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Media Contact September 22,2010

Ben & Jerry’s: Ting-Ya Wang, 517-921-8714 FOR IMMEDIATE RELEASE

BEN & JERRY’S AND NATIONAL WILDLIFE FEDERATION PARTNER

TO SAVE THE BEES

SYRACUSE, N.Y. – Ben & Jerry’s and National Wildlife Federation today
announced “ Bee a Hero”, an event which aims to raise the public awareness about
the environmental issue and helps people participate in saving the world starting with
their daily lives. The event will be held on Nov. 11, 2010 in Syracuse, N.Y.

“ Giving back to the community has always been the mission of our company,
through this event we are able to use our voice to advocate the importance of
protecting the wildlife to our customers and together make the world a better place to
live,” said Jostein Solheim, CEO and vice president of Global Brand Development of
Ben & Jerry’s.

We rely on honeybees for one-third of the foods supply and they are responsible for
the pollination of over 100 crops. Recently, the colonies of the honeybees have died
mysteriously throughout the world causing a serious risk to food supply.

“ We strive hard to advocate the importance of educating children to participate in

activities that can save wildlife and protect the environment. This event helps to send
out our messages and raise public attention about protecting the earth,” said Larry
Schweiger, president and chief executive officer of National Wildlife Federation.

There’s going to a lot of fun activities at the event including famous pop star concerts,
Be a Bee’s costume contest, free ice cream tasting and booths providing information
about how to protect bees and much more! In addition to the “ Bee a Hero” event,
Ben & Jerry’s will launch a brand new ice cream flavor custom made for the event.
The limited edition flavor will be sold nationwide from October to December. All the
sales will goes to National Wildlife Federation to contribute to the activities
protecting honeybees.

About Ben & Jerry’s

Ben & Jerry’s produces a variety flavors and finest quality of ice cream. The products
are distributed nationwide and in selected foreign countries. They operate business on
a three-part mission statement emphasizing best quality ice cream, engage in social
activities and economic returns.

About National Wildlife Federation:

National Wildlife Federation strives to inspire people to protect wildlife and the
natural habitats for the children. They advocate environmental issues to raise public
awareness of the environment and protect the ecosystems.
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Media Contact December 9, 2010

Ben & Jerry’s: Ting-Ya Wang, 517-921-8714 FOR IMMEDIATE RELEASE

BEN & JERRY’S INTRODUCES SELECTION OF NEW CEO

SYRACUSE, N.Y. – Ben & Jerry’s today announced the retirement of Walt Freese,
the current president and CEO, and also the selection of new CEO, Jostein Solheim.
He will be CEO effective Jan. 1, 2011. Jostein Solheim, the new CEO of Ben &
Jerry’s was chosen by the board unanimously due to years of excellent performance
and contribution to the company.

“ It has been a great experience for me to serve at Ben & Jerry’s for over 10 years and
six years of which were as CEO. The company has always been like a big family to
me and together with the employees, we strive for not only make the best quality of
ice cream but also continuing to give back to the community. My great love for Ben
& Jerry’s ice cream will continue and I wish the best for the company,” said Freese.
“ I am honored to be selected as the new CEO of Ben & Jerry’s. I will continue to
lead our company to pursue the social, product and economic missions that we have
been advocating. Ben & Jerry’s has great potentials and I hope to bring in more
creativity, diversity and maintain our 100 percent commitment to the community. I
am looking forward to the exciting challenges ahead,” said Jostein Solheim.

Despite the change in CEO position, Ben & Jerry’s mission will remain the same as
they strive to be the best ice cream company. Freese will remain on the company’s
board of directors and continue to be involved with a new CEO in the coming year.

About Ben & Jerry’s

Ben & Jerry’s produces a variety of flavors and the finest quality of ice cream. The
products are distributed nationwide and in selected foreign countries. They operate
business on a three-part mission statement emphasizing best quality ice cream, engage
imentn social activities and economic returns.
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 PRL 604: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT -FOR CLASS PURPOSES
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Ben & Jerry’s Homemade, Inc.,

30 Community Drive, South Burlington, VT 05403-6828
Phone: (802) 846-1500
Fax: (802) 547-3334
Email: benjerry@benjerry.com
December 9, 2010

John T. Gould, Jr.

Shareholders
4701 East Oxford State Road
Middletown, Ohio 45054
Dear Mr. Gould:
As a new CEO of Ben & Jerry’s for 2011, I will follow Walt Freese’s example
and continue to pursue the product, social and economic missions for which we strive.
It is a great honor to be selected as the CEO and I look forward to help the company
to become more successful and live up to its highest ideals.
The year of 2010 has been a great year. Under the leadership of Walt Freese,
CEO and president of Ben & Jerry’s, our company has increased profits and
overcome the financial crisis. Also, we agreed on using all Certified Fair Trade
ingredients by the year 2013. In the coming year, Ben & Jerry’s will continue to give
back to the community and work hard to guarantee the best quality of ice cream in the
world.
Our main goal for 2011 is to launch more new and fun flavors of ice cream
that shows our creativity and great passion for the business. Ben & Jerry’s will
continue its mission of being an environmental friendly business and thrive as a
successful ice cream company.

