A new agreement in Israel will put Ben & Jerry’s ice cream back on shelves in annexed east Jerusalem and the occupied West Bank despite the ice cream maker’s protest of Israeli policies, according to Unilever, the company that owns the brand.
But it’s unclear if the product, which would only be sold with Hebrew and Arabic lettering, would still appeal to Ben & Jerry’s fans or have the support of the Vermont company, which has long backed urgent global causes.
Israel hailed the move as a victory in its ongoing campaign against the Palestinian-led Boycott, Divestment and Sanctions movement. BDS aims to bring economic pressure to bear on Israel over its military occupation of lands the Palestinians want for a future state.
Unilever, which acquired Ben & Jerry’s in 2000 but distanced itself from the ice cream maker’s decision last year to halt sales in the territories, said Wednesday that it had sold its business interest in Israel to a local company that would sell Ben & Jerry’s ice cream under its Hebrew and Arabic name throughout Israel and the West Bank.
When Ben & Jerry’s was sold, the companies agreed that the ice cream maker’s independent board would be free to pursue its social mission, including longstanding support for many liberal causes.
But Unilever would have the final word on financial and operational decisions.
Unilever said it has “used the opportunity of the past year to listen to perspectives on this complex and sensitive matter and believes this is the best outcome for Ben & Jerry’s in Israel.”
In its statement, Unilever reiterated that it does not support the BDS movement. It said it was “very proud” of its business in Israel, where it employs around 2,000 people and has four manufacturing plants.
There was no immediate comment from Ben & Jerry’s. A spokeswoman pointed to the Unilever announcement.