2.  Ben Cochen and Jerry Greenfield  Lasting friendship  Merrick, Long Island  College didn’t work out well  No knowledge for business, but passion for ice cream  Sounds short but powerful

3.  Specialist in ice cream, frozen yoghurt, sorbet and ice cream novelty products  Variety of flavours: sixty one sorts  Ice cream graveyard

4.  1977: correspondence course in Pennsylvania State University Creamery  $8000 life savings and a $4000 bank loan  Leased an old gas station in Burlington, Vermont  5 May 1978: Opening first ice cream shop  Success: thanks to unique flavours and their social responsibility  1979: First Free Cone Day, still an annual tradition

5.  1988: “Small Business Persons of the Year”  1995: official website  1999: business profit of $ 13,5 million  2000: sold to food giant Unilever  2003: Celebrating 25 years  2010: Fair Trade Certified

6.  Good quality & protection of the environment, animals & community  1985: Ben & Jerry’s foundation  1991: Solar panels on their Ben & Jerry’s Circus Bus  1992: an campaign of Children’s Defense Fund  2005: protest against oil drilling  2006: Fair trade  2007: protest about consequences of cloning

7.  Family  Innovators/trend followers  Brand conscious  Caring about environment & well-being  Love dessert, but want natural ingredients and low fat substitutes

8.  "Please don't sit on the fence, it makes the cows jealous fool. Eat our ice cream“  “I scream! You scream! We all scream for ice cream!”  “Leading with progressive values across our business”

9.  Unique combinations of flavours  Using marketing tools  High price but worth it!  Häagen-Dazs: assortment is less extensive  Other competitors as Nestle, Kraft Food, Dunkin Donuts and Dean Foods, Dreyer’s Grand Ice Cream Company…

10.  1980: packaging for selling in grocery stores, supermarkets and local restaurants  1983: redesign by Woody Jacksons  1998: fresh new look  2001: use of “Eco-Pint” packaging