ICE CREAM page 47
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18
Men's furnishings and accessories
and convenience stores in pints,
in addition to selling it over the
counter.
Mr. Furman has no regrets
about turning his back on prac-
ticing law.
"I'd much rather be in the ice
cream business, wouldn't you?"
he asked.
From its New England base,
Ben & Jerry's exploded onto the
scene and it has been growing
ever since. The chain has 100
shops - which account for 5 per-
cent of its annual $150 million
sales. The remaining 95 percent
of sales are the pints sold in su-
permarkets.
But it has not been their ice
cream nor the size of the compa-
ny that has garnered Ben & Jer-
ry's widespread publicity; it has
been their unique message of so-
cial responsibility.
"We tell our workers that we
have a three-pronged mission: A
productive mission, to create the
best ice cream; an economic mis-
sion, to keep the company prof-
itable; and a social mission, to
make the world a better place,"
Mr. Furman said.
The company gives away 7.5
percent of its pre-tax profits to
charity, the largest percentage of
donations by a publicly-held Unit-
ed States company, Mr. Furman
noted.
The company embarks on its
social mission in a variety of
ways. It tries to get its ingredi-
ents from progressive sources:
The brownies for the Chocolate
Brownie flavor are baked by a
company that employs the home-
less and recovering drug addicts;
its blueberries are picked by na-
tive Americans; revenues from
sales of the Rainforest Crunch fla-
vor (brazil nuts covered with
caramel) go to save the South
American rainforest; and the
stores sell Peace Pops ice cream
LEADING ISRAELI STOCKS
TRADED ON U.S. EXCHANGES
SPERRY ELLIS WHITE DRESS SHIRTS
(No Age Limit)
Saturday, June 11 - Noon to 6 p.m.
Thursday, June 16 - 4 p.m. to 7 p.m.
"Yes," Mr. Zinger agreed. "We
even tried covering the matzah
in chocolate, but it didn't help."
Ben & Jerry's in Israel was Mr.
Zinger's first foray into the food
business - but he was carrying
on a company tradition of inex-
perience.
When Mr. Cohen and Mr.
Greenfield opened their first
shop, Mr. Furman said, "they
knew nothing about making ice
cream and nothing about busi-
ness."
Mr. Furman met Mr. Cohen in
'1973, when they were both work-
ing at a school for disturbed ado-
lescents in the Adirondacks. Mr.
Cohen was the school potter and
,Mr. Furman, who had flunked
out of Cornell University, drove
the school bus.
The word "hippie," Mr. Fur-
man says, would not be an inac-
curate way to describe their
lifestyle.
Later on, the two friends
stayed in the same commune and
drove taxis together in New York
City.
Mr. Furman eventually com-
pleted his education, earning an
undergraduate degree in ac-
counting and a law degree from
New York University. His knowl-
edge came in handy in 1978,
when Mr. Cohen asked him for a
business plan for the ice-cream
parlor he wanted to open in
Burlington, Vt.
"I gave Ben a copy of a plan
that had been written for a pizza
parlor. We just substituted the
words 'ice cream' for 'pizza,' and
the word 'cones' for 'slices,' " Mr.
Furman said.
Mr. Furman became involved
in the business on a full-time ba-
sis in 1982, when the decision
was made to move the ice cream
into the closest large market,
Boston. By that time, ice cream
was being distributed to grocery
Symbol
Name
Exchange
May 20
May 27
Change
SCIXF
Scitex
NASDAQ
'16.63
'16.13
-'0.50
ECILF
ECI Telecom
NASDAQ
'17.25
'17.75
+$0.50
TEVIY
Teva Phami
NASDAQ
'23.25
'24.25
+$1.00
IEC
PEC Israel
NYSE
'28.38
'27.75
-$0.63
ELBTF
Elbit Computers
NASDAQ
'29.63
'28.25
-$1.38
ELT
Elscint LTD
NYSE
'2.50
'2.50
'0.00
ELRNF
Bron Electronics NASDAQ
'13.88
'13.00
-$0.88
TAD
Tadi ran
NYSE
'18.75
'17.63
-$1.13
CMVT
Comverse
NASDAQ
'9.25
'9.00
-$0.25
LANTF
Lannet Data
NASDAQ
'7.38
7.38
'0.00
I SL
First Israel Fund NYSE
'14.00
'14.00
'0.00
Source: Allen Olender, Prudential Securities,
West Bloomfield.