Waterbury, Vermont is small, unassuming town about two hours from our home in Keene. Yesterday Marty and I took a drive up there, through the beautiful Green Mountains that are just beginning to show fall colors here and there. Despite its size, Waterbury is home to three similar and enterprising businesses that are favorites of the green and socially responsible set: Ben and Jerry's, Green Mountain Coffee, and Cabot Cheese. Ben and Jerry's is world famous, and Green Mountain is giving Starbucks a run for its money, especially in New England. And Cabot just makes the most divine cheese you can imagine--especially the 3 year old cheddar and horseradish varieties....
Ben and Jerry's got a lot of publicity several years ago for advertising for a new CEO. They made a marketing campaign out of it and got something like 20,000 applications--ranging from schoolchildren to even family pets sponsored by their owners. Now, the company is owned by Unilever, but the brand identity and involvement in the local community remains.
Amazing that a single small town could produce such giants as these, and still retain its character.
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