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9. Connecting with Consumers > The Edible Social Mission Most of the time, our Company’s Social Mission is a guide to the way we operate our business. Sometimes, though, when we’re open to the inspiration, our Company values can lead us to fantastic product ideas, too. Or we may just see an irresistible link between a flavor and a cause, and, well, we can’t resist. These Social Mission flavors give us the best of both worlds at the same time — theory and practice in perfect alignment. Royalties Sharing ice cream is an unqualified good thing, and so is sharing some of the money we make on sales of our ice cream with groups out to make a difference. In 2007, the following flavors of Ben & Jerry’s produced royalties to support causes closely aligned with our values. New in 2007 —
New in 2007 — Willie Nelson’s Country Peach Cobbler™ (US)
Phish Food® (US)
Dave Matthews Band’s Magic Brownies™ (US) As the main course in our ongoing Butter Pecan (US)
Baked Alaska — (Europe)
Peace of Cake (EU — The Netherlands)
Bohemian Raspberry (UK)
Discontinued in 2007 Milkshakes In 2006, Ben & Jerry’s introduced a line of bottled milkshakes marketed under a multi-year licensing agreement with the PepsiCo Company. In line with our brand values, we dedicated a portion of the proceeds Retailer acceptance — and sales — of the milkshakes were disappointing and we made the decision to discontinue these products in 2007. As the milkshakes disappear, so will the associated contribution to Clean Air, Cool Planet, we’re sorry to say. But we’ll keep looking to explore other product ideas outside of traditional ice cream — and we’ll also keep looking for ways to support the growth of renewable energy. |
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The first flavor to break into the Ben & Jerry’s top 10 in 9 years, Stephen Colbert’s AmeriCone Dream™ isn’t just another pretty pint. This flavor pays a royalty to The Stephen Colbert AmeriCone Dream Fund, which supports charities active in areas of concern to Mr. Colbert such as providing food and medical assistance for disadvantaged children, helping veterans and their families, and supporting environmental causes. Total royalties in 2007 reached $138,175.
With a long track record of activism on behalf of family farms, Willie Nelson was the perfect choice to join The Grateful Dead, Phish, and The Dave Matthews Band on the roster of Ben & Jerry’s partners who combine music with a social conscience. A royalty from the sale of this flavor is donated to Farm Aid, whose mission is to build a vibrant family-farm centered system of agriculture in America. Royalties in 2007 totaled $85,345.
Although legendary Vermont band Phish played their last concert in 2004, their unquenchable energy lives on through Ben & Jerry’s Phish Food® original and light ice creams. These flavors pay a royalty to the 
Continuing a relationship we’ve had for many years, sales of our Butter Pecan ice cream paid out royalties of $58,654 to the 
Legend has it that when the United States acquired Alaska they invented the dessert now known as ‘Baked Alaska,’ an ice cream cake topped with meringue and baked briefly in the oven. Now, a century later, Alaska itself is baking as global warming threatens Arctic environments. Ben & Jerry’s Baked Alaska flavor — sold in European markets — uses vanilla ice cream, marshmallow swirls, and white chocolate Polar Bears to put the spotlight on this predicament. Even better, we direct a portion of the sales of this flavor to support Ben & Jerry’s 
If you know Ben & Jerry’s, you know that we care as much about world peace as we do about our ice cream flavours. That’s the reason we support the War Child Foundation, which works to rehabilitate child soldiers in war-torn countries. Ben & Jerry’s donates 25 eurocents to Warchild from the sale of every pint of Peace of Cake that we sell in the Netherlands. To find out more about our Peace, Love & Ice Cream tour, or if you want to become a friend of Warchild yourself, visit 
Thanks to the fans who suggested the name, and Queen who proclaimed it cool, Bohemian Raspberry is a delicious addition to our historic honour roll of rock-legendairy concoctions. And to make this flavour even more worth doing the fandango, 10 p (or 15 cents €) of the purchase price goes to the Mercury Phoenix Trust, the charity set up in Freddy Mercury’s memory. 
from these milkshakes to the purchase of carbon offsets through Clean Air, Cool Planet, an organization that provides funding for the construction of new renewable energy projects in the United States.