ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Saturday, September 28, 1996           TAG: 9609300032
SECTION: BUSINESS                 PAGE: A-6  EDITION: METRO 
DATELINE: MONTPELIER, VT.

CHILLY RELATIONS? CEO AT BEN & JERRY'S OUT

Yo, Ben & Jerry's needs a CEO. Again.

Less than two years after its whimsical ``Yo! I'm Your CEO'' contest to find a replacement for co-founder Ben Cohen, the Vermont ice cream maker is in the market for a leader again.

Robert Holland Jr., a former business consultant who was hired in February 1995, announced on Friday that he would resign on Oct. 31. ``This was my idea,'' he said.

Chairman and co-founder Ben Cohen said Holland achieved the goals set for him when he joined the company, but it was time to focus on marketing ice cream, frozen yogurts and sorbets.

``It's become clear to us over the last several months that in terms of the sales and marketing area, we need some help,'' Cohen said. ``It also became clear that's not Bob's area of expertise.''

Holland said the parting was amiable. But he acknowledged in an interview that it was difficult trying to replace the founder of a company known as much for its dedication to 1960s counterculture idealism as its wacky flavors.

- Associated Press

LENGTH: Short :   33 lines
ILLUSTRATION: PHOTO:  AP. Robert Holland assumed the reins of Ben & Jerry's 
          after a much-publicized search.