Don’t Hold Back, an ethos that Mattus stood strongly by. Nominations for The Rose Project are now open and can be submitted here. In addition to the scholarship, the brand has renamed its Vanilla ice cream to the ‘Founder’s Favourite’, recognizing Rose’s lifelong love of one of its classic flavors.

Reuben Mattus made the ice cream, but Rose Mattus made Haagen-Dazs. This International Women’s Day in support of the theme, Embrace Equity, Häagen-Dazs is proud to be celebrating its pioneering female founder, with a global initiative to shine a light on her unsung contribution to the brand and her #DontHoldBack ethos.