Ben Cohen and JerryGreenfield

By: Sadie Smith

“I scream, you scream, we all scream for ice cream.”

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How it all started Ben Cohen and Jerry Greenfield both

grew up in Long Island and met itmiddle school

Their first ice cream parlor was inBurlington, Vermont in which theyinvested only $12,000

Became incredibly famous in only 1year

In the early 1980s they expanded togrocery stores

How it all started cont. Opened stores up and down the east

coast and through the gain ofinvestors and independent distributorsthey got their product in every storethroughout the New England states

Became a publicly traded stock andgrew huge

Most Popular Flavors Cherry Garcia Chunky Monkey Half baked New York Fudge

Chunk Phish Food

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Business Tactics

• responsibility to the community• worker happiness• creative marketing strategies• don’t be afraid of Big Business

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Responsibility to Community and Environment

Social responsibility and values makebusiness thrive

Success measured by impact oncommunity, not on amount of moneyearned

Donated money to charities andfoundations all over the world

Worker Happiness

Happy workers = successful business Greenfield created the “Joy Gang”-

activities in the workplace foremployees to have fun

Cohen and Greenfield encouragedworkers to suggest new ideas forhaving fun ex. Free 15 minutemassages

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 outfree samples

Had very creative and different flavornames, many related to nationalissues - caused a huge increase insales

“The Cowmobile”

Don’t Be Afraid of Big Business

Don’t be afraid to be the underdog andface the big guys

Big Business Pillsbury came after Benand Jerry’s - Cohen and Greenfield inresponse launched campaign againstthem and spread word of theircompany - grew quickly and made lotsof money - as result Pillsbury backeddown

“I think that business is the most powerfulforce in the country. When business startsusing its voice for the benefit of the countryas a whole, not just in its narrow self interest,it can really be the force that can make thechanges that need to be made.”

-Ben Cohen