Article here.

Ben and Jerry’s says no to GMO’s.

Ben and Jerry’s isn’t just about incredible ice cream. The company has reworked each of its flavours to ensure that they are not made from genetically modified ingredients. This only serves to further their reputation as a socially conscious producer, as the fair trade label has been firmly printed on each pint of ice cream for quite some time.

This recent movement has largely been in response to some criticism Ben and Jerry’s umbrella company Unilever received early for opposing laws to made for labelling GMO’s. This transition seems to be for both the good of the company and good of the world. Interestingly, Ben and Jerry’s original selling point and indeed, what it still may be known for, is the unique flavours it offers and especially, the unusually large chunks of flavouring found inside the ice cream. The ethical image may have started out as just the cherry on top, but with the fairtrade label and the vow to go non GMO, it seems to have become it’s own scoop.

In fact, the Ben and Jerry’s website, found here places Ben and Jerry’s business plan above its ice cream flavours and in general, website content seems to be tipped more towards its business model, social behaviour, and The Ben and Jerry’s Foundation which works to promote social and environmental justice around the country.

Ben and Jerry’s website front page.

I was initially unsure whether to relate this post back to our studies in ethics or marketing, but there’s a degree of comfort in realizing it’s both. Much in the way President’s choice is relaunching its image, there seems to be a trend in company’s working to promote themselves as socially conscious corporations. Ben and Jerry’s mission, regardless of motive, reaches far past a better image and into the realms of helping those who need it. Although Ben and Jerry’s mission statement does make it a unique company, if the current trend continues other company’s will follow suit a greater number may pursue fair trade and non GMO products. But for now, Ben and Jerry’s is a leader in a cleaner, more ethical corporate world and besides that, their ice cream is delicious.