Jerry Greenfield, the beloved co-founder of Ben and Jerry’s ice cream, has announced his resignation after 47 years with the company, expressing that he felt “torn apart” and “muzzled” by the brand’s parent company, Unilever. His departure marks a significant moment in the company’s history, highlighting ongoing tensions between Ben and Jerry’s social mission and the corporate strategies of its new ownership under Unilever and its spin-off entity, Magnum Ice Cream Co.
A Broken Heart Over Silencing of Social Activism
Greenfield’s resignation was shared publicly by fellow co-founder Ben Cohen, who confirmed that the decision came after a long period of emotional struggle. In his open letter, Greenfield described the pain of leaving the company he helped build as a “broken heart,” pointing specifically to the parent company’s restrictions on the company’s activism and social justice campaigning.
Cohen told NBC News that two major issues contributed to Greenfield’s exit: the feeling that Ben and Jerry’s core values were being deliberately silenced by Unilever and Magnum, and the frustration over being unable to openly promote social causes that the company historically championed. He said, “Jerry felt like the values are getting muzzled, and he couldn’t stand it.”
Unilever’s Ownership and Strategic Shifts
Unilever acquired Ben and Jerry’s in 2000 for $326 million, a move initially seen as an opportunity to scale the popular ice cream brand while maintaining its commitment to social issues. However, last year, Unilever announced plans to spin off its entire ice cream division under the newly formed Magnum Ice Cream Co. During this transition, Greenfield and Cohen requested that Ben and Jerry’s be separated as a distinct entity owned by investors aligned with its social mission. Their request was declined, further exacerbating tensions.
Magnum’s management has publicly appreciated Greenfield’s contributions but indicated they do not share his views on the social activism that Ben and Jerry’s has pursued. A Magnum spokesperson stated the company remains committed to the brand’s “three-part mission — product, economic and social” but stopped short of endorsing the specific causes Greenfield supports.
The Conflict Over Social Campaigns
According to Cohen, under Magnum’s leadership, Ben and Jerry’s has faced limitations on speaking out on critical social issues such as the conflict in Gaza, freedom of speech, protests, and even moderate campaigns like Black History Month. Cohen asserted that Magnum “muzzled the company” whenever it tried to engage publicly on these causes.
Despite this, Cohen vowed to continue fighting for the original ideals of the brand. He emphasized that Ben and Jerry’s is much more than a business; it is a “big platform” with a powerful voice for social justice and human rights. “I think that Ben and Jerry’s has demonstrated that you can have these humanistic values, that you can really practice peace and love and care for people,” he said, “and still run a very profitable business.”
Future Outlook and Social Mission at Stake
Ben Cohen expressed hope that consumer pressure could influence Magnum to honor the agreements made during acquisition, allowing Ben and Jerry’s to return to ownership by investors aligned with its social mission. “That’s what Jerry wants. That’s what I want,” he said.
While Magnum stated its openness to constructive dialogue with both founders, the fundamental disagreements over the company’s voice in activist causes remain unresolved. Ben and Jerry’s unique identity, built on combining quality ice cream with progressive social engagement, faces uncertain times ahead.
Conclusion
Jerry Greenfield’s departure spotlights the challenge of preserving a brand’s founding values after being absorbed into a large corporate structure. The tension between profit-driven corporations and companies rooted in social activism is an ongoing debate in today’s business world. Ben and Jerry’s story serves as a case study in how companies navigate these complex issues.
As Greenfield steps away “with a broken heart,” Ben Cohen remains determined to safeguard the brand’s legacy of social responsibility and outspoken advocacy, signaling a fight to keep the spirit of Ben and Jerry’s alive despite the obstacles.