The Journey from an Old Gas Station to an Ice Cream Empire

After almost five decades, the dynamic duo of the ice cream world, Ben Cohen and Jerry Greenfield, has parted ways.

Jerry Greenfield, who co-founded Ben & Jerry's alongside Ben Cohen, recently stepped down. According to Greenfield, the decision was influenced by Unilever, the company's parent entity, which he feels has undermined the brand's social and political missions.

"This ranks among the most difficult and heart-wrenching choices I've faced," Greenfield mentioned in his announcement, which was also shared by Cohen.

A Tale of Childhood Friendship and Ambitious Beginnings

The creators of Ben & Jerry's, Ben Cohen and Jerry Greenfield, have roots in Long Island, New York, where they first met during middle school.

Cohen revealed in a 2014 Washington Post interview that their friendship began after Greenfield fainted during a physical education class. Both came from similar family backgrounds, with Greenfield's father working in the stock market and Cohen's as an accountant.

During a 2012 speech, Greenfield shared that he studied pre-med at Ohio's Oberlin College, while Cohen briefly attended college in upstate New York before dropping out.

A Shift from Bagels to Ice Cream

Initially, Cohen and Greenfield had dreams of opening a bagel shop. However, high equipment costs led them to pivot. They enrolled in a budget-friendly ice cream course at Pennsylvania State University.

In 1978, they transformed an old Burlington, Vermont gas station into their inaugural ice cream shop. They each contributed $4,000, supplemented by a similar bank loan, to kickstart their venture, initially offering various foods before specializing solely in ice cream.

With his limited sense of taste and smell, Cohen relied on Greenfield's expertise in flavor creation, ensuring the concoctions were rich enough in flavor for Cohen to savor them even with his eyes closed.

Pints and Popularity in Grocery Aisles

By 1980, Ben & Jerry’s ice cream began making its way into grocery stores in pint-sized containers. Just seven years later, the company's value reached a whopping $30 million.

Their adventurous flavor journey began with vanilla. Among their early successes was 'Cherry Garcia,' honoring the Grateful Dead's Jerry Garcia, a mix of cherries and fudge.

Collaborations with celebrities like Stephen Colbert, Jimmy Fallon, and the Dave Matthews Band have given rise to other popular flavors.

Remaining consistent, the brand has shared annual flavor rankings, consistently spotlighting the favorite 'Half Baked,' a delightful mix of chocolate, vanilla, cookie dough, and brownie chunks since at least 2014.

Advancing with a Social Conscience

Parallel to business growth, Ben & Jerry's has been a champion of social causes. In 1992, they supported the Children's Defense Fund by sending 70,000 postcards to Congress advocating children's welfare.

The brand also joined Greenpeace and other organizations to oppose oil exploration in Arctic areas, and supported voter registration efforts with Rock the Vote.

Their advocacy extended to distributing ice cream during the 2011 Occupy Wall Street protests and releasing statements supporting movements like Black Lives Matter in 2016.

Integration into Unilever's Fold

Although Ben Cohen departed as CEO in 1994, the multinational Unilever acquired Ben & Jerry's in 2000 for $326 million without any layoffs.

Cohen, citing the brand's continuing mission, expressed optimism about the future despite the acquisition by a conglomerate. While Unilever retained the brand's unique voice on social topics, it set up a fund to assist underserved communities.

Even without day-to-day roles, Cohen and Greenfield continued their involvement with the company they built.

Unity in Social Causes and Friendship

Over the years, the partnership between Cohen and Greenfield remained strong, characterized by a commitment to using business for social good.

In 2015, the duo took questions on Reddit, emphasizing their belief that business should extend beyond profits to address societal and environmental challenges.

Their differing strengths complemented their friendship and business, with Cohen known for his creativity and spontaneous ideas, and Greenfield valued for his diplomatic approach.

A Bold Stance on Global Issues

Ben & Jerry's has not shied away from controversy, voicing opposition to topics from systemic racism to political policies affecting human rights.

In 2020, they released a statement about George Floyd's death, detailing his tragic end and urging leaders to confront white supremacy.

The brand also faced backlash when declaring not to sell in Israeli-occupied Palestinian regions, holding firm despite political pressures.

Challenges with Parent Company Dynamics

In a difficult year marked by legal entanglements, Ben & Jerry's took a stand against Unilever’s attempts to silence their advocacy work.

Disputes over social activism's place in the company ethos led to personnel changes and mounting tensions.

Despite these challenges, Greenfield's resignation symbolizes the brand's complex but enduring legacy, having made significant contributions both in business and social justice initiatives.