Ben & Jerry’s says start-ups must begin with values

Start-up brands must base their business on passions and values, according to Jerry Greenfield, founder of Ben & Jerry’s ice cream brand, who says that just having a good business idea is not enough.

Ben and Jerry's

Speaking to Marketing Week at the judging day for Ben & Jerry’s sustainable entrepreneurship competition, ‘Join Our Core’, Greenfield said: “What I typically tell people is that you should be doing something you are passionate about, that you believe in and is part of your values, and is not just something that you think is just a good business idea. They just come and go, but your values and beliefs will take you through the difficult times that any start-up venture will have.

“I also think it is important to start small. A lot of times people want to have grandiose visions and they don’t take the time to learn all the individual components of what they need to do to be successful.”

Join Our Core was launched earlier this year to encourage socially responsible entrepreneurs to create new models for sustainable business that balance financial stability with innovative ideas, environmental awareness and positive social impact.

The finalists will win a will a €10,000 prize to fund their start up and have their business advertised on tubs of Ben & Jerry’s.

Greenfield adds: “I think there is a trend of businesses being genuinely interested in social or, probably more so, environmental concerns. I think consumers are smart enough to know when companies are doing something they honestly believe in and when they are just trying to be seen a certain way. People should judge Ben & Jerry’s by its actions. Talk is cheap.”

Ben & Jerry’s began as an independent home made ice cream brand in 1978. It was bought by Unilever 12 years ago.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here