The Associated Press

The South Bronx Cha Cha Chocolate might be a hit on hot days, but a New York ice cream named for Staten Island's most notorious landmark isn't getting much love.

Sure, it's packed with brownie chunks, cherries, heart-shaped chocolate crunchies and fudge, but Staten Island Landfill just spoils the appetite of borough president James Molinaro.

That is "insulting and derogatory," Molinaro wrote on the borough's website, calling for a boycott of the flavour introduced by 5 Boroughs Ice Cream.

Staten Island's Fresh Kills Landfill was closed in 2001, but for decades, the city carted millions of tonnes of all kinds of trash and odious refuse to the borough and dumped it in towering heaps there.

"The stereotyping of our community is as ignorant as it is hurtful," Molinaro wrote. "Even the most basic research effort would easily reveal the positive qualities that truly define our community."

Others say the ice cream name isn't a big deal.

"It's not like we'll be expecting to see a syringe or a rubber boot in there," said Joe Melendez, an ironworker from Brooklyn.

The company's founders, Kim and Scott Myles, said they intended no harm. It's a "flavour with heart," Kim Myles, 33, told the Daily News.

The company's other city-based flavours include Jackson Heights Mangodesh, Soho Cappuccino and Upper East Side Rich White Vanilla.