Lessons from the Flavor Graveyard

How Ben & Jerry's embraces failure as a key ingredient for success

Image by Studio Superaarde with Midjourney

A whimsical legacy

Nestled in the lush green fields of Vermont, the Ben & Jerry’s Flavor Graveyard is more than just a quirky tourist attraction—it's a testament to the brand’s playful spirit and a celebration of their commitment to creativity and customer engagement. The Flavor Graveyard is a place where Ben & Jerry’s honors the memory of their “dearly de-pinted” flavors—those that were once beloved but eventually retired due to declining sales, changing tastes, or limited-time promotions.

The Flavor Graveyard was born in the late 1990s, initially as a small section on Ben & Jerry's website. It was a virtual resting place where fans could reminisce about their favorite discontinued flavors. The idea quickly became popular, and in 1997, Ben & Jerry’s decided to bring the concept to life by creating a physical Flavor Graveyard at their factory in Waterbury, Vermont.

The graveyard started with just a few “headstones,” each marking the spot of a retired flavor, complete with witty epitaphs that reflected the brand’s characteristic humor. Over time, it expanded, with more flavors laid to rest in a growing collection of headstones, each telling the story of a flavor that once was.

A tribute to boldness

The Flavor Graveyard holds a special place in the hearts of Ben & Jerry’s fans. It serves as a unique tribute to the creativity and boldness that the brand is known for, celebrating not just successes but also the willingness to take risks—even if it means some flavors won’t survive. It symbolizes the company’s belief in the importance of trying new things, valuing the journey of creation as much as the outcome.

For Ben & Jerry’s, the graveyard also became a way to connect with customers on an emotional level. It’s a place where fans could pay their respects to their favorite flavors that are no longer available, creating a sense of nostalgia and community among ice cream lovers.

Farewells with flavor

When a flavor is retired, it doesn’t simply vanish from the shelves. The process is treated with a sense of occasion, almost as if the flavor were a beloved member of the Ben & Jerry’s family. A flavor’s retirement might be announced with a “flavor funeral,” a light-hearted ceremony where employees, and sometimes even fans, gather to say goodbye.

During these events, attendees might hear a eulogy that humorously recounts the flavor’s history, its creation, and its eventual decline in popularity. The mood is often celebratory rather than somber, reflecting Ben & Jerry’s ethos of finding joy even in endings. In some instances, fans are invited to share their memories of the flavor, either in person or through social media.

Beyond the grave

The Flavor Graveyard is more than a fun gimmick; it’s an integral part of Ben & Jerry’s company culture. It reinforces the brand’s values of creativity, transparency, and community engagement. By openly acknowledging the flavors that didn’t work out, Ben & Jerry’s shows that they value experimentation and are not afraid of failure. This attitude encourages employees to think outside the box and innovate, knowing that the company will support them even if not every idea is a success.

Moreover, the graveyard fosters a sense of nostalgia and connection with customers, making them feel like they’re part of the brand’s journey. It’s a place where the past is honored, but the focus is always on moving forward—on creating the next flavor that will excite and delight fans.

The cherry on top – key leadership lessons

The Flavor Graveyard exists because Ben & Jerry’s understands the importance of storytelling in building a brand. It is also a microcosm of Ben & Jerry’s broader philosophy: to take risks, to innovate, and to celebrate the journey.

Here are some leadership lessons that can support you and your organization to be more comfortable with endings:

  • Embrace failure as part of development: Even unsuccessful ventures are valuable! Don’t buy into the idea that failure is the end—instead, honor failed attempts in order to foster a culture of learning and resilience.
  • Celebrate risk-taking: Celebrate risk-takers in your teams. Reinforce that bold ideas, even those that don’t pan out, are essential for progress.
  • Celebrate endings and new beginnings: Whether it’s the end of a project or the launch of a new initiative, celebrate transitions and frame changes as positive opportunities for growth.

The Flavor Graveyard is a place where Ben & Jerry’s past is preserved, not as a museum of failures but as a celebration of creativity and the ever-present possibility of success. Through the process, Ben & Jerry’s continues to engage its fans, foster a culture of creativity, and remind everyone that sometimes, the flavors that don’t make it are just as important as the ones that do.

This Inspiration Story is filed under:
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