Ben & Jerry's - Marketing

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Ben & Jerry’s Ice Cream began as a small “scoop shop” in 1978 in Burlington, Vermont. From the company’s inception more than thirty years ago, their plan was to provide quality ice cream while also creating a company that was socially conscious about the world and its environment. Within only a few years of opening, the demand for their ice cream grew and the company started making deliveries to local grocery stores and restaurants. In 1983, their first out-of-state franchise opened in Portland, Maine and they began to distribute ice cream in Boston, as well. By 1985, they were expanding outside of New England and decided to establish the Ben & Jerry’s Foundation. The company provided 7.5 percent of their pre-tax profits to…show more content…
In 1992, Ben & Jerry’s became the first publicly-traded company in the United States to sign the Ceres Principles. This requires them to submit a report of their environmental performance every year. In 2001 Ceres presented the organization’s first-ever award for Outstanding Sustainability Reporting to Ben & Jerry’s. In 1993, the company began giving their out-of-date, mislabeled and unusable product to a local trash-to-energy incineration plant which helps to generate power to people’s homes. In addition, they began to supply some of their waste product to a local composting plant where the waste is used as fertilizer for crops. In 1998, new storefronts were built using environmentally conscious materials like recycled glass. In addition, the company began using unbleached brown kraft paper for packaging purposes. In 1999, Ben & Jerry’s launched its 3-year Sustainable Agriculture Project, the first phase of which involved a two-farm pilot project to develop tools to demonstrate that management practices can reduce the risk of nitrogen and phosphorus losses from dairy farms. In turn, such practices could improve the environmental performance at the farm level. In 2002, the company made public its goal to reduce their greenhouse gas emissions by 10 percent. Their plan was to offset two years of CO2 emissions by supporting a wind turbine in the grasslands of South Dakota.

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