Jerry Greenfield is stepping down from his role as brand ambassador at Ben & Jerry’s after 47 years with the company.
In a statement shared by co-founder Ben Cohen on X, Greenfield said the decision was ‘one of the hardest and most painful’ he’d ever made, adding that he could ‘no longer, in good conscience’ remain an employee at the firm.
The announcement comes after Cohen and Greenfield asked The Magnum Ice Cream Company – Unilever’s ice cream spin-off – to make the brand independent ahead of TMICC’s listing on the stock market.
“This isn’t because I’ve lost my love for the people at Ben & Jerry’s. Quite the opposite,” Greenfield said, alleging that the company had lost independence over its social mission despite this being guaranteed under its merger agreement with parent firm Unilever.
“For more than 20 years under their ownership, Ben & Jerry’s stood up and spoke out in support of peace, justice, and human rights, not as abstract concepts but in relation to real events happening in our world,” Greenfield said.
“That independence existed in no small part because of the unique merger agreement Ben and I negotiated with Unilever; one that enshrined our social mission and values in the company’s governance structure in perpetuity. It’s profoundly disappointing to come to the conclusion that that independence – the very basis of our sale to Unilever – is gone.
“Standing up for the values of justice, equity and our shared humanity has never been more important – and yet Ben & Jerry’s has been silenced – sidelined for fear of upsetting those in power.
“It is easy to stand up when there is nothing at risk. The real test of values comes when times are challenging and you have something to lose.”
Unilever ‘disagrees’
A TMICC spokesperson told us: “We will be forever grateful to Jerry for his role in co-founding such an amazing ice cream company, turning his passion for delicious ice cream and addressing social causes into a remarkable success story. We thank him for his service and support over many decades and wish him well in his next chapter.
“We disagree with his perspective and have sought to engage both co-founders in a constructive conversation on how to strengthen Ben & Jerry’s powerful values-based position in the world.
“We remain committed to Ben & Jerry’s unique three-part mission – product, economic and social – and remain focused on carrying forward the legacy of peace, love, and ice cream of this iconic, much-loved brand. Ben & Jerry’s is a proud and thriving part of The Magnum Ice Cream Company and we look forward to further building on its success.”
Greenfield is not a party to the ongoing legal dispute which is being heard in the Southern District Court of New York having been brought by the Independent Board of Ben & Jerry’s.
