Ben & Jerry's, renowned for its diverse ice cream flavors and strong stance on social and political issues, finds itself at the center of a leadership controversy. On March 3, 2025, Unilever, which acquired Ben & Jerry's 25 years ago, informed the company's Independent Board of its decision to remove and replace CEO Stever. This move has raised questions regarding the motives behind the decision, particularly considering Stever's support for the company's social missions. The Independent Board suspects that Stever's advocacy for causes like Black Lives Matter, migrant rights, and LGBTQ+ rights may have influenced Unilever's decision.
Stever's journey with Ben & Jerry's began in 1988 when he joined as a tour guide. Over the years, he climbed the ranks, serving as the chief marketing officer for 12 years before being promoted to CEO in May 2023. Under his leadership, Ben & Jerry's outperformed Unilever's ice cream portfolio and consistently ranked #2 on the Brand 500 Authenticity Index in 2023 and 2024.
Ben & Jerry's has long been celebrated for integrating social missions with its business operations, as emphasized by a company statement:
“We believe that ice cream can change the world. We have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities by integrating these concerns in our day-to-day business activities.” – Ben & Jerry's
However, tension with Unilever has emerged over several issues. In December 2023, Ben & Jerry's was reportedly blocked by Unilever from issuing a statement supporting a ceasefire in the Israel-Hamas conflict. Additionally, a social media post on Inauguration Day mentioning "Donald Trump" was also prevented from being published.
This friction reflects a broader struggle over the autonomy granted to Ben & Jerry's at the time of acquisition. Unilever and shareholders had previously agreed that Ben & Jerry's could continue pursuing its social missions while maintaining "brand integrity." The recent developments have led to criticisms from Ben & Jerry’s representatives.
“Ben & Jerry’s is an American institution that has spent four decades unabashedly supporting social justice. We will not sit idly by as Unilever attempts to tarnish that legacy through its censorship, threats, and reprisals.” – Shahmeer Halepota, attorney for Ben & Jerry’s board
Unilever maintains that their decision followed due process and was in line with the acquisition agreement. According to the company:
“In line with the terms of the acquisition agreement, decisions on the appointment, compensation and removal of the Ben & Jerry's CEO will be made by Unilever after good faith consultation and discussion with the B&J's Independent Board.” – Unilever
The situation has been further complicated by Unilever's dissatisfaction with how the information became public:
“Regrettably, despite repeated attempts to engage the Board and follow the correct process, we are disappointed that the confidentiality of an employee career conversation has been made public. We hope that the B&J Independent Board will engage as per the original, agreed process.” – Unilever
