Classic
Tailor
Ladies' & Men's
ALTERATIONS
/—"z'
\
economically disadvantaged peo-
ple."
The company has franchised
certain shops to non-profit social-
service agencies in underprivi-
leged neighborhoods.
`The employees are people who
were formerly unemployable, so
they're learning a skill," he ex-
plains.
The benefits, Mr. Cohen says,
"are that the community pros-
pers. We believe there is a spiri-
tual aspect to business, just as
there is to the lives of individu-
als."
"From the outset, we never
have advertised," says Mr.
Zinger. "Instead, we always try
to include the community
through our activities."
The Israeli operation has
joined hands with the Society for
Protection of Nature (SPNI) on a
number of occasions, either sell-
ing ice cream or stickers and do-
nating the profits, or giving free
handouts at SPNI events.
"We try to be as environmen-
tally aware as possible," says Ms.
Shani. "VVe practice recycling in
the factory and ask people in the
parlors to save a tree by taking
only one napkin per person."
Ben & Jerry's Israel outlets are
also known as drop-off stations
for dead batteries.
Furthermore, they have
served as collection points for
clothing for Russian and Ethiopi-
an immigrant aid societies, and
have donated ice cream to hos-
pitals, children's wards and to
the organizations Nitzan (which
aids the learning disabled) and
ELI (the children's protection so-
ciety).
Other Ben & Jerry's policies do
not extend to Israel. The U.S.
company is interested in socially
responsible sourcing of ingredi-
ents, such as coffee extract from
a Mexican peasant farming co-
operative. The Israeli company
cannot use this because of its ex-
tremely short shelf life.
Nor does the five-to-one salary
ratio apply to the Israeli compa-
ny.
Ben & Jerry's Israel is free to
use Israeli ingredients to make
up popular flavors such as Pe-
sek Zman candy bar or to sub-
stitute Sabra Liqueur for Kahlua
in its White Russian ice cream
— as long as the innovation
passes taste tests carried out in
the presence of Ben & Jerry's ex-
ecutives.
The parent company also ap-
proves the various gift items on
sale in Israel — candles, key
chains, mugs, bumper stickers
and T-shirts with the company
logo in Hebrew.
As to expanding the Israeli
market, Mr. Zinger says he is
in touch with some Jordanian
marketing people, "but as this
is the first year we have entered
the market full-scale, our focus
right now is on marketing in Is-
rael."
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