Episode 5: Celebrating 40 Years of Farfar’s

By April 18, 2020 January 10th, 2021 No Comments

For generations of visitors, The Danish Ice Cream Shop has brought fun and ice cream to Duxbury, Massachusetts – no shoes required! As the family prepared to mark their 40th anniversary, they found unique ways to celebrate their history, their connections with other seasonal businesses, and their love of bicycles and local bike shops.

In this episode, we welcome Alex Carleton to learn more about the history of the Shop, the celebration and what she learned through the process of developing a new custom athletic kit.

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Kristin:   0:05
This is Kristin Brandt and you’re listening to the Sundin Sports Marketing podcast. When my family first met Alex and Jason Carleton, we immediately bonded over our kids and bicycles. But it was when our Children discovered their family owned an ice cream shop that may have sealed the deal. I will never forget the moment when our son realized making ice cream could be a career choice.

Kristin:   0:32
Today, on the podcast, we’re sharing an interview conducted before our time of physical distancing with Alex as she shares how their family business Farfar’s, the Danish ice cream shop in Duxbury, Massachusetts, celebrated not just their 40th anniversary, but also their love of cycling and local business.

Kristin:   0:52
I’m here with Alex Carleton from Farfar’s, the Danish ice cream shop in Duxbury, Massachusetts. How’d I do? 

Alex:   1:00
You did perfectly.

Kristin:   1:01
Thank you for joining me today.

Alex:   1:03
I’m thrilled to be here.

Kristin:   1:04
All right. We’re gonna be talking about Farfar’s and primarily their anniversary. And some of the celebratory things that you did related to the anniversary. But why don’t we take a step back? For those who don’t know, what is Farfar’s?

Alex:   1:18
Oh I can’t imagine that people don’t know what Farfar’s is.

Kristin:   1:20
Can you believe it? 

Alex:   1:21
I know. So it is probably one of the richest creamiest ice cream shops on the south shore of Massachusetts. 

Kristin:   1:30
Okay, down in Duxbury, Massachusetts. 

Alex:   1:32
Duxbury, Massachusetts. We have one store. We have had several across the country at different parts of our history. But in our 41st year now we’re at one shop and we sell Danish ice cream. 

Kristin:   1:47
So what does Farfar’s mean we’ll start with that. 

Alex:   1:50
Okay, so Farfar’s means literally, father’s father. So it’s Danish for grandfather. 

Kristin:   1:56

Alex:   1:57
And so I married into this ice cream dynasty.

Kristin:   2:02
Oh, Dynasty. I like it 

Alex:   2:05
I married the only Prince of the entire royal family of Danish ice cream. And my mother in law’s father. 

Kristin:   2:15

Alex:   2:15
Walter Simonson is Farfar that’s what my husband grew up calling him. 

Kristin:   2:22

Alex:   2:22
That was his grandfather’s name. 

Kristin:   2:23
And that’s part of the logo. There’s actually we’ll have pictures in the show notes. 

Alex:   2:26
Perfect.  That’s Walter. 

Kristin:   2:28
That’s Walter and I never knew his name. You know, now that you say it, I don’t think I ever heard his name. He’s just Farfar or the dude on the shirt. 

Alex:   2:35
Yes, he is Walter, and he was actually famous throughout New England and maybe across the country. He worked for H. P. Hood, and he helped so many local ice cream shops that are still in business today, create their own ice cream recipes. He’s a legend. 

Kristin:   2:50
I had no idea. So that was the inspiration for his daughter to then start this ice cream shop in Duxbury, which, as you said, is on the South Shore. So, you know, near the Cape. Great, just coming off the beach. I think the best ice cream, right? 

Kristin:   3:06
Like you go to the beach all day. And what do you want? 

Alex:   3:08
Ice cream when you’re done. And it really is a tradition. I think that’s one thing that’s great. We have people coming off the beach, barefoot, sand everywhere. You can buy ice cream barefoot in our store, and that’s just part of the whole experience.

Kristin:   3:21
So the whole no shirts. No shoes, no service, not a thing?

Alex:   3:23
We’re okay with it. We like pants.  Pants are good.  Just please have on pants, you know?

Kristin:   3:31
So she started it 40. As you said, you’re going to your 41st season, 

Alex:   3:35
41st season and actually, when she started it, when she went to her dad and said, we have this space. I think we want to put an ice cream shop. He thought she was crazy. 

