TWELVE
Counterattack
Jeff Furman didn’t take it easy after Ben & Jerry’s was sold. He refocused his activist energies on other organizations. He served on several local and national boards, including the Ithaca School Board, where he ran on a promise to begin a long-term commitment to eliminating race and class as predictors of performance. He tried to bring the concerns of low-income people to business and government. He stayed busy, and he mostly left Ben & Jerry’s alone. But in 2007, he found that he couldn’t ignore the company any more. “We couldn’t get off square one with Unilever,” he said. “We talked endlessly about the social mission and read lots of reports, but it was clear that we were losing ground.
“We were getting by on our old ...
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