Interactive functions
Interactive use of the Internet involves more than simply the provision of promotional
information. It includes activities such as ordering of catalogues, promotional literature
and ‘free gifts’ and encouraging customers to provide market research data as well as
sales ordering and payment transactions. Interactive ways of using the Internet and the
web include:CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING
October 17, 2005 09:15 AM US Eastern Timezone
Ben & Jerry’s Sows Fresh Campaign to Help Small-Scale Family Farms; New Ad Aims to Support and
Raise Awareness of the Plight of Smaller Family Farms
The most immediate step consumers can take is to send a personalized letter to their representatives
urging support for the Milk Income Loss Contract (MILC). This program, which helps dairy farmers
survive during lean times, expired on September 30, 2005. Ben & Jerry’s and the National Farmers
Union have embarked on this collaborative effort to extend the MILC program and are urging both
producers and consumers to help send this message to Congress.
‘These ads aren’t about selling ice cream,’ said Walt Freese, Ben & Jerry’s CEO. ‘We’re trying to
initiate public dialogue about the fact that small and mid-size family farms are in danger of
disappearing. We think Ben & Jerry’s consumers care about this issue as much as we do, so we’re
using our marketing dollars to encourage them to tell Congress that smaller family farms are important
to a diverse food supply.’
The company has launched a number of initiatives over the years to support small to mid-size family
farms and sustainable practices in the dairy sector, specifically the Vermont Dairy Stewardship Alliance,
the Vermont Dairy Farm Sustainability Project and the Caring Dairy Program in Europe, all of which focus
on sustainable agriculture and the support of small-scale farms.
Source: Adapted from http://www.benjerry.com/our_company/press_center/press/Figure 10.4Ben and Jerry’s use the web to support the cause of small and medium-
sized farmers in North America.