A Melting Relationship - Unilever Taps Dutch Executive for Ben & Jerry's CEO, Sidestepping Vermont's Board and Roots
Unilever handled the hiring unilaterally, appointing Senf without giving the independent board a chance to interview candidates or meaningfully participate.
In a move that's stirring up more than just ice cream flavors, the Wall Street Journal reported today that Unilever has named Jochanan Senf, a longtime company executive from the Netherlands, as the new global CEO of Ben & Jerry's.
The appointment, effective this month, comes amid an escalating legal tussle with the brand's independent board and raises questions about the future ties between the iconic Vermont-based company and its home state.
Senf is the first Dutch person to lead Ben & Jerry's, and there's no indication he plans to relocate to Vermont, where the company's headquarters and much of its cultural identity are rooted.Ben & Jerry's, founded in Burlington in 1978 by local legends Ben Cohen and Jerry Greenfield, has long been a symbol of Vermont's quirky, progressive spirit.
The company employs hundreds in the state, supports local dairy farmers, and draws tourists to its South Burlington factory for tours and scoops. But since Unilever acquired the brand in 2000 for $326 million, tensions have simmered over how to balance corporate oversight with Ben & Jerry's commitment to social activism—a key part of the original deal that preserved an independent board to safeguard the brand's "social mission.
Unilever handled the hiring unilaterally, appointing Senf without giving the independent board a chance to interview candidates or meaningfully participate. The board was "excluded from the appointment process at multiple stages," according to the article.
This echoes broader accusations where the board claimed Unilever ousted the previous CEO, Dave Stever—a lifelong Vermonter—because he backed the brand's outspoken stances on issues like the Israel-Palestine conflict and U.S. politics.Unilever defends the process vigorously.
The company "took every step to collaborate in good faith" with the board's appointment committee, Unilever encouraged board members to interview candidates and provide feedback, but the board responded by declining requests, delaying timelines, and threatening litigation, a Unilever spokesperson told the Journal.
Senf himself brings deep Unilever credentials but little apparent connection to Vermont. He is "doordrongen van de cultuur" (immersed in the culture) of Ben & Jerry's from his seven-plus years leading its European operations. Senf has held roles across Unilever's food and beverage divisions, including as vice president of refreshments in Indonesia and general manager for foods in Germany, Austria, and Switzerland. His most recent base was in Hamburg, Germany.
Multiple reports highlight his Dutch nationality and European focus, with no mention of plans to move to Vermont. This stands in stark contrast to Stever, who was not only a Vermont native but also deeply embedded in the local community, having risen through the ranks at the South Burlington headquarters.
The independent board's displeasure is palpable, though they've channeled it through legal channels rather than public statements. The board views Senf's appointment as another attempt by Unilever to "muzzle" the brand's activism, including blocking statements on topics like climate change and human rights. The ongoing lawsuit accuses Unilever of breaching the 2000 acquisition agreement, which explicitly grants the board authority over social mission and marketing decisions—mentioned over 100 times in original SEC filings.
For Vermonters, this drama isn't just corporate intrigue; it hits close to home. Ben & Jerry's contributes significantly to the state's economy, sourcing milk from local farms and employing about 200 people at its headquarters. A CEO based overseas could signal a shift away from Vermont-centric decision-making, potentially affecting everything from community initiatives to job stability amid the spin-off.
Local business experts expressed concern that this could dilute the brand's "Vermont values," though Unilever insists Senf's familiarity with the brand will preserve its essence.
As the legal battle unfolds in New York courts, all eyes are on whether Senf can bridge the divide—or if this Dutch import will leave a chilly reception in the Green Mountain State. Unilever's ice cream spin-off, expected by year's end, adds another layer of uncertainty. For now, the process feels like Unilever is "scooping" control without sharing the cone.