Ben & Jerry’s, the renowned ice cream brand co-founded in 1978 by Ben Cohen and Jerry Greenfield, is embroiled in a controversy following the resignation of Anuradha Mittal, who has chaired the company’s independent board for seven years. Mittal alleges that Magnum, Ben & Jerry’s corporate parent, attempted to intimidate her out of the role. They then threatened to publish damaging defamatory statements if she didn’t resign.
The iconic brand gained fame with flavors like Cherry Garcia, inspired by Grateful Dead guitarist Jerry Garcia, and has long been recognized for its commitment to a three-part mission focusing on product quality, economic viability, and social responsibility. Since being sold to Unilever in 2000, Ben & Jerry’s has maintained an independent board to oversee its operations while adhering to progressive values.
Mittal alleged that Magnum was trying to censor her on matters of more-than-life-and-death—especially, again, on points of human rights. She wrote to complain about the firm’s reported attempts to stifle the board’s ability to speak out on social issues.
“For several years now, we have been resisting their overreach, including their efforts to muzzle us from speaking out for human rights, for peace.” – Anuradha Mittal
In response to these unfolding events, a spokesperson for Magnum outlined new governance changes for the Ben & Jerry’s board, including a nine-year term limit for board members. The spokesperson emphasized that these modifications aim to “reaffirm the responsibilities of the Board of Ben & Jerry’s,” stating that the intention is to “preserve and enhance the brand’s historical social mission and safeguard its essential integrity.”
Ben & Jerry’s is no stranger to being outspoken in support of a multitude of social movements. In 2021, the company gained notoriety when it declared that it would no longer sell products in territory controlled by Israel. This decision was based on its deep pledge to social equity. Following this ruling, Unilever divested Ben & Jerry’s Israeli business operations to a local licensee. This strategy provided a cover for the firm to keep succeeding in those locales.
Cohen noted that the company faced significant internal push back. As they experienced recently when they attempted to launch an ice cream flavor in solidarity with Palestine, this decision, he contends, demonstrates how the brand’s once-revolutionary foundation is being undermined by the present-day corporatization of the arts.
The situation raises questions about the future direction of Ben & Jerry’s as it grapples with balancing its social mission against corporate interests. Being a brand founded on deep ethical convictions, it will go under the microscope. Both consumers and activists will be watching closely to see if it can successfully steer through these rough waters.