Aug 27, 2012 8 Questions With: Natasha Case
Natasha Case and Freya Estreller are the co-founders and co-owners of Coolhaus, an ice cream sandwich truck founded on the concept of “farchitecture,” (food + architecture). They are deeply committed to creativity and sustainability, and feature inventive flavors such as Brown Butter and Candied Bacon ice cream on chocolate chip cookies. Named after both architect Rem Koolhaas and the Bauhaus minimalist design movement, Coolhaus began distributing at the Coachella Valley Music Festival in 2009, and has since created a national fleet of trucks and storefronts based in LA, New York, Miami, Austin, and Dallas. After hearing Natasha and Freya present at TEDxSoCal last month with a fascinating exploration on taste trends, food science evolution, and cultural influence, Imprint sought out these focused entrepreneurs to learn more about their road map.
What are you currently working on?
Business development: where and how to grow—specifically finding strategic partners to work with on either blowing out our retail (stores and trucks) or wholesale (gourmet grocery stores). Also, we have a lot of new products in the early stages of development including a chocolate bar, miniature ice cream sandwiches and some beverages.
Where do you find inspiration?
The product itself brings so much excitement and joy to people—that makes me want to keep making more people happy and excited about Coolhaus. Also, we have great company culture that gives me that tick, that buzz, to keep churning new ideas…my staff are total brand ambassadors who spread the love and knowledge of Coolhaus everywhere! Lastly, my business partner, Freya, is a total inspiration in terms of passion and intensity. She is always pushing me to lead more and better, learn new facets of the business, and she celebrates my ideas that are good, and… how should I say… gently puts down ideas that aren’t so good.
As a kid, what did you want to be when you grow up?
Not an architect or an artist, since that what my parents do! I kind of became both, yet neither. OK, I did I confuse you?
What are you reading at the moment?
Gone Girl, by Gillian Flynn. Guilty-good summer reading!
How would you describe your job?
Incredibly hard work and drive meets total fun and silly-ness.
What does your work day look like?
6:30, I’m up and checking emails on my phone, then I head to the gym where I work out, but also keep in the loop on emails. Shower and walk the dogs—then endless combination of meetings, designing, business development, creative brainstorming, sales, interviews and phone calls.
What have you learned as an entrepreneur so far?
Take risks and be yourself. For me, I’m more light-hearted and I like to laugh. I bring that into my work. Also, know what you don’t know. Know your limitations. Surround yourself with people who have strengths that you don’t; but everyone should have the same vision.
What has been the best thing about the growth of Coolhaus?
How quickly it’s happened, and how much more there is to do!
What’s your favorite post-work destination?
Our best friends’ apartment in Los Feliz. We hang out, cook delicious vegetarian food, I make delish cocktails, we watch movies. So relaxing and never gets old!