Ben and Jerry’s -Local Shop to Global Voice
Ice cream, ice cream! I want ice cream!
Ben and Jerry’s is a good choice. Can’t go wrong with a chocolate chip cookie dough or vanilla caramel fudge. Yummy!! Ben and Jerry’s is such a good ice cream brand, but there are humans behind those names as well. Let’s talk about them! Let’s dive into their history, their values, and why their business approach is something worth paying attention to.
The Scoop Behind the Brand
Ok, so a little back story…
Ben Cohen and Jerry Greenfield met in middle school in NY. They did their own thing, living life, until meeting again in their 20’s after some failed career paths. That’s when they decided to start a business together.
*Which right there is a business lesson. You never know who you'll work with later in life. That friend from middle school, the coworker from your first job. You gotta keep those connections because you never know what can happen next. Life's funny that way.
Their original idea was to open a bagel shop. But the bagel making equipment was just too expensive so they had to pivot to something else they could afford. This is where the ice cream comes in. They applied to a $5 course at Penn state to learn how to make ice cream and decided to start their business at a run down gas station in Vermont in 1978 with a $12,000 investment, of which $4,000 was loaned, $8000 in savings.
*Lesson # 2 for you: Don’t get stuck on one idea. Pivot when you need to. Creativity and adaptability can turn a “no” into a sweet “yes.”
Interestingly, Jerry became the CEO because Ben had Anosmia, a condition where he couldn’t smell. Ben got the honor to go first in their company name. Ironically, he couldn’t even enjoy the aroma of the very product they were making.
Even with that, they had a great product and a great voice. They started selling at department stores. Kudos to them, as that was their first time selling pints of ice cream.
From the very beginning, Ben and Jerry have always been outspoken. They weren’t afraid to speak up for others and themselves. This shows in their first campaign against their competition. Haagan Daas saw them coming and didn’t like what they saw. They seemed scared of the competition. They tried to get retail stores to stop selling Ben and Jerry’s. But Ben and Jerry didn’t stay quiet. They told their customers to call Pillsbury and ask “What's the Doughbird afraid of? “ Haagan Daas stopped going after them.
From Local Shop to Loudspeaker
As they continued to grow and expand, activism was always front and center for Ben and Jerry.
A few standout moments were:
No artificial growth hormones for cows - in 1989
1992 - They joined a campaign with the Children's Defense Fund, to help bring children’s basic needs to the top of the national agenda. They sent over 70,000 postcards to Congress, expressing concerns for kids, and other national issues.
In 2022 they partnered with Unlock Potential to hire young people that are more likely to be incarcerated and deserve a second chance.
Their activism really kicked into gear when they sold Ben and Jerry’s to Unilever, a British multinational consumer packaged goods company. It was reported to sell for $346 million in 2000. One of their non-negotiables was that they must have an independent board to help keep Ben and Jerry’s, “brand equity and integrity.”
How many big companies do you know who have done that? Hmm.
Taking a Stand—Loudly
While other brands shy away from controversy, Ben & Jerry’s leans into it. They continue to always bring up important issues. Some more recent campaigns were,
Black Lives Matter (2016) – One of the first major brands to publicly declare support.
Palestinian Rights (2021) – They announced they would no longer sell ice cream in the Occupied Palestinian Territories. A move that drew global headlines, lawsuits, and political pressure.
Juneteenth Statement (2023) – They called on the U.S. to return Mount Rushmore to the Lakota people. Which pairs with the Juneteenth movement.
To Ben & Jerry’s, silence is complicity. And yes, it has cost them. There have been protests, boycotts, legal challenges against them —they’ve faced it all. But their strong morals and great ice cream keep them in the game.
Activism That’s Baked In
Here’s what makes Ben & Jerry’s unique: Activism isn’t a seasonal campaign. It's not something they do because they feel like they have to. It's something that’s in the DNA from day one.
Their Justice ReMix’d flavor supported criminal justice reform. Their Pecan Resist flavor supported women’s rights, LGBTQ+ equality, and climate action.
They even have an in-house Activism Team—real staff members dedicated to advocacy, not marketing.
Lessons for Brands Today
Ben & Jerry’s shows us what brand activism looks like when it’s authentic, consistent, and brave. Of course it’s not easy. It takes a brave company to go against some customers. It means weathering backlash. It means choosing purpose over profits—sometimes literally.
Here's the thing, It’s also made them stronger. Gen Z loves them. Loyalty is through the roof. And Unilever? Despite occasional friction, Ben and Jerry’s are backed by a big company, and Unilever can reap the rewards of having a brand with a soul. It’s a win, win.
Ben & Jerry’s isn’t perfect. But they’re proof that a business—even an ice cream company—can be a platform for justice. I hope you can take this story into consideration and look at what your business or personal brand says to the world. How do you want to show up for people? What can you do today, to make a difference?
Thanks for reading this breakdown. I’d love to hear your thoughts—do you agree with Ben & Jerry’s approach, or do you think businesses should stay out of politics? Drop your comments below!
Ref:
https://www.benjerry.com/whats-new/our-history
https://time.com/5252406/ben-jerry-ice-cream-40/
https://www.history.com/this-day-in-history/may-5/ben-jerry-open-their-first-ice-cream-shop