Funda kabanzi malunga noomashishini abaqala uBen noJerry.
I-ayisikrimu yiphatha elimnandi elincinci elincinci. Nangona i-vanilla yintlambo eyaziwayo kakhulu e-US, kukho inamba engapheliyo yeentlobo kunye nabakhiqizi. Omnye wabathungisi abaqaqambileyo yiBen & Jerry, uphawu olufana neentlanzi ezinjengeCherry Garcia kunye neChunky Monkey kunye ne groovy Vermont vibe.
Ngubani ophethe uBen & Jerry?
UBen Cohen noJerry Greenfield babengabangane babantwana abazalwa iintsuku ezine eBrooklyn, eNew York, ngo-1951.
Ungathi ice cream igijima emithanjeni yazo. Ngomnyaka wakhe ophakamileyo wesikolo esiphakamileyo, uBen wagxotha iloli ye-ice cream. Emva kwesibini esikolweni esiphakeme, waya esikolweni kwaye waya kwiikholeji ezahlukahlukeneyo eziseNyakatho-ntshona, ekugqibeleni wayeka izifundo zakhe ngokupheleleyo ekufundiseni ipumbi kwifama esebenzayo kwiphondo lase-Adirondack yaseNew York, apho wahlala khona kwi-ice cream-making.
UJerry waqala ngomendo wendabuko. Emva kokugqiba esikolweni esiphakeme, waya e-Oberlin College ukuze afunde unyango. UJerry wasebenza njenge-ice cream scooper kwiindawo zokutya zesikolo. Ekugqibeleni, uJerry wabuyela eNew York ukuba asebenze njengomqeqeshi webhuleji, ngelixa esetyenziselwa kwisikolo sezonyango ngaphandle kokuphumelela. Ngethuba le-tech tech yeentsuku, wabela indlu yakwaManhattan kunye noBen. Emva kokufudukela eNorth Carolina iminyaka embalwa, uJerry wahlangana noBen eSaratoga Springs, NY, kwaye banquma ukungena kwishishini lokutya kunye.
Ekuqaleni, bobabini bacinga malunga nokwenza iigels kodwa bagqiba ukuba izixhobo eziyimfuneko zibiza kakhulu.
Kunoko, bahlala kwi-ayisikrimu. Bagqiba isigqibo sokuba iBurlington, Vt., Yayiyindawo efanelekileyo yokuthenga ivenkile ngenxa yokuba yayiyidolophu yasekholeji ngaphandle kwe-ice cream parlor. Bathatha i-$ 5 izifundo kwi-ice-cream ekwenzeni kwaye ngo-1978 bavula uBen & Jerry wokuqala kwisikhululo segesi saseGurlington.
Ukukhula kukaBen & Jerry
Isitolo sokuqala se-scoop saba ngumbulelo oyintandokazi yoluntu kwi-ayisikrimu enotyebileyo kunye nama-flavour creative.
UBen noJerry nabo benza into yokuba badibanise noluntu, babambe umkhosi wefilimu wamahhala kwaye banike umkhosi wokukhulula kwi-store, isithethe esiqhubekayo. Ngowe-1980, i-duo yaqala ukwenza izibhengezo zokuthengisa kuma-grocers asekuhlaleni. Ngowe-1981, bawandisa lo msebenzi.
I shishini landa kakhulu. Ngowe-1983, inkampani yavula i-franchise yayo yokuqala engesiyo iVermont eMaine kwaye yasayina isivumelwano kunye nenkampani yokusabalalisa iBoston. Amagalebhisi asayinwe kwii-1980s-kuquka iNew York Super Fudge Chunk kunye noCherry Garcia-kwaye ngo-1987 ukuthengiswa kwakuyi-$ 32 yezigidi. Ngowe-1988, uMongameli uRonald Reagan ogama lakhe linguBen noJerry abantu base-US Small Business of the Year, kwaye ngokuphela konyaka, inkampani yayisebenza izitolo kwi-18.
I-Flavour Creative
Esinye sezizathu zokuthandwa ngokukhawuleza kukaBen & Jerry kwakunokudibanisa okukhethiweyo. Zonke izicabiso ezintsha zenziwe nguJerry, ngokuqhelekileyo ngaphandle kokuthengisa . Amanye ama-flavored flags angama-1980 aquka i-Chunky Monkey, i-Rainforest Crunch kunye neConstruction Economic, ama-Scoops athi uBen & Jerry bakhonza ngokukhululekileyo kwi-Wall Street emva kokushiya imarike ye-stock of Oct. 19, 1987.
