The MD of UK-based Thatchers Cider has moved to counter calls for a consumer boycott of the family-owned cider company, after his membership of a merchants’ society with historical links to slave trading was revealed. Martin Thatcher, who is also a fourth-generation member of the family, has come under fire for joining the Society of Merchant Venturers (SMV) – a Bristol-based organisation responsible for distributing funds bequeathed by former slave trader Edward Colston. The 'Countering Colston' movement, which launched this month, is subsequently calling for consumers to stop drinking Thatchers. In a statement this week, Thatcher admitted the need for SMV to “acknowledge what has happened in the past” in relation to slavery, whilst also highlighting the philanthropic work the society performs in the local area. “As a relative newcomer to the society, I hope I’ve been able to bring a fresh perspective to thinking, in particular as to how the SMV needs to acknowledge what has happened in the past, yet continue to do its fantastic work for people across all Bristol communities,” he said. Countering Colston, however, argues that the society's links to Colston and the slave trade merit a boycott of the cider. Launching the campaign on Twitter, the activist group said: “Martin Thatcher, director of the company, is a member of the Society of the Merchant Venturers. The SMV has deep roots in the historical slave trade in Bristol, and its members were responsible for the suffering and death of tens of thousands of human beings. SMV and Thatchers are the latest organisations to become embroiled in the debate surrounding Edward Colston, whose city-centre statue was toppled during Black Lives Matters protests in Bristol in June 2020. Responding to the campaign, Thatcher said: “Thatchers has received incredible support this week from people both in Bristol and across the country and I feel personally very humbled by the generous comments we’ve been receiving. I see my role within the SMV as working with other members to help improve people’s lives in communities across the city of Bristol and to drive change for today.” Last month, the company launched a new flavoured extension, Thatchers Blood Orange, from its namesake brand in the UK. Why brand owners’ online activity needs to align with environmental credentials – Consumer Trends