Societal Marketing Concept on Ben and Jerry’s Ice Cream
Ben and Jerry’s ice cream shop is a company found by Ben Cohen and Jerry Greenfield back in 1978, when they began their company with a 12,000 dollar investment. They opened the ice cream parlor in a renovated gas station in downtown Burlington Vermont, but after two months they closed down realizing that they were not making any profit. In 1980, Ben and Jerry rented space in an old spool and bobbin mill on South Champlain Street in Burlington and began packing their ice cream in pints beginning the start of a major franchise. This company uses Societal Marketing Concept in that they promote business practices that respect the earth and environment. Some ways they claim they accomplish this is by using HFC freezers that will not emit harmful chemicals into the atmosphere. Secondly they promote sustainable dairy farming practices with farmers worldwide. Buying fair trade ingredients is one of the ways they believe they can support economic and social justice through their business practices. Using cage free eggs and changing their packaging with the forest stewardship council. This meaning that the paperboard comes from forests that are managed for the protection of wildlife habitat, maintenance of biodiversity, avoidance of genetically modified tree species, and protection of traditional and civil rights, among the Rainforest Alliance. Realizing manufacturing of ice cream creates much dairy waste to send to the local municipal waste treatment facility. There Vermont ice cream plants send the dairy waste back to some of their dairy supplier farms, where it goes into a Methane Digester along with other farm waste - and generates energy to power the farm. Reading about this company I found that these two men are not afraid of a little controversy. They wanted there company to stand for something beyond just making money. They used this for social and environmental issues witch our implemented, into their...
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