Iintlungu ezikhulayo
Inkqubo yenkampani ayizange ihlale ilula njengoko ice cream yayo idibanisa.
UBen & Jerry bajongene neHäagen-Dazs ngaphezu kwamalungelo okusabalalisa, okukhokelela ekumangaleleni kumzali kaHäagen-Dazs, i-Pillsbury Company, phakathi ne-1980. Njengoko ukukhula okukhawulezayo kwenkampani, kwacaca kubasunguli abaya kufuna omnye umntu onamashishini athile ukuze agcine ibhizinisi liqhuba. Emva kokuvumela abathengi ukuba bafake isicelo sokuba "Yo! Ndingumlawuli wakho we-CEO, inkampani ngo-1995 ikhethe uRobert Holland, umlindi waseMcKinsey & Co. Ngokugqithiseleyo, iHolland yafunyanwa yinkampani yokukhangela, kungekhona kumncintiswano.
Ukuqeshisa kwe-Holland kwazisa inkampani kwinqanaba. UBen noJerry bebezobugcisa bempawu. Kwakukho inkxalabo yokuba inkampani yayiza kulahlekelwa ngubuholi bayo obungacwangciswanga kunye nenkcubeko ekhethekileyo phantsi kolawulo luka-Holland. UBen & Jerry babesoloko benomlinganiselo ophantsi wokuhlawula umvuzo wokulawula kwawo, owawufanele uwuphule xa uqesha iHolland.
Ukongezelela, uBen & Jerry wayehamba ngexesha elilingayo kwindawo yokuthengisa. Nangona le nkampani yenze igama layo nge-flavored wacky kunye ne-mix-ins-ins, i-ice cream ukunambitheka e-America yayinayo-kwaye ihlala i-vanilla. Iqumrhu likhuphe umgca we-"Smooth, No Chunks!" Iifutha zokubamba loo nxalenye yemarike ekhetha amancinci amancinci.
Ngoxa i-market premium-premium yamakethe ye-ayisikrikhi yayikhula, kwakunjalo ukhuphiswano. U-Häagen-Dazs kunye noDreyer babengabadlali abakhulu. UBen & Jerry babephumelele kwimveliso yayo kwiDreyer ukuze bafikelele abathengi ngasentshonalanga ye-US Ngoku ukuba uDreyer wayeba ngumqhubi omkhulu, uBen & Jerry wayemele akhathazeke ngokuxhomekeka kwalo kumncintiswano wokuvelisa nokusabalalisa.
U-Holland wehla ngo-1996. Ngonyaka olandelayo, uPerry Odak waba ngu-CEO omtsha, kwaye ukuthengisa ngaloo nyaka kwakungama-$ 174 yezigidi. Ngasekupheleni kwe-1999, le nkampani yamemezela ukuba ifumene isaziso somdla kwamanye amafemu amakhulu, kwaye ngo-2000 i-Unilever yokutya yamazwe ngamazwe athengile ibhendi kaBen & Jerry ngezigidi ezingama-326 yezigidi, nangona le ntengo ibiza ukuba uBen & Jerry asebenze ngokwahlukileyo kwi-Unilever brand ice cream.
Umsebenzi wezenhlalakahle kuBen & Jerry
Eli lungiselelo liye lavumela uBen & Jerry ukuba aqhube ukuqhuba ishishini layo ngendlela eyaziwayo yentlalo, eyayiyimpawu yoshishino lophawu ukususela ekuqaleni. Ezinye imizekelo yale mishini ziquka:
- Ivenkile yasekuqaleni ye-shop eyenziwe ngezinto zokuphinda zenziwe kwakhona
- Ukudala "iqela elihlaza " ngo-1989, egxininise kwimfundo yendalo yengingqi kulo lonke le nkampani
- Ibhasi yenkampani eneenkampani zelanga
- Ukusetyenziswa kobisi lwama-hormone kwiimveliso zalo
- Ukuzibophezela ekunciphiseni inkunkuma eyomeleleyo kunye nobisi, ukubuyiswa kwakhona, kunye nolondolozo lwamanzi kwiindawo zenkampani