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Van Leeuwen’s ice cream was born from an ice cream truck in New York and quickly evolved from a humble truck into a household name based on the principles of using easy and high-quality ingredients. In this episode, co-founder and CEO Ben Van Leeuwen he shared his journey, revealing the drive, passion and perseverance behind his extraordinary success.
Founder background
Ben’s love of food was developed during a unique childhood. Born in 1984, the youngest of 4 siblings, he got here from a family where the priority was home-cooked meals, prepared from scratch. His parents, each enriched by similar but different cultural achievements, instilled an appreciation for whole, unprocessed foods. Ben’s father was a serial entrepreneur whose influence laid the foundation for his approach to business, and his mother’s involvement in cooking instilled in him a passion for high-quality ingredients.
Ben’s entrepreneurial spirit began to emerge in highschool. Driving an ice cream truck – or quite the Good Humor truck – for two years was the subject of a classified ad he answered – and it ignited his passion for serving people and pleasing customers. This gave him the idea for Van Leeuwen ice cream.
Challenges and development
In 2008, Ben and his brother Petertogether with the co-founder Laura O’Neilllaunched its first ice cream truck, purchasing it on eBay for $5,000. Their goal was easy but ambitious: to create the best-tasting ice cream using only a handful of natural ingredients. What began with one truck soon grew into a fleet, and their passion for quality and innovation resonated with customers throughout New York.
Currently, Van Leeuwen Ice Cream has nearly 70 company-owned scoop stores and could be found in over 12,000 grocery stores nationwide. The company employs over 1,200 people and has turn out to be a beloved name in the craft ice cream industry. This rapid development has not been without challenges. Ben attributes his success to maintaining a positive attitude and maintaining quality even in difficult times.
What distinguishes Van Leeuwen ice cream is its commitment to simplicity and taste. Their ice cream accommodates only a few ingredients: cream, eggs, cane sugar, sea salt and flavors sourced with care. In a market saturated with artificial additives, Van Leeuwen’s commitment to real, healthy ingredients ensures customers have a unique and memorable experience.
The company has also innovated by offering vegan options that do not compromise taste or texture. This integration helped them carve a area of interest in the competitive ice cream market, attracting the attention of a wide audience while remaining true to their core values.
The vision is before us
As Van Leeuwen Ice Cream continues to grow, Ben hopes that even greater expansion is on the horizon. The brand hopes to extend its presence in grocery locations and attract latest entities, while ensuring quality. Ben also teased working on fresh flavors and formats that appeal to customers’ changing palates.
However, regardless of how successful they turn out to be, Ben seems much more interested in the journey than in the arrival. “It’s not about reaching 100 stores,” he said. “It’s about enjoying the process and finding joy in the little moments.”
Lessons from the journey
Ben Van Leeuwen’s story is a testament to the power of perseverance and passion. His journey from selling ice cream novelties in highschool to running a national brand proves that success doesn’t occur overnight. Resilience, willingness to take on challenges and unwavering commitment to your vision are required.
Ben’s advice to aspiring entrepreneurs is easy but profound: focus on the process, not only the result. “Every step of the journey matters,” he said. “Find joy in what you build and keep going.”