The founders’ concerns are rooted in a belief that the brand’s core values have been compromised. They argue that the planned spin-off will not grant them true freedom, as Unilever is expected to retain a significant stake in the new company. Cohen and Greenfield believe that Ben & Jerry’s can only truly thrive as an independent, values-driven entity, supported by like-minded investors who prioritize the brand’s social mission. This debate is a critical case study in corporate governance and brand authenticity for the entire food supply chain.

The article points to a history of tension between the two entities. It notes that Ben & Jerry’s took legal action against Unilever in the past over the removal of its CEO, a clear sign of the ongoing conflict over control and direction. In response, Unilever has publicly reaffirmed its commitment to the brand’s unique mission. This ongoing back-and-forth illustrates a fascinating power dynamic and a major point of discussion in modern dairy economics and mergers and acquisitions (M&A) within the industry.

To rally support, Cohen and Greenfield have launched a public campaign and a website, freebenandjerrys.com, to garner support for their vision of a truly independent company. This strategic move shows their determination to take their case directly to the public and to consumers who value the brand’s social mission. It is a unique approach in the world of corporate spin-offs and is being watched closely by other companies that want to maintain a values-driven identity.