Can Ben & Jerry's Founders Rescue Their Activist Brand from Unilever's Freezer?
I had my first taste of Ben & Jerry’s ice cream (Fudge Brownie!) about half a lifetime ago on a ski trip to Lake Placid, NY.
And while I do love their ice cream and supreme creativity in product naming (Cherry Garcia, Chubby Hubby, etc.), Ben & Jerry’s has always been my gold standard when it comes to branded social activism.
To wit: Way back in the day it was one of the first companies to offer same-sex partners the same rights — health care and the like – and became a primary force advocating for same-sex legislation around the world. The company's “I Dough, I Dough” ice cream was a celebration of the same-sex marriage act in this country.
Much love and respect for your courage and creativity, Ben & Jerry's!
So, I’ve been paying close attention to recent news swirling around the Certified B Corporation owned by the Dutch conglomerate Unilever.
Unilever announced last year that it would be divesting its ice cream division, and the media world recently served up a scoop that Ben & Jerry’s founders – that’s Ben Cohen and Jerry Greenfield – are trying to pluck their namesake brand out of that mix and with a repurchase bid.
I love it – an original, new spin on the circular economy.
Some quick background.
When Unilever purchased Ben & Jerry’s in 2000, it added a thriving brand with progressive street cred known for its social and environmental impact, something the conglomerate wanted to explore and learn from as it looked to embrace developing its own social mission process.
As acknowledgement during acquisition negotiations of Ben & Jerry’s progressive policies and practices, Unilever allowed the Vermont company to be operated as a wholly owned subsidiary with its own independent board. With that relative level of independence, it enabled the beloved brand to continue leading by living its beliefs on issues ranging from climate action to Occupy Wall Street.
As of late, it’s been a bit of a rocky road as Ben & Jerry’s has filed a couple of lawsuits against its parent. Talk about an uncomfortable family sundae dinner!
In 2022, Ben & Jerry’s sued Unilever for selling the Ben & Jerry’s business in Israel and the West Bank to a local licensee, arguing it violated Ben & Jerry’s promise to stop selling its products in the region as part of its support for the Palestinian cause.
Earlier this year, leaders of the MAGA movement called for a boycott of Ben & Jerry’s after the ice cream maker posted a video on TikTok extolling its support for DEI, saying, “We’re not gonna stop trying to dismantle white supremacy, end the climate crisis, or fight for our democracy.”
And just last month, as part of another lawsuit Ben & Jerry’s has against its parent company (for trying to dismantle its independent board and end its social activism), Ben & Jerry’s claimed in a court filing that Unilever CEO Peter ter Kulve had banned the brand from posting criticisms of Donald Trump and his presidential administration.
(For those who have forgotten, the company launched an anti-Trump flavor in 2018, Pecan Resist.)
No lack of backbone or pugnacity in this brand and its belief system, that’s for sure.
I’ll be closely following developments of the original founders’ effort to repurchase Ben & Jerry’s. In the meantime, this week’s Quick Hits section (below) will continue this issue's coverage by sprinkling some news and toppings about the company.
Godspeed, friends.
Russ
💬 Think About It
"If you support the community, they will support you." Jerry Greenfield, co-founder, Ben & Jerry's
💥 Quick Hits
• Mark your calendars for April 8th – That's the day slated for Ben & Jerry’s annual Free Scoop Day.
• Meet the magnificent seven – Ever wondered about Seven of the Most Bizarre Discontinued Ben & Jerry’s flavors?
• Reason to B – Midway through its ownership by Unilever, Ben & Jerry’s became a Certified B Corporation in September 2012 and remains one to this day.
• Electric Avenue – Ben & Jerry’s has announced a new partnership with Rivian to use the latter’s custom electric delivery trucks
• More mango, please – Proceeds from the company’s newest flavor, Sweet Mango Memories, will help refugees explore entrepreneurship. Looks like it might only be available in the U.K.?
🍨 Trivia Time
Hello, lovers of trivia – we're back! (Well, at least for this issue). Here's your sweet and scary question: What unusual "graveyard" does Ben & Jerry's maintain at its headquarters in Vermont?
A) A collection of rejected ice cream cone designs.
B) A memorial for employees' deceased pets.
C) Headstones for discontinued ice cream flavors.
D) A cemetery for the cows that provided their dairy.
Today's trivia answer can be found at the bottom of this newsletter.
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Trivia Answer
If you sighed a fond "R.I.P." for answer C, you are correct, my friend! Ben & Jerry's maintains a "Flavor Graveyard" at its headquarters in Waterbury, Vermont, where discontinued flavors are memorialized with headstones and clever epitaphs. You can visit and pay your respects to departed favorites such as Wavy Gravy, Holy Cannoli, and Economic Crunch. Occasionally some flavors even rise from the dead, resurrected due to customer demand.
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