Family First Credit Union CEO Departs After "Lake America" Sweatshirt Post Sparks Backlash

Jane Smith is no longer the chief executive of Family First Credit Union, the Michigan-based institution confirmed this week, days after a social media post featuring "Lake America" sweatshirts drew a wave of criticism from members and the broader public.

A statement posted to the company's website Wednesday announced that Smith had left the organization "effective immediately," with chief operations officer Jason Acosta named as interim CEO. The statement was signed by Maurice Patterson, chairman of the Family First Credit Union board of directors, and Acosta.

Family First did not state that the post was the direct cause of Smith's departure. The company did, however, post on Thursday that "we sincerely apologize for the concern, disappointment and pain this situation has caused our members and community."

The controversy traces to Sept. 11, when Smith published a photo on Facebook of her family wearing sweatshirts bearing the words "Lake America," accompanied by the caption: "Like our sweatshirts? Not sure Canada will. Lol lol" The post has since been deleted from Facebook.

The image appeared to reference President Donald Trump's directive last month to rename Lake Ontario — which runs along the U.S.-Canadian border — to "Lake America." The move drew sharp condemnation from Canadians, Prime Minister Mark Carney, and even the animated comedy South Park, which renamed itself "South America" in a pointed satirical response.

Family First is headquartered in Michigan, a state that borders Canada, making the post particularly sensitive given the credit union's geographic and community ties to the region.

In a Sept. 17 interview with ABC12 News in Michigan, Smith said the original image contained an AI marker indicating it had been digitally edited, but that her sister later reposted the photo without that marker. "We weren't trying to make a political statement," Smith said. "However, we were, you know, kind of poking fun at the fact that you know one of the Great Lakes' names were getting changed."

Before Smith's departure, Family First had already moved to distance itself from the post. In an earlier statement to ABC12 News, the credit union said it "unequivocally disapproves and rejects the content of the social media post involving our CEO, Jane Smith."

The episode adds to a growing list of professional consequences stemming from public commentary — whether intended as political or not — tied to the Trump administration's renaming effort.

On the legislative front, U.S. Representative Timothy Kennedy, a Democrat from New York, has introduced legislation that would block Trump's attempt to rename Lake Ontario and bar the future renaming of any of the five Great Lakes.

With Acosta now steering the institution in an interim capacity, Family First faces the immediate task of stabilizing member trust while a longer-term leadership transition takes shape.