Sincerely,
Jostein Solheim
New CEO of Ben & Jerry’s of 2011
 PRL 604: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT -FOR CLASS PURPOSES
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Media Contact
Ben & Jerry’s: Ting-Ya Wang, 517-921-8714
National Wildlife Federation
11100 Wildlife Center Drive
Reston, VA 20190-5362
FACT SHEET
DIMINISHING OF THE HONEYBEES

About Honeybees

Honeybees are social insects. In the wild, they build nests called hives containing up
to 20,000 bees during summer. They work together in a highly structured social order
and each bee belongs to a specialized group called casts. The different casts are
queens, drones and workers.

The worker bees are responsible for maintaining and operating the hive. They go out
in the wild to gather pollen, nectar, water and certain sticky plants resins used in hive
construction.

What does honeybees contribute to the environment?

Honeybees distribute pollen and they pollinate a number of agricultural crops,

including almonds, apples, blueberries, cherries, cranberries, carrots, cucumbers,
kiwis, pumpkins, sunflowers, soybeans, onions, broccoli and a range of crops. They
also refine and concentrate nectar to make honey.

How will the environment be affected if the honeybees disappear?

Honeybees pollinate a number of different agricultural crops; therefore they have

great impact on the entire global food economy. Disappearing of the honeybees will
result in a reduction in the food supply.

What is the crisis that honeybees are currently facing?

In the past 30 to 40 years, nearly half of the honeybee population died or disappeared.
Since the end of 2006, honeybees in the U.S., Europe, Canada, South America,
Central America and Asia have reported honeybee colony losses of between 30
percent and 90 percent. This year, the number of honeybees has decreased by a third.

Many bees don’t return to the spring pollination areas. The occurrence of this
situation has been termed colony collapse disorder (CCD). Honeybees leave on
foraging missions and never return; therefore their beehives lack the food and the
population of workers experiences significant decrease. There are no new workers to
replace the lost ones due to lack of food, causing the decrease in honeybees’
population.

One of the biggest indications of CCD is that a majority of adult honeybees suddenly
disappeared without any dead bees being found. They left the young bees, queen and
even some of the other adult bees. Honeybees are generally social insects and colony-
oriented hence the situation is very unusual. Scholars are still conducting research
determine the cause of the lost of honeybees.

How can we help to protect the honeybees?

Build your own garden at home.

• Select plants that provide lots of pollen and nectar.
• Plant a diversity of plants. Consider both day-blooming plants as well as
night-bloomers. The diversity will attract not only honeybees but also
butterflies and other animals from spring through fall.
• Be a messy gardener.
• Leave some parts of the soil with intact mulch for the animals to construct
nests.

Build a bee house.

• Bee house provides places to raise young for bees
• Use natural woods and drill holes. Safely place it on the south side of
buildings, trees and fence posts.

Donate money to organizations that are devoted to research about the causes of CCD
in honeybees colonies.
Enterprise Story
Ting-Ya Wang
July 28, 2010

1. This story is about the owners and workers of the Chinese restaurants in
Syracuse.
2. The reader should care because it’s important for us to understand the
background and the culture of other races, it helps us to know them better and
prevent misunderstandings.
 Walking down the streets in Syracuse, you can see many Chinese restaurants

around the city. In a city with few Chinese residents, it makes people wonder why the

owners and workers who chose Syracuse as their home.

The history of Chinese immigration can be traced back to the year 1820, when

the first Chinese immigrants came to the U.S. It was not until 1870 that the

immigrants from Hong-Kong and Taiwan came to the States. The Chinese people

initially worked as laborers in the gold mines in California, hoping to have a better

life. As America became more open to different cultures, more Chinese people came

and soon they start opening restaurants.

Simon Teng, 62, came from Taichung City, Taiwan. He came to the U.S. in

1973 and has been here for 36 years. He learned cooking in a family-owned Szechuan

cuisine restaurant as a child. In his early 20’s, Teng was a chef and owned two

restaurants in Taiwan. The business was successful but life in the restaurant business

was too complicated. Therefore he decided to go to the U.S. and start over. “ I am

tired of the life in Taiwan, I was young and life is out of control, I figured the U.S.

would be a great place for a fresh start,” Teng said.

He worked at one of his cousin’s restaurant at New York City, learning how to

run a restaurant and continues to improve his cooking skills. After eight years

working as a waiter, he finally opened his restaurant- Simon’s restaurant in Queens,

and Manhattan, and the Golden Monkey restaurant in Flushing. Besides owning his

own restaurants, he’s also the manager of four other high-end Chinese restaurants and

was in charge of designing the menus. He had over a hundred employees working for

him. As the head chef, he often took his assistant chef and managers to new

restaurants, not only to look for inspiration but also to observe the trend of the

cuisines. “ I brought my employees to the new restaurant and ordered up to 25

cuisines, we tasted them and discussed about our favorites. We learned something

from them and came up with new dishes,” Teng said.

