🍦 “Banana Split” — Interview with Ben & Jerry’s Co-Founder Ben Cohen

Ben Cohen, co-founder of Ben & Jerry’s, details the brand's evolution from a Vermont-based ice cream shop to a global leader defined by its triple-bottom-line mission. The company’s success stems from prioritizing community ownership through a unique 1984 regional IPO and integrating social activism into its core identity. Cohen’s anosmia, which necessitated a focus on texture and heavy chunk density, became a defining competitive advantage. Despite the brand's acquisition by Unilever in 2000, an independent board maintained legal authority over its social mission. However, current corporate tensions regarding the brand's political outspokenness have prompted Cohen to launch the "Free Ben & Jerry's" campaign. He argues that businesses must act as responsible community members, asserting that values-led branding remains the most effective way to build deep, enduring relationships with customers.