Case B describes the aftermath of Ben & Jerry's being acquired by Unilever. While there was public sadness and dismay over the socially responsible company appearing to "sell out," Ben Cohen and Jerry Greenfield tried to put it in the best possible light: "Under this new arrangement, Ben and Jerry's will be independently operated, our values will continue and we hope our efforts to make positive change will even expand. Unilever has contractually agreed to increasing socially beneficial activities as a percentage of sales every year. Ben and Jerry's will be doing more good than it does today."