After nearly five decades with Ben & Jerry’s, co-founder Jerry Greenfield is stepping down from the iconic ice cream brand due to a growing divide with owner Unilever.
In a heartfelt letter shared on co-founder Ben Cohen’s X account, Greenfield expressed disappointment in Unilever for reneging on their promise to allow Ben & Jerry’s to maintain its independence in advocating for progressive social causes. Instead, he stated that the brand has been muzzled and marginalized to avoid upsetting those in power.
“With a heavy heart, I have made the difficult decision to resign from Ben & Jerry’s after 47 years, as I can no longer, in good conscience, continue under these circumstances,” Greenfield lamented. “This decision weighs heavily on me, but it is the right thing to do.”
Greenfield’s departure marks the latest chapter in the ongoing rift between the beloved ice cream maker and parent company Unilever, which acquired the brand in 2000. Initially, Ben & Jerry’s had the freedom to be vocal on social issues that were important to the founders and the brand, a crucial aspect of the acquisition agreement, according to Greenfield.
However, over the past four years, Ben & Jerry’s alleges that this freedom has been steadily eroded. The brand claims that Unilever prohibited it from publicly criticizing former President Donald Trump and attempted to prevent it from advocating for a ceasefire in Gaza among other issues. Additionally, there was disagreement earlier this year when Unilever ousted Ben & Jerry’s CEO due to his alignment with the brand’s social mission.
“Ben & Jerry’s was always more than just ice cream; it was a platform to spread love and encourage others to join the fight for equality, justice, and a better world,” Greenfield reflected. “Realizing that this is no longer feasible at Ben & Jerry’s has led me to this difficult decision.”
Last week, Greenfield and Cohen urged Unilever to allow the brand to operate autonomously and exclude it from the upcoming spin-off of its ice cream division into a new entity known as The Magnum Ice Cream Company. Magnum confirmed that Ben & Jerry’s will remain part of the portfolio alongside Klondike, Breyers, and Talenti.
In response to Greenfield’s resignation, Magnum expressed gratitude for his years of service and dedication.
“While we respect his viewpoint, we have endeavored to engage both founders in constructive dialogue on enhancing Ben & Jerry’s impactful values in the global arena,” the company stated. “We are committed to preserving Ben & Jerry’s distinctive triple-bottom-line mission – product quality, economic success, and social responsibility.”