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The Boston Globe

Business

Ben & Jerry’s invites unsatisfied customers to factory

Company buses devoted critics to Vermont to tour ice cream operations

A luxury bus idled on Sargent’s Wharf in Boston earlier this month as a groggy group of 16 strangers boarded for a long ride to Vermont. But they weren’t going on a late-season ski trip — this was an ice cream-tasting expedition.

Some of the travelers had lodged complaints with premium ice cream maker Ben & Jerry’s — quibbles about such things as unpleasant texture or uneven flavor. In response, the company decided to bring some of them to its manufacturing plant in Waterbury, Vt., where they could weigh in on what happened and whether their concerns had been addressed.

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