Kristin:   3:44
The ice cream guy was anti the ice cream shop. 

Alex:   3:47
Yeah, at first

Kristin:   3:48

Alex:   3:49
But then, you know, they worked through a plan that they thought would work out, and then he got to business and created all of the flavors that we still have today.

Kristin:   3:57
So one of the things that is unique and we said it. It’s the Danish ice cream shop. And I admit, the first time I heard it, I was like, what’s Danish ice cream? 

Alex:   4:09
We get asked that question a lot.

Kristin:   4:10
Okay, so what is Danish ice cream? 

Alex:   4:13
It is delicious ice cream made by people who are Danish.

Kristin:   4:16
See, there you go. And you know what? That’s so brilliant. Like when it was explained to me, I was like, she’s she went premium ice cream and put it into a niche right before. I think most people knew that was the thing you should do with ice that you could do with ice cream, right? Like there was Häagen-Dazs. Maybe you were familiar with that, Ben and Jerry’s, if you were in Vermont, you might know about 

Alex:   4:39
Right and yeah, so I think it was more like this is the distinguishing character of this ice cream. It’s the Danish ice cream, and nobody else could claim it 

Kristin:   4:46

Alex:   4:47
Nobody else probably even thought about wanting to claim it.

Kristin:   4:50
Well, that’s what i’m saying 

Alex:   4:50
But it became a thing people are like ooo, it’s Danish. 

Kristin:   4:53
Well, that’s what I’m saying. Like today. It seems like, of course, it’s Danish or it’s French or it’s Italian or, you know, like it seems like such a no brainer. But 40 years ago, not so much. 

Alex:   5:06
It looks really great on the sign. It balanced out, the Farfar’s. 

Kristin:   5:11
And we are going to talk about the sign in the logo. But you mentioned the flavors. 

Alex:   5:16

Kristin:   5:17
What are some of the flavors that he designed that are still kind of like distinctive Farfar’s? 

Alex:   5:24
Well, Danish sweet cream. 

Kristin:   5:26
That’s right. Sweet cream made by Danes. 

Alex:   5:32
Yes, it’s very good. Yeah, and it really is, so we will ask what it is. It’s the Danish equivalent of French vanilla.

Kristin:   5:40

Alex:   5:40
But it’s Danish sweet cream, and, um, it’s probably one of the best flavors to compliment Apple Pie, ever.  So, it’s got its place 

Kristin:   5:48

Alex:   0:00
So that’s one. Jason – one of his favorites is bubble gum, because he had to fight his grandfather to make the bubble gum recipe because his grandfather didn’t think that anybody would want to be picking gum out of their ice cream. 40 years later, people still love their bubble gum ice cream

Kristin:   0:00
That’s crazy. I’m kind of with Farfar on that one.

Alex:   0:00
I know but it’s a thing, you get your ice cream cone, you get your Dixie Cup so you can spit them in.

Kristin:   0:00
Oh gross! 

Alex:   6:13
And then you put them back in your mouth later. It’s great.

Kristin:   6:19
I wish you could see her face. 

Alex:   6:20
It’s not good.  So that one’s been around strawberry cheesecake, and then we still have, you know, all of the old fashioned flavors. So we have the maple walnut, the Swiss chocolate almond. We have a ginger ice cream and rum raisin, and they don’t have a huge following, but they have a very dedicated following.

Kristin:   6:41
Well, and speaking of the following one of the things that you started to do as you let into the 40th year is you started a ramp up your social media right? You really started to use Instagram and use Facebook and one of the things that you do is you have Because the flavors revolve, right? Like they’re not. You can’t get all those flavors all year, right? 

Alex:   7:04
Well, we’ll open all year

Kristin:   7:06
like but like even through all the seasons, right? Like, there are times you walk in and maybe candy corn is 

Alex:   7:11
Oh, yeah, that’s definitely a seasonal. 

Kristin:   7:13

Alex:   7:13
That’s yeah, but the seasons get earlier in earlier you can get that starting in September. So, you know, this is probably a little bit more history than you want, but 

Kristin:   7:21

Alex:   7:22
We didn’t actually claim the Farfar’s Facebook page until I think three summers ago. 

