Episode 8: Natasha Case and Freya Estreller, co-founders of Coolhaus Ice Cream and Future Gin
Natasha Case and Freya Estreller had just started dating when they founded Coolhaus, a truly delicious ice cream company that quickly became a favorite brand of this generation. They walk us through their many times over less-than-likely story and how they’ve navigated building their business, starting a family, creating another business - Future Gin, the first fully woman-owned, operated, and distilled gin in existence, and Coohaus’ acquisition by The Urgent Company. Grab a Coolhaus ice cream sandwich and /or Future Gin & tonic and enjoy this super fun episode!
Where the conversation went:
It’s clear that “less than likely” is Natasha and Freya’s preferred mode of operation after hearing their story of creating the company, just as the two were starting to date, and launching into a competitive market in their 20s with zero experience.
Natasha shares how Coolhaus started as an art project to bring fun and levity at the beginning of the Great Recession.
How they launched their brand in a beat up postal van and quickly had to figure out how to scale in order to feasibly sell to their market at Coachella.
They share how they made the leap to co-manufacturing to meet demand, and how their conviction, chemistry, and people taking a chance on them made all the difference.
How they expanded from one to many trucks, to brick and mortar shops, to consumer packaged goods (CPG) in Whole Foods, through to acquisition. They break down their business model and how they made it happen.
The first big investment as they pivoted to CPG and became a household ice cream brand.
They share their branding mistakes as they expand into Whole Foods with Freya’s motto “Build, measure, learn.”
Freya and Natasha talk about how it’s been navigating their personal relationship alongside their business, and when things had to change for them.
We also hear about the benefits of being in business together when you’re starting a family, and how Freya and Natasha juggle it all - two kids, two businesses, and more.
On top of everything they had going on, Natasha and Freya decided to join forces with two friends to create a brand new business in a whole new industry, Future Gin.
Natasha shares some of the lessons they carry from Coolhaus into Future Gin and how they want to be active in their communities.
As a mission-focused company, Natasha and Freya share how they bring that to their culture, their decisions, and ultimately how it informed their acquisition by a company that represents a new innovation geared towards healing the planet, The Urgent Company.
They share the dramatic and stressful acquisition process, culminating in making the deadline with only 4 minutes to spare!
Natasha shares what it’s like to transition to The Urgent Company as Chief Branding Officer, and lessons learned (and learning) there.
Kate and Scott debrief.
