Van Leeuwen Ice Cream was born from an ice cream truck in New York City and quickly transformed from a humble truck into a household name based on the principles of using simple, high-quality ingredients. In this episode, the co-founder and CEO Ben Van Leeuwen spoke about his journey, revealing the grit, passion and perseverance behind his incredible success.

Founder's background

Ben's love of food was nurtured in a unique childhood. Born in 1984, the youngest of four siblings, he came from a family that prioritized home-cooked meals cooked from scratch. His parents, each enriched by their own similar but different cultural moments, instilled a respect for whole, raw foods. Ben's father was a serial entrepreneur whose influence laid the foundation for his business-minded approach, and his mother's dedication to scratch cooking instilled in him a taste for high-quality ingredients.

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Ben's entrepreneurial spirit began to emerge in high school. Driving an ice cream truck—actually, a good humor truck, for two summers—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 Growth

In 2008, Ben and his brother Petertogether with the co-founder Laura O'Neilllaunched their first ice cream truck, buying it off eBay for $5,000. Their goal was simple but ambitious: to create the best-tasting ice cream using only a handful of natural ingredients. What started as a truck quickly grew into a fleet, and their passion for quality and innovation resonated with customers throughout New York.

Today, Van Leeuwen Ice Cream has nearly 70 company-owned stores and can be found in more than 12,000 grocery stores nationwide. The company has more than 1,200 employees and has grown into a beloved name in artisanal ice cream. This rapid growth did not come without its challenges. Ben attributes much of their success to their positive attitude and maintaining quality even when things go wrong.

What sets Van Leeuwen Ice Cream apart is its commitment to simplicity and taste. Their ice cream contains only a few ingredients: cream, eggs, cane sugar, sea salt and carefully flavored. In a market saturated with artificial additives, Van Leeuwen's commitment to real, wholesome ingredients creates a unique and memorable customer experience.

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The company has also embraced innovation, offering vegan options that don't compromise on taste or texture. This involvement has helped them carve out a niche in the competitive ice cream market, attracting a wide audience while staying true to their core values.

Forward Vision

And as Van Leeuwen Ice Cream expands, Ben hopes even more expansion is on the horizon. The brand hopes to increase its presence in food outlets and acquire new entities while keeping quality top of mind. Ben also teased working on fresh flavors and formats to suit their changing customer tastes.

Related: How to start a food truck business

However successful they become, Ben seems far more interested in the journey than the arrival. “It's less to get to 100 stores,” he said. “It's about enjoying the process and finding joy in the little moments.”

Lessons from Travel

Ben Van Leeuwen's story is a testament to the power of perseverance and passion. His journey from selling ice cream novelties in high school to leading a nationwide brand proves that success doesn't happen overnight. It takes resilience, a willingness to embrace challenges and an unwavering commitment to your vision.

For aspiring entrepreneurs, Ben's advice is simple yet profound: focus on the process, not just the outcome. “Every step of the journey counts,” he said. “Find the joy in what you're building and keep moving forward.”