Jerry Greenfield, co-founder of the iconic ice cream brand Ben & Jerry’s, announced his departure from the company after nearly 50 years. Yet his exit represents a critical junction for the brand. From its start in 1978, the brand has built its reputation on social activism, promoting awareness and support for AIDS, breast cancer, and LGBTQ issues, among others. The decision follows months of continued strife between Ben & Jerry’s and its parent company, Unilever.
Greenfield’s resignation highlights concerns over Ben & Jerry’s loss of independence following its merger with Unilever 25 years ago. He expressed his disappointment over the halt in the company’s social activism initiatives, attributing this shift directly to Unilever’s influence. In a letter shared by fellow co-founder Ben Cohen on social media, Greenfield stated that leaving the company was “one of the hardest and most painful decisions” he had ever made.
The departure follows a stormy stretch for Ben & Jerry’s. Surrounding this whirlwind was further chaos after Cohen’s arrest on the Senate floor during a protest against military aid to Israel and the humanitarian crisis in Gaza. The incident has led to blistering criticism of Unilever’s stewardship of the brand’s social mission. This mission was guaranteed — at least in theory — within the original merger agreement.
In March, Unilever removed David Stever, the chief executive of Ben & Jerry’s, a move that many interpreted as an attempt to reshape the brand’s direction. This decision fueled the fire in these already strained relations and resulted in increased frustration at Ben & Jerry’s HQ over their lack of operational independence.
A spokesperson for Unilever said the company was disappointed that an otherwise private career development conversation was made public. Further, they pointed out the internal discussions that ought to have been given the importance they warranted throughout this process.
Ben & Jerry’s blissfully and passionately advocates for all social justice issues. They use their platform to fight for justice in a number of impactful ways. As the brand navigates its current challenges under Unilever’s ownership, questions remain about its future direction and dedication to its founding principles.