al sharpton*After Ritz Crackers advertised during the Rev. Al Sharpton‘s MSNBC talk show, conservative activists are calling for a boycott of the brand.

The boycott is being led by the editor for the conservative Breitbart News, Ben Shapiro.  According to Shapiro, his reasons for targeting Sharpton run decades long and he selected Ritz Crackers to boycott first because they were one of the few advertisers to respond to his queries regarding “PoliticsNation,” Sharpton’s show.

When asked whether is was exactly fair to to punish Mondelez International, Rit’z parent company, for replying to his inquiry, he replied, “Is it fair that in the political media we only quote people who give us a quote?” Shapiro said.

“Sharpton doesn’t dislike all ‘crackers,’” Shaprio wrote on the Truth Revolt website, referring to the Ritz brand and a 1994 speech the civil rights activist gave at Kean College.

“Do some cracker come and tell you, ‘Well, my mother and father blood go back to the Mayflower,’ you better hold your pocket,” Sharpton is quoted as saying. “That ain’t nothing to be proud of, that means their forefathers was crooks.”

“Sharpton is a racial extortionist who has instigated racial animosities, violence and division in America for the last forty years,” said the boycott’s organizers. “In better times, Sharpton would be stigmatized and condemned for the damage he has done. But today he is a primetime host on MSNBC—the charter cable news network for NBC News, and a favored outlet for the Obama administration’s spin doctors.”

Rev. Sharpton’s involvement with both the Tawana Brawley case and the Crown Heights riots in New York in the 1980s were used all cited by Shapiro as well as the rallies Sharpton led to protest the shooting of Trayvon Martin.

Shapiro has also been a target for many including media critics earlier this year after he falsely reported that Chuck Hagel had given paid speeches for a group “Friends of Hamas.”