Ben and Jerry's opened their ice cream company in 1978, out of an old retired gas station. The two twenty years, Ben Cohen and Jerry Greenfield combined their names to begin their entrepreneur venture. The company was founded out of Burlington Vermont. The two had some very new ideas that they planned on experimenting with, always remaining optimistic about how they would work out. Some of these new and original ideas are to form an anti-corporate organization and at the same time keeping respectively close relationships with customers, clients, and business partners. Business was conducted by wearing shorts and tie-dyed T-shirts to meetings and often opened with a song. Also chunky ingredients were to be used instead of the traditional light ingredients and a larger focus on the actual ice cream, as current ice cream makers were doing. The high fat content is also a major component in Ben and Jerry's ice cream. Among the most important of all is Ben and Jerry's extrav!
             agant idea to be known as a socially responsible business, or "caring capitalism". Ben and Jerry's ice cream only purchases cream from Vermont dairies and nuts only purchased from cooperatives in South America whose rain forests are being striped cut. This would provide a fresher and more environmental friendly way of doing business for Ben and Jerry's and their customers. They feel that doing business and donating a significant portion of their earnings to charity and communities would help give them a reputable name among other organizations in the industry. Ben and Jerry's has always and continues to donate 7.5 percent of pretax profits to social causes such as Healing Our Mother Earth, which protects community members from local health risks and the Center for better living, who helps the homeless community.
             Upon entering the market Ben and Jerry's soon found it hard to seize shelf space in supermarkets...