In 1990, the economy dropped heavily due to the Persian Gulf War, Teng had

just opened a new restaurant and it hit his business hard. “ I remembered at that time,

I bought a movie ticket every day, sitting in the theater, thinking about how to survive

through the bad economy. I worried that I won’t be able to afford the salaries of the

employees,” he said. Several years later, he closed the restaurant and opened a new

one in Flushing’s area China Town. This time, he had huge success.

Teng moved to Syracuse in 1993 because of his family. he wanted his children

to grow up in a nice neighborhood. “ New York City has too many temptations,

people get lost in it very easily; I like how Syracuse is calm, quiet and also full of

friendly people,” he said.

Syracuse has a lot of Chinese restaurants but lacks traditional Szechuan

cuisine restaurants. Teng saw this as an opportunity and opened a restaurant called

China Road. He runs his business the same as he used to in New York City. “ People

here are willing to try new and different cuisines. I encourage them to try the

traditional dishes and every year I traveled to China, Japan, Korea, Taiwan and many

places to look for new recipes.” Many people come to his restaurants from Rochester

and Buffalo just to have a meal.

There were times when Teng faced difficulties with the American customers.

People come in and ask for samples of the dishes request discounts. It took a while for

him to convey the concept that Chinese cuisines are not cheap fast foods, they are

quality foods that require experienced chefs to cook. Some people come in and asked

rudely if they can speak English, but Teng ignores it and still offers the best services.

Years ago a well known criticized his cuisines and traditional dishes, calling them
either too spicy or salty. But many people used the Internet to defend China Road he

said and criticized for writing about something with which she is not familiar. “ I was

not scared when I saw the bad critiques,” he said, “I am confident in my foods and

believe they speak for themselves. The business even got better after the review”.

Teng said he never had problems with adjusting to life in U.S. As a chef he

can cook Chinese food anytime and after years in the U.S. his English has improved

significantly. “ Life in Syracuse is simple,” he said. “You live in nice neighborhood

and the living expense is much lower than the New York City. I love the slow pace

here and that’s why I decided to stay here and open a restaurant even though there

aren’t so many Chinese people”. The most challenging part of opening a restaurant is

to find a good chef. Teng’s chef has been with him for over 28 years. It takes a long

time to train a chef and often it’s the key point to whether the restaurant will run

successfully. Teng has a 5~10 years plan in his mind, he is confident about the

restaurant and believe the business will only become better and better.

Xu Chen, 40, from Fujian Province, China, came to the U.S. in 1997 with his

wife and worked as a waiter for several years. He learned to serve customers and cook

Chinese cuisines. He worked at many restaurants and had been to many states

including Alabama, Kansas, Delaware, New Jersey and New York. He came to the

U.S. and learned English through working. “I remembered when working as a waiter,

I often got questions from the customer, asking is China better or the U.S. is better.

At that time, some Americans still can’t accept the Chinese people because they don’t

understand our culture and background,” Chen said.

In 2005, he came to Syracuse through his friends and had the opportunity to

open a small restaurant in Syracuse. The restaurant, Chinese Café, is located in a nice

neighborhood with high-income residents. In the first three years, Chen had trouble
running the restaurant. People complained that they couldn’t get used to the

traditional Chinese cuisines. “ I never thought about changing the tastes of the dishes,”

he said. “They represent the traditional taste from my hometown and that’s something

you should never change”. Chen continued to work hard on improving the dishes and

believes that with great customer service, the business will eventually get better.

During these years, Chen never stopped learning to cook and continued to

create new dishes. Finding a good chef is also a major problem for Chen. He’s now

considering opening a bigger restaurant that can hold over a hundred customers, but

for the time being, he wants to concentrate on providing quality cuisines to customers.

“ Right now, I have three long-term Chinese workers working for me, most of them

can’t speak English very well, but what I value more is their working attitude. I can

understand what they’re going through because I had the same experience many years

ago,” Chen said.

Shang Chen, 33, from Fujian Province, China, immigrated to the U.S. with his

family when he was 15. After graduated from senior high school, he worked as a

waiter and chef in the Chinese restaurants in many places, including New York City,

North Carolina, South Carolina, Georgia, Las Vegas and Tennessee. His dream is to

open his own restaurant. He travels to different places to learn new things. “ I met

many young people from China and they all came here to pursue a better life. To them,

America is a place where they have the possibilities to fulfill their dreams, “ Chen

said. He works at the China Café as a waiter.

From the U.S. Census Bureau Statistics of the Onondaga County, Cayuga

County and Oswego County’s population numbers, there’s a clear indication that the

population of white people are over 80 percent in the three counties since the year

2000 and has slightly declined from 2006 to 2008. The Chinese population is the
third biggest sector of the Asian race but accounts for less than 1 percent of the whole

population. From 2006-2008, the population of the Chinese people increased slightly

raised from 0.1 to 0.2 percent, but is still considered a minority.

The Chinese population in Syracuse is slowly growing. Chinese restaurants

can’t run by targeting Chinese customers. They need to find a balance between

adjusting the tastes to the level where the Americans can accept but still preserve the

traditional tastes. It’s hard for the Chinese people to run a business in a foreign

country, but restaurants owners such as Teng and Chen somehow found a way to

success and gain reputation in the area.