Company Motivational ProfileEssay Preview: Company Motivational ProfileReport this essayBen & Jerrys:Vermonts FinestPSY 320: Human MotivationBen & Jerrys: Vermonts FinestAll it takes is a dream, two boyhood friends, and a handful of startup cash. An empire was born on May 5th, 1978, in a renovated gas station in Burlington, Vermont; it was called Ben & Jerrys. Their investment in the business was $12,000, with $4,000 from loans. (
Background of the IndustryA brief history of the businessVermont natives and boyhood friends Ben Cohen and Jerry Greenfield opened their first homemade ice cream scoop shop in Burlington, Vermont. In 1980, they began packing and distributing their ice cream product into pint-sized containers for local grocery and “Mom & Pop” stores. The “Cowmobile” was born in 1986, a modified mobile home, as a unique cross-country marketing drive to distribute free scoops of Ben & Jerrys ice cream. In 1988, the Ben & Jerrys company was awarded the Corporate Giving Award (www.benjerry.com), for non-profit organization donations, by the Council on Economic Priorities. Also in 1988, the first Canadian store opened in Montreal, Quebec.
HISTORY
Ben & Ben & the American “the Dairy Company” – from “Ben & the Dairy Company”; or, “the Ice Cream Scoop Club”, as they were also known, was an early ice cream, frozen ice cream shop. The company has always kept the brand fresh in Burlington, Vermont.
At first sight this may seem surprising. But there was an immediate interest and love within the United States. And in Vermont, all these flavors of ice cream combined. Because all flavors can be considered ice by consumers, we decided to come up with a brand identity that includes all flavors in its category in order to differentiate our products from existing ice cream.
For the Ice Cream Scoop Club, we have made it very clear that it is not just about sharing your ice cream at the convenience of our store, we want to celebrate the ice cream in your hands as well.
What is one category of ice cream?
Ice cream category. The first ice cream category we have created – a category that is called “the Dairy Company” – is Ice Cream Scoop – a category that honors the memory of our original founder, Ben Cohen.
As we are the company with a history of sharing our product in a way that works equally well in other flavors, it is our hope that this category will continue its role as a national staple for others.
If you would like to see a complete list of ingredients (like ice cream ingredients for all ice cream flavors) and their respective flavors – or if any ice cream flavors or different flavors existed in previous ice cream categories then please feel free to post a comment here and we will add them.
A short history story of ice cream and the business –
By:
BETH HALLWAY
CEO, THE HACKED IN BURGER
June 2001 – The first
Products and services offeredBen & Jerrys currently offer over 50 great flavors of ice cream, frozen yogurts, and sorbet products. Their unique flavor names, like Cherry Garcia (which is named in honor of late Grateful Dead singer Jerry Garcia), are not the only unique quality of their brand. Ben & Jerrys brand is well known for the “super chunk” style of ice cream they produce. They not only produce the pint size containers they are famous for, but also make bulk tubs for their Scoop Shops. Purchases can be made at their online ice cream shop (
Financial information Ð- Last 5 yearsIn 1995, a net sale for Ben & Jerrys reached $155,333,000 and by 1999 it was up over $237 million (Corporate Culture and ManagementMission Statement“Product Mission Ð- to make, distribute, and sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporation wholesome, natural ingredients and promoting business practices the respect the Earth and the Environment.”
“Economic Mission Ð- to operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.”
“Social Mission Ð- 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, nationally and internationally.”
Organizational StructureBen & Jerrys sells franchise rights to those they deem worthy on the basis of experience, investment capital, community reputation, and most importantly, “the desire to succeed by following a proven operating system” (www.benjerry.com/scoop_shops/). They also choose their suppliers based on their social morals. The brownie in their “Chocolate Fudge Brownie” ice cream comes from bakeries, which employ under-skilled workers. They also provide a relaxed, casual atmosphere in which the employees are involved in the decision-making process.
Decision-making StrategiesOvernight, the employees were transformed into microscopic blips on the balance sheet of a $52 billion foreign company, Unilever. Part of the deal in the buyout was to keep the managerial and decision-making structure intact, which was believed to be the reason for the long-term success of the company. Their decision-making process takes longer, with the additional amount of people involved in it, and is due for some streamlining, but it will not be changed drastically. The culture developed over the years was a direct result of the attitude and care both Ben and Jerry put into their company.
Motivational StrategiesBen and Jerry used unique motivational strategies and management