Ben Cohen and Jerry Greenfield started Ben & Jerry's ice cream in 1978 with $12,000. Their ice cream shop in Burlington, Vermont became incredibly popular within its first year. They later expanded to grocery stores throughout New England in the early 1980s. Some of their most popular ice cream flavors included Cherry Garcia, Chunky Monkey, and Half Baked. Cohen and Greenfield emphasized social responsibility, worker happiness through fun activities, and creative marketing strategies like their "Cow Mobile" ice cream truck to promote the business. Their success was measured by positive community impact rather than profits.

1. Ben Cohen and Jerry
Greenfield
By: Sadie Smith

2. “I scream, you scream, we all scream for ice cream.”
.
http://chef2chef net/internship/wp-content/uploads/2008/04/ben-jerry-smaller.jpg

3. How it all started
 Ben Cohen and Jerry Greenfield both
grew up in Long Island and met it
middle school
 Their first ice cream parlor was in
Burlington, Vermont in which they
invested only $12,000
 Became incredibly famous in only 1
year
 In the early 1980s they expanded to
grocery stores

4. How it all started cont.
 Opened stores up and down the east
coast and through the gain of
investors and independent distributors
they got their product in every store
throughout the New England states
 Became a publicly traded stock and
grew huge

5. Most Popular Flavors
 Cherry Garcia
 Chunky Monkey
 Half baked
 New York Fudge
Chunk
 Phish Food
http://www.thisdayinrock.com/wp-content/uploads/2008/07/cherry-garcia-comic.jpg

6. Business Tactics
• responsibility to the
community
• worker happiness
• creative marketing
strategies
• don’t be afraid of Big
Business
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7. Responsibility to Community and Environment
 Socialresponsibility and values make
business thrive
 Success measured by impact on
community, not on amount of money
earned
 Donated money to charities and
foundations all over the world

8. Worker Happiness
 Happy workers = successful business
 Greenfield created the “Joy Gang”-
activities in the workplace for
employees to have fun
 Cohen and Greenfield encouraged
workers to suggest new ideas for
having fun ex. Free 15 minute
massages

9. Creative Marketing Strategies
 Ice Cream is a fun product, and should
come across that way
 Brightly colored ice cream cartons
 “Cow Mobile”- drove up and down east
coast spreading word and giving out
free samples
 Had very creative and different flavor
names, many related to national
issues - caused a huge increase in
sales

10. “The Cowmobile”

11. Don’t Be Afraid of Big Business
 Don’t be afraid to be the underdog and
face the big guys
 Big Business Pillsbury came after Ben
and Jerry’s - Cohen and Greenfield in
response launched campaign against
them and spread word of their
company - grew quickly and made lots
of money - as result Pillsbury backed
down

12. “I think that business is the most powerful
force in the country. When business starts
using its voice for the benefit of the country
as a whole, not just in its narrow self interest,
it can really be the force that can make the
changes that need to be made.”
-Ben Cohen