Ben & Jerry’s co-founder Jerry Greenfield has announced his departure from the iconic ice cream brand after a tenure of 47 years. Greenfield expressed disappointment over the diminishing independence of the brand to advocate on social issues, attributing this change to the influence of parent company Unilever.
In a letter shared on social media by co-founder Ben Cohen, Greenfield highlighted the unique agreement they had negotiated with Unilever that originally safeguarded the brand’s social mission and values. However, Greenfield lamented that this independence, which was a foundational aspect of their acquisition by Unilever, has been eroded over time.
The rift between Ben & Jerry’s and Unilever came to a head when Ben & Jerry’s filed a lawsuit against Unilever in New York federal court, alleging suppression of the brand’s statements supporting Palestinians during the Gaza conflict. The lawsuit also claimed that Unilever blocked Ben & Jerry’s from making social media posts addressing various contentious issues, such as minimum wages, healthcare, abortion, and climate change.
The Magnum Ice Cream Company, a division of Unilever, expressed gratitude towards Greenfield for his contributions to Ben & Jerry’s but disagreed with his perspective on the recent developments. Magnum reiterated its commitment to Ben & Jerry’s mission of promoting peace, love, and social activism through their beloved ice cream brand.
Ben & Jerry’s, founded by childhood friends Cohen and Greenfield in 1978, gained renown for championing progressive causes and supporting charitable organizations. Despite their initial eight flavors being phased out, the introduction of iconic flavors like Chocolate Chip Cookie Dough and those honoring notable figures such as Jerry Garcia and Sen. Bernie Sanders solidified their brand appeal.
Unilever acquired Ben & Jerry’s in 2000 with the intention of expanding the company’s social mission. However, tensions arose as Greenfield expressed dissatisfaction with Unilever’s initial lack of appreciation for the brand’s values. Over the years, conflicts emerged, including Ben & Jerry’s decision to cease operations in Israeli settlements, leading to Unilever divesting its Israeli business and contemplating a spin-off of its ice cream business.
In response to recent events, Greenfield emphasized the importance of standing up for justice and equality, criticizing the silencing of Ben & Jerry’s in light of societal challenges. Greenfield’s departure marks a significant moment in the brand’s history, signaling a shift in its relationship with Unilever and raising questions about its future trajectory.
