Word: lessards
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...looks like just another neighborhood ice cream parlor. There's a honky-tonk piano in one corner and Swedish ivy and wandering jews hang from the ceiling. You can put granola or wheat germ on your natural carob fudge ice cream. The manager, Jeff Lessard, whom everyone just calls Jeff, is an easygoing, non-professional-looking fellow who seems to have taken lessons from Steve, over in Somerville...
...cream sold in this store in made by Brigham." But the sign is swamped by two blackboards and another sign that denounces, with a hundred-word essay in multi-colored chalks and inks, Steve's and other competitors. The overall message of the display seems to be--Jeff Lessard does not apologize...
...Lessard denies, for example, that he ever misrepresented the nature of his enterprise to any customer. But Emily Cahan '78, who worked at Bic's last summer, said earlier this week that Lessard would "never give a straight answer" when asked whether Bic's and Brigham's ice cream were the same...
...tell us to say just that it was Bic's own natural ice cream," Cahan said. She added that Lessard instructed his employees to carry boxes of cones with their arms placed so as to ensure that the Brigham's label on the boxes would not be seen by customers...
...Lessard later admitted giving the order. "I wanted people to know that I was the person to come to, not Brigham's," he said...