Berkeley High and Piedmont High students outside the new Ben & Jerry's scoop shop

Today, Monday October 11, Ben Cohen of Ben & Jerry’s will be doling out free scoops of ice cream and talking free trade among other things at the Grand Opening of the new Ben & Jerry’s shop at 2130 Center Street in the historic Ennor’s Restaurant Building.

Cohen will be joined by Berkeley’s Wavy Gravy — after whom one of the company’s ice cream flavors was named — as well as the owner of the store, Parisa Samimi.

On the agenda: Buy a certificate for an ice cream cake and 20% of the proceeds will go to the Seva Foundation; free scoops of ice cream will be offered to those to those who swab for Project Marrow from 2-6 pm; and there will be free toppings for kids 12 and under all day.

Ben Cohen will attend the new store's opening today

As a company, Ben & Jerry’s is well-known for its socially responsible business practices and commitment to the environment — including running a climate-conscious supply chain and waste management strategies at a national level. It is currently transitioning to being 100% Fair Trade by 2013, and already sells lots of fair-trade flavors.

Parisa Samimi, who purchased the original Berkeley store on Oxford Street in 2006, lives with her family in El Cerrito, and her daughters attend Berkeley Schools. Parisa has always been an ice cream fan and is known for her custom-made ice cream cakes. The Center Street store opened earlier this summer but today’s visit by Ben Cohen marks its official opening.

The Opening runs from 3-5 pm today and details can be found on the Ben & Jerry’s Berkeley store website.

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Tracey Taylor is co-founder of Berkeleyside and co-founder and editorial director of Cityside, the nonprofit parent to Berkeleyside and The Oaklandside. Before launching Berkeleyside, Tracey wrote for...