Kristin:   7:30

Alex:   7:31
So there was an organic Farfar’s place created on Facebook that people have been checking into. And so and it had all of these visits 

Kristin:   7:44

Alex:   7:44
That we didn’t have ownership of for years, 

Kristin:   7:48
years? Oh, okay.

Alex:   7:49
For years. And I think it was three years ago because two feels too recent, But it may have been I said, you know, maybe we should claim it and just see what happens. And maybe we could start, I don’t know, putting flavors out there like the special for the weekend and the first summer that we did that I remember talking to my mother in law. I don’t think we need to do that. You know, people know about us where local. We don’t have to do that. And that whole summer, people kept coming in and they’ve never been there before. 

Kristin:   8:22
Oh, really? 

Alex:   8:23
They didn’t know which door to come in. They didn’t know the rules about mixing flavors if you only have one scoop and people were commenting like there are people who have never been here before 

Kristin:   8:35
and they’re wearing shoes and shirts, it’s crazy. 

Alex:   8:39
They thought we had Sprinkles. 

Kristin:   8:41
Oh, that’s right. 

Alex:   8:43
There’s no Sprinkles, but so we never even used social media and really thought about the brand impact we always sold red T-shirts with the logo on it. And people sometimes send us pictures. Or they tell us about seeing one when they’re on vacation in England they saw Farfar’s shirt. 

Kristin:   9:01

Alex:   9:02
But that was about the extent of it. 

Kristin:   9:03

Alex:   9:03
And so just coming on to Facebook and starting to post out the flavors we realized, huh? There’s like this community of people who think ice cream’s really interesting. 

Kristin:   9:15
What was your mother in law’s concern? Like why her hesitancy to use a thing that was already there. You weren’t like, Let’s start something from scratch. You’re just You were just saying “let’s claim something that’s actually ours so that we have it” Well, you know, like 

Alex:   9:33
she’s still not on Facebook. She’s still not on any of the social media platforms. 

Kristin:   9:38
She might be the smartest woman on the planet. 

Alex:   9:40
She probably is. 

Kristin:   9:41
I mean she started Danish ice cream and she’s not on social media, right? 

Alex:   9:44
She has people who do that for her.

Kristin:   9:46
It’s true. 

Alex:   9:48
She’s brilliant. Yeah, it just wasn’t it wasn’t necessary.

Kristin:   9:53
You were busy enough. 

Alex:   9:54
We’re always busy enough and, a whole bunch of other things that we’ve learned is you know, we can sort of normalize business on less sunny days, right? If there’s interest in a flavor that’s coming out and happens to be a rainy day, we can kind of start to change our flow of retail traffic. It’s been absolutely wonderful and it’s been fun. 

Kristin:   10:14
That’s awesome. And it, I mean 40 years. It must allow people who maybe visited Farfar’s in the past to reengage with the brand, and they’ve moved away. 

Alex:   10:26
We have employees who will come on to the Farfar’s website and talk about, you know, when they worked there 38 years ago, they went through with their families and they can’t believe it’s still the same and things like that. 

Kristin:   10:37

Alex:   10:37
There’s other stories that – we’re going to talk about the bicycle shirt. 

Kristin:   10:40

Alex:   10:41
That sort of expanded people reaching back out to us and other places that we ran into people. But it is, it sort of was a, it’s part of people’s childhood. What we realized about Farfar’s is it’s different than being an ice cream shop, but sort of people’s experiences, their memories, and so our rules with social media – we don’t do it in a way that feels like a burden. We don’t make it, so we have to post. It’s really fun because ice cream is happy. 

Kristin:   11:09

Alex:   11:09
So we just want to do happy things with the ice cream.  And that’s it, so that’s our rule.

Kristin:   11:13
That’s awesome so you don’t have like an editorial calendar. You don’t have just kind of organic like 

Alex:   11:19

Kristin:   11:19
No, she’s like That’s crazy. 

Alex:   11:22
There is an ice cream for breakfast day that happens. I think we usually post on that day.

Kristin:   11:26

Alex:   11:26
But no

Kristin:   11:33
So there’s nothing loaded into Buffer. Six weeks of –

Alex:   11:33
No, usually Saturday morning, it’s like, “did someone take a picture of the dragon tracks? I don’t think we posted the special.” You know?

Kristin:   11:36

Alex:   11:37
And it’s, you know, it’s different people from the shop taking the pictures. So it’s

Kristin:   11:41
And part of the cool history of Farfar’s and the employees. Is that so much of, I mean, you scooped there. 

