From the beginning the ice cream brand Ben en Jerry’s is known for its care for the community. Even when the brand was getting more popular and they finally could reap the fruits of their hard work, they didn’t start caring less, like now they are planning to get all their products Fairtrade certified. Ben & Jerry’s value-based business model has become an example for their parent company, Unilever.
Before there used to be a struggle between the two companies, where both had different values and Unilever is more consumer driven. However, Unilever has learned from its subsidiary and applied Ben & Jerry’s values also in the other Unilever brands and implemented these values in their Sustainable Living Plan which I spoke about in my previous blog entry. (The New York Times)
As said in Jolien’s third blog, CSR does reward and Ben and Jerry’s might be the best proof of that, since they started making profit when they got known for there community-based values. Ben & Jerry’s business model sets a good example of how other firms should operate to safeguard sustainable growth.
Evelyn Stalpaert
Evelyn Stalpaert
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