Taste Radio

Twelve years ago, Ben Van Leeuwen launched his small-batch ice cream brand in the midst of a recession. An economic downturn is perhaps not the ideal time to start a company, yet the circumstances helped establish one of the core elements of his business strategy: a thorough examination of every cost. “Dig into every single expense, and ask yourself: ‘Is this really serving our customer?’ Van Leeuwen said in an interview included in this episode. “That’s the most important thing. If it’s not serving the customer, then don’t do it.” That principle has been essential to running a lean and profitable company and key to its growth. Van Leeuwen Ice Cream has evolved into a sprawling brand with 22 ice cream shops in New York and California and a wholesale pint business with more than 1,500 accounts across the U.S.  As part of our conversation, Van Leeuwen spoke about why he started an ice cream brand alongside his brother and future wife, how New York City’s culture impacted its development and why the company didn