Pampered Cows? What Really Goes Into Ben & Jerry’s Ice Cream

Ben & Jerry’s has long been a symbol of feel-good indulgence, blending quirky flavors, values-driven activism, and a folksy image of cows frolicking in lush pastures. The brand's colorful mascot, Woody the Cow, struts across pint containers, inviting us to believe that their dairy cows live the good life. And while their famed factory in Vermont is indeed an ice cream lover's wonderland, it’s also sparked a curious myth: do Ben & Jerry’s dairy cows really get massages?

Photo From: Ben & Jerry's Website

The rumor of cow massages likely emerged from Ben & Jerry’s Caring Dairy program, which prioritizes high standards of animal welfare. As Tom Gate, a values-led dairy specialist at the company, explains, the myth likely stems from the “cow brush requirement.” These mechanical brushes—installed on participating farms—offer cows the chance to groom themselves, an activity crucial to their well-being. In the wild, cows rub against trees or lick each other to stay clean and relaxed. The brushes replicate this instinctive behavior, providing a level of comfort that some fans may have mistaken for luxurious spa treatments.

So, no, Ben & Jerry’s cows aren’t exactly living a masseuse-on-demand lifestyle. However, the presence of these mechanical brushes ensures the cows’ physical and emotional health—because, yes, cows have feelings too! While the Vermont pastures aren’t teeming with cow yoga sessions or essential oil diffusers, the attention to their care is genuine.

But There Are Cows That Get Massages

Across the globe in Japan, a select breed of cattle known as Wagyu—famous for producing the premium Kobe beef—actually does receive human-administered massages, though the practice is less common today. The luxurious marbling and buttery tenderness of Wagyu beef owe their origins to centuries of selective breeding and meticulous care. Some farmers, especially in regions with limited grazing space, have historically relied on massages to relax the cows and maintain muscle tone, particularly during the winter months when mobility could be limited.

Massages in Wagyu farming were practical rather than indulgent, ensuring the cattle remained comfortable and stress-free in cramped or cold conditions. It’s a level of care that aligns with the cattle's high-end reputation, with certain cuts selling for as much as $700 per pound.