Jerry Greenfield, co-founder of the iconic ice cream brand Ben & Jerry's, is distancing himself from the company he helped establish nearly half a century ago.
Greenfield has expressed dissatisfaction with the direction the brand has taken under the ownership of Unilever, the multinational corporation that acquired Ben & Jerry's in 2000. He argues that the company's ability to advocate for social issues has been stifled, undermining its original mission to promote peace, joy, love, and harmony through its products.
According to Breitbart, Greenfield's concerns were articulated in a message shared by his co-founder Ben Cohen on the social media platform X. Greenfield lamented the loss of the brand's independence, which he believes was a critical component of the merger agreement with Unilever.
This agreement, he claims, was designed to protect the company's social mission and values indefinitely. "For more than 20 years under their ownership, Ben & Jerrys stood up and spoke out in support of peace, justice and human rights, not as abstract concepts, but in relation to real events happening in our world," Greenfield stated.
He further expressed his disappointment, saying, "Its profoundly disappointing to come to the conclusion that that independence, the very basis of our sale to Unilever, is gone."
Ben & Jerry's has long been known for its advocacy of various social justice causes, including calls to defund the police, opposition to legislation that restricts men from participating in women's sports, anti-Israel positions, and support for Democratic candidates.
Greenfield's recent comments highlight his belief that the brand's voice has been muted at a time when he perceives civil rights, voting rights, and the rights of immigrants, women, and the LGBTQ community to be under threat by the current administration.
"Standing up for the values of justice, equity, and our shared humanity has never been more important, and yet Ben & Jerrys has been silenced, sidelined for fear of upsetting those in power," he remarked.
Despite Greenfield's criticisms, a spokesperson for Magnum Ice Cream Company, a subsidiary of Unilever, expressed gratitude for his contributions to Ben & Jerry's but did not share his perspective. The acquisition by Unilever was initially seen as a means to expand Ben & Jerry's "social mission," which has since resulted in the creation of flavors like Pecan Resist, Change the Whirled, and Kamalas Coconut Jubilee, all promoting progressive causes.
Ben Cohen, Greenfield's longtime friend and business partner, has also been vocal in his activism. In May, Cohen was removed from a U.S. Senate hearing after interrupting proceedings with a protest against U.S. military aid to Israel, shouting, "Congress pays for bombs to kill children in Gaza."
Cohen has consistently criticized Israeli policies and has joined other Jewish figures in opposing the pro-Israel lobby AIPAC.
The journey of Ben & Jerry's from its humble beginnings in 1978 by school friends Cohen and Greenfield to its current status as a global brand under Unilever's ownership reflects the complexities of maintaining a socially conscious mission within a corporate framework.
As Greenfield steps back, the future of the brand's advocacy efforts remains uncertain, raising questions about the balance between corporate interests and social responsibility.
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