13•MONTH CERTIFICATE OF DEPOSIT
TAXING page 44
and make informed decisions.
"So many tax books are not un-
derstandable and certainly un-
usable for the average person,"
Mr. Morof said. "Most people
don't have time to read a 400-
page treatise on taxes which puts
you to sleep in the first two pages.
"We tried to make our book
lighter and more fun, if learning
about taxes can be fun. Even
though our tips are geared for
this year, I'd say half to three-
quarters can carry over into fu-
ture years."
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But according to Stacy Shani, claims: "Wow, that's great!"
Giving things away is a long-
creative director of Ben & Jerry's
Israel, "He came because he fi- standing Ben & Jerry's tradition.
nally had time to come; he has As Mr. Cohen writes in an essay
been very busy. If Haagen Dazs on the company's early days, "On
was the reason, he would have our first anniversary, we threw
come in May when the issue was open the doors ... and gave away
free ice cream cones. On Mother's
at hand."
The administrative duties ac- Day, we gave free cones to all
companying the company's rapid mothers and two to obviously
expansion kept its founders busy pregnant women."
But giving things away is also
for several years.
Following a much publicized part of a larger concept — to in-
hunt for a CEO, at the end of 1994 tegrate concern for the communi-
it was announced that Bob Hol- ty with business. The U.S.
land — a former McKinsey and company is deeply involved with
Co. consultant, associate and part- its home state, Vermont, and the
ner, and CEO of acquisition com- welfare of its residents.
Employees get free health-club
pany and consultancy Rokher-J
memberships and daycare, part
— had gotten the job.
Mr. Holland's appointment of the profits from factory tours go H
leaves the co-founders more time to charity and 7.5 percent of pre-
for the business of being Ben and tax profits go to a nonprofit or-
Jerry. Mr. Greenfield now serves ganization.
When Ben & Jerry's originally
as a board member and Mr. Co-
went public, shares were sold only
hen intends to do the same.
Ms. Shani says she and Mr. to state residents, and "one out of
Zinger make several trips to Ver- every 100 Vermonters bought
mont per year and company rep- shares."
resentatives visit Israel regularly.
Mr. Zinger has the right to man-
ufacture and open up shops in Is-
rael.
Mr. Cohen says the parent
company's responsibility is "to try
to give as much help as we can
with ice cream recipes, tech-
niques, quality control, store de-
sign and operation."
Mr. Cohen and Mr. Zinger's sto-
ries of Ben & Jerry's during the
1991 Gulf War illustrate the gen-
eral relationship between the par-
The milk and cream used in all
ent company and the Israeli
Ben
& Jerry's U.S.-made and
franchisee, and of the difference
between the Israeli and American some Canadian ice cream is from
a Vermont family cooperative "as
experiences.
Mr. Cohen recalls that, before an effort to make the communi-
the United States embarked on ty co-owners," Mr. Cohen ex-
Operation Desert Storm, "Ben & plains.
"We also set a floor price which
Jerry's in the United States, along
with 20 other socially responsible was above the federal price, and
companies, paid for an advertise- keep the milk BGH (bovinec /\
ment asking the president not to growth hormone)-free."
The U.S. company also is fa-
go to war."
On the Israeli side, relates Mr. mous for its "five-to-one" salary
Zinger, Ben & Jerry's was one of rule. According to the rule, exec-
the few night spots open in Tel utives cannot earn more than five
Aviv during the first week of times the salary of the lowest-paid
bombing, "and after the all-clear employee.
"Ben & Jerry's is kind of pas-
signal, we took off our gas masks
and gave out free ice cream to sionate about our business
whoever sat through an air raid philosophy," says Mr. Cohen.
"We use our power as a business
with us."
Mr. Cohen, hearing this story to improve the quality of life in
for the first time, laughs and ex- the community, particularly for
There are
now 11
Ben & Jerry's
ice cream
parlors
in Israel.