Just the other day, a new Ben & Jerry’s shop opened near my ‘hood — on Dollar Cone Day, no less. One dollar for a large, gooey scoop of Oatmeal Cookie Chunk. Oh my sweet creamy goodness… don’t even get me started, because the POINT is: This company has taken on quite the mission — one that far exceeds the simple sale of scrumptious sweets.
Even from the start, this Vermont-based biz had the right idea. In 1979, on their one year anniversary, the first and only Ben & Jerry’s cone shop held their first ever Free Cone Day, when they celebrated the people who made their vision a success. Thirty years later, they still celebrate this day. (And it’s generally on my calendar months in advance.)
But besides this, the company has continued to make waves in social-economic standards, funding community-oriented projects, paying their employees fair, livable wages, and paving a path in environmental ethics from the very start — way before “Green” was conceptually born (or at least before it was deemed Buzz Word of the Century).
Call me a hippie (you wouldn’t be the first), but I love the fact that the company even attaches to the ideal of all ideals: Whirled Peace. Ok, so their new flavor (with fudge peace signs, naturally) may not do the trick, but they do advocate it, nonetheless. On their homepage, for example, they ask: What will YOU do to make peace on September 21st?
What is so special about September 21st, I wondered, in the midst of my ice cream flavor-stalking? So I clicked the link and came to find out today is the UN-recognized Peace Day: an annual day of global ceasefire and non-violence. What?! I never knew such a thing existed (until I watched this documentary clip). Amazing what you’ll learn when you get your news from random places…
Anyhoo, I got off on a bit of a tangent, but my purpose in parading the facts surrounding my fave cone shop is this: Besides the fact that they’ve constructed a fine example for corporations worldwide, Ben & Jerry’s presents a fine example for people worldwide. We can do great things through vision and passion. If we can attach people to a cause through ice cream, we are far undermining our capabilities, don’t you think?