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Ben and Jerry

Ben and Jerry

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mission and vision
mission and vision

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Published by: bhavna on Apr 02, 2013
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03/25/2014

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The two entrepreneurs who aced their college course in ice cream making aren’t your typical Tom

, Dick, or Harry! Here’s what the organization they founded is doing today: • It buys all of its milk and cream from one dairy cooperative whose members guarantee the supplies are bovine growth-hormone free. • It launched several Fair Trade Certified™ flavors to support smallscale family farms and their workers in the developing world through fair prices and eco-friendly farming practices. • Its PartnerShop, Scoopers Making Change, and Cones 2 Career programs help nonprofit organizations give jobs to and train at-risk youth. • Its new product line includes Body & Soul “low carb/low fat” ice cream flavors, milk shakes, frozen yogurts, sorbets, waffle cones, and ice cream sandwiches. It also sponsors the “Do Us a Flavor Contest” that allows customers to submit a new “euphoric” ice cream flavor. A recent “Flavor Guru” winner was Puttin’ on the Ritz, a swirl of vanilla ice cream, caramel, Ritz crackers, and chunks of chocolate. This creative, funky approach to business at Ben & Jerry’s Homemade, Inc., links its mission, core values, and prosperity to social causes designed to improve humanity, as shown on its website. 1 Ben & Jerry’s proves the American dream still lives. In 1978, longtime friends Ben Cohen and Jerry Greenfield headed north to Vermont to start an ice cream parlor in a renovated gas station. 2 Buoyed with enthusiasm, $12,000 in borrowed and saved money, and ideas from a $5 Penn State correspondence course in ice cream making (with perfect scores on their open book tests!), Ben and Jerry were off and running. Today, Ben & Jerry’s is owned by Unilever and earns about $240 million in annual sales worldwide, mainly from selling its incredibly rich premium ice cream. While customers love Cherry Garcia and its other ice cream flavors, many want to support Ben & Jerry’s social mission, too
MISSION STATEMENT Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept of linked prosperity. Our mission consists of 3 interrelated parts:

national and international communities by integrating these concerns into our day-to-day business activities. We have a progressive. We recognize that the gap between the rich and the poor is wider than at any time since the 1920’s. We strive to create . while holding a deep respect for individuals inside and outside the company and for the communities of which they are a part. nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local. the environment and sustainable agriculture on family farms. distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome. Our focus is on children and families. Product Mission: To make.  Capitalism and the wealth it produces do not create opportunity for everyone equally. natural ingredients and promoting business practices that respect the Earth and the Environment. Economic Mission: To operate the Company on a sustainable financial basis of profitable growth.Social Mission: To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally. increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. Underlying the mission of Ben & Jerry’s is the determination to seek new and creative ways of addressing all three parts. nationally and internationally.

One means of gaining a competitive advantage is through the use of a differentiation strategy to provide a better product that buyers believe is worth the premium price . In addition to differentiating its product from other ice cream competitors. maintain the productivity of the land over time. and developing creative advertising campaigns . high quality ingredients. and incorporating social activism.economic opportunities for those who have been denied them and to advance new models of economic justice that are sustainable and replicable.   By definition. The general corporate strategy can be characterized as a focused or market niche strategy based primarily on product differentiation and quality production. this strategy helps Ben & Jerry·s gain a strong competitive advantage as it can offer consumers something they perceive is appealingly different from rival competitors³innovativesuper-premium ice cream flavors that taste better and consist of all natural. Ben and Jerry's VISION STATEMENT Making the best possible ice cream. Although focused differentiation strategies target a narrow buyer segment. We believe government resources are more productively used in meeting human needs than in building and maintaining weapons systems. including fostering a company image of social activism. Since higher quality ice cream generally costs more than the economy and regular types of ice cream. achieving economic growth and profitability. the manufacturing of products creates waste. We support sustainable and safe methods of food production that reduce environmental degradation. creating brand loyalty. We strive to minimize our negative impact on the environment. We strive to show a deep respect for human beings inside and outside our company and for the communities in which they live. The growing of food is overly reliant on the use of toxic chemicals and other methods that are unsustainable. franchising the company to aid economic growth. Ben and Jerry·s has . in the nicest possible way EXPLANATION Ben & Jerry's corporate strategy strives to implement the three integrated missions described above: developing a high-quality product. and support the economic viability of family farms and rural communities. Ben & Jerry·s general strategy combines several other key components.   We seek and support nonviolent ways to achieve peace and justice.

