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The daily Tar Heel. (Chapel Hill, N.C.) 1946-current, March 21, 1988, Page 7, Image 7

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Byflimemeini get the scoop oo ice ciream aod miuich moire By SUSAN KAUFFMAN Speca to the DTH When a premier ice cream maker scooped Ben and Jerry's Heath Bar Chunk in front of the Weaver Street Market in Carr Mill Mall Annex on Saturday, it was the first time many people in the crowd had heard of the brand. The lack of strong name recogni tion in Chapel Hill did not surprise Jerry Greenfield, co-owner of Ben and Jerry's Ice Cream, who said the company does not yet actively dis tribute in this area. Ben and Jerry's ranks number two in national ice cream sales, second only to Pillsbury-owned Haagen Dazs, Greenfield said. Unlike most company presidents, who might only brag about such an achievement, Greenfield preferred to scoop the all natural ice cream studded with one inch square hunks of chocolate bar. Greenfield also chatted with the people who had turned out on a gray, chilly day to eat ice cream outdoors. "This flavor is Cherry Garcia, named after our favorite guitarist," he told a small child, who had almost certainly never heard of the Grateful Dead. As his wife Elizabeth filled pink, blue and green "Ben and Jerry" balloons with helium, Greenfield scooped ice cream and talked about Community-owned market to offer friendly atmosphere, By CAROLE SOUTHERN Staff Writer The people of Carrboro and Chapel Hill are curious. Before 1 1 a.m. on a sleepy Saturday people were lined up out side the Weaver Street Market in Carr Mill Mall Annex. Young and old alike enjoyed balloons, ice cream and familiar faces at an ice cream "scooping," which featured Jerry Greenfield, co-owner of Ben & Jer ry's Homemade Ice Cream. The preview was held so that citi zens could learn about this community-owned grocery store, which will open in May. Interested observers had the chance to talk to those involved in the market, see the space and find out more about this new type of store. "The people in Carrboro are very helpful and really excited about our store," said Ruffin Slater, one of the market's three general managers. The people who work and shop in this type of market will also own it, Slater said. Workers receive a share of the profits and a voice in their employment. Customers will have the chance to receive a 5 percent dis count and a share of ownership in the market if they invest at least $75. C.C. and Alice Hollis, of 104 Glendale Drive, said they were .anticipating the market's opening. "We have invested in the market 9 Pf.V2 AM at any Chapel r jo coupon .118 gQDEBS Downtown- next to Johnny T-Shirt 967-5400 Glenwood- next to the new Harris-Teeter 960-4233 Eastgstc Shopping Center- 967-7027 Csrrboro-VliUow Creek near Food Lion 929-2200 U AIJ0 II AW AMI his business philosophy. "There's a feeling as you get more successful, you see yourself as having more to lose," he said. "Being risk aversive is not a good way to run a business or your life. We're trying to do innovative things and not worry too much about how we're doing in the marketplace." In the corporate world, giving 2 percent of pretax profits to charitable organizations is considered generous, Greenfield said. Ben and Jerry's gives 7.5 percent. This unusual approach to business has caught the eye of the media. The New York Times, Time, Life and the Public Broadcasting Service (PBS) have all run specials on the two owners. The company has come a long way since Greenfield and his friend Ben Cohen started the business 10 years ago after scrimping together $12,000 in start-up capital. By 1987, projected net sales had reached $27 million. In 1976, Greenfield worked at N.C. Memorial Hospital as a medical technician and repeatedly tried and failed to get into medical school, he said. Cohen, a friend of Greenfield's since seventh grade, had just quit his job teaching crafts to mentally disturbed children. The two knew nothing about making ice cream, Greenfield said, and are happy at the opportunity to save money when we do our shopping." "The people who had the idea for this type of store combined different models that they have seen," Slater said. The market owners are trying to recreate the flavor and intimacy of the neighborhood grocery store, which is rare in today's society. The owners also hope the