{"id":127886,"date":"2025-09-10T08:37:12","date_gmt":"2025-09-10T06:37:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127886"},"modified":"2025-09-11T17:18:35","modified_gmt":"2025-09-11T15:18:35","slug":"oprichters-ben-jerrys-dringen-aan-op-bevrijding-van-hun-merk","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/oprichters-ben-jerrys-dringen-aan-op-bevrijding-van-hun-merk\/","title":{"rendered":"Oprichters Ben & Jerry\u2019s dringen aan op \u201cbevrijding\u201d van hun merk"},"content":{"rendered":"\n

In een open brief aan de raad van bestuur van The Magnum Ice Cream Company<\/strong> vragen de medeoprichters van Ben & Jerry’s<\/strong>, Ben Cohen en Jerry Greenfield, om het ijsjesmerk los te koppelen van het moederbedrijf dat straks naar de beurs trekt.<\/p>\n\n\n\n

\u201cTot zwijgen gebracht\u201d<\/h2>\n\n\n\n

Zoals bekend is Unilever<\/strong> momenteel bezig zijn ijsdivisie af te splitsen als voorbereiding op een beursgang in november van dit jaar. De nieuwe onderneming, The Magnum Ice Cream Company, overkoepelt bekende ijsmerken als Cornetto, Magnum, Ola, Wall\u2019s en dus ook Ben & Jerry\u2019s. Dat is niet naar de zin van Cohen en Greenfield, die hun merk destijds oprichtten vanuit een missie om sociale onrechtvaardigheid aan te pakken.<\/p>\n\n\n\n

Toen ze hun bedrijf in 2000 aan Unilever verkochten, garandeerde de overeenkomst de autonomie van Ben & Jerry’s, met behoud van een onafhankelijke raad van bestuur en de vrijheid om zijn maatschappelijke missie na te streven. De sociale waarden waarop het bedrijf was gebaseerd, werden de afgelopen jaren door Unilever echter uitgehold, schrijven de oprichters. \u201cDe stem van het bedrijf is tot zwijgen gebracht\u201d, zegt de brief. \u201cWe dringen er bij de raad van bestuur en potenti\u00eble investeerders op aan om de opname van Ben & Jerry’s in de toekomstige samenstelling van Magnum te heroverwegen en een vrij Ben & Jerry’s op te richten.”<\/p>\n\n\n\n

Rechtszaak<\/h2>\n\n\n\n

Eerder dit jaar gaven de oprichters al te kennen dat ze Ben & Jerry\u2019s wilden terugkopen<\/a>. De kans dat Unilever ingaat op hun eisen, lijkt nihil. De multinational ontsloeg afgelopen voorjaar CEO David Stever<\/a>, mogelijk wegens kritiek op Amerikaans president Trump en op het conflict in Gaza. De onafhankelijke raad van bestuur van Ben & Jerry\u2019s spande een rechtszaak aan tegen Unilever vanwege censuur en pogingen om de sociale missie van het merk het zwijgen op te leggen.<\/p>\n\n\n\n

Cohen en Greenfield publiceerden hun open brief naar aanleiding van de Capital Markets Day van dinsdag, waarop CEO Peter ter Kulve analisten en potenti\u00eble investeerders informeerde over de plannen en vooruitzichten van het nieuwe ijsbedrijf. Hij verwacht een gemiddelde jaarlijkse omzetgroei tussen 3 en 5% te realiseren<\/a> en ook de marges te verhogen dankzij besparingsplannen en verbeteringen in de logistieke keten.<\/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 zegt al de eerste positieve resultaten van de nieuwe strategie te zien.<\/p>\n","protected":false},"excerpt":{"rendered":"

In een open brief aan de raad van bestuur van The Magnum Ice Cream Company vragen de medeoprichters van Ben & Jerry’s, Ben Cohen en Jerry Greenfield, om het ijsjesmerk los te koppelen van het moederbedrijf dat straks naar de beurs trekt. <\/p>\n","protected":false},"author":3,"featured_media":94834,"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],"tags":[749],"people":[],"extra":[43],"company":[755,1813],"topic":[],"region":[207],"class_list":["post-127886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-beursgang","extra-plus","company-ben-jerrys","company-magnum-ice-cream-company","region-verenigde-staten"],"acf":[],"yoast_head":"\nOprichters Ben & Jerry\u2019s dringen aan op \u201cbevrijding\u201d van hun merk - RetailDetail 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