2017 MVP AWARDS
BY HELEN BOND
Scoop It Forward
Serving up ice cream and community involvement
Not only is Ben & Jerry ’ s franchisee Karen Morse a veteran of serving up the brand ’ s mantra of peace , love , and ice cream , she strives to scoop it forward .
Morse , honored with the 2017 MVP Community Involvement Leadership Award for her continuous community service and setting an example for others to follow , is an 18-year franchisee of Ben & Jerry ’ s , pioneers in the socially responsible business movement . Her ongoing effort to support the community that supports her seven shops is just part of who Morse is .
“ We don ’ t know how to do it any other way ,” says the Washington , D . C . - based operator . She even sweetened the brand ’ s mandate for franchisees to spend a portion of proceeds on community support with the development of a “ Scoop It Forward ” program . Under the program , companies that booked new off-premise and catering business were allowed to select the charity or cause of their choice to be the recipient of a free ice cream party .
“ The main point of this was that we took no credit for the party ,” says Morse . “ We told the charity it was a gift from their benefactor . The social media we got from the program with the company tweeting and posting , the nonprofit tweeting and posting , and us tweeting and posting was amazing .”
Scoop It Forward provided Morse , a D . C . native , with a competitive edge and boosted catering sales . Companies began calling to book events with their
NAME : Karen Morse TITLE : Owner / franchisee
NO . OF UNITS : Built my Ben & Jerry ’ s to 16 units ; currently have 7
AGE : 55 FAMILY : Four sons 24 , 22 , 22 , 17 YEARS IN FRANCHISING : 18 YEARS IN CURRENT POSITION : 18
24 MULTI-UNIT FRANCHISEE ISSUE III , 2017