Jerry Greenfield, co-founder of Ben & Jerry’s, has walked away from the ice cream brand after nearly five decades, citing a chokehold on its once-fierce independence to champion social causes.
According to AP News, Greenfield’s departure stems from frustration with parent company Unilever, which he claims has eroded the autonomy promised when it acquired the brand over 20 years ago. His exit marks a sharp turn for a company long celebrated for blending creamy treats with bold activism.
Greenfield’s letter, shared by co-founder Ben Cohen on social media, pulls no punches about his disillusionment. He wrote, “It’s profoundly disappointing to come to the conclusion that that independence, the very basis of our sale to Unilever, is gone,” a sentiment that cuts to the heart of a deal meant to preserve the brand’s soul.
Since Unilever’s $326 million purchase of Ben & Jerry’s in 2000, the Vermont-based company was supposed to retain freedom to pursue its social mission. But Greenfield argues that freedom has been systematically dismantled, especially as Unilever faces pressure to avoid polarizing stances.
The tension isn’t new, but it’s grown sharper in recent years. Disagreements over statements supporting Palestinians during Israel’s war in Gaza, among other issues, have fueled accusations that Unilever is muzzling the brand’s voice to dodge controversy.
Greenfield also pointed to the current political climate in the U.S., noting attacks on civil rights and voting access under the Trump administration. He lamented that at a time when speaking out matters most, Ben & Jerry’s has been “silenced, sidelined for fear of upsetting those in power.”
Specific conflicts have brought this rift into the open, including Unilever’s alleged interference in leadership decisions. In March, Ben & Jerry’s claimed Unilever unlawfully removed CEO David Stever, violating a merger agreement requiring consultation with an advisory committee from the brand’s board.
Legal action followed, with Ben & Jerry’s suing Unilever in federal court in New York over suppressed statements on Gaza and refusal to allow posts about challenges expected in Trump’s second term, like minimum wage and climate policy. It’s a messy divorce playing out in public, with high stakes for brand identity.
Unilever, for its part, has pushed back through a spokesperson for its newly spun-off ice cream entity, The Magnum Ice Cream Company, expressing gratitude for Greenfield’s contributions while rejecting his take. Their statement about seeking “constructive conversation” to strengthen the brand’s values feels like a polite sidestep of the deeper fracture.
Unilever’s broader strategy adds another layer to this saga, with plans announced in March 2024 to spin off its ice cream business, including Ben & Jerry’s, by the end of 2025. This restructuring, part of a larger corporate shuffle, raises questions about whether the brand’s mission can survive under yet another ownership model.
Greenfield and Cohen aren’t waiting to find out, advocating for Ben & Jerry’s to regain full independence as a standalone entity. Their letter to Magnum’s board insists the brand shouldn’t be tethered to a corporation unwilling to back its founding principles.
Experts like Kimberly Whitler from the University of Virginia weigh in with a blunt reality check, saying if a brand craves total autonomy, it should never have sold out. Her point stings, but it underscores the inherent clash when quirky activism meets global corporate caution.
Today’s political environment, with heightened scrutiny on corporate activism and pushback against diversity initiatives, only complicates matters. Research from Columbia’s Vanessa Burbano suggests stakeholders prefer companies to stay apolitical, a tough pill for a brand built on taking stands.
Yet consistency matters, as Syracuse University’s Beth Egan warns that silencing Ben & Jerry’s could backfire given its history. Trying to force a rebel into a suit and tie rarely ends well, especially when the public still associates those funky flavors with a fight for justice.
In the end, Greenfield’s exit isn’t just a personal decision; it’s a signal of a deeper struggle over whether corporate giants can truly house maverick voices without smothering them. As Unilever reshapes its empire, the question remains if Ben & Jerry’s can scoop up its old spirit or if this split is the final melt of a once-sweet partnership.
