pop & funWikipedia1978 · Burlington, Vermont, USA

Ben & Jerry's began as a failed bagel shop plan and a correspondence course

the gist

Ben Cohen and Jerry Greenfield, childhood friends from Merrick, New York, planned a bagel shop in 1977 but found the equipment too expensive. They took a correspondence course in ice cream making from Penn State instead, and in 1978 opened a parlour in a renovated gas station in Burlington, Vermont, with a $12,000 investment. Cohen has a severe lack of smell, so he relied on texture, which led to the chunks that became a trademark. The brand grew with bold social campaigns and a 1979 free cone day that still runs today. In 2000 the company was sold to Unilever for $326 million, though its founders kept a voice in it for some years.

so what

Ben & Jerry's became a rare example of a food company that tied its brand to social causes, and its later disputes with its parent company show how a mission can clash with corporate ownership. It is a useful case of how one personal quirk can shape a product.

fun fact

Ben Cohen's lack of a sense of smell is the reason the company's chunky mix-ins became part of its product.

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