# Ben & Jerry's: Ben Cohen And Jerry Greenfield

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-11-20
- Length: 56m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield

## Summary

Ben Cohen and Jerry Greenfield, founders of Ben & Jerry's, recount their journey from two friends with no business experience to building an iconic ice cream brand. They discuss their unconventional start in Burlington, Vermont, including their research methods, the decision to package ice cream to control portions, and their famous 'What's the Doughboy Afraid of?' campaign against Pillsbury. The episode also covers their evolution into a socially conscious company, their eventual sale to Unilever, and the enduring legacy of their friendship and values.

## Chapters

- [0:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=25) Introduction: Ben Cohen and Jerry Greenfield
- [3:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=191) Early Life and Reconnecting in New York
- [7:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=428) Researching the Ice Cream Business and Choosing Burlington
- [15:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=920) Opening the First Shop and Early Challenges
- [30:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=1833) The Decision to Package Ice Cream
- [33:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=1988) The 'What's the Doughboy Afraid of?' Campaign Against Pillsbury
- [38:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=2310) Redefining Business and Social Mission
- [42:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=2558) Selling to Unilever and Maintaining Values
- [53:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-11-20-ben-jerrys-ben-cohen-and-jerry-greenfield#t=3206) Postscript: David Stover and Bureo

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

founders before launch, companies scaling up, large enterprises

## Mentioned

- Pillsbury (company)
- Hagen-Dasz (product)
- Unilever (company)
- Bureo (company)
- Time magazine (other)
- SBA (other)
- G&G restaurant supply (other)
- Cherry Garcia (product)
- Chocolate Chip Cookie Dough (product)

## Related episodes from other shows

- [#92 Behind the Dream [Pie] Collaboration of Ben & Jerry’s and Partake Foods with Marlo Giudice](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-23-92-behind-the-dream-pie-collaboration-of-ben-jerrys-and-partake-foods-with-marlo) (The Startup CPG Podcast)
- [Founder Feature: Hannah Pollack of Nightingale Ice Cream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-10-founder-feature-hannah-pollack-of-nightingale-ice-cream) (The Startup CPG Podcast)
- [Founder Feature:  Elan Halpern & Kiki Couchman of Sourmilk](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-07-founder-feature-elan-halpern-kiki-couchman-of-sourmilk) (The Startup CPG Podcast)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)
- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)

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