Douglas Rushkoff has posted up an excerpt from his new book, Get Back In the Box, and it looks at how Ben & Jerry's position themselves as an ethical company while selling fattening luxury food:
[T]he company agreed to be acquired by Unilever in 2000. [...] Ben and Jerry attempted to reassure their remaining fans, explaining that theirs would remain a separate company with its own governing board. Of course, the truly radical move would have been to infect Unilever with a bit of Ben and Jerry's ethos from the inside out. By agreeing to be sectioned off, behemoth Unilever's standard operating procedures could remain unchallenged. Meanwhile, Ben and Jerry's adds yet another layer of contradiction to its already ambiguous mission: a socially conscious company selling sugar and fat to Americans, in the service of a Big Food conglomerate whose own practices Ben and Jerry's was originally born to contest.
Via Boing Boing