Jerry Greenfield, co-founder of Ben & Jerry’s, has stepped down after accusing Unilever of stifling the brand’s advocacy for social issues.
In a public statement, Greenfield said the brand always aimed to “spread love and invite others into the fight for equity and a better world,” but added this mission had become impossible since the ice cream company was acquired by Unilever.
Greenfield and fellow co-founder Ben Cohen originally secured a “unique” merger deal in 2000 with Unilever that was intended to protect Ben & Jerry’s independence.
However, Greenfield expressed disappointment, stating, “our independence, the very basis of our sale to Unilever, is gone.” He described his resignation after 47 years as “one of the hardest and most painful” decisions he has made.
Last week, Greenfield and Cohen publicly called on the board and investors of The Magnum Ice Cream Company- soon to be demerged from Unilever- to allow Ben & Jerry’s to operate independently.
The founders argued that TMICC would retain much of Unilever’s legacy and leadership, thus continuing previous constraints on Ben & Jerry’s freedom of expression.
Ben & Jerry’s has clashed with Unilever over several high-profile issues. In 2021, it halted sales in Israeli-occupied territories, leading to disputes when Unilever allowed local licensing to continue sales, actions Greenfield claims undermined the company’s independent board.
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More recently, Unilever allegedly pressured Ben & Jerry’s to refrain from criticising Donald Trump and blocked the brand from making public statements in support of Palestinian refugees, resulting in legal action from Ben & Jerry’s against its parent company.
Greenfield’s departure spotlights an ongoing struggle between corporate control and brand activism, with Ben & Jerry’s future independence now under renewed scrutiny.
