Jerry Greenfield has stepped down after nearly five decades at Ben & Jerry’s, saying he can no longer work “in good conscience” for a company he believes has been “silenced” by parent Unilever. The open letter, shared by cofounder Ben Cohen on X, called the move one of his “hardest and most painful decisions.”
Dispute Over Gaza and Brand Independence
The Ben & Jerry’s cofounder exit follows years of tension over the brand’s stance on Israel-Palestine. In 2021, Ben & Jerry’s said it would stop sales in the occupied West Bank as “inconsistent with our values,” a decision that triggered a broader fight over how much independence the ice-cream maker retains inside Unilever. The brand has since taken legal action, alleging efforts to muzzle its social mission.
Spin-Off Plans, Failed Buyout—and What’s Next
Unilever is carving its ice-cream portfolio, including Ben & Jerry’s, into the new Magnum Ice Cream Company. A Magnum spokesperson thanked Greenfield for his role but disagreed with his characterisation, saying it seeks constructive engagement with the founders.
Last week, Cohen said the brand explored a sale to outside investors at a fair value of $1.5bn–$2.5bn; Unilever did not proceed. The Financial Times also framed Greenfield’s move as a protest against the “silencing” of the brand’s social mission. Together, these developments sharpen questions about Ben & Jerry’s future direction.
Why it Matters for South Africans
South Africans know Ben & Jerry’s as a global brand that built loyalty by pairing indulgent flavours with outspoken activism. The Ben & Jerry’s cofounder exit underscores how corporate control can collide with values-led marketing, an issue many local brands face when social causes meet shareholder risk. As the spin-off advances, expect more pressure on Unilever and Magnum to spell out how Ben & Jerry’s mission will be protected, or reshaped.
The Bottom Line
This Ben & Jerry’s cofounder exit is about more than ice-cream. It’s a test of whether a household name can keep its activist voice while housed inside a global conglomerate. For now, Greenfield steps away; the debate over the brand’s independence remains.
