Ben & Jerry Head to London for a UN-backed 'Ceasefire' Concert

When they passed a $5 correspondence course on making ice cream and opened their first shop in a deserted petrol station, Ben and Jerry were seen as hopeless optimists for believing business could have a social conscience beyond the bottom line.

Thirty years later and now multi-millionaires, Ben Cohen and Jerry Greenfield believe the world has caught up. In a rare interview in their home town in Vermont, the pair identified the rise of ethical shopping, environmentalism and social activism as proof the creed of selfish consumerism has had its day.