743 Joe Nicchi: Founder & CEO of CVT Soft Serve

Sep 19, 2025

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On this episode of The Kara Goldin Show, we’re joined by Joe Nicchi, Founder and CEO of CVT Soft Serve — the Los Angeles–based brand that turned a classic chocolate-vanilla twist into a cultural phenomenon. What started with a single soft serve truck in 2014 has grown into a beloved brand with multiple trucks, retail locations, and packaged pints that bring the CVT experience to even more fans. Along the way, Joe made national headlines when he pushed back on influencer freebie culture with his now-viral “influencers pay double” policy, reinforcing the authenticity that has defined CVT from the beginning.
In our conversation, Joe shares how he went from acting to entrepreneurship, what it’s really like to build a food business from a truck on the streets of LA, and the bold bets he’s made to grow CVT into an enduring brand. We talk about scaling beyond food trucks, the challenges of breaking into retail, and what it takes to carve out space in an ice cream market dominated by giants. Joe also opens up about the viral moment that changed everything, the toughest lessons he’s learned as a founder, and his vision for CVT’s future.
Whether you’re an ice cream lover, a fan of founder stories, or someone curious about building a brand from scratch, this episode is full of insights and inspiration you won’t want to miss. Now on The Kara Goldin Show.

Are you interested in sponsoring and advertising on The Kara Goldin Show, which is now in the Top 1% of Entrepreneur podcasts in the world? Let me know by contacting me at karagoldin@gmail.com. You can also find me @‌KaraGoldin on all networks.

To learn more about Joe Nicchi and CVT Soft Serve:
https://www.instagram.com/cvtsoftserve/
https://cvtsoftserve.com/
https://www.linkedin.com/company/cvtsoftserve/