market will play a role in the community and improve the community fabric, he said. "The Weaver Street Market is try ing to create an atmosphere not impersonal like large supermarket chains but friendly and persona ble where the employees know the customers by face," Slater said. Greenfield said, "I think it's really good to have community-owned stores because people need to get involved with their own lives instead of sitting in front of the TV. I like community involvement in general because it is good for the future of the world." Shares in the market are priced at $75 for one adult, $135 for two adults in the same household and $175 for three or more adults in the same household. Shares are refunda ble and can be paid in full or in installments. "A refundable share does not change in value." Slater said. "If you liillCarrboro location necltssmivu THIS IVEEIFS SPECIAL Buy any foot-long sub or large salad & get another of equal or less value for 12 price! Not good with any other offers. Limit one per person. Good only after 9 pm. )MM 1 EDUCATION JOB . FAIR GARMICHAEl AUDITORIUM, TUESDAY, MARCH 22 9:00-4:00 RM. and they did not have enough capital to invest in equipment for their first choice bagels. "We were just going to be this little homemade ice cream bar from this $5 correspondence course," he said. "The whoje thing is pretty astounding." For some people, Ben and Jerry's popularity comes from the owners social activism as much as from their outstanding ice cream. "We're converting people down here to Ben and Jerry's," said Margie Stockton, a Duke alumna who had just bought some of their Mint Oreo ice cream. Stockton said she grew up in Burlington, Vt., where Ben and Jerry started their business. Cohen and Greenfield are creative about making and naming their ice cream, Stockton said. But she said she probably would not be as "gung ho" about their product if they did not send out a good social message. But people often wonder why Ben and Jerry's has contributed so much to food banks in the northeast and various ': other nonprofit organizations. "Because business has the respon sibility to give back to the commu nity," Greenfield said. "We learned early on, if we can make it, it would be because of the support of the community." pay $75 and you leave town, we will give you $75 back." The use of refundable shares gives the store operating capital without having to get a bank loan and pay interest on it, Slater said. The custo mers benefit from this because the store is able to offer lower prices. After buying a share in the market, a shopper is entitled to store discounts, community discounts from other merchants and the right to vote for the board of directors (or run for an office). Customers will also receive a free newsletter sub scription, free delivery of groceries for senior citizens and invitations to health education seminars and other events. Before Saturday's ice cream scoop, the market had 157 share holders and shares were also being sold on Saturday. CSS SHERWOOD CAPITAL, INC A Career in the Stockmarket. Learn how you can enter the exciting and lucrative world of the professional stockbroker. Due to expansion, we are seeking intelligent individuals with an interest in the financial services industry. If you have sales ability, and are seeking an environment that will allow you to grow, sign up at your placement office for a personal interview for openings in the Raleigh Office. Interview Date: Monday, March 28, 1988 or send resume directly to: Greg Piper, Branch Manager SHERWOOD CAPITAL, INC. 5171 Glenwood Avenue, Suite 202 Raleigh, N.C. 27612 or call Mr. Sean Kilmartin, Branch Manager Telephone (919) 782-5900 Member NASD and SIPC SPRING CLEANING SALE STOREWIDE SAVINGS 321-326! Running Shoes -mw I m Nike Air Sock Nike Cycling Shoe Reebok DL 5000 Reebok DL 6000 Adidas ZL 600 All Running Special Sales Converse Surfgrip (black or Converse Gridiron Cleat Nike Thong (grey , white, green) College Sweatshrts Youth Air Jordan Shorts with ad, $7.00 OFF any Tennis Shoes Avia720 Adidas Yarmouth Nike LTS-7000 NB 460 Asahi MX-1 " : 49.99 39 99 Alt Walking Shoes 10 OFF I-Ski Sunglasses 15 OFF Winter Wear 60 OFF Discount Rack Shoes 20-50 OFF Additional $5.00 Discount for "Lucky Size!" Men's 7 12-9 Ladies' 5-6 12 ATHLETIC WORLD i "Their personality seems to per meate the whole business," said ice cream customer Mary Martin, as she