Fred Lager
Fred "Chico" Lager joined Ben & Jerry's in 1982 as general manager and later became President and CEO. He played a crucial role in the company's growth from a small ice cream shop to a national brand.
Lager's insider perspective provides a unique view of the company's early struggles, successes, and commitment to social responsibility.
He left Ben & Jerry's amicably in 1991 and wrote this book in 1994, offering readers a firsthand account of the company's journey up to that point.
His writing style is described as honest and engaging, making the business story accessible and entertaining for readers.
