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


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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