{"id":127888,"date":"2025-09-10T08:42:05","date_gmt":"2025-09-10T06:42:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127888"},"modified":"2025-09-10T15:27:27","modified_gmt":"2025-09-10T13:27:27","slug":"les-fondateurs-de-ben-jerrys-appellent-a-la-liberation-de-leur-marque","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-fondateurs-de-ben-jerrys-appellent-a-la-liberation-de-leur-marque\/","title":{"rendered":"Les fondateurs de Ben & Jerry’s appellent \u00e0 la \u00ab\u00a0lib\u00e9ration\u00a0\u00bb de leur marque"},"content":{"rendered":"\n

(Mise \u00e0 jour) <\/em>Dans une lettre ouverte au conseil d’administration de The Magnum Ice Cream Company<\/strong>, les cofondateurs de Ben & Jerry’s<\/strong>, Ben Cohen et Jerry Greenfield, demandent que la marque de cr\u00e8me glac\u00e9e soit s\u00e9par\u00e9e de sa soci\u00e9t\u00e9 m\u00e8re, qui sera bient\u00f4t cot\u00e9e en bourse.<\/p>\n\n\n\n

\u00ab\u00a0R\u00e9duit au silence\u00a0\u00bb<\/h2>\n\n\n\n

Comme on le sait, Unilever<\/strong> proc\u00e8de actuellement \u00e0 la scission de sa division \u00ab\u00a0cr\u00e8mes glac\u00e9es\u00a0\u00bb en vue d’une introduction en bourse en novembre de cette ann\u00e9e. La nouvelle soci\u00e9t\u00e9, The Magnum Ice Cream Company, chapeautera des marques de cr\u00e8me glac\u00e9e bien connues telles que Magnum, Cornetto, Ola, Wall’s et, par cons\u00e9quent, Ben & Jerry’s. Ce n’est pas du go\u00fbt de Cohen et Greenfield, qui ont fond\u00e9 leur marque \u00e0 l’\u00e9poque dans le but de lutter contre l’injustice sociale.<\/p>\n\n\n\n

Lorsqu’ils ont vendu leur entreprise \u00e0 Unilever en 2000, l’accord garantissait l’autonomie de Ben & Jerry, qui conservait un conseil d’administration ind\u00e9pendant et la libert\u00e9 de poursuivre sa mission sociale. Mais les valeurs sociales sur lesquelles l’entreprise a \u00e9t\u00e9 fond\u00e9e \u00e0 l’origine ont \u00e9t\u00e9 \u00e9rod\u00e9es par Unilever ces derni\u00e8res ann\u00e9es, \u00e9crivent les fondateurs. \u00ab\u00a0La voix de l’entreprise a \u00e9t\u00e9 r\u00e9duite au silence\u00a0\u00bb, peut-on lire dans la lettre. \u00ab\u00a0Nous demandons instamment au conseil d’administration et aux investisseurs potentiels de reconsid\u00e9rer l’inclusion de Ben & Jerry’s dans la future composition de Magnum et de cr\u00e9er un Ben & Jerry’s libre.<\/p>\n\n\n\n

Poursuite judiciaire<\/h2>\n\n\n\n

Au d\u00e9but de l’ann\u00e9e, les fondateurs ont exprim\u00e9 leur d\u00e9sir de racheter<\/a> Ben & Jerry’s. Les chances qu’Unilever acc\u00e8de \u00e0 leurs demandes semblent nulles. La multinationale a licenci\u00e9 le PDG<\/a> David Stever au printemps dernier, peut-\u00eatre pour avoir critiqu\u00e9 le pr\u00e9sident am\u00e9ricain Trump et le conflit \u00e0 Gaza. Le conseil d’administration ind\u00e9pendant de Ben & Jerry’s a intent\u00e9 une action en justice contre Unilever pour censure et tentative de faire taire la mission sociale de la marque.<\/p>\n\n\n\n

Cohen et Greenfield ont publi\u00e9 leur lettre ouverte \u00e0 la suite de la journ\u00e9e des march\u00e9s financiers de mardi, au cours de laquelle le PDG Peter ter Kulve a inform\u00e9 les analystes et les investisseurs potentiels des plans et des perspectives de la nouvelle soci\u00e9t\u00e9 de cr\u00e8me glac\u00e9e. Il esp\u00e8re atteindre une croissance annuelle moyenne des ventes comprise entre 3 et 5 %<\/a> et augmenter les marges gr\u00e2ce \u00e0 des plans d’\u00e9conomie et \u00e0 des am\u00e9liorations de la cha\u00eene d’approvisionnement.<\/p>\n\n\n\n

Update<\/em>: In een reactie heeft CEO Peter ter Kulve de suggestie van een verkoop van Ben & Jerry\u2019s al resoluut van tafel geveegd. Hij is naar eigen zeggen gefocust op marktaandeelwinst en ziet al de eerste positieve resultaten van de nieuwe strategie.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans une lettre ouverte au conseil d’administration de The Magnum Ice Cream Company, les cofondateurs de Ben & Jerry’s, Ben Cohen et Jerry Greenfield, demandent que la marque de cr\u00e8me glac\u00e9e soit s\u00e9par\u00e9e de sa soci\u00e9t\u00e9 m\u00e8re, qui sera bient\u00f4t cot\u00e9e en bourse. <\/p>\n","protected":false},"author":3,"featured_media":127889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[755,1813,260],"topic":[],"region":[],"class_list":{"0":"post-127888","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-ben-jerrys","11":"company-magnum-ice-cream-company","12":"company-unilever"},"acf":[],"yoast_head":"\nLes 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