Ben & Jerry’s: The Inside Scoop

The Book of the Week is “Ben & Jerry’s: The Inside Scoop, How Two Real Guys Built A Business With A Social Conscience and A Sense of Humor” by Fred Lager published in 1995.

Ben Cohen and Jerry Greenfield, a couple of childhood friends who had drifted apart, resumed their friendship in their late twenties. Their work lives were aimless at the time, so they decided to go into business together. They settled on selling ice cream, based on Ben’s life philosophy, “If it’s not fun, why do it?”

Ben and Jerry worked around the clock in the couple of years it took to create a business plan and convert a gas station in Burlington, Vermont to an ice cream store. The 1978 Grand Opening saw the giveaway of free ice cream cones to the public. This book– the owners’ first– describes the trials, tribulations and triumphs they experienced in getting the business up and running, and growing.

Ogilvy on Advertising

The Book of the Week is “Ogilvy on Advertising” by David Ogilvy published in 1985.  The author was the co-founder of what has become a world-famous, worldwide advertising agency– a major feat, as he started his advertising career at 38(!) years old.  Perhaps his business has endured because he had the right idea.  He wrote that he did not care whether the viewer of an ad said “What a great ad!”  Ogilvy’s major goal was to get the viewer to say, “I must go out and buy this product!”  This way, he would make money for the client.  This book recounts his experiences in the field and provides tips on how to advertise.

Kitchen Confidential

The Book of the Week is “Kitchen Confidential” by Anthony Bourdain, published in 2000.  This is the eloquent account of the author’s personal experiences as a worker in the restaurant business.  He provides anecdotes on the people, their personalities, problems and the kinds of behind-the-scenes activities and events that restaurant patrons do not see.

Bourdain describes one of his first kitchen jobs he held when he was a brash youth, and how his older coworkers put him in his place.  Other forms of entertainment that culinary workers enjoy include the initiation rite of sending the new kitchen help on a fool’s errand, and playing practical jokes on the restaurant manager.  Bourdain tells of his employment woes and others’.   He also reveals culinary dangers (dirty little secrets) about which diners may not want to know.  This book is educational for anyone wishing to enter the restaurant business as well.

The Vineyard

The Book of the Week is “The Vineyard” by Louisa Thomas Hargrave, published in 2003.  It is a memoir about the first wine-grape farmers on Long Island in New York State.

In the early 1970’s, Louisa and her then-husband, Alex, wanted to grow grapes to make wine to sell.  “I [Louisa] decided that having a vineyard wouldn’t take much time, so I enrolled in chemistry and calculus courses at the University of Rochester while we scouted for vineyard property.”  They thought they would be able to spend more time with the children they planned to have, if they worked in the same place where they resided.  Running a winery seemed to fit the bill.  The endeavor turned out to be more difficult than they imagined.  The Hargraves had never managed a vineyard before, let alone any business, but prior to plunging in, they “did their homework” the best they could, were passionate about wine and were willing to work hard.

They purchased a plot in Cutchogue on the North Fork of Long Island.  Cabernet Sauvignon, Sauvignon Blanc, Pinot Noir and Chardonnay were the first grape varieties they planted.  Fortunately for them, the soil was compatible with these high-quality varieties.  They released their first wine in July 1977, from fruit picked in 1975, aged in barrels.

Louisa provides a detailed account of the numerous risks grape farmers and wine makers face; the birds, bugs and weather, to name a few. She also recounts problems her family encountered, including educating their daughter and son and dealing with legal tangles concerning their business.   One particularly stressful episode involved fighting an extortion attempt by the New York State Department of Environmental Conservation.

Despite all the hardships, the Hagraves nurtured a successful vineyard because they possessed and/or acquired the passion, courage, focus, skills, talents and luck in sufficient amounts.