Alex:   11:48
Yes, I did.   

Kristin:   11:49
Yes, you married into the royal family. But you were an employee there when you were a teenager, um, you walk in and there are college banners up and down from the kids who have come through right and where they’ve gone. 

Alex:   12:04
Actually, sometimes it’s really nice if you look up and you see your school’s banner is not there and you actually get to contribute it. But there’s so many banners up there, it’s not very easy.

Kristin:   12:14
and your daughter has worked there. 

Alex:   12:15
Yeah, she’s a full-time employee, and we have Will who will be 15 this summer and is an ice cream maker in the making. 

Kristin:   12:22
That’s so great.

Alex:   12:23
Yes and there is – Ah, I can’t remember the name. But there is an ice cream trade journal that just came out and took pictures of Will, Jason and his mom to show all the generations. So he’s the fourth generation ice cream maker and their family, and that’s a big deal in the ice cream trade.  Yes, people, Professionals. Okay, so you’re heading into – Yeah, Fun. 

Kristin:   12:51
I have to say there are days where, you know, my father obviously started our agency, and every now and then I’m like, I mean, why didn’t you go into, like, ice cream or like toys? Like why? I remember the first time this is total.

Kristin:   13:10
I remember the first time our son, when we had first met, and we were going to your house and he said, I thought, we were getting ice cream And I said, Well, we are, but they own an ice cream store. So they brought the ice cream, and I swear our son’s brain went.

Kristin:   13:26
You can work in ice cream like they like. What it just It was just a shift in his brain, just like a world opened. That was a way you could have a career. That’s like saying to a kid, You can go into the toy store and pick anything you want. Any flavor. 

Alex:   13:47
What flavor would you like us to bring home? I know, right? Any flavor? Any any.

Kristin:   14:07
Um Okay. So you were heading into your into the 40th year, and we were looking at ways to kind of you wanted to celebrate. One of the things that you talked about was a custom. Bike kit, really just a jersey. We were just talking about a jersey. Um and that’s because you’re cyclists and we’re cyclists.

Kristin:   14:13
What is it? Before you get into that, what is it about bikes and ice cream like, Why are they so…

Alex:   14:19
good together? Yes, I think. 

Alex:   14:22
Well, I am biased. I’m completely biased. But I think like if if you think about being eight years old , and riding on a bike, 

Kristin:   14:31
that’s true. 

Alex:   14:32
All you want to be is like wee

Kristin:   14:36
yay bikes

Alex:   14:36
like it is so much fun. Like, if you get to the heart of it, like if you’re not chasing Watts. But you know, if you’re part of it, there’s just this wonderful – eek. 

Kristin:   14:45
I wish you could see her face. Just like think. 

Alex:   14:51
And I think Ice cream is the same way sometimes, if you like, you come in. You have a flavor that you haven’t had. Like since you’re a little kid. Like every once in a while I will have a scoop of bubble gum and I’m like eek. It’s awful. 

Kristin:   15:02
You’re like spitting into your cup. 

Alex:   15:04
But I love it.

Kristin:   15:04
I know that you love it. I know, you have a dairy intolerance. 

Alex:   15:07
I think it’s happy. 

Kristin:   15:09
It’s something about riding your bike to an ice cream shop where you then have some ice cream is like, just it doesn’t even just double the happy right? Like it quadruples it. 

Alex:   15:21
It’s really all the good things. 

Kristin:   15:24
It’s like all the good things all at once. Okay, so why a bike jersey as, like, kind of our celebratory like, why, when you guys sat down, you thought, let’s do a bike jersey?

Alex:   15:34
You know, it started with Jason and I being incredibly self-centered.

Kristin:   15:39
Oh, I like it, okay. 

Alex:   15:39
Yes, we just like you know what would be great? Oh, actually, we’re thinking it would be really great for us to have our brand on us. 

Kristin:   15:49

Alex:   15:49
Is really what we were thinking. Because we have you know some interesting crossovers in our life we’re friends with a lot of people we love dearly who have bike shops. 

Kristin:   15:59

Alex:   15:59
and sometimes it gets confusing about which bike shirt we’re gonna wear to some events and ice cream feels neutral like everybody loves ice cream. 

