ISLAMABAD: Jerry Greenfield, the co-founder of the iconic ice cream brand Ben & Jerry’s, resigned from the company due to escalating tensions with its parent firm, Unilever, over the company’s stance on the Gaza war.

The departure sheds light on the ongoing struggle between Ben & Jerry’s commitment to social activism and Unilever’s control over the brand’s operations.

Background to the dispute

Ben & Jerry’s, founded by Greenfield and Ben Cohen in 1978 in Vermont, built its reputation not only on its ice cream but also its outspoken commitment to social causes. This socially conscious mission remained a hallmark even after Unilever acquired the company in 2000. However, the relationship between the two has been strained since 2021 when Ben & Jerry’s announced it would cease sales in the Israeli-occupied West Bank, a move that triggered sharp criticism and legal battles.

The company’s outspoken description of the war in Gaza as genocide marked a rare stance for a large U.S.-based corporation and deepened the rift with Unilever. Ben & Jerry’s has accused Unilever of trying to silence the brand’s social mission, leading to a lawsuit against its parent company.

Greenfield’s resignation and open letter

Jerry Greenfield made his resignation public through an open letter addressed to the Ben & Jerry’s community, which was shared on social media by Ben Cohen. In his letter, Greenfield said he could no longer remain with a company that had been “silenced” by Unilever, despite a unique merger agreement intended to safeguard Ben & Jerry’s independence and social activism. He stated that this independence was secured through negotiations by him and Cohen at the time of the Unilever merger.

A spokesperson for Unilever’s Magnum Ice Cream unit, which oversees Ben & Jerry’s, disputed Greenfield’s view. They expressed that they had sought to engage both founders in constructive discussions to strengthen the brand’s values-based position. The spokesperson confirmed Greenfield stepped down as a brand ambassador and noted he is not involved in the ongoing lawsuit. Unilever has not issued any public comment on Greenfield’s departure.

Future uncertain for Ben & Jerry’s

The resignation occurs amid Ben & Jerry’s push to spin off from Unilever before Magnum Ice Cream’s planned public listing in November. The founders’ calls to “free Ben & Jerry’s” to protect its social mission were recently rebuffed by Magnum’s new CEO, Peter ter Kulve. Cohen revealed that the company attempted to raise investment offers ranging from $1.5 billion to $2.5 billion but these were rejected.

Ben & Jerry’s journey from a renovated Vermont gas station to a globally recognised brand was always intertwined with its progressive values. The current division betrays the difficulties of maintaining a socially driven agenda within the framework of a large corporate ownership.

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Activism, ice-cream and the war on Gaza