The unexpected pivot that created an ice cream empire
In short: Before they were an iconic dessert brand, Ben Cohen and Jerry Greenfield had much different plans for their Vermont business. Discover how a sudden change in direction led to the birth of Ben & Jerry's.
The founders originally intended to launch a bagel company, but abandoned the idea after realizing the high cost of necessary equipment. In 1978, they pivoted by enrolling in a $5 correspondence course on ice cream production from Pennsylvania State University. Using $12,000 in capital—which included $4,000 in borrowed funds—they transformed a former gas station in Burlington, Vermont, into the parlor known as Ben & Jerry’s Homemade.
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Sources
- Summary by Intellect · source: Ben & Jerry's Was Originally Going to Be a Bagel Company
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