{"id":190417,"date":"2021-01-31T09:30:00","date_gmt":"2021-01-31T09:30:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=190417"},"modified":"2021-01-31T09:30:00","modified_gmt":"2021-01-31T09:30:00","slug":"povestea-a-doi-prieteni-care-au-dat-numele-unuia-dintre-cele-mai-cunoscute-si-iubite-branduri-din-lume","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=190417","title":{"rendered":"Povestea a doi prieteni care au dat numele unuia dintre cele mai cunoscute \u015fi iubite branduri din lume"},"content":{"rendered":"<p>\n<strong>Prieteni din copil\u0103rie, antreprenorii Ben Cohen \u015fi Jerry Greenfield sunt cei care au dat numele unuia dintre cele mai iubite branduri din lume: \u00eenghe\u0163ata Ben &#038; Jerry\u2019s, \u00een prezent parte din portofoliul gigantului Unilever.<\/strong><\/p>\n<p>\nBennett Cohen s-a n\u0103scut pe 18 martie 1951 \u00een Brooklyn, New York, \u00eentr-o familie de evrei. &nbsp;\u00cen liceu, el s-a angajat ca v\u00e2nz\u0103tor de \u00eenghe\u0163at\u0103. Ulterior s-a \u00eenscris la Colgate University din Hamilton, New York. Pasionat de ol\u0103rit, a abandonat cursurile \u015fi a \u00eencercat s\u0103 \u00ee\u015fi transforme hobbyul \u00een meserie.<\/p>\n<p>\n\u00cen urm\u0103torii ani a schimbat \u00eens\u0103 mai multe locuri de munc\u0103: casier la McDonald\u2019s, gardian, livrator, agent de cur\u0103\u0163enie, func\u0163ionar \u015fi \u015fofer de taxi, iar \u00een final s-a angajat ca profesor de ol\u0103rit la o \u015fcoal\u0103 privat\u0103 pentru adolescen\u0163i cu tulbur\u0103ri emo\u0163ionale. \u00cen acest timp, a \u00eenceput s\u0103 experimenteze diverse re\u0163ete de \u00eenghe\u0163at\u0103, iar ulterior a decis s\u0103 porneasc\u0103 propriul business al\u0103turi de un vechi prieten din copil\u0103rie \u015fi fost coleg de \u015fcoal\u0103, Jerry Greenfield, pe care \u00eel cunoscuse \u00een clasa a 7-a. De\u015fi, dup\u0103 anumite discu\u0163ii, cei doi au vrut s\u0103 deschid\u0103 ini\u0163ial o covrig\u0103rie \u00een Burlinghton (Vermont), \u00een cele din urm\u0103 \u015fi-au dat seama c\u0103 ora\u015ful, un important centru universitar, nu avea la acea vreme niciun magazin de \u00eenghe\u0163at\u0103, a\u015fa c\u0103 \u015fi-au schimbat decizia.<\/p>\n<p>\nDup\u0103 ce au urmat un curs de preparare a \u00eenghe\u0163atei, antreprenorii au deschis primul magazin Ben &#038; Jerry\u2019s pe 5 mai 1978, \u00eentr-o fost\u0103 benzin\u0103rie. Investi\u0163ia cu care au pornit la drum s-a ridicat la 12.000 de dolari (aproape 50.000 de dolari la valoarea de ast\u0103zi a monedei), din care 8.000 reprezentau propriile economii iar ceilal\u0163i, un \u00eemprumut ob\u0163inut cu mare greutate.<\/p>\n<p>\nPe m\u0103sur\u0103 ce businessul a devenit popular \u015fi s-a extins \u00een toat\u0103 \u0163ara, Cohen \u015fi-a folosit averea pentru a se implica \u00een diverse cauze sociale, deschiz\u00e2nd inclusiv o funda\u0163ie care poart\u0103 numele companiei. Un \u00eenfocat sus\u0163in\u0103tor al partidului democrat din SUA, antreprenorul a lansat chiar \u015fi un sortiment de \u00eenghe\u0163at\u0103 pentru a sus\u0163ine campania lui Bernie Sanders din 2016, dar reprezentan\u0163ii Ben &#038; Jerry\u2019s au declarat c\u0103 businessul nu are nicio implica\u0163ie. Jerry Greenfield s-a n\u0103scut pe 14 martie 1951 \u00een Long Island, New York. El a urmat Oberlin College, unde pentru o perioad\u0103 a lucrat ca v\u00e2nz\u0103tor de \u00eenghe\u0163at\u0103 la cantina \u015fcolii. Dup\u0103 ce a \u00eencercat f\u0103r\u0103 succes s\u0103 se \u00eenscrie la o \u015fcoal\u0103 medical\u0103, a decis s\u0103 i se al\u0103ture \u00een business prietenului s\u0103u din copil\u0103rie,ro Ben Cohen. Greenfield s-a retras din business \u00eenc\u0103 din primii ani de func\u0163ionare, pentru a-i fi al\u0103turi so\u0163iei sale, Elizabeth, \u00een Arizona, unde aceasta urma o \u015fcoal\u0103 doctoral\u0103. \u00centors \u00een Vermont \u00een 1985, antreprenorul s-a angajat ca director al Mobile Promotions. Cuplul are un fiu, Tyrone.<\/p>\n<p>\n\u00cen aprilie 2016 fondatorii Ben &#038; Jerry\u2019s au fost aresta\u0163i pentru o perioad\u0103 \u00een timpul protestelor \u0163inute de sus\u0163in\u0103torii democra\u0163ilor \u00een Washington.<\/p>\n<p>\n\u00cen 2000, Ben &#038; Jerry\u2019s a fost achizi\u0163ionat\u0103 de gigantul Unilever. De atunci, compania s-a extins cu alte circa 200 de magazine \u00een sistem de franciz\u0103, ajung\u00e2nd la peste 600 de unit\u0103\u0163i \u015fi v\u00e2nz\u0103ri anuale de circa 680 de milioane de dolari \u00een 2019.<\/p>\n<p style=\"text-align: center;\">\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5853\/19883972\/2\/cifre.jpg?height=668&#038;width=400\" style=\"width: 400px; height: 668px; margin-top: 10px; margin-bottom: 10px;\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prieteni din copil\u0103rie, antreprenorii Ben Cohen \u015fi Jerry Greenfield sunt cei care au dat numele unuia dintre cele mai iubite branduri din lume: \u00eenghe\u0163ata Ben &#038; Jerry\u2019s, \u00een prezent parte din portofoliul gigantului Unilever. Bennett Cohen s-a n\u0103scut pe 18 martie 1951 \u00een Brooklyn, New York, \u00eentr-o familie de evrei. &nbsp;\u00cen liceu, el s-a angajat [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7211,512],"tags":[47831,47829,47828,9869,47830,2403],"class_list":["post-190417","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-comert","category-revista-bm","tag-ben-jerrys","tag-ben-cohen","tag-capitalistii-saptamanii","tag-inghetata","tag-jerry-greenfield","tag-unilever"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/190417","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=190417"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/190417\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=190417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=190417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=190417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}