Starting Point: A local ice cream store
Organizing Strategy: Expand the brand incrementally, then exponentially through the acquisition by Unilever
Tools: Charismatic leadership, strong product, imaginative marketing
Outcomes: A dominant position in the upscale marketplace, continuing presence in supporting social and environmental change
Prime Source: http://www.benjerry.com/about-us
Big Changes
August 3, 2000: Ben & Jerry’s becomes a wholly-owned subsidiary of Unilever. Through a unique acquisition agreement, an independent Board of Directors is created to provide leadership focused on preserving and expanding Ben & Jerry’s social mission, brand integrity, and product quality. We call them the B.O.D. (Which means we really like them.)
2010
Fair Trade Commitment
Ben & Jerry’s makes a significant commitment to source Fair Trade ingredients and to support the global Fair Trade movement. We’re in the process of converting our ingredients to Fair Trade globally where we feel we can have the greatest impact on improving the lives of farmers, strengthening their communities and protecting the environment.
Our three-part Mission guides our decision making.
Our Product Mission drives us to make fantastic ice cream – for its own sake.
To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.
Our Economic Mission asks us to manage our Company for sustainable financial growth.
To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.
Our Social Mission compels us to use our Company in innovative ways to make the world a better place.
To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally
