Ben & Jerry's 共同創辦人警告：品牌在新東家手中正走向衰亡！

Ben & Jerry's, the well-known ice cream company founded by Ben Cohen and Jerry Greenfield, is facing a major challenge that could change its future. Ben Cohen, one of the co-founders, recently told the BBC that the brand could be destroyed if it remains under the ownership of Magnum, its new parent company. This statement comes after years of disagreements between Ben & Jerry's and its parent companies about how much independence the ice cream brand should have, especially when it comes to expressing its social activism and keeping its board independent.

Ben & Jerry's was sold to Unilever in 2000, but the deal allowed the company to keep an independent board and continue making decisions about its social mission. This was important because Ben & Jerry's has always been known for supporting social causes and speaking out on issues like voting rights and climate change. However, since the sale, there have been growing conflicts between Ben & Jerry's and Unilever, and now these problems have been passed on to Magnum, which recently became the world's largest standalone ice cream business after spinning off from Unilever and starting to trade on the European stock market.

One of the biggest issues is who should lead Ben & Jerry's board. Magnum said that Anuradha Mittal, the current chair, no longer meets the criteria to serve because of problems found in an internal audit. They claim there are serious issues with financial controls, governance, and compliance policies, including conflicts of interest. Ms Mittal responded by saying the audit was unfair and designed to discredit her. Ben Cohen also disagrees with Magnum's decision, saying they have no right to choose the chair of the independent board. He believes that if Magnum continues to own Ben & Jerry's, the brand will lose its values and loyal followers, becoming just another ordinary ice cream company.

Ben Cohen wants Ben & Jerry's to be owned by investors who support its values or for Magnum to fully support the independent board. He fears that without this support, the brand's unique identity will disappear. Magnum, on the other hand, says it respects Ben & Jerry's commitment to its social mission and has no plans to sell the brand. The situation has caused a lot of uncertainty for Ben & Jerry's future, especially as its founders are getting older and new leadership may be needed. Jerry Greenfield, the other co-founder, left the company last year after almost fifty years, also expressing concerns about the direction of the business.

Ben Cohen remains an employee and the most visible spokesperson for Ben & Jerry's. He believes that the company's loyal fans are at risk of being lost forever if the brand's values are not protected. He argues that investors are willing to pay more for Ben & Jerry's because of its strong following, but if those values are destroyed, the brand will lose its market share and become just another ice cream product. The debate over Ben & Jerry's future highlights the importance of keeping a company's values and mission alive, even as ownership and leadership change.