savored her scoop of New York Super Fudge Chunk. Martin said she had seen the owners on a PBS series called "Build ing a Business." Ben and Jerry had picketed the Pillsbury headquarters for threatening the distribution of their ice cream. The small business conducted a grass roots "What's the Dough Boy Afraid Of?" campaign against the large corporation and won. "We try to get involved in more than ice cream," Greenfield said. While Greenfield was scooping ice cream, his partner was in the Soviet Union. They want to open a store there and use the proceeds to fund cultural exchanges, Greenfield said. World peace is the cause he most wants to promote, he said. In advising people who want to start their own businesses, Greenfield said people do not necessarily need to listen to what the experts say. "I would say do not try to pretend to appear to be something you are not, especially something larger or more professional," Greenfield said. "Let people relate to your business. You know, it is hard for people to relate to these big corporations." "We hope to have hundreds and thousands of shareholders eventu ally," Slater said. "The amount of money saved in a year will make it a good investment." Community ownership is not the only distinguishing feature of the market. It also carries a fresh foods product line enabling customers to find produce that is not sprayed with chemicals, Slater said. Fruit and vegetable juices are also squeezed daily, and one can find a tremendous selection of unpackaged nuts, bulk grains and spices. "The market will emphasize locally produced fresh foods in order to save on transportation costs, promote a local economy and concentrate on a close-knit com munity," Slater said. Dorothy Stevens, a Chapel Hill resident who was present at Satur --mm I m mm -trnm m mm REG. $49.99 39.99 49.99 59.99 84.99 NUW! $39.99 29.99 39.99 47.99 49.99 Shorts 10 OFF! white) NOW! REG. 24.99 39.99 11.99 up to 19.99 17.99 Basketball Shoe in stock! NOW! 31.99 29.99 39.99 41.99 32.99 REG. 39.99 32.99 44.99 133 W.Franklin St. University Square 942-1078 The Daily if V v?; f I 1 fv4 ?'- if J? --- -immMMnrnim " 1 - -fr, Jerry Greenfield dishes out free day's preview, said she liked the idea of a natural foods grocery store. "I don't like supermarkets where every thing looks plastic and artificial." "I like stores that treat you like an individual rather than having mass food and mass treatment of custo mers," Stevens said. "In a big store you are just a person who buys I like the small-town aspect because being treated like an individual is nice." A cafe with patio dining and music outside during warm weather will be located inside the 7,000-square-foot market. The market will also contain a fresh fish and poultry market, a deli, a book department and a newsstand, Slater said. The cafe and deli will serve prepared m Uoeastt us Ho This summer may be your last chance to graduate from college with a degree and an officers commission. Sign up forROTC's six-week Basic Camp now. See your Professor of Military Science for details. But hurry. The time is short. The space is limited. The heat is on. ARMY RESERVE OFFICERS' TRAINING CORPS Call Major Doug Earle, 1-800-222-9184 "ONE SET OF PICTURES JUST ISN'T ENOUGH!" FOISTER'S HAS THE BEST QUALITY PHOTOFINISHING IN CHAPEL HILL. 'From 35mm Color Negative Fiim Two locations to serve you: FOISTER'S IMAGE CENTER Glenwood Square Shopping Center, Hyw 54 East or FOISTER'S CAMERA STORE 133 E. Franklin St., Downtown QUALITY PHOTOFINISHING WHEN YOU NEED IT! OFFER EXPIRES 33188 Tar Heel Monday, March 21, 19887 DTHJulie Stovall ice cream in Carrboro Saturday low prices foods, but they will all be natural and healthy. "We want to provide a conven ience, such as the fast food places do, but combine it with a higher quality of food," Slater said. "I think that the concept will be really popular." The market is the first business to receive a loan from the Carrboro Downtown Development Commis sion. The owners' application stressed the market's advantageous location, which would attract people and other businesses to the down town Chapel Hill area, Slater said. "Other businesses are also excited because they are looking for us to be an anchor and bring more people to this area," Slater said. SPRING BREAK SPECIAL SECOND SET OF COLOR PRINTS' ONLY with this ad u r t

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