Ben and Jerry

BEN & JERRY’S HOMEMADE

Synopsis

The case depicts the performance of Ben and Jerry's Homemade, a company that started out as a local ice cream parlor in Bloomington, Vermont, to an international publicly traded business. The case focuses on the company's struggle to increase profits to stock-holders while maintaining their social consciousness.

Social Consciousness

The social objective of the company was their primary focus and the core of what they wanted their business to project. The company provided very generous donations of its corporate resources to social foundations and community-action groups. They actively signed petitions and recruited volunteers for causes they believed supported. They also had a large amount of customer appreciation with an annual free cone day at all of their scoop shops.

The company focused on social-value-led marketing. Cohen and Greenfield did not want their business to be perceived as a wolf in sheep's clothing. They wanted to be known for actually and truly caring for their consumers and the community. They produced an ice cream supporting sustainability of tropical rainforest products and explained on their label how this is accomplished.

Corporate operating decisions were also dictated by the companys concern for community welfare. In 1985 the company opened a new plant in an area that restricted the amount of wastewater the plant could release. The company found a pig farmer named Earl and asked him if he would like the milky water for his pigs and he gladly agreed. As the plant expanded they were producing more wastewater than the pigs could consume. So that they could continue to send the wastewater to Earl's pig farm the company loaned him $10,000 for the purchase of 200 additional pigs.

Maintaining Harmony

The company has three dimensions to its mission statement

"Product: To make, distribute, and sell the finest quality all-natural ice cream and related products in a wide variety of...