Is Ben and Jerry's more profitable under Unilever?

Answer 1

In 1977 lifelong friends Ben Cohen and Jerry Greenfield completed a correspondence course on ice cream making from Pennsylvania State University's Creamery. Cohen has anosmia and so relied on "mouth feel". This led to the company's trademark chunks being mixed in with their ice cream.[2] On May 5, 1978, with a $12,000[3] investment the pair opened an ice cream parlor in a renovated gas station in downtown Burlington, Vermont. After two months they closed down after realizing they weren't making any profits.[4] In 1979, they marked their anniversary by holding the first-ever free cone day, now an international annual celebration.

In 1980, Ben and Jerry rented space in an old spool and bobbin mill on South Champlain Street in Burlington and began packing their ice cream in pints. In 1981, the first Ben and Jerry's franchise opened on Route 7 in Shelburne, Vermont. In 1983, Ben & Jerry's ice cream was used to build "the world's largest ice cream sundae" in St. Albans, Vermont; the sundae weighed 27,102 pounds. That same year, the cows on their cartons were redesigned by local artist, Woody Jackson.[5]

In 1984, Häagen-Dazs wanted to limit distribution of Ben & Jerry's in Boston, prompting Ben & Jerry's to file suit against the parent company, Pillsbury, in its now famous "What's the Doughboy Afraid Of?" campaign. In 1987, Häagen-Dazs again tried to enforce exclusive distribution, and Ben & Jerry's filed its second lawsuit against the Pillsbury Company. In 1985, the Ben & Jerry's Foundation was established at the end of the year with a gift from Ben & Jerry's to fund community-oriented projects; it was then provided with 7.5% of the company's annual pre-tax profits. In 1986, Ben & Jerry's launched its "Cowmobile", a modified mobile home used to distribute free scoops of Ben & Jerry's ice cream in a unique, cross-country "marketing drive"-driven and served by Ben and Jerry themselves. The "Cowmobile" burned to the ground outside of Cleveland four months later, but there were no injuries. Ben said it looked like "the world's largest baked Alaska."[6]

In 1988, the pair won the title of U.S. Small Business Persons Of The Year, awarded by U.S. President Ronald Reagan.[7] Also that year, the first brownies were ordered from Greyston Bakery, which led to the development of the popular Chocolate Fudge Brownie flavor.[8] In 1992, Ben & Jerry's joined in a co-operative campaign with the national non-profit Children's Defense Fund; the campaign goal was to bring children's basic needs to the top of the national agenda. Over 70,000 postcards were sent to Congress concerning kids and other national issues. In 1995, they hired Robert Holland, Jr. as CEO after holding an essay contest as part of the search. Holland left after 20 months following philosophical differences and was replaced by Perry Odak in 1997.[