Today on the show, Heather is sitting down with Natasha Case. She’s the creative mind and entrepreneur behind a multi-million dollar business. Join Heather as she chats with Natasha about how this millennial with a passion for architecture turned foodie shifted from the drafting table to the freezer.
Natasha works today as the CEO of Coolhaus, creating new products, designing merchandise and packaging, running the marketing department, building new relationships, and innovating ideas that keep Coolhaus on top of its game as zealous expansion continues. Natasha has been named Forbes 30 Under 30 for Food and Beverage, and Zagat 30 Under 30 in New York City.
Coolhaus is the largest super-premium, women-founded and lead ice cream brand.
Coolhaus is the largest super-premium, women-founded and lead ice cream brand. They’re known for their novelties like sandwiches and unique pints, such as Street Car Churro, and dairy-free options. They started from ice cream trucks that had to be towed to an appropriate location, and from there they have grown into an incredible company and brand.
Natasha attended UC Berkeley for her undergraduate studies, where she majored in Architecture and double minored in City & Regional Planning and Italian Studies. She furthered those studies at UCLA where she pursued a Masters of Architecture, and after graduating worked as an architectural intern at Walt Disney Imagineering in Hotel and Master Planning. During this time, she started baking cookies and making ice cream, naming the combinations after famous architects and architectural movements. She had also just met her wife Freya, who was helping her make the product behind the scenes along with putting numbers to the concept as a business model.
The way they have built their brand a Coolhaus, their grassroots vibe, and unbelievable passion sets them apart from other ice cream organizations.
Natasha admits you have to be a bit mad to get into the industry she is in, but she believes in how different her company is. The way they have built their brand a Coolhaus, their grassroots vibe, and unbelievable passion sets them apart from other ice cream organizations.
Heather and Natasha talk about social media’s influence on the growth of their brand. Much of it is attributed to the timing, according to Natasha. They launched just as Twitter was gaining momentum, in fact, it was the first place they were talked about after an appearance at Coachella. In a way, they grew up alongside social media and developed a branding strategy as the climate matured. The visual brand Coolhaus and Natasha have is intentionally bright and unique–something necessary in this industry.
Looking back, the most difficult challenge Natasha has faced lies in the ‘business’ hurdles that need to be overcome in the food industry. The pace at which you scale and evolve, the financial side of things, and your team’s composition all play a big role. Additionally, there was a lot of age and gender discrimination, but Natasha and her wife, Freya, view it as a net positive.
When you have fun working, you work harder. Fun and hard work are intertwined.
The two most rewarding things throughout Natasha’s career are deeply rooted. The first is having a product that brings joy to people–something she lives for. The special moments her product creates are the reason she continues to go on. Secondly, Natasha truly loves what she does and enjoys learning as she goes. When you have fun working, you work harder. Fun and hard work are intertwined.
The label “Certified Women-Owned” is a really clear way to communicate your mission to your audience. In a world full of distractions, a meaningful gesture like that can mean a lot.
Natasha and Heather discuss what Coolhaus is doing to help during the COVID-19 pandemic, how important their message is in their branding, and the passions involved with building a successful brand. Listen in to hear more!
“It’s all about telling your story. People are voting with their dollar more than ever.” – Natasha Case, Founder and CEO @COOLHAUSTweet