Saturday, July 01, 2006

Wishy-Washy Mishy Statements

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Ben & Jerry’s Mission Statement:
“To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment.”

How They Live Their Mission Statement:
• By definition, the manufacturing of products creates waste. We strive to minimize our negative impact on the environment.
• The growing of food is overly reliant on the use of toxic chemicals and other methods that are unsustainable. We support sustainable and safe methods of food production that reduce environmental degradation, maintain the productivity of the land over time, and support the economic viability of family farms and rural communities.

In running this successful $200 million plus business, Ben and Jerry’s has (and I imagine will continue) to make significant business decisions that will have an important impact on their bottom line in alignment with their corporate mission statement. They are staying true to their roots and living their mission statement. As you can see, this formula has paid off well for them since opening their first location in 1977.

Reader Survey: How many entrepreneurs can honestly say that they truly walk the talk and live their mission statement?

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Published by Christine Regan Lake on July 1st, 2006 in The Maniacal Marketer