Creating exceptional ice cream by sourcing the finest ingredients set Van Leeuwen apart from the competition.
Being resourceful and determined helped Van Leeuwen overcome challenges and build their business with limited resources.
Van Leeuwen's dedication to product excellence and attention to detail allowed them to create truly exceptional ice cream.
Deep dives
Finding the Perfect Ingredients
When Ben and his team started their ice cream business, they initially planned to sell ice cream made by other manufacturers. However, they struggled to find ice cream made with high-quality ingredients. This led them to the decision to make their own ice cream from scratch. They experimented with different recipes and discovered that using top-notch ingredients created the most delicious ice cream. They sourced pistachios from Sicily, chocolate from Michel Cluizel, and vanilla extract from Vancouver, among other specialty ingredients. This commitment to using extraordinary ingredients set their ice cream apart from the competition.
The Challenges of Starting an Ice Cream Business
Building their ice cream business was not without challenges. With a limited budget, Ben and his team had to be resourceful and creative. They purchased an old truck for $3,000 and converted it into an ice cream truck themselves. They had to find a factory in upstate New York to produce their ice cream since building their own factory was not financially feasible. They faced delays and setbacks, including the difficulty of obtaining a New York City vending permit. However, their determination and passion for creating exceptional ice cream helped them overcome these obstacles.
The Philosophy of Product Excellence
From the beginning, Ben and his team were passionate about producing the best ice cream possible. They wanted to create products that stood out in terms of taste and ingredient quality. They chose to make ice cream without any additives or stabilizers, focusing on the natural flavors of their ingredients. They obsessively sourced the finest ingredients, including organic dairy, and incorporated unique flavors like pistachio from Sicily and chocolate from Michel Cluizel. Their dedication to product excellence and attention to detail allowed them to create ice cream that was truly exceptional.
Initial Challenges with Selling the Ice Cream
After launching their ice cream truck, Ben and his team faced initial challenges in attracting customers and making sales. Despite their excitement and confidence in their product, they struggled to gain attention and generate interest from the public. They experienced difficulties in finding prime locations to park their truck and were often ignored by passersby. It took persistence and patience to find the right spots and start building a customer base.
Achieving Success in a New Location
The podcast episode discusses the challenges faced by the ice cream truck business, Van Leeuwen, when trying to find a successful location to sell their products. After struggling to attract customers in one area, they decided to try a new spot on Green Street. To their delight, the new location proved to be much more successful, with 30 people lining up as soon as they opened. They attribute the difference to the pleasant atmosphere and excitement that the location provided, boosting their confidence in their business.
Growing Without Raising Money
The podcast episode explores Van Leeuwen's approach to financing and growth. In the early days, they didn't raise any money and used their profits to expand by building more ice cream trucks. Their philosophy was to reinvest all profits into the business rather than seeking external capital. This approach allowed them to maintain control and focus on their brand's vision. Although they faced financial struggles and had to navigate through winters with minimal cash flow, their dedication to quality ingredients and customer satisfaction financed their growth. Now, they have 15 stores, six ice cream trucks, and their products are sold in numerous stores across the United States.
I visited Ben Van Leeuwen at his Brooklyn-based ice cream factory! They have a truly remarkable story, starting from a single ice cream truck 10yrs ago, to building an epic brand with a cult following. They’ve since grown to a $20mil business, going from 15 stores to 25 in the next few months after taking investment for the first time. They’ve also grown their wholesale business where they now sell their ice cream in over 1000 stores across 44 states. We discuss their humble beginnings, meeting his co-founder, falling in love, a focus on product excellence by sourcing the very best ingredients & you’ll hear what it took to build their business with zero investment after their modest friends and family round. SHOW NOTES Here are five things to listen out for: (1) Travel – Ben leaving college to travel and explore the world. (2) Kaizen vs 10x Moonshot Thinking – continuous improvement in all aspects of their company vs a mindset of massive transformational change (3) Starting a business with his wife & brother – navigating a breakup, working with family & how they’ve made Van Leeuwen a huge success (4) Product & Customer Excellence – focusing on using only the very best ingredients & bringing joy to their customers (5) Growth – stories from starting their first ice cream truck to growing to 25 stores & 44 states & why they decided to take major investment for the first time Times Stamps
3:02 – Who is Ben Van Leeuwen
3:58 – How did Ben get into ice cream
10:45 – Where Ben’s food awareness came from
13:23 – Ben’s parents and his upbringing
16:56 – How Ben developed his entrepreneurial spirit
18:00 – The “ice cream idea”
20:44 – Being healthy in an ice cream world
23:46 – Ben’s travel memories
26:38 – Ben’s craftsmanship in his work
29:35 – Company values
30:54 – Ben meeting his cofounder
33:10 – How the company began
36:21 – Writing initial business plan
42:09 – Logo, branding and naming
45:55 – Tactically building your team
48:34 – Beginnings of the business
50:25 – Putting the best ingredients into their first chocolate ice cream
55:47 – First real day of business
65:19 – What the business looks like today – 15-25 stores, selling in 1000 stores across 44 states
67:02 – Ben’s thoughts on expansion
70:38 – First year revenue numbers
71:33 – Focus moving forward
73:30 – Working with brother and wife
74:35 – Working with ex-wife
75:42 – Difficulties with raising money
79:18 – Dealing with rejection
80:58 – 20 years from now…
83:45 – Admirable trait: not taking shortcuts
84:54 – Other products for Ben to explore
86:29 – Final remarks and advice
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