Although most famous for their innovative ice cream flavors (Rocky Road, Phish Food, and Cherry Garcia to name a few), Ben Cohen and Jerry Greenfield, founders of Ben and Jerry’s Ice Cream, are equally as concerned about fulfilling their commitment to social change.

In a speech hosted by College Democrats at Northwestern University on November 17, 2009, the ice-cream super couple spoke about their business and lifelong commitment to giving back to the community.

The international company began its journey in Burlington, Vermont in 1978.  Socially conscious from the start, Ben and Jerry, opened their first scoop shop in a renovated gas station.  As they began to expand their business, Ben and Jerry struggled to face the fact that they were becoming “business people,” and they feared that by undergoing this transformation into a larger company they would end up embodying negative business practices such as pollution and unfair treatment of employees.   For a brief period, the two considered shutting down.  But in the end the pair took a different and more innovative approach.  They decided to pursue business growth based on a redefined goal of business.  In contrast to the traditional business model of profit maximization, Ben and Jerry decided to adopt a 2-part bottom line based on both profit and giving back to the community.

In 1985 they established Ben and Jerry’s Foundation, which awards grants to grassroots nonprofit organizations through the US “which facilitate progressive social change by addressing the underlying conditions of societal and environmental problems.” In addition to this, Ben and Jerry believe in using the voice of business to promote social change, so Ben and Jerry’s Ice Cream uses their popularity to raise awareness about social issues.  Past collaborations have included the World Wildlife Fund and Rock the Vote and they have named ice creams to promote such social issue causes as fair trade and sustainability.

The story of Ben and Jerry raises many questions related GES.  The company is an example of a for profit company that at the same time seriously pursues social change, and whose ideals are closely aligned with those of GES, even though it is very different from the typical non profit organizations that we associate with engagement.

Please join us on Friday, November 20, 8pm at the Portage Theatre for the Chicago Premiere of ’Rebuilding Hope‘ a documentary about the Sudanese ‘Lost Boys’ and their quest to find surviving family-members and rediscover and contribute to their homeland; it also sheds light on what the future holds for South Sudan in its precarious struggle for peace, development and stability.

GES’s Sarah Freeman, a sophomore at Northwestern University and Co-Chair of the Media and Marketing team for the Summit, worked as a student producer on the film.  Freeman spoke to GES about the film.  Excepts:

How did you get involved with the film?

My involvement with the film initially stemmed from my genocide activist work, as a way to experiment with new media as a tool for education and advocacy for students. I attended a screening of Jen Marlowe’s prior film, Darfur Diaries, and after hearing her speak about her work abroad and her goals as a filmmaker I wanted to see how I could get more involved in the process of raising awareness through film.

What was your role on the film?

I served as a student producer for the documentary.  I transcribed some of her raw footage from Sudan, raised money for the film, helped organize its content, and am now trying to spread the word about the premiere as widely as possible.

How does the film relate to your studies and other interests?

The film aligns nicely with my study of the genocide in Darfur, a topic that I have researched independently for many years. What I love about the film, though, is that it focuses on the North-South Peace Conflict in Sudan; most people don’t realize that this conflict is completely separate from Darfur, so I’m glad it’s being brought to people’s attention.

How is film more effective over other mediums?

Film is one of the most effective ways to convey a message, especially to an audience that is not necessarily well versed in the lofty lingo associated with activism and social change. As an activist of sorts, I personally feel as though awareness and advocacy are the necessary first steps in any social change initiative; if you want people to care, they need to know there is a problem.

Why is awareness so important to you?

Working on this project solidified the importance of awareness, and is a constant reminder of why I am involved in so many social change organizations on this campus, especially GES. We all want to raise awareness, become aware ourselves, and do so in the most effective way possible. This film is just one (very good) example of that process at work. I hope everyone enjoys it as much as I do.