Ben & Jerry’s: Peace, Love & Ice Cream
Ben & Jerry’s is an American company renowned for its unique and often whimsical ice cream flavors, as well as its strong commitment to social justice and environmental activism. Founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield, the company has built a brand that stands for more than just delicious desserts.
From Gas Station to Global Brand
Ben and Jerry started their first ice cream scoop shop in a renovated gas station in Burlington, Vermont, after taking a $5 correspondence course in ice cream making. Their innovative flavors, packed with chunks and swirls, quickly gained a loyal following. The company expanded rapidly, eventually distributing its pints to grocery stores and opening franchises, all while maintaining its quirky and socially conscious identity.
A Three-Part Mission
Ben & Jerry’s operates on a unique three-part mission statement, often referred to as “linked prosperity,” which aims to create positive impact for all stakeholders:
- Product Mission: To make and distribute the finest-quality ice cream and “euphoric concoctions” using wholesome, natural ingredients.
- Economic Mission: To manage the company for sustainable financial growth, increasing value for stakeholders.
- Social Mission: To use the company in innovative ways to make the world a better place, addressing social and economic justice, human rights, and environmental protection.
Activism in Every Scoop
Ben & Jerry’s is as well-known for its political activism as it is for its ice cream. The company has consistently used its platform to advocate for various social and environmental causes, from climate justice and LGBTQ+ rights to fair trade and racial equity. This commitment to social mission is deeply embedded in its brand identity and resonates with consumers who seek to support companies aligned with their values.
Part of the Unilever Family
In 2000, Ben & Jerry’s was acquired by the multinational conglomerate Unilever. However, the acquisition included a unique agreement that allowed Ben & Jerry’s to maintain a significant degree of independence, particularly regarding its social mission and brand integrity. This arrangement has enabled Ben & Jerry’s to continue its activism and unique approach to business while benefiting from Unilever’s global reach.
A Sweet Legacy of Social Change
Ben & Jerry’s continues to be a leading voice in corporate social responsibility, proving that a business can be both profitable and a powerful force for good. Its legacy is not just about creating delicious ice cream, but about inspiring a movement for a kinder, more just, and sustainable world.