- Ben Cohen sedang berjuang untuk membebaskan Ben & Jerry’s dari kendali Unilever.
- Cohen menuduh Unilever membisukan suara aktivisme merek dan menjual nilai-nilainya.
- Kemungkinan adanya embargo terhadap merek Magnum dapat digunakan sebagai alat bernegosiasi dalam kampanye Cohen.
Ben & Jerry’s, perusahaan es krim yang populer didirikan oleh Ben Cohen dan Jerry Greenfield pada tahun 1978, saat ini terlibat dalam perselisihan hukum dengan perusahaannya yang lebih besar, Unilever. Konflik bermula dari kekhawatiran bahwa Unilever telah membatasi suara aktivisme merek dan mengurangi komitmen merek kepada nilai sosial.
Kampanye Cohen untuk Kembali Kontrol
Co-founder Ben Cohen dari Ben & Jerry’s sedang memimpin kampanye untuk merebut kembali kendali atas perusahaan. Pada November 2024, dia mengajukan gugatan terhadap Unilever, menyatakan bahwa perusahaan induk tersebut telah mencegah mereknya mendukung sejumlah penyebab sosial tertentu secara publik. Gugatan ini masih berlanjut.
Perselisihan Hukum dan Tanggapan Perusahaan
Unilever menjawab bahwa Ben & Jerry’s tidak untuk dijual. Dalam pernyataan kepada Guardian, Victoria McKenzie-Gould, pemimpin corporate affairs dan sustainability dari Magnum, menekankan bahwa perusahaan tersebut tidak berniat menjual dan percaya pada masa depan Ben & Jerry’s dalam Magnum Ice Cream Company.
Tantangan Tertentu
Jalan untuk merebut kembali kendali penuh berisi tantangan. Banyak pakar memperkirakan bahwa kampanye Cohen akan menghadapi banyak hambatan karena sifat aksi kolektif dan perhatian konsumen. Meskipun demikian, Cohen tetap komitmen, menekankan pentingnya kepemilikan independen untuk keberhasilan di masa depan.
Pertarungan untuk merebut kembali kemerdekaan Ben & Jerry’s menyoroti debat lebih luas tentang corporate governance dan authenticitas brand dalam pemandangan bisnis modern. Sementara perselisihan hukum berlanjut, pendukung-pendukungnya mencermati dengan dekat, berharap bahwa usaha Cohen akan mengarah pada visi brand yang lebih bersatu.
Sumber: The Guardian
Gaylord Sauer
14 posts
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