"Ben & Jerry's may make warm ice cream to reduce emissions"
http://www.environmentalleader.com/2009/08/26/fighting-climate-change-with-warm-ice-cream/
Unilever, the maker of Ben & Jerry's ice cream, is exploring ways to create ice cream that is made, shipped and sold warm, having the consumer at the final step to freeze the product. Since keeping ice cream cold throughout the supply chain impacts energy and emissions worldwide, it is an ethical approach to consider the environment as well as satisfying consumer experience. This idea of Ben & Jerry's is an ethical consideration that plays at a disadvantage to Cold Stones, since they have not yet considered an ethical approach to their making of ice cream. This poses a threat to Cold Stones as customers may prefer and purchase Ben & Jerry's as a competitor brand rather than Cold Stones due to the support Ben & Jerry's has to the environment. Cold Stones may also have an unfavourable brand image compared to Ben & Jerry's as they lack corporate social responsibility. Though this may put Cold Stones at a reputation disadvantage, it might also play a role in waking them up to develop a strategy to catch onto Ben & Jerrys' idea of reducing energy and emissions when freezing ice cream throughout supply chain.
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