master-cooks | Does Ben & Jerry's Really Give Its Cows Massages?

Ben & Jerry's, a renowned ice cream company, is often associated with quirky flavors and socially responsible practices, but the idea of giving their cows massages is more myth than reality. The company sources its milk from a network of farms adhering to specific standards for animal welfare. While Ben & Jerry's prioritizes the care and comfort of their cows, including providing ample space, nutritious feed, and clean living conditions, massages are not part of their routine care practices. The notion likely stems from the company's playful marketing campaigns and commitment to ethical sourcing, which emphasizes happy and healthy cows. However, massages, as a regular practice for dairy cows, are not a standard industry practice and are not documented as part of Ben & Jerry's operations. The brand does engage in sustainable and ethical farming initiatives, working collaboratively with farmers to enhance the living conditions of the cows and reduce environmental impact. While cow massages might be an amusing concept tied to the brand's whimsical image, the actual focus remains on responsible and humane treatment through well-established agricultural practices. This approach aligns with the company's broader mission to create a positive impact on the world, one scoop at a time.

Ben & Jerry's Caring Dairy program

Tom Gates, the Values Led Dairy Specialist at Ben and Jerry's, explained to Chowhound that "We think the mention of massages stemmed from the cow brush requirement," which is a component of the company's Caring Dairy initiative. This program provides financial incentives to farmers who fulfill a specific set of criteria, including supplying dairy cows with nutrient-dense feed, engaging in soil testing, promoting biodiversity efforts, and ensuring clean, safe, and respectful conditions for both cows and farm workers.

Gates further stated, "In the U.S., Caring Dairy farmers must undergo audits by the Global Animal Partnership." The G.A.P. is an independent organization that evaluates animal welfare, and part of its criteria includes the provision of cow brushes. These large, stationary brushes, similar to those found at car washes, allow cows to groom themselves. Additionally, Ben & Jerry's highlights that the G.A.P. mandates "on-farm enrichments like hanging balls for play."

Cows love grooming with brushes

Rubbing against a large, bristly brush may not seem as indulgent as a massage to us humans, but cows absolutely love it. Grooming is a vital ritual for cows, and they can often be spotted rubbing against trees to clean their coats. Cow brushes replicate this experience by offering a rough yet comfortable surface for cows to rub against.

For cows, grooming appears to be particularly enticing. Research indicates that cows are just as motivated by grooming as they are by food, and those rubbing against brushes often have their eyes half-closed, indicating a state of blissful satisfaction. Cows even groom in groups, hinting that brushing may contribute to herd bonding.

Cows seem to react to brushing in a way similar to how we humans respond to a massage, which likely leads to some confusion. Every flavor from Ben & Jerry's reflects these practices. As Ben & Jerry's has stated, "Our goal is to ensure excellent animal care on all of our participating farms."

Does Ben & Jerry's Really Give Its Cows Massages?

Ben & Jerry's Caring Dairy program

Cows love grooming with brushes

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