Kristin:   16:09

Alex:   16:09
So if we just go in our ice cream shirt

Kristin:   0:00

Alex:   16:11
Everybody’s happy.   

Kristin:   0:00
Everybody’s happy.

Alex:   16:15
So that was sort of the, like, the running joke that we had. 

Kristin:   16:18

Alex:   16:19
And then we started thinking about sort of the elements of things that have become our brand. It would look kind of cool, I mean bright red that’s visible. I like visible on the road. 

Kristin:   16:29

Alex:   16:30
That could be cool. And then it sort of became this idea that it could be a really sharp looking kit, like we could actually make kind of a cool kit with what we have for pieces. 

Kristin:   16:40

Alex:   17:03
and that would just be fun. And we have, like, we have little intersections with a lot of cyclists who will come into the shop or who will bike to the shop or, you know, a local Pan Mass team that we provide, because you know, they’re in our community. We provide raffle tickets for them to help with their fundraising. So there just seems like there was a bunch of bicycling intersection points.

Kristin:   17:03

Alex:   17:03
So and And we were able to find somebody to make our kits where if we only sold two, that’s fine. They’ll make two. 

Kristin:   17:07
Right. They had a nice this is and we’ve mentioned them on the show before, which is Garneau. Um, this was they have a pricing model that made it so that you didn’t have to buy a ton ahead of time. You could do pre-order so that there’s no money out of your pocket, right?

Kristin:   17:22
So really no risk. All reward. 

Alex:   17:24
It allowed us to gauge whether it was just the two of us. 

Kristin:   17:28

Alex:   17:28
Who were interested. And that was enough for us. As far as we were concerned, we would celebrate our 40th anniversary and look awesome. 

Kristin:   17:34

Alex:   17:35
in our own minds. Or we’d let people come in and join us, and we would just get to test it and sort of a, fun way. 

Kristin:   17:41

Alex:   17:41
And it was so much bigger once tt rolled out.

Kristin:   17:47
Right. So let’s talk about designing the kit. So you and I talked and as you said, you knew you wanted it to be red. We knew we wanted to honor the Danish heritage. The Danish flag. You also had asked. You wanted to make sure It said, “We love local bike shops,” which is really so great, like it’s like it’s not that we just love one 

Alex:   18:04
We love all of them. All of them.

Kristin:   18:08
Um, so you and I started working through some concepts. What, through that process did you kind of learn about, like, designing kits or because you haven’t got you got great feedback from lots of people, right? Like I helped with the design but like we had someone at Garneau who had a great idea about an ice cream scoop in the back pocket. 

Alex:   18:26
That was so fun. 

Kristin:   18:27
Right? And then you had your sister who had the butt. Who with the butt 

Alex:   18:34
Who put the name on the butt? I can’t remember who came up with 

Kristin:   18:37
someone in your in your circle said, well, what if we put something on the butt that’s a sunday rider. But sundae.

Alex:   18:43
And there were some other things that were less appropriate.

Kristin:   18:45
right? Lots of ideas for the butt.

Alex:   18:48
I think we started with something like a moment on the lips, a lifetime on the hips. And we said that thats not good.

Kristin:   18:55
How many watts will it take to work off a bubble gum? Yeah. Like stuff like that. But Sundae rider was like, perfect. 

Alex:   19:02
It was perfect.

Kristin:   19:02
So yeah, what about that process? As you reflect back on it. Did you either learn or just take from it?

Alex:   19:09
Um, I think the thing that I honestly, it was sort of two pieces of it was the first. It was helpful to have sort of just a starting point of I like red. 

Kristin:   19:21
Yeah, right?

Alex:   19:22
That was as basic as it was. I like red and I want it to be bold and I want the Danish flag, and that was as much as I could articulate. And I also knew that I could tell you all the pieces that I liked and you would somehow draw them in a picture. And I could be a starting point for me. 

Kristin:   19:43

Alex:   19:43
I didn’t worry about whether it was gonna be perfect. But I also didn’t know how to start on my own 

Kristin:   19:49

Kristin:   19:50
To have something that I could even say oh, I want more of this less of this. Oh, I don’t like that you know, I didn’t know how to start.

Kristin:   19:54
But even that helps. I mean, I will say, even being able to say I want red because especially, with ice cream, I think the natural inclination is to go ice cream, like big ice cream drops or doughnuts or, you know, kind of that. And we’ve seen those before.   

