Word: greenfielders
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Only seven years ago, Ben Cohen and Jerry Greenfield were struggling entrepreneurs who sold ice cream in a single-scoop shop that they had opened in a renovated gas station in Burlington, Vt. Now Cohen and Greenfield, both 34, distribute their unusual flavors, including mint with Oreo cookies and Heath Bar crunch, throughout the Northeast, from Maine to Maryland, and to selected stores in Indiana, Tennessee and Colorado. Sales in the first half of 1985 reached $3.6 million, twice the pace of last year...
...simple, down-home wholesomeness. Instead of being decorated with a map of Scandinavia, Ben & Jerry's cartons show a picture of the two be spectacled, bushy-haired owners, who look like refugees from a '60s commune. Pals since they were in high school in Merrick, N.Y., Cohen and Greenfield decided in 1977 that making ice cream would be more fun than what they were doing. Having failed to get into medical school, Greenfield was then a lab technician in North Carolina, and Cohen was a pottery teacher at a school in New York. After taking a $5 correspondence course...
When Ben & Jerry's began expanding rapidly in the 1980s, the company got a frosty reception from its bigger competitors. Cohen and Greenfield charged last year that Pillsbury was trying to keep a lock on the Boston market by threatening to cut off supplies of Häagen-Dazs to distributors who also carried Ben & Jerry's. Turning adversity into a publicity ploy, Ben & Jerry's gave customers thousands of T shirts and bumper stickers that poked fun at the Pillsbury corporate symbol by asking: WHAT'S THE DOUGH BOY AFRAID OF? Without admitting any wrongdoing, Pillsbury settled the complaint...
Some editors, however, still treat the paper as a leprous intruder. "It's not our kind of journalism," says James Greenfield, an assistant managing editor of the New York Times. Observes Milwaukee Journal Editor Sig Gissler: "The paper tries to appeal to younger readers who might have a shorter attention span...
...gives out $800 a week for parties and freshmen just didn’t have a crack at it,” Greenfield said. “This is a huge step in giving freshmen a funding resource through...