Pitch-Winning Protein: How Smearcase Is Building the Future with Functional Frozen Indulgence

In this episode, Joe Rotondo, founder of Smearcase, shares how a post-marathon training run led to the creation of the FroCo category, a bold reimagining of frozen dessert made with cottage cheese, real protein, and clean ingredients. What began as a Brooklyn kitchen experiment has grown into a category-defying brand that's challenging expectations around what ice cream can be. Recorded at the 7th Real California Milk Accelerator in Napa, California, this conversation captures Smearcase at a pivotal moment—fresh off of being named the program’s Grand Prize Winner and unlocking an additional $100,000 of marketing support from the California Milk Advisory Board. Joe opens up about the realities of entrepreneurship, from introducing an unconventional product to scaling with intention and values. He also discusses the role of the California Milk Advisory Board in helping Smearcase elevate product quality, access world-class partners, and build a foundation for long-term, sustainable growth.