Free Cone Day). Ben & Jerry Foundation). Since the recession started in 2007. What’s Special about Ben and Jerry’s . “At Will employment is inhuman. The use of all-natural . accountability doesn’t raise high on the radar. some “bad bosses” receive record compensation whether they achieved stellar performance or not. Ben & Jerry·s has made substantial efforts to gain a favorable reputation and image with buyers through its frequent promotional campaigns (i.Ben & Jerry·s have survived in the thought market competition by creating a strong brand. Ben & Jerry’s: Cultivating A Human Culture in Business Published January 18. TIGERS® has been in the business of helping good leaders build team cultures where humans thrive for over 23 years.e.high quality ingredients and the innovative flavors of Ben & Jerry·s ice cream illustrates the strategic use of product differentiation to gain a competitive advantage in the ice cream market . When poor leadership planning and decisions result in layoffs or other business fiascos. and the use of eco-friendly products. donations to social causes (i. So let’s take a look at the human side of Ben and Jerry’s..incorporated product differentiation in its general corporate strategy in order to command a higher price. 2013 | By Dianne Crampton A business associate from London and I were having breakfast when she said. Isn’t that an excuse for bad bosses to shirk their responsibility to their employees by simply cutting their losses any time they want to?” I think so.e.

“Come to Vermont so we can listen to you. they could have been recent college graduates searching for employment.” Joined by the franchising professionals that manage Ben & Jerry’s 300strong network of scoop shops around the US. But. While you can’t argue that managing an ice cream scoop shop is hard work. which focuses on excellence in operations. Given their age.Given their exuberance. Not a bad day’s work for a group that constantly practices the company’s mission across the country. The group shared how they activate the company’s Social Mission in their specific markets via community support of local programs as well as large scale global initiatives such as sourcing Fairtrade products. the 14 chosen participants who were flown to Ben & Jerry’s company headquarters in Vermont from such places as Nashville. or Sarasota. “While we want to share with them and inspire them through the knowledge that they are supported from the headquarters here. and they’ve met some great people. the Manager’s Advisory Council (MAC) gathered in the Green Mountain state to share their successes and to learn from one another. a business consultant with Ben & Jerry’s. The participants’ one thing in common: excellence in managing a Ben & Jerry’s franchise shop.” Heintz added. at Ben & Jerry’s it sounds like things might just be a little sweeter. both here at the home offices and from around the country. they could have been winners of a contest. MAC leader Stacey Stanczak. this is a specifically structured time for us to listen to these folks who manage values-led retail business better than anybody across the nation. summed it up best. Pittsburgh and Myrtle Beach were all gainfully employed. this is a specifically structured time for us to listen to these folks who manage values-led retail business better than anybody across the nation” And so the progressive ice cream maker who’s known for its unusual business practices came at this group in a different manner. that will help each of . “I know our managers have so many ideas for when they get back to their shops. Denver. with a personal invitation to each member. but they’re also experts in Charleston. The franchise system. “While we want to share with them and inspire them through the knowledge that they are supported from the headquarters here. “We’re fortunate to have these ambassadors in each city who are not only experts in Ben & Jerry’s. The MAC nurtured their already highly touted ice cream product prowess spending time with expert Flavor Guru Eric Fredette who helps create custom flavors for the shops such as Cinnamon Cereal Swirl and Spumoni for 2012. Global Retail Operations Director. or Fairfax…” said Debra Heintz. knows that this type of sharing can only lead to better things for Ben & Jerry’s overall. no.

