Toledo, OH – Vivian Murriel, a Toledo-based gastroenterologist and Nigerian-American entrepreneur, is bringing a new flavor to the city: a locally owned, woman-operated Ben & Jerry’s franchise. Her passion for super-premium ice cream and commitment to community engagement are at the heart of her latest business venture.
“I would consider myself a connoisseur of ice cream,” said Murriel, explaining that her love for high-quality ice cream started from childhood. “Ice cream has always given me a euphoric feeling, and I wanted to offer that same experience to others.” She’s drawn to Ben & Jerry’s not only for its superior quality but also for the company’s commitment to environmental sustainability, fair trade practices, and social justice—values that align closely with her own.
Murriel’s decision to open a Ben & Jerry’s franchise in Toledo was born out of a personal experience. She recalls traveling to Cleveland and Columbus just to enjoy the high-quality ice cream she craved. “Toledo needed super-premium ice cream,” she realized, marking a turning point in her entrepreneurial journey.
The new business is part of Toledo’s ongoing growth and economic development. April Welch, Deputy Director of Economic Development for the city, expressed excitement over the franchise’s opening, calling it a key addition to the city’s vibrant small business landscape. “Small businesses, especially those that create spaces for families and neighbors to gather, play an essential role in strengthening our community,” Welch said.
Murriel, who has long wanted to create a business that makes people smile, found an ideal partner in Ben & Jerry’s. The franchise opportunity allowed her to combine her love for business with her passion for making a positive impact. “It’s more than just ice cream,” Murriel explained. “It’s about giving back and making people happy.”
In the process of launching her franchise, Murriel also received vital support through the Enterprise Development Loan (EDL) Program, which helped her navigate the early challenges of entrepreneurship. “April in the Office of Economic Development made me feel like I had an advocate,” Murriel said, reflecting on how the support from local officials gave her the confidence to succeed.
Like many women in business, Murriel has faced unique challenges, including the pressure to prove herself in a male-dominated field. “I felt like I had to prove myself, especially as a young career woman running a business,” she admitted. But through perseverance, faith, and support from her family, Murriel has overcome those challenges. She credits her success to her strong leadership skills and the invaluable guidance she’s received from mentors, particularly fellow women entrepreneurs.
Murriel also draws inspiration from women who have paved the way in leadership roles, including business icons like Sheryl Sandberg, Indra Nooyi, and Oprah Winfrey. She emphasizes the importance of resilience, balance, and surrounding oneself with a supportive network.
For young women aspiring to become entrepreneurs, Murriel offers this advice: “Be fearless in chasing your dreams. Entrepreneurship has its own set of challenges, but those challenges are also what make it so rewarding. Stay true to your values and always keep learning.”
When she’s not working, Murriel enjoys reading, traveling, and exploring nature. A self-professed lover of the outdoors, she looks forward to exploring Toledo’s arts and culture scene in 2025.
Murriel’s journey to open a Ben & Jerry’s franchise is a testament to the power of passion, perseverance, and community. She hopes her business will not only provide a delicious treat for Toledoans but also inspire others to chase their entrepreneurial dreams.
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