Case Ice-cream 2010

The current issue and full text archive of this journal is available at www.emeraldinsight.com/1471-5201.htm TEACHING CASE

York’s Best Ice Cream Company: building a regional brand
Jefrey R. Woodall, Jay A. Azriel and Gerald Patnode

York’s Best Ice
Cream Company

153

York College of Pennsylvania, York, Pennsylvania, USA
Abstract
Purpose – The purpose of this paper is to present a case study about a young entrepreneur who is attempting to build a regional ice cream empire, similar to that of the Good Humor Company in the twentieth century.
Design/methodology/approach – The case was developed through interviews with the owner, and through secondary research articles on this and related topics.
Findings – The case describes the start-up of York’s Best Ice Cream, and the challenges encountered by a young entrepreneur, who is still building business knowledge and financial credibility. After several years, Devon, the owner, has choices to make about if and how to continue the growth of this company. Originality/value – The case is well suited for use in undergraduate or graduate courses in entrepreneurship, new venture creation, new venture management, entrepreneurial marketing, or marketing courses such as brand development and management.
Keywords Marketing strategy, Brands, Entrepreneurialism, Dairy products,
Small to medium-sized enterprises
Paper type Case study

The mid-summer heat had its grip on the young and old citizens of York County,
Pennsylvania as Devon drove the York’s Best Ice Cream truck around several of the area’s townships. He was pulling into one of his favorite places, a local park that had an active summer youth program for middle class kids who always brought money for his cool treats. Devon smiled with satisfaction as he watched the group of kids lining up at the edge of the park’s parking lot waving their money. He looked out his side window and recognized many faces of the eagerly waiting children who

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