and winning.98 million. WHY BEN AND JERRY IS WT IT IS!!! 1. grocery stores. that employed the homeless and recovering addicts. Fighting the big guys.them continue to grow their businesses and grow personally and professionally in the future. the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. they would lose the rights to distribute HD). When Ben and Jerry needed to raise money for capital improvements. throughout the founders’ tenure anyway. Additionally. The purpose of Ben & Jerry’s philanthropy is to support the founding values of the company: economic and social justice. The company states its position on rBGH* on its labels. 3. Contributions made via the employee-led Ben & Jerry’s Foundation in 2011 totaled $1. to support local businesses. that’s sweet! About Ben & Jerry’s Ben & Jerry’s produces a wide variety of super-premium ice cream and ice cream novelties. Residents of Vermont could be part owners of the company. franchise Ben & Jerry’s Scoop Shops. stuck to using only milk produced from Vermont’s cows. Ben worked in a hospital teaching crafts to patients. hoping to “share the wealth”. Also. so instead they initiated a statewide stock offering. Neither Ben nor Jerry had any business experience when they started making ice cream. Jerry worked as a lab aid. when evaluating potential suppliers. environmental restoration and peace through understanding. Ben and Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets. Following your passion. Ben and Jerry knew that they couldn’t afford a legal battle . 4. Ben and Jerry’s. Do things your own way. They took a $5 correspondence course to learn ice cream making. convenience stores. such as a brownie bakery in Yonkers. they chose to partner with other “values-led” companies. At one point. approximately 1 in 100 Vermont residents owned Ben and Jerry’s stock. they didn’t want to be beholden to a venture capital firm. economic reward and a commitment to the community.” Now. using high-quality ingredients including milk and cream from family farmers who do not treat their cows with the synthetic hormone rBGH. Häagen-Dazs tried to limit distribution of Ben and Jerry’s ice cream by forcing their distributors to stop selling Ben and Jerry’s (if they didn’t. NY. 2. restaurants and other venues. allowing the community to profit as the business profited. Businesses can be both profitable and socially responsible. a Vermont corporation and wholly-owned subsidiary of Unilever. Ben & Jerry’s. and to support our Vermont communities. In 1984. operates its business on a three-part Mission Statement emphasizing product quality.

and giving interviews to the media. and sell it to restaurants in the area (and eventually to stores).g. but it also allowed them to reach customers year-round. as well as gained nationwide name recognition.against HD. divergent experiences around daydreams. handing out leaflets. What did they come up with? They decided to put their ice cream in pint-size containers. Therefore. visit with the participants how they might like to arrive at description of their organizational vision. When Ben and Jerry’s started selling ice cream out of their storefront in Burlington. i. e. focused discussions. • Developing a Vision Statement 1. entitled “What’s the Doughboy Afraid Of?”. etc. 2.e.. 5. Developing a vision statement can be quick culture-specific. Ben and Jerry won in the court of public opinion. which included marching on Pillsbury headquarters. Sweet. Not only did this strategy put intense public pressure on Pillsbury to not limit Ben and Jerry’s distribution. they realized they would have to come up with a new strategy to keep bringing in customers once the summer was over. so instead they started a new marketing campaign. sharing stories. Thinking outside the box. This not only gave them a new distribution channel. participants may use methods ranging from highly analytical and rational to highly creative and divergent.. VT. . They even printed the slogan on their ice cream pints. The vision statement includes vivid description of the organization as it effectively carries out its operations.

2. but the part where time easily gets away from you..a graphic description of what success and the future will be like • Recognition of service to stakeholders – – – Owners/creditors Employees Customers Developing a Mission Statement 1. If the organization elects to develop a vision statement before developing the mission statement.3. the mission statement describes the overall purpose of the organization. At is most basic. too often including highly idealistic phrasing and activities which the organization cannot realistically aspire. Recently. ask “ Why does the image. Note that originally. Developing the vision can be the most enjoyable part of planning. A vision statement A statement that clearly defines the organization’s “reason” for being • Should unite people in the organization toward the purs uit of one common goal • A guiding philosophy • Consistent with organizational value • Core ideology • Envisioned future COMPONENTS : Core ideology – – • Core Values .timeless guiding principles Core Purpose . the vision exist -. 4. i.e. the vision was a compelling description of the state and function of the organization once it had implemented the strategic plan.what is it’s purpose?” This purpose is often the same as the . a very attractive image toward which the organization was attracted and guided by the strategic plan.reason for being Envisioned future – – Big Hairy Audacious Goals (BHAG) clearly articulated goals Vivid description . the vision has become more of a motivational tool.

