What happens when nostalgia meets innovation? Sarah sits down with Joe Nicchi, founder of CVT Soft Serve, who transformed a simple craving for East Coast soft serve ice cream into a nationwide success now in 3,000 stores.
After investing $150,000 in a vintage 1961 truck to bring authentic East Coast soft serve to LA, Joe spent years building cult-like brand loyalty. Then came the pivotal moment: when Jeff Bezos installed CVT's machine in his home, Joe realized he needed to democratize access to quality soft serve. Enter his revolutionary solution – soft serve pouches that deliver the truck experience anywhere, no machine required.
Sarah and Joe explore essential strategies for emerging food brands:
Protecting margins like "your life depends on it"
Building regional brand loyalty before retail expansion
Innovation through packaging, not trendy product flavors
Landing on shelves without traditional trade spend using velocity data
Being open about your vision to leverage unexpected opportunities
From breast milk storage bag prototypes to venture backing (you read that right!), Joe's journey proves that sometimes the best business opportunities come from solving your own problems – and being willing to admit when luck plays a role in success.
Learn more about CVT Soft Serve
Website: CVTsoftserve.com
Instagram: @cvtsoftserve
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