Sweet Success
This article was first published on Channel NewsAsia's now-defunct digital magazine, Premier, on 28 November 2014.
Jerry Greenfield dreamt of becoming a doctor. But as fate would have it, he became an ice cream man, and he never looked back.
The affable Greenfield and his childhood buddy, Ben Cohen, co-founded the now world-famous “Ben & Jerry’s” ice cream some three decades ago. Little did they know that it would become a raving sensation among ice cream lovers in 33 countries worldwide.
Today, the mere mention of Ben & Jerry’s conjures images of ice cream scoops packed with chunky bits (yes, the ones that you can bite into) and dripping in lip-smacking creamy goodness.
From Vermont to the world
The American ice cream company’s sweet journey started in Vermont, a state in the New England region of the northeastern United States. When Greenfield and Cohen, who were childhood friends from New York, embarked on a food business in 1978, they were unsure which product to sell — bagels or ice cream. They both loved bagels and ice cream. It was a tricky choice.
“We were considering both bagels and ice cream,” reminisced Greenfield, co-founder of Ben & Jerry’s. “We went to a used restaurant supply store to price out used bagel-making equipment.”
As it turned out the bagel machines were more than they could afford. “So we figured ice cream had to be cheaper so we just picked ice cream.”
After taking a US$5-correspondence course in ice cream technology, Jerry and Ben invested US$12,000 (including US$4,000 which was borrowed) in the business and put their money where their mouth is by naming it Ben & Jerry’s. The first scoop shop opened in May 1978 at a renovated petrol station in Burlington, the largest city in Vermont.
In any business partnership, there’s bound to be a division of labour. Greenfield acknowledges that Ben is the creative one, constantly thinking of ways to create new flavours and products. Meanwhile, Greenfield keeps the firm’s overall operations in check.
“Ben is never satisfied with the status quo. He’s always looking to push things further,” said Greenfield, who believes that Cohen is a major reason for their success. “We’re a good combination. It’s just why we have Ben & Jerry’s.”
Ben & Jerry’s produces ice cream, frozen yogurt, sorbet and ice cream novelty items. Its own trademark-chunks mixed into the ice cream stems are largely due to Cohen’s anosmia condition (inability to perceive odour or a lack of functioning olfaction). He relied on “mouth feel” or food texture, which led to the company’s legendary chunky flavours.
Making the best ice cream with a mission
Cone Sweet Cone, also known as AmeriCone Dream in the US, which Greenfield describes as “a vanilla ice cream with a caramel swirl and French-covered pieces of waffle cones”, is among his personal top favourites.
Also on top of his list is ensuring that Ben & Jerry’s keeps up with “a three-part mission that aims to create linked prosperity for everyone that’s connected to our business: suppliers, employees, farmers, franchisees, customers, and neighbours alike”.
While the business focus is on making the best ice cream, Greenfield says the company also endeavours to make a difference in the world by giving back to society.
“There are ways to factor in the community. We’re not just thinking about price and quality. We’re thinking about (how to make an) impact,” said Greenfield.
Since 2012, Ben & Jerry’s has been supporting entrepreneurs who strive to make a change in the community.
Each year the company will hold a competition called “Join Our Core” to find social entrepreneurs from all over the world who share Ben & Jerry’s unique vision of “meeting social and environmental needs with financial sustainability”.
The winners from each participating country receive €10,000 to develop their sustainable business and excellent mentoring from Ashoka — one of the largest network of social entrepreneurs in the world.
“For social entrepreneurs, the most difficult thing is having some perspective on where you’re going,” said Greenfield, who is one of the judges of the competition. “So for them to have resources like Ashoka to plant them in the right direction is incredibly valuable.”
The winners also get to go on a trip to the Ben & Jerry’s headquarters in Vermont, as well as have their business logos linked to a Ben & Jerry’s flavour.
“We can help shine a light on the work that these young entrepreneurs are taking on and hopefully help them in their journey.”
It’s hard to imagine a world without Ben & Jerry’s. Greenfield and Cohen started their business with a mission to change the world, something that they are still doing till this day.
“Ben and I are incredibly lucky people,” said Greenfield. “We are able to do things that we like and feel good about, and are connected with our own personal values.”
And while Greenfield finds ultimate comfort in eating ice cream, for him, his happiest moments are with his wife and 26-year-old son, who is a “wonderful son”.
“I’m married to a saint and she cooks mean pies. I really made out pretty well!”
