The Ben & Jerry's saga: A tale of activism, corporate governance, and the limits of social mission
In a bold move that has sparked controversy, Ben & Jerry's, the iconic ice cream brand, finds itself at the center of a heated debate over corporate activism and social mission. The story begins with Ben Cohen and Jerry Greenfield, the founders of Ben & Jerry's, who sold the company to Unilever for a substantial $326 million. But here's the twist: they negotiated a unique clause in the sale agreement, ensuring Ben & Jerry's social mission and values would remain intact.
The founders, Cohen and Greenfield, stayed on as employees, overseeing an independent board tasked with upholding the brand's social mission. For the first two decades, this arrangement seemed to work seamlessly. However, tensions arose when Unilever, the new owner, began to clash with the independent board over Ben & Jerry's activism.
The board claims Unilever has restricted Ben & Jerry's ability to speak out on critical issues, including the humanitarian crisis in Gaza, Trump administration policies, and Black History Month celebrations. This friction led to a lawsuit, with the board accusing Unilever of contract breach. The situation escalated when Dave Stever, Ben & Jerry's CEO, left his position in March, further intensifying the conflict.
Greenfield, aged 74, expressed his frustration by resigning as brand ambassador in September, after nearly half a century with the company. His partner, Cohen, plans to stay and continue advocating for social causes. Cohen highlights the importance of Ben & Jerry's social mission, stating that it's a 'huge loss' for the company and a personal matter.
The #freebenandjerrys campaign, launched by Cohen and Greenfield, aims to pressure Unilever to honor the original agreement. Anuradha Mittal, the chair of the independent board, emphasizes the need to preserve Ben & Jerry's core values and independence.
This controversy raises questions about the balance between corporate ownership and social activism. It's a delicate dance, as evidenced by Unilever's past support for Ben & Jerry's activism during the Trump administration, allowing the release of the 'Pecan Resist' flavor in 2018. However, the recent tensions suggest a shift in Unilever's approach, leaving Ben & Jerry's future in doubt.
The story of Ben & Jerry's highlights the challenges of maintaining corporate activism while respecting ownership and governance structures. As the brand navigates this turbulent period, it prompts a broader discussion on the role of businesses in social advocacy and the potential consequences of such activism.
