Sustainability Conference Keynote Speaker: Jerry Greenfield of Ben & Jerry's Ice Cream
The Rotunda Issue date: 3/24/10 Section: Features
By John IveyRotunda Reporter
Sustainability Conference Keynote Speaker: Jerry Greenfield of Ben & Jerry's Ice Cream
The Rotunda Issue date: 3/24/10 Section: Features
By John IveyRotunda Reporter
Jerry Greenfield, co-founder of Ben & Jerry's Ice Cream, helped kick off Longwood University's much anticipated three-day Sustainability Conference on Thurs., March 18. The sustainability conference was a three-day series of events for students and staff from both Longwood and schools from around the state. The conference theme focused on economic development, environmental stewardship and social justice.
Greenfield was the keynote speaker of the conference, where he lectured in Blackwell Hall. He spoke about business sustainability, social responsibility and his radical business philosophy that has made Ben and Jerry's Ice Cream the multi-million dollar company that it is today. In addition, attendees were treated to free Ben & Jerry's ice cream in Dorrill Dining Hall after the lecture.
Greenfield began by giving an overview of how Ben & Jerry's Ice Cream got its start.
He talked about how he and Ben Cohen became friends and how they eventually came to want to make ice cream for a living. Greenfield explained that the pair attended a $5 Penn State correspondence course in ice cream making, and shortly thereafter opened their homemade ice cream shop in Burlington, VT in May 1978. Though there were challenges of operating an ice cream shop in the cold Northeast, eventually Ben & Jerry's Ice Cream began selling their ice cream in containers like most of us recognize today.
Throughout the lecture Greenfield focused on the business spirit and sense of social responsibility that have made Ben & Jerry's business plan famous. This unique view of business had always been a cornerstone of the company, Greenfield explained, and brought about some unique solutions to business challenges. Greenfield used the example of selling the first stock of Ben & Jerry's to the average person in Vermont, rather than just wealthy investors. This was an unheard of idea at the time, but Ben and Jerry wanted to make it so that when the company grew, the community could reap the rewards. Public offerings started at $126 so that many people could join in.
Greenfield was the keynote speaker of the conference, where he lectured in Blackwell Hall. He spoke about business sustainability, social responsibility and his radical business philosophy that has made Ben and Jerry's Ice Cream the multi-million dollar company that it is today. In addition, attendees were treated to free Ben & Jerry's ice cream in Dorrill Dining Hall after the lecture.
Greenfield began by giving an overview of how Ben & Jerry's Ice Cream got its start.
He talked about how he and Ben Cohen became friends and how they eventually came to want to make ice cream for a living. Greenfield explained that the pair attended a $5 Penn State correspondence course in ice cream making, and shortly thereafter opened their homemade ice cream shop in Burlington, VT in May 1978. Though there were challenges of operating an ice cream shop in the cold Northeast, eventually Ben & Jerry's Ice Cream began selling their ice cream in containers like most of us recognize today.
Throughout the lecture Greenfield focused on the business spirit and sense of social responsibility that have made Ben & Jerry's business plan famous. This unique view of business had always been a cornerstone of the company, Greenfield explained, and brought about some unique solutions to business challenges. Greenfield used the example of selling the first stock of Ben & Jerry's to the average person in Vermont, rather than just wealthy investors. This was an unheard of idea at the time, but Ben and Jerry wanted to make it so that when the company grew, the community could reap the rewards. Public offerings started at $126 so that many people could join in.
Greenfield continued on to discuss how the role business plays in everyone's daily lives has changed over time. At one point, religious organizations led society, then it was government and now "business is the most powerful force." He was referencing how both religion and government have a vested self-interest in the social welfare, however, business in most interested in self-interest. Greenfield also mentioned where business has its power, influencing "politics, media, and how consumers are treated." He continued on to discuss how most businesses act in self-interest, and how even business schools teach "profit is everything to business."
Greenfield then changed direction and began talking about the "spiritual aspect of business." This was, in essence, returning to traditional values of doing what is right and working by the principle of "the good that you do comes back to you." He continued talking about how most business leaders are good caring people who are active in their community, not purely greedy like some may think.
One question Greenfield proposed to the audience was, "Why isn't business addressing social problems?" The answer to this question is that businesses do not address social need, meaning the needs of the local community. This is because it is not something that is measured as success. Greenfield said they measure success as profit, and measuring these factors helps give the business direction and focus.
Greenfield then began talking about Ben & Jerry's as an example of business done the right way, as he saw it. He continued talking about how Ben & Jerry's have applied the things he talked about. For instance, the business operates on a two-part bottom line: one part is profit and the other is the business's impact, or "giving back" to the community. He talked about how the idea of "giving back" had to be worked into the daily routine of the business for it to work.
Ben & Jerry's Ice Cream are continually improving their example of business though multiple venues. One of the company's goals is to be using 100 percent fair trade ingredients in Europe by 2011 and the U.S. by 2013. Ben & Jerry's also uses non-profit suppliers that help people by giving them jobs, along with operating 14 non-profit shops. The many charitable organizations that are supported by the business show that the company is applying the original idea Ben and Jerry had, which was to pass on the benefits of growth on to the community.
Being socially responsible is not just a weakness; it can be a vital asset to the company in building good relations with the community, which in turn helps retain customers and attract the best employees. Greenfield closed his presentation saying there is a spiritual aspect of business, just as there is to the lives of individuals and "the good that you do comes back to you."
Greenfield then changed direction and began talking about the "spiritual aspect of business." This was, in essence, returning to traditional values of doing what is right and working by the principle of "the good that you do comes back to you." He continued talking about how most business leaders are good caring people who are active in their community, not purely greedy like some may think.
One question Greenfield proposed to the audience was, "Why isn't business addressing social problems?" The answer to this question is that businesses do not address social need, meaning the needs of the local community. This is because it is not something that is measured as success. Greenfield said they measure success as profit, and measuring these factors helps give the business direction and focus.
Greenfield then began talking about Ben & Jerry's as an example of business done the right way, as he saw it. He continued talking about how Ben & Jerry's have applied the things he talked about. For instance, the business operates on a two-part bottom line: one part is profit and the other is the business's impact, or "giving back" to the community. He talked about how the idea of "giving back" had to be worked into the daily routine of the business for it to work.
Ben & Jerry's Ice Cream are continually improving their example of business though multiple venues. One of the company's goals is to be using 100 percent fair trade ingredients in Europe by 2011 and the U.S. by 2013. Ben & Jerry's also uses non-profit suppliers that help people by giving them jobs, along with operating 14 non-profit shops. The many charitable organizations that are supported by the business show that the company is applying the original idea Ben and Jerry had, which was to pass on the benefits of growth on to the community.
Being socially responsible is not just a weakness; it can be a vital asset to the company in building good relations with the community, which in turn helps retain customers and attract the best employees. Greenfield closed his presentation saying there is a spiritual aspect of business, just as there is to the lives of individuals and "the good that you do comes back to you."
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