Business Spotlight: Ben & Jerry’s Ice Cream – A Woman-Owned Sweet Spot in Toledo
A conversation with Ben and Jerry’s owner Vivian Murriel
"I would consider myself a connoisseur of ice cream – I enjoy quality ice cream which to me is an avenue for a sweet escape to momentary fun. I also love that Ben & Jerry’s is deeply embedded in giving back to the community through its values, activism and support. It’s always more than just ice cream, it’s the authenticity they stand for.” – Vivian Murriel, owner of Ben and Jerry's
"We are thrilled to welcome a locally owned, woman-owned Ben & Jerry’s franchise to Toledo. This represents more than just a new business - it reflects the continued growth, vibrancy, and economic prosperity of our city. Small businesses, especially those that create spaces for families and neighbors to gather, play an essential role in strengthening our community. We look forward to the positive impact both the business and the ice cream will have in Toledo.” – April Welch, Deputy Director Economic Development
What inspired you to become a business owner, and what drew you specifically to owning a Ben & Jerry’s?
When I eat ice cream, I absolutely must have super premium quality ice cream. At times I would go to Cleveland and sometimes Columbus just to get something special – especially when hanging out with my family. I think the moment I crossed state lines to get ice cream was a turning point and realization that Toledo needed super premium ice cream.
I knew I wanted to own something in the super-premium ice cream space — something high quality. For me, it was the sophisticated combination of texture, flavor and how the ice cream engages the palate that all had to be just right. I wanted ice cream that felt special, pretty much like a Disney experience in a cone. That ice cream is just better — there’s something magical about it.
I’ve always wanted to own a business that would engage the community and make people smile. When I discovered Ben & Jerry’s franchise opportunity, I was drawn to the company’s values of environmental sustainability, fair trade practices, and community engagement. I love the idea of serving something what brings joy to people’s lives while also giving back to the community.
Ice cream has always given me a euphoric feeling – since I was a little girl, and I wanted to offer that same experience to others. Ben & Jerry’s also is a strong brand - one that aligns with my personal values of respect, inclusivity and social justice. It felt like the perfect opportunity to blend my passion for business with my desire to make a positive impact.
How did getting the Enterprise Development Loan (EDL) Program help you open your businessHaving April in the Office of Economic Development for the City of Toledo made me feel, as a woman - that I had an advocate. I could connect with her. Being new to business, I needed that soft landing — and April was exactly that for me. It was almost as if she held my hand and gave me that extra boost of entrepreneurial confidence.
I kept thinking to myself, "She’s a total stranger. I’ve never met this woman before, but she made me feel like the city truly wanted me to succeed." It wasn’t just about economic development — she was genuinely invested in making sure my business thrived.
As a woman, you want to feel mentally ready to try a new venture and take on a market. The marketplace won’t marginalize you just because you’re a woman if you bring your own intuition, foresight, and unique strengths to the table.
As a woman in business, have you faced any unique challenges, and how did you overcome them?
Yes, as a woman, I’ve faced some challenges in the business world. At the onset of this venture, I felt like I had to prove myself- especially as a young career woman running a business. Many times, people compartmentalized my abilities to my career.
To overcome this, I leaned into my strengths: first my faith in God, next - my confidence, knowledge of the brand, and my commitment to doing the work. I always made sure I was well-prepared and presented myself as a strong leader.
Another challenge is balancing work and personal life. As a business owner, there’s often an expectation to put in long hours, but I learned to prioritize self-care and set boundaries to maintain balance. Surrounding myself with other women entrepreneurs and mentors has also been incredibly helpful in navigating these challenges.
Who are some of the people who have inspired you most, either in your personal life or in your career?
A big support for me has been my husband, Maurice. I run things by him — asking what he thinks and getting his perspective. What I truly appreciate about him is that he lets me learn how to do business as a woman.
He’s there as my support system every step of the way, but he also doesn’t overshadow my process. He gives me the space to learn and grow while offering guidance when I need it. That balance has been so valuable.
My mom is my biggest inspiration. She’s faced her own set of challenges but has always persevered with grace and determination. She is the most resilient woman I know. She taught me that kindness and hard work always pays great dividends. My sister Ella and my daughter Libby have also been strong inspirations for me – cheering me on every step of the way.
In the business world, I’m inspired by women like Sheryl Sandberg, who has shown what it means to be a strong, successful woman in leadership. I also admire Indra Nooyi and Ngozi Okonjo-Iweala – both women whose leadership has been transformative of the international business community. Oprah is also one who has crossed barriers as a woman to establish a media empire. I am also inspired by local women business owners who support and uplift one another. Their resilience and camaraderie are a daily reminder that we’re all in this together.
What advice would you give to young women who are interested in becoming entrepreneurs or pursuing leadership roles?
My advice would be to be fearless in chasing your dreams. Don’t let anyone tell you that you can’t do something because you’re a woman. Entrepreneurship has its own set of challenges, but those challenges are also what make it so rewarding. Stay true to your values, don’t be afraid of a “No” for an answer and always keep learning. Surround yourself with a network of supportive people—other women, mentors, and peers—who can offer advice, guidance, and encouragement when needed. Also, make sure you take care of yourself mentally and physically. It’s easy to get caught up in the hustle and grind, but self-care is essential to long-term success. Lastly, trust your gut. You know what’s best for your business, and you should never underestimate your ability to lead. My advice is just keep having fun.
Tell me a little bit about yourself
I am a practicing gastroenterologist and a Nigerian-American who grew up in Maryland. I love to read and travel – absolutely enjoy nature and the outdoors. An adventure in 2025 would be the exploration of Toledo’s arts, museums and performing arts scene.
Ben and Jerry’s
3305 Central Ave A2-35, Toledo, OH 43606
Ph: (419) 214-1859
Hours: Monday -Thursday 12:00 p.m. to 9:00 p.m.
Friday-Sunday 12:00 p.m. to 10 p.m.
Website: benjerry.com
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