Ben Cohen on Ben & Jerry's Fight to Reclaim Social Mission from Unilever

Origins of Ben & Jerry's and Social Mission

• 🍦 Ben & Jerry's began as a homemade ice cream shop in a dilapidated gas station with an initial investment of $8,000.
• 🤝 From the outset, the founders aimed to run the company in a way that reflected the values of everyday people and to be active in their local community.
• ✊ The company's political engagement grew with its size, with a belief that business has a powerful voice that should be used for justice.

The Sale to Unilever and Governance Structure

• 💸 Ben and Jerry were personally opposed to selling Ben & Jerry's to Unilever, but the board accepted the offer due to its high value, as per SEC rules.
• 📜 An independent board of directors was established with legal responsibility for the company's social values, product quality, and marketing.
• ⚠️ The core of the current conflict is that Unilever has not upheld the terms of this governance agreement, which was a condition of the sale.

Unilever's Stance and the Fight for Values

• 🚫 Unilever's current management reportedly dislikes the agreement and believes it was a mistake, but the founders emphasize that the corporation negotiated and signed it.
• 💔 Jerry Greenfield felt he could no longer represent the company due to Unilever's actions, while Ben Cohen remains to try and facilitate a sale to socially aligned investors.
• 🗣️ Ben believes that a significant portion of Ben & Jerry's customers connect with its social values, and stifling these values is destroying brand value.

The Palestine Flavor and Political Activism

• 🍉 Ben is launching a watermelon flavor to raise awareness for the plight of people in Gaza and the West Bank, advocating for resources to rebuild Gaza.
• 💥 Unilever initially blocked a flavor calling for a ceasefire and has now stated it's not the right time for the new flavor.
• ✊ Ben argues that public pressure, not just political leaders, led to the ceasefire, and he refuses to accept countries using funds to bomb innocent people.

Civil Disobedience and Future Outlook

• ⚖️ Ben was arrested at an RFK hearing for protesting the use of funds for bombs while children in the US suffer from lead poisoning, viewing it as civil disobedience against a system that prioritizes military spending over public health.
• 💪 He believes people power will be instrumental in maintaining Ben & Jerry's values and is not seeking personal equity in a potential future sale.
• ❓ The future ownership of Ben & Jerry's remains uncertain, with Unilever refusing to engage with potential buyers aligned with the company's social mission.