WM, Novel Ice Cream Debut Green Flavor at 2026 Phoenix Open

Scottsdale, Ariz. — WM and Arizona-based Novel Ice Cream will introduce an exclusive, tournament-only ice cream flavor at the 2026 WM Phoenix Open. The launch adds a consumer-facing food activation to the PGA TOUR event’s long-running sustainability positioning.

The flavor, called WMPO Green Dream, will be sold February 3–8 at TPC Scottsdale. Novel Ice Cream will direct 20% of ice cream sales to sustainability-focused nonprofit projects across Arizona through the WM Phoenix Open Working For Tomorrow Fund.

Created specifically for the tournament, the limited-time offering will be available in the WM Green Scene fan zone. WM uses the area to showcase its zero-waste and recycling initiatives. The collaboration marks another example of how major sporting events are using food partnerships. These activations help connect sustainability messaging with on-site consumer experiences.

What’s in the WMPO Green Dream flavor

Developed by Novel Ice Cream founder Shawn Allard, the exclusive flavor features mint ice cream. It includes chocolate chips and pretzels, topped with green and yellow candy pieces. In keeping with the tournament’s zero-waste strategy, the ice cream will be served in compostable cups, cones, doughnut bowls, or waffle cups. Compostable utensils will also be provided.

According to WM executives, the activation is designed to be both experiential and educational. WM and Novel Ice Cream will sell the ice cream from a co-branded truck, reinforcing the event’s sustainability theme while encouraging fan participation.

David Brannon, WM’s Four Corners area vice president, said the collaboration reflects the broader goals of the tournament’s environmental initiatives. He explained that the partnership offers a tangible way to engage fans while supporting community-focused sustainability projects across the state.

Sustainability fundraising tied to fan participation

The WM Phoenix Open Working For Tomorrow Fund is entering its third year in 2026 and has already raised more than $800,000 for Arizona-based sustainability initiatives. Planned beneficiaries this year include Waste Not, Arizona Sustainability Alliance, and additional local projects supported through the Bonneville Environmental Foundation.

Beyond ice cream sales, fans can also contribute by wearing green on Saturday’s “Green Out Day.” Tournament organizers donate $1 per participant who wears green. The event’s 50/50 raffle will continue as another fundraising mechanism. Half of the proceeds will go to a winning fan, with the remaining half directed to the fund.

Industry context: experiential food meets sustainability branding

The WM–Novel Ice Cream collaboration reflects a growing trend in experiential food marketing. Limited-time flavors are increasingly used to reinforce brand values at live events. For food manufacturers, co-packers, and ingredient suppliers, these partnerships highlight the importance of short-run production and custom formulations. They also show how retail-ready service models can support high-visibility activations without long-term retail commitments.

The WM Phoenix Open has positioned itself as one of the world’s largest certified zero-waste sporting events, and food offerings increasingly play a role in that narrative. Compostable packaging, simplified ingredient decks, and local sourcing are becoming standard expectations rather than differentiators at major consumer events.

Why it matters

Limited-edition food collaborations like WMPO Green Dream show how brands are blending sustainability messaging, community fundraising, and experiential consumption into a single activation. Rather than relying solely on signage or corporate pledges, WM is embedding its environmental strategy into a tangible consumer product.

For the broader CPG ecosystem, this signals continued demand for flexible manufacturing, sustainable packaging, and event-specific product development that can scale quickly without sacrificing brand values.

Industry Updates

Freezer Aisle Makeover While Novel Ice Cream is creating buzz on the local scene with tournament-specific scoops, heritage brands in the grocery aisle are also freshening up their image for 2026. Carvel, the company famously known for Fudgie the Whale, has officially rolled out a vibrant packaging redesign aimed at making ice cream cakes a treat for everyday moments, not just birthdays. To see the bold new look hitting shelves now, read our full report on Carvel’s Packaging Redesign.

Editor’s note: Source86 perspective

For food manufacturers, private label brands, and ingredient suppliers, the WM Phoenix Open activation highlights how short-run, purpose-driven product launches are becoming a core part of modern brand strategy. Event-based flavors require agile sourcing, clear FSQA oversight, and packaging solutions that align with sustainability claims.

At Source86, we support brands navigating bulk ingredient sourcing, private label development, and co-manufacturing partnerships that make limited-time launches possible. Whether it’s compostable packaging, specialty formulations, or rapid R&D cycles, we help ensure supply chains are ready when experiential moments meet consumer demand. Let’s talk.