Fundador de Ben & Jerry’s Lanza Campaña para Reclamar Independencia de la Marca
- Ben Cohen está luchando por la independencia de Ben & Jerry’s de Unilever.
- Cohen acusa a Unilever de silenciar la voz activista de la marca y vender sus valores.
- Un posible boicot contra las marcas Magnum podría usarse como arma en la campaña de Cohen.
Ben & Jerry’s, una querida marca de helados fundada por Ben Cohen y Jerry Greenfield en 1978, está actualmente inmersa en un conflicto legal con su empresa matriz, Unilever. El conflicto surgió de las preocupaciones de que Unilever ha sofocado la voz activista de la marca y debilitado su compromiso con valores sociales.
Cohen’s Campaign for Independence
Ben Cohen, codirector de Ben & Jerry’s, está liderando una campaña para reclamar el control de su empresa. En noviembre de 2024, presentó un demanda contra Unilever, acusándolo de impedir que la marca apoyara públicamente ciertas causas sociales. La demanda sigue en curso.
El conflicto legal y las reacciones de la empresa
Unilever contrarresta afirmando que Ben & Jerry’s no está para venta. En una declaración al Guardian, Victoria McKenzie-Gould, jefa corporativa de asuntos de empresa y sostenibilidad de Magnum, subrayó que la compañía no tiene intención alguna de vender y cree en el futuro de Ben & Jerry’s dentro del Grupo de Helados Magnum.
Desafíos por delante
El camino hacia la recuperación está plagado de desafíos. Muchos expertos prevén que la campaña de Cohen enfrentará obstáculos significativos debido a la naturaleza de las acciones colectivas y la atención de los consumidores. A pesar de estos escollos, Cohen se mantiene comprometido, enfatizando la importancia de la propiedad independiente para el éxito futuro.
La lucha por reclamar la independencia de Ben & Jerry’s destaca un debate más amplio sobre la gobernanza corporativa y la autenticidad de las marcas en el panorama empresarial actual. Mientras se desarrolla el conflicto legal, los seguidores están atentos, esperando que los esfuerzos de Cohen eventualmente conduzcan a una visión de marca más alineada.
Fuente: The Guardian
Frieda Cartwright
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