Alex:   20:09
Everyone goes pastel when they go to ice cream. Yeah, we’re not.

Kristin:   20:12
And you were very clear that that’s not what you wanted. And that actually made things really at least easy for me, cause it was like, Okay, that’s just off the table, 

Alex:   20:21
Right? Right. 

Kristin:   20:22
Let’s not even go down that path. 

Alex:   20:24
Yeah I think that was really helpful. I also just think like when you were doing the design you added an element of texture. 

Kristin:   20:32

Alex:   20:32
So we have a pattern in there. So in the background of the red panel, there are ice cream cones. 

Kristin:   20:38
There are.

Alex:   20:46
and they’re not soft serve.

Kristin:   20:46

Alex:   20:46
They are scooped.

Kristin:   20:46
And there are no sprinkles. 

Alex:   20:47
There are no sprinkles anywhere on this kit, but never would have occurred to me. 

Kristin:   20:52

Alex:   20:52
And I was sort of nervous at one point about it. But I thought to myself, Well, what’s the worst? I mean, it really was. That act of faith was like, It’s fine, It’s this is for fun. This is for fun right, right?  It’s not getting judged in a contest someplace. It’s gonna be this for fun. This is for us to ride our bikes and have fun and for us to celebrate 40 years. 

Kristin:   21:11

Alex:   21:11
And we’re gonna have fun. So it was not hugely a huge amount of pressure, but it was also hysterical because you did the shirt and we got really close on the shirt. We had the ice cream scoop on the back. We knew what shirt we’re gonna go. And it was looking at that. I think for what, five minutes And I like, you know, we might need bibs. We might need shorts. Sure, we would have to do those too at it snowballed a lot from there.   

Kristin:   21:35
Well, in the end and again because it was a pre order and the way they price it, it was like your total order of preorders reduced the price for everything. So it was in your favor. 

Alex:   21:46

Kristin:   21:46
To offer as many different designs. So at one point. At the end of the day, you ended up with the traditional bike jersey in both men and women, Mountain Bike jersey, men and women tri top. 

Alex:   22:01
Yep – like a tank top. 

Kristin:   22:02
Like a tank top. Just a sport T-shirt. 

Alex:   22:05

Kristin:   22:06
You know, bib shorts, non-bib shorts. 

Alex:   22:09
And we actually did two cuts of jerseys, so we did one that was like a sporty cut. And then one was more relaxed. Ice cream cut. 

Kristin:   22:14
Right. And then then, which was sounded like such a great idea until… 

Alex:   22:21
Oh, it was really hard to look at all the pieces. 

Kristin:   22:24
They sent us all the proofs, and you’re like, oh, no, we have to proof every single one of these. 

Alex:   22:29
Every single one of them. So that was definitely a learning piece. And there are some things I didn’t catch.

Kristin:   22:35

Alex:   22:36
There are absolutely some things that I, until I until they showed up in a box.

Kristin:   22:40
Yeah, like 

Alex:   22:41
And I had to deliver them. I wasn’t. So we head up the detail with the ice cream scoop in the back pocket. Yes, it is so cute on the bike shirts, but it’s half of an ice cream scoop on the things that don’t have pockets.

Kristin:   22:53
The Mountain bike jersey.

Alex:   22:54
And who knew

Kristin:   22:55
I know, and I will say that’s one thing we gave some feedback to Garneau and it’s not just Garneau. It’s all the bike manufacturers there. I I’ll try to put a picture in the show notes, but it’s so small. The detail is so small and you’re and you’re trying to look at all these things and it’s hard to know what to focus on. 

Alex:   23:16
I think that’s part of it. I think I know for me this isn’t what I do.

Kristin:   23:19

Alex:   23:20
I don’t put brands on clothes ever.

Kristin:   23:24
Yup, not your thing. 

Alex:   23:26
Nope, not my thing. So I looked at as many details as I thought I needed to look at. But I just didn’t even occur to me some of the things that could be looked at if that makes any sense. 

Kristin:   23:38
No, it does, because I do do this. And I didn’t look at that. You know, you think you’re looking at all the things you’re looking at, the seams you’re looking at where things get cut off like we caught that. For example, um, under the ice cream cone it said I love ice cream, right?  But yeah, it went in the wrong direction. We adjusted those on different ones. 

