Co-founder of Ben & Jerry’s has stepped down from his role as “brand ambassador” following a public feud with parent company Unilever regarding the conflict in Gaza.
Greenfield, who had been with the ice cream brand for 47 years, expressed his discontent in an open letter shared by his business partner, Ben Cohen.
In his letter, Greenfield indicated that the Vermont-based company, known for its progressive activism has been “silenced” by Unilever, which is currently spinning off its Magnum ice cream unit that includes Ben & Jerry’s.
“It’s with a broken heart that I’ve decided I can no longer, in good conscience, remain an employee of Ben & Jerry’s”, he wrote, emphasising the importance of standing up for justice and equity.
Ben and Jerry’s has recently among the few major brands to publicly address issues like the Gaza conflict and immigration policies under President Donald Trump.
In contrast, many other US companies have become increasingly hesitant to engage in social advocacy. For instance, Microsoft recently fired four employees involved in protests over the company’s connections to Israel.
While Ben & Jerry’s independent social mission board continues to lead the brand’s activism, Greenfield and Cohen do not serve on this board. Unilever has stated that it “disagrees with the Greenfield perspective” and is open to discussion with both co-founders to strengthen the brand’s values-based position.
The relationship between Unilever and Ben & Jerry’s has soured since 2021, when the ice cream maker announced it would cease sale in the Israeli-occupied West Bank. This decision prompted backlash leading Unilever to sell the Israeli business to a local licensee, a move that resulted in legal disputes. The brand has since described the Gaza conflict as “genocide”, a rare stance for US company.
Greenfield’s resignation comes as the founders have been advocating for a spin-off of Ben & Jerry’s ahead of a planned public listing for Magnum Ice Cream in November.
Last week, Cohen protested in London against Unilever’s management, demanding that the company “Free Ben & Jerry’s” to safeguard social values.
Despite his departure, Greenfield intends to continue advocating for social issues outside the company. “It was always about more than just ice cream, it was a way to spread love and invite others into the fight for a better world”, he further stated.
