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Natasha Case on her postal truck at Coachella to hit ice cream brand

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If you had told me 10 years ago that I’d be running an ice cream brand that now sells to over 7,500 stores nationwide, I never would have believed you. At the time, I was an architecture student with a budding interest in making ice cream sandwiches.

On a whim, in 2009 my partner and cofounder, Freya Estreller, and I decided to convert an old postal truck into a food truck and drive out to a desert music festival outside of Los Angeles. Our handcrafted ice cream sandwiches were an instant hit among festival-goers, and we knew we had to continue selling them after the event ended. It’s been a whirlwind since that weekend — even when we were both working multiple jobs and things got chaotic, we felt consumed by our passion, and driven to continue growing our business.

Now, over a decade later, I wanted to share the five biggest learnings I’ve taken away from the whole experience — not only in business, but in life.

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