Alex:   24:01
It looked so good. 

Kristin:   24:02
And yet we missed that the mountain bike jersey does not have a pocket, 

Alex:   24:07
so a little black line would have taken care of it 

Kristin:   24:09
It would have taken care of it. It still will, by the way, I have a sharpie and I have thought about doing it to mine where I’m like, just like ch ch ch ch, so yeah, that was, um I think a good lesson learned for both of us. 

Alex:   24:21
Right? Well, it was a great lesson learned. I think the other thing is that it was also helpful to have somebody to partner with at Garneau. 

Kristin:   24:29

Alex:   24:29
They were incredibly helpful because there were a lot of aspects of the whole ordering, which I just had a  question. I always have questions. Yeah, I just always have questions and they were always very patient.

Kristin:   24:42
Sorry for all the questions is usually how I start my email 

Alex:   24:45
and knowing that I could take use of the real estate on the inside collar. 

Kristin:   24:50

Alex:   24:50
I don’t think I would have known that on my own. 

Kristin:   24:52

Alex:   24:53
But the fact that it says Farfar’s happy in there

Kristin:   24:55

Alex:   24:56
always makes me happy when I put my kit on.

Kristin:   24:57
We originally, were gonna have it say no sprinkles, but that was not happy enough. 

Alex:   25:08
That was not happy enough. That’s right. But the experience was amazing because as soon as we started showing people the proof that we got from Garneau so we could start doing the pre-order? The feedback was it was so positive. People couldn’t believe it was such a pro kit for our ice cream shop. 

Kristin:   25:23
So, um, one of the things I will say through the process that we did have a little challenge with was the Farfar’s logo itself. We had actually run into this a year before because you had sponsored our bike shop because the logo is 40 years old. 

Alex:   25:39
It is. It’s on Vellum Black and white camera ready? Vellum. There’s like a million people going. Maybe not a million, but a lot of people are like Vellum?

Kristin:   25:47
It was like mimeographed. And it was Yeah, absolutely. So we had to redraw it. But then what did Jason ask when he saw it? He asked if I had added the word “the”

Alex:   25:58
Oh, that’s right. We had unconsciously for years been thinking it was Farfar’s Danish Danish ice cream shop like Farfar Apostrophe s

Kristin:   26:07
because it is apostrophe s. It’s Farfar apostrophe s. 

Alex:   26:11
Yes but in our like, just because we because of Farfar it was it was Farfar’s Danish ice cream shop, not the Danish ice cream shop. And we were remember both of us were like, Oh, she messed that up. 

Kristin:   26:22
Why would she had a “the” how rude. 

Alex:   26:24
And then I went upstairs and got T-shirts . 

Kristin:   26:27

Alex:   26:27
And I looked at the T shirt is like Jason and says on “the” on the T-shirts from 20 years ago. It says “the” so yeah. So you just get comfortable with your own logo sometimes. 

Kristin:   26:40
Yeah, no. And it was, you know, it was kind of that whole remembering that we you know, you have these assets and maybe they’re not what you remember. You were like I have a folder full of Farfar’s faces. What do we do with them? I don’t know. 

Alex:   26:54
You find a designer who can make them into a useful piece of media. 

Kristin:   26:56
We’ll take care of that

Kristin:   26:59
Okay. So you said once you had the the design up, the feedback was really positive. 

Alex:   27:06
It was incredibly – so and then we were very happy that we were on Facebook and Instagram and had a website because it gave us a place to help people get to the website to place their order. Because it was nice that it didn’t come through us. So went directly through the shop that Garneau set up for us.  Which was a lot less stressful than if I had had to get the orders all ready. So that worked out really well too. So that’s where we were once again very happy that we had joined the Internet.

Kristin:   27:34
Yeah. The interwebs

Alex:   27:38
We’re on the interwebs. 

Kristin:   27:39
So how long was the pre-order open? It wasn’t that long, right? You did it pretty quickly. 

Kristin:   27:44
It was pretty. Think we had pre-order open four weeks?

Kristin:   27:47

Alex:   27:48
It’s a little bit longer than we had thought because it was because there’s always last minute stragglers. No matter when you close pre-order, the next week you will get five more people wishing they had joined. 

Kristin:   27:59

Alex:   28:00
I think you probably know this because March 1st is coming up fast for youexactly that. 

