A Black-owned vegan burger shop scheduled its reopening to coincide with Juneteenth.

Juneteenth dates back to the day in 1865 when Gen. Gordon Granger rode into Galveston, Texas and announced that enslaved people were free. However, that announcement came more than two and a half years after President Abraham Lincoln had issued the Emancipation Proclamation.

“This is the day we associated with freedom and liberty in this country,” says Seed Burger owner Dan Zeno.

Zeno says that the decision to reopen the New Brunswick restaurant after COVID-19 means more than just making money. He says that it helps him serve a message for change.

“We stand firmly with no hesitation with the Black Lives Matter movement, and what I really want to do as an entrepreneur is push other businesses to own their principles and not be afraid to speak if something is not right,” he says.

Zeno uses his passion for plant-based food to promote Black-owned businesses. It is something that Seed Burger fans say that they can stand by.

“On a day like Juneteenth it was a great opportunity to feature and focus on a small business, but also one that was Black-owned,” said one customer.

Zeno says that he chooses to reach people through kindness and not hate.

“We’re in this for the long haul because we have a lot of love,” he says.

The reopening day celebration included live music, performances and speakers.