“They were, and it was a real problem," Greenfield continued. "What they were doing was illegal because businesses can’t use their power and position to keep competitors out.”

The two men decided to fight Haagen-Dazs and Pillsbury, feeling they could argue the companies were violating anti-trust laws. However, worried that the Federal Trade Commission may not be too concerned with rescuing a small business, they took the matter directly to the public.

Along with publicizing the slogan “What’s the Doughboy afraid of?”, they put an 800-number hotline on the back of their pint-sized ice cream containers that connected inquirers to a recording of Greenfield and Cohen discussing their dilemma and how customers could support them. Jerry recalled sending callers a “Doughboy Kit” with letters addressed to the Federal Trade Commission and the chairman of the Pillsbury board.

Media outlets like the Boston Globe and the New Yorker picked up the story, sparking a public outcry against Pillsbury and its ice cream brand. Haagen-Dazs and Pillsbury backed off, said Greenfield, and Ben & Jerry’s soon became nationally distributed.

The incident created a new Ben & Jerry’s, a version the two men weren’t sure they wanted to be.

“What’s happening here? We’re not ice cream guys anymore; we’re becoming businessmen,” Greenfield said.

For Cohen, the term “business” had a negative connotation. Greenfield said his partner thought too many businesses took advantage of their employees and spoiled the environment.

Cohen's friend, restauranteur Maurice Purpora, helped change his view, telling Cohen that f you don’t like the way business is done, then why don’t you change it, Greenfield recalled.

Taking the advice to heart, in 1984 Cohen and Greenfield decided to put their own spin on raising capital for a business expansion: They held the first in-state public stock offering for Vermont residents only, said Greenfield.

Many naysayers advised against the idea, but the ice cream duo went on to register as stockbrokers in Vermont and sold their stock for $126 per share.