Kristin:   28:04
But that’s our extension. I extended my husband’s mountain bike jersey because I knew people kept asking me, and I was like, I know you said you wanted to order and you haven’t yet. 

Alex:   28:14
And I think the nice thing for us is that we cut it off. Yep. And when we got the shirts,  we hung one in the ice cream shop and just said, We know that you will have missed this order. If we have enough interest, will open it up. We’ll do another order. And it allowed us, you know. And the way Garneau was set up, we kept that first pricing. We didn’t have a minimum for the second order. Which was just wonderful. 

Kristin:   28:36
So what were some surprises? I mean, beyond you said that just great feedback?

Alex:   28:44
So the number of people that ordered bike jerseys and by kits and the people who we didn’t know who ordered them – It was amazing. It was absolutely amazing. And then going out on the first group ride with a pack of five of us in our Farfar’s kits – oh my gosh, we got we look so pro. I mean we are not but we looked so pro and I looked sharp and it reflected incredibly well of the bike shop I think I was and I did a century in the fall and the number of comments that I got afterwards about the Farfar’s riders and how courteous they were and what how encouraging they were and how positive they were like it was a nice thing for the brand to be associated with.

Kristin:   29:32
Well, you for you know, you do start to realize that any time somebody puts that kit on, whether you like it or not, they are representative of your ice cream shop now. 

Alex:   29:44
They are. 

Kristin:   29:44
Right? Like that’s and you weren’t doing a team. You literally were just like, If you want one, you can have one.

Alex:   29:50
That’s how you get on the team. 

Kristin:   29:51
Yeah, you’re on the team. Um, but it does. It’s it’s it’s It would be really hard to be grumpy in an ice cream jersey,

Alex:   29:59
That’s what I think, I mean you’ve got an ice cream scoop in your back pocket. 

Kristin:   30:04
It says Sundae rider on your bum.

Alex:   30:04
It’s not an easy thing, So that’s really cool. And and then also so the other surprises being out on the road and having people come to the ice cream shop afterwards like they’d never been to Farfar’s before. But they saw the bike kit. They had a conversation with people, so they so it actually drove business to the ice cream shop. Which we never that wasn’t really ever part of it.

Kristin:   30:26
No, not the goal.

Alex:   30:26
We thought it was great. I did a gravel ride up in Vermont and wound up in one section with somebody who was one of the original ice cream makers.

Kristin:   30:39

Alex:   30:40
Who was just like, Farfar’s? I used to make ice cream there. 

Kristin:   30:44
No! That’s awesome!

Alex:   30:47
And so you know, being again married into the dynasty. I would be passing messages back to my family like, oh, I ran into Peter. He says Hi. You know his mom is here, so it was really interesting all of a sudden, like having that brand recognition and and And it was, I think it’s It’s such very it’s just an ice cream shop. Some days it’s just an ice cream shop. We make ice cream, we sell ice cream and then you realize it’s a little bit bigger than you think it is. And it means something to so many other people. It just felt awesome.  So that was really great. 

Kristin:   31:21
And you put that kit out there. And it invites those conversations that makes those connections for you –   

Alex:   31:26
It’s a very inviting kit. 

Kristin:   31:28
It is an inviting kit, and I will say, one of your friends said to me, it was we were racing. We’re all racing in the kit – 

Alex:   31:34
The mountain bike? 

Kristin:   31:35
The mountain bike and one of them said, uh, every time I look at it, there’s something new. He’s like, did you know there’s a pattern on it? I said, I did. I heard there’s a pattern in it, but he’s like it’s every time I look at it. It’s something new and you had if I remember correctly, you had someone like out of the blue from Canada?

Alex:   31:56
We did. So actually Garneau reached out to us. 

Kristin:   31:58

Alex:   31:59
And let us know that there was somebody in Canada who wanted to order the kit. And so you start thinking, why would somebody want a Farfar’s kit?  So we got connected, and I finally I asked him when he and I were talking. I’m imagining he had had Farfar’s at one point in his life. We used to have an ice cream shop in Maine. That’s sort of north? Yeah. Like that could have been it. No, it matched his bike. And let’s face it, if you find a kit that matches your bike, you should buy it. 

Kristin:   32:28
No, it’s true. I mean, the I don’t think I fully appreciated the drive to match all the things you know. And this I’m gonna go totally cliche for a minute. You know