In the world of ice cream, few names resonate as powerfully as Ben & Jerry’s.
Founded by childhood friends Ben Cohen and Jerry Greenfield, this iconic brand has become synonymous with not just delicious, innovative flavors but also a strong commitment to social justice and environmental sustainability.
Their journey from a humble ice cream parlor in Burlington, Vermont, to a global phenomenon is a testament to their entrepreneurial spirit and dedication to making the world a better place, one scoop at a time.
This article delves into the lives of Ben and Jerry, exploring their unique backgrounds, the founding of their beloved company, and the principles that continue to guide them in their mission to create not just ice cream, but a positive impact on society.
The early years
Cohen was born on March 18, 1951, in Brooklyn, New York.
Growing up in Merrick, Long Island, Cohen was known for his creativity and entrepreneurial spirit from a young age.
Despite struggling academically—partly due to severe anosmia (an inability to smell and a reduced sense of taste)—Cohen was passionate about art and experimenting with textures, which later influenced his approach to ice cream-making.
After high school, Cohen attended Colgate University but dropped out after his freshman year.
He held various jobs, from working as a taxi driver to crafting pottery, before ultimately finding his calling in the food industry.
Greenfield was also born in Brooklyn, New York, on March 14, 1951.
Like Cohen, he grew up in Merrick, where the two met in junior high school.
Greenfield excelled academically and pursued a pre-medical track, graduating from Oberlin College in Ohio with a degree in biology.
Despite his academic success, Greenfield struggled to gain admission to medical school—a setback that led him to explore other career paths.
His love for food and friendship with Cohen set the stage for their entrepreneurial venture.
The birth of Ben & Jerry’s
In the mid-1970s, Cohen and Greenfield, both in their mid-20s and unsure of their futures, decided to start a business together.
They considered various ideas, including bagels, but ultimately settled on ice cream due to its lower startup costs and their shared love for the dessert.
In 1977, they enrolled in a $5 correspondence course on ice cream making from Penn State University.
Armed with this knowledge and a $12,000 investment (half of which was borrowed), they transformed a dilapidated gas station in Burlington, Vermont, into the first Ben & Jerry’s Scoop Shop.
On May 5, 1978, Ben & Jerry’s officially opened its doors.
The shop quickly became popular, not just for its rich, chunky ice creams but also for its welcoming atmosphere.
Cohen’s knack for creating innovative flavors and Greenfield’s attention to detail proved to be a winning combination.
Early flavors like Chocolate Chip Cookie Dough and Cherry Garcia (inspired by Grateful Dead’s Jerry Garcia) helped set the brand apart.
The duo’s commitment to sourcing high-quality ingredients and offering generous portions resonated with their customers.
A business built on values
From the beginning, Ben & Jerry’s was more than just a business; it was a platform for social change.
Cohen and Greenfield believed in using their company to promote progressive values, including environmental sustainability, social justice, and community support.
In 1985, they formalized their commitment by establishing the Ben & Jerry’s Foundation, which allocates 7.5% of the company’s annual pretax profits to social causes.
Ben & Jerry’s has been a pioneer in sustainable practices, advocating for Fair Trade-certified ingredients and supporting environmental initiatives.
Under Cohen and Greenfield’s leadership, the company also took a stand on key issues, from climate change to LGBTQ+ rights.
The challenges and growth
By the 1980s, Ben & Jerry’s had become a national sensation.
The company expanded beyond Vermont, introducing pints in grocery stores and opening scoop shops across the U.S.
However, rapid growth brought challenges, including increased competition from industry giants like Häagen-Dazs.
Cohen and Greenfield maintained their brand’s unique identity by staying true to their quirky marketing, innovative flavors, and values-driven mission.
Their sense of humor, exemplified by campaigns like the “Cowmobile” (an ice cream truck that toured the U.S.), helped them connect with customers
The Unilever acquisition
In 2000, Ben & Jerry’s was acquired by Unilever for $326 million.
While this marked the end of Cohen and Greenfield’s direct involvement in day-to-day operations, the terms of the sale ensured the company would retain its social mission and continue to operate with a degree of independence.
Legacy and impact
Under Unilever’s ownership, Ben & Jerry’s has grown into a global brand, available in over 35 countries.
Despite their departure from management, Cohen and Greenfield remain vocal advocates for the company’s values and continue to engage in activism.
The story of Ben Cohen and Jerry Greenfield has inspired countless entrepreneurs to pursue businesses rooted in passion and purpose.
Their unconventional approach—balancing profit with social responsibility—has become a model for sustainable and ethical entrepreneurship.
Conclusion
The story of Ben Cohen and Jerry Greenfield is one of friendship, innovation, and a steadfast commitment to doing good.
From a small scoop shop in Vermont to a global powerhouse, Ben & Jerry’s has remained true to the values instilled by its founders.
By blending ice cream with activism, Cohen and Greenfield not only created a beloved brand but also redefined the role of business in society.
Their legacy lives on in every pint, reminding us that even the sweetest ventures can change the world.
