Ben & Jerry's



Cohen and Greenfield founded Ben & Jerry’s in 1978 in a Vermont gas station. They sold it to Unilever in 2000 for $326 million.

An Esquire interview by Cal Fussman reveals arguments over mush vs crunch, resulting in the insight that Americans have a fear of mushy, and that Jerry says:

We were very authentic because we wanted to be—

while Ben ads:

and also because we didn’t have any money to hire an ad agency.

Read the full interview.



Illustrator Hugh MacLeod denounces authenticity as the new bullshit in a 107-page long PDF. Download MacLeod’s “Authenticity” for free.