Jerry Greenfield, co-founder of the iconic ice cream brand Ben & Jerry’s, has stepped down from his role as brand ambassador after a highly publicized rift with parent company Unilever (ULVR.L).
Greenfield, who launched the Vermont-based ice cream company with Ben Cohen in 1978, revealed his decision in an open letter shared by Cohen on social media. He accused Unilever of silencing the brand’s long-standing tradition of progressive social activism, particularly in connection with the conflict in Gaza.
Clash With Unilever
Ben & Jerry’s has built a reputation over five decades not only for its ice cream but also for its outspoken activism on issues ranging from climate change to racial justice. Greenfield alleged that in recent years, this activist voice had been “muted” under Unilever’s control, undermining the company’s core values.
The conflict reportedly intensified over Ben & Jerry’s public stance on Gaza. While details of the dispute remain limited, Greenfield suggested that Unilever’s corporate interests conflicted with the brand’s activist roots.
Unilever’s Strategic Moves
Unilever is currently in the process of spinning off its Magnum ice cream division, which also includes Ben & Jerry’s. The move is part of a broader restructuring aimed at streamlining its business and unlocking shareholder value. However, critics argue that the separation underscores tensions between Unilever’s corporate strategy and Ben & Jerry’s activist identity.
Ben Cohen’s Support
Greenfield’s longtime partner, Ben Cohen, publicly supported the resignation, sharing the open letter across social media platforms. Cohen emphasized that the founders had envisioned the brand as more than just an ice cream company, framing it instead as a platform for social change.
What Comes Next
Greenfield’s exit as brand ambassador raises questions about Ben & Jerry’s future direction. With Unilever pushing forward with its spinoff plans, industry watchers are closely monitoring whether the brand can maintain its activist DNA or if it will pivot toward a more traditional corporate image.
The Bottom Line
The departure of Jerry Greenfield marks a significant turning point for Ben & Jerry’s, one of America’s most recognizable activist brands. The feud with Unilever highlights the growing tension between corporate priorities and brand values, especially when global conflicts come into play.