{"id":132173,"date":"2025-10-20T13:57:28","date_gmt":"2025-10-20T11:57:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132173"},"modified":"2025-10-20T14:22:49","modified_gmt":"2025-10-20T12:22:49","slug":"medeoprichter-ben-jerrys-verhoogt-de-druk-op-unilever-met-briefschrijfactie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/medeoprichter-ben-jerrys-verhoogt-de-druk-op-unilever-met-briefschrijfactie\/","title":{"rendered":"Medeoprichter Ben & Jerry\u2019s verhoogt de druk op Unilever met briefschrijfactie"},"content":{"rendered":"\n

In aanloop naar de resultaten van Unilever<\/strong> op 23 oktober lanceert Ben Cohen, medeoprichter van Ben & Jerry’s<\/strong>, een briefschrijfactie waarin hij Peter ter Kulve, CEO van Magnum, oproept om het activistische ijsjesmerk te verkopen.<\/p>\n\n\n\n

\u201cMonddood gemaakt\u201d<\/h2>\n\n\n\n

Twee weken geleden kondigde Cohen al aan dat hij het de Magnum Ice Cream Company<\/strong>, de ijsjes-spin-off van Unilever die straks apart naar de beurs trekt, lastig zou maken<\/a> als ze het merk Ben & Jerry\u2019s niet willen verkopen. Nu voegt hij de daad bij het woord met de lancering van een wereldwijde briefschrijfactie. De campagne is bedoeld om de publieke druk op de multinational op te voeren op een cruciaal moment.<\/p>\n\n\n\n

Via FreeBenandJerrys.com kunnen supporters een brief sturen naar Peter ter Kulve, Jean-Fran\u00e7ois van Boxmeer en andere bestuursleden, waarin ze oproepen om Ben & Jerry’s te \u201cbevrijden\u201d. Volgens de oprichters werd de onafhankelijke raad van bestuur van Ben & Jerry’s herhaaldelijk monddood gemaakt ondanks de garanties die bij de overname door Unilever in 2000 werden gegeven over de sociale missie van het merk. Medeoprichter Jerry Greenfield nam om die redenen al ontslag<\/a> bij het bedrijf.<\/p>\n\n\n\n

\u201cWanneer moederbedrijven winst boven het behoud van de missie en identiteit van hun bedrijven stellen, wordt de merkwaarde vernietigd en komt de verkoop in gevaar. Zowel Ben & Jerry’s als Magnum zijn gewoon beter af als ze gescheiden blijven\u201d, zegt Cohen.<\/p>\n","protected":false},"excerpt":{"rendered":"

In aanloop naar de resultaten van Unilever op 23 oktober lanceert Ben Cohen, medeoprichter van Ben & Jerry’s, een briefschrijfactie waarin hij Peter ter Kulve, CEO van Magnum, oproept om het merk Ben & Jerry’s te verkopen.<\/p>\n","protected":false},"author":3,"featured_media":131041,"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":[],"people":[],"extra":[],"company":[755,1813,260],"topic":[281],"region":[],"class_list":["post-132173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-ben-jerrys","company-magnum-ice-cream-company","company-unilever","topic-overname"],"acf":[],"yoast_head":"\nMedeoprichter Ben & Jerry\u2019s verhoogt de druk op Unilever met briefschrijfactie - RetailDetail BE<\/title>\n<meta name=\"description\" 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