I have it from a serving Nottinghamshire Plod that they have been told they will be disciplined if they flog it or give it away. He was not impressed with the waste of money and said it was embarrassing to get the chocolate medal anyway.
The Chief Constable is entitled to his opinion, but that's all it is. If individuals have other opinions about selling them then it's their business not his. So what if some people choose to sell them.