Jerry Greenfield, co-founder of Ben & Jerry’s, has decided to leave the company he helped create 47 years ago. He feels the brand’s commitment to activism has faded under its parent company, Unilever.
In an open letter shared by his partner, Ben Cohen, Greenfield expressed that he couldn’t stay with a company that he believes has been “silenced.” He highlighted that the original values of the brand—focused on peace, justice, and human rights—made it more than just an ice cream seller. When Unilever purchased Ben & Jerry’s in 2000 for $326 million, it seemed to promise that the brand could continue its activist work.
Ben & Jerry’s has long been vocal about social issues. In 2021, the company made headlines by stopping sales in Israeli settlements, citing concerns over human rights. Recently, things took a troubling turn when Greenfield’s resignation followed a lawsuit Ben & Jerry’s filed against Unilever. The lawsuit accused Unilever of dismissing its CEO, David Stever, for supporting the company’s political stance. Greenfield claimed, “the independence, the very basis of our sale to Unilever, is gone.”
He also pointed out the broader context, noting that civil rights issues are under attack in the U.S. today. His departure is not just a personal loss; it reflects ongoing tensions in the corporate landscape.
Unilever’s ice cream division is doing well, generating about €8.3 billion ($9.8 billion) in revenue in 2024. However, the company is in the process of spinning off this division and cutting around 7,500 jobs globally.
Historically, companies like Ben & Jerry’s have used their platforms for activism, engaging consumers in discussions around important issues. The firm was seen as a trailblazer, leveraging its influence to advocate for change. However, the recent shift raises questions about whether businesses can maintain their values when they grow larger.
Greenfield intends to continue advocating for social justice outside the company. As public sentiment changes and social media amplifies voices, it will be interesting to see how consumers react to this latest chapter in Ben & Jerry’s story.
For a deeper dive into corporate activism and its challenges today, you can explore research by organizations like the Harvard Business Review.
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