On May 5, 1978, childhood friends Ben Cohen and Jerry Greenfield opened the doors to their first ice cream shop in a humble, renovated gas station in Burlington, Vermont. With a $12,000 investment and a shared dream, the duo set out to bring joy to their community one scoop at a time. What began as a quirky local hangout would soon grow into one of the world’s most beloved ice cream brands—renowned not just for its flavor combinations, but for its conscience.
Churning Out Something Different
Ben and Jerry didn’t just want to sell ice cream—they wanted to do it differently. With Ben’s lack of a strong sense of taste and Jerry’s scientific precision, the two began experimenting with unusual textures and chunky, bold flavors to create something uniquely their own. Their commitment to high-quality ingredients—sourced locally whenever possible—quickly set them apart from other ice cream makers.
From Cherry Garcia to Chunky Monkey, Ben & Jerry’s built a reputation for creativity and fun, inviting customers to experience ice cream as an adventure in flavor. Their quirky names, generous mix-ins, and hand-packed pints helped create an instantly recognizable brand identity that stood out in a competitive market.
A Business with a Heart
What truly set Ben & Jerry’s apart, however, was its unapologetic commitment to social responsibility. The company became an early pioneer of “values-led business,” embedding activism and philanthropy into its operations. From advocating for environmental sustainability and LGBTQ+ rights to supporting fair trade and criminal justice reform, Ben & Jerry’s used its platform—and its pints—to speak out.
They instituted a three-part mission statement emphasizing product quality, economic reward, and a commitment to social change. They also made headlines for implementing progressive workplace policies, donating a portion of profits to charity, and staying vocal on political issues most corporations avoided.
A Lasting Legacy of Flavor and Impact
Today, Ben & Jerry’s is a global brand, but it has remained true to the values that shaped it from the start. Even after its acquisition by Unilever in 2000, the company retained its social mission and continues to influence how businesses engage with the world.
May 5, 1978, marks more than the birth of a successful company—it marks the beginning of a movement in ethical entrepreneurship. With every scoop, Ben & Jerry’s reminds us that doing good and doing well can go hand in hand—and that a little sweetness can go a long way in making the world a better place.