5. markets. 7. It is developed by those who will live by it. focused discussions. and works by consensus building.g. participants may use methods ranging from highly analytical and rational to highly creative and divergent. It should evoke some personal response. services. from walking out and quitting.. enforce it. and ensure its success. etc. people know what is important to them and can focus their activity. and contains the following elements: – Provides a concise statement of why the organization exists. When wording the mission statement. • The mission statement of an organization is normally short. consider the organization's products. Therefore. Developing a mission statement can be quick culture-specific. When refining the mission. It needs to be worked on until it gets to be so clear that reminding yourself of it will keep you. divergent experiences around daydreams. 3. They can be strategic and pick priorities rather than be reactive. visit with the participants how they might like to arrive at description of their organizational mission. Consider any changes that may be needed in wording of the mission statement because of any new suggested strategies during a recent strategic planning process.mission. A mission statement is developed collaboratively. and maybe priorities of activities for survival. With a clear mission.e. Ensure that wording of the mission is to the extent that management and employees can infer some order of priorities in how products and services are delivered. to the point. and what it is to achieve. Research has shown that people who have an understanding or reason for what they are doing. Does the mission statement include sufficient description that the statement clearly separates the mission of the organization from other organizations? Mission Statement Mission statements say why the business is unique. values. on a really bad day. values all input. and . The process seeks inclusion. e. 6. and concern for public image. How the mission statement is developed is as important as the statement itself. – States the purpose and identity of the organization. 8. sharing stories. do much better in times of stress.. This sense of coherence or mission helps people focus and endure challenges that stand in the way of their realizing their vision. a useful exercise is to add or delete a word from the mission to realize the change in scope of the mission statement and assess how concise is its wording. – Defines the institution's values and philosophy. 4. i.

4. distribute. They truly led by example by talking the talk and walking the walk. and customers will reward you for it. and sell the finest quality all natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products. It seems like Ben & Jerry’s was actually thinking about and establishing the importance of the triple bottom line long before it became a common business practice. for a less stressful and more fulfilling life. Make your dedication to quality products and services obvious. 3. Today. 2. The desire to contribute to the greater good of the society in which a company operates must be a core value present in all the members of the team. Economic: To operate the Company on a sound financial basis of profitable growth. Ben Cohen and Mal Warwicks “five fundamental premises” for succeeding at social entrepreneurship 1. Make your business “sustainable” by lightening your “footprint” on the environment and building strong relationships with customers. Attract consumers by demonstrating a commitment to your community and the environment. Look at your constituencies as partners rather than adversaries. The social and environmental goals should be big hairy and audacious goals and the core value of social responsibility should be a timeless guiding principle for the company. increasing value for our shareholders and creating career opportunities and financial rewards for our employees. . many companies have realized the importance that the stewardship of the community and environment in which they operate plays an important role in the amount of top line growth on their income statement. national. Ben & Jerry’s realized this long ago. Social: To operate the Company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community: local.– Describes how the organization will serve those affected by its work VISION VS MISSION • The vision is more broad and future oriented – the goal on the horizon • The mission is more focused – how you will get to the horizon Example of Vision statement Ben & Jerry’s Product: To make. and international. employees. Ben & Jerry’s does an excellent job of meeting these requirements. and worked hard to maintain their core values and envisioned future through their day to day operations of the business. suppliers and the community.

even relative to your own compensation. and include a share of profits.startupnation.asp#8r5JubCkBDqAz1c8.com/business-articles/1296/1/social-entrepreneuship-bencohen. Treat employees with respect and compensate them well.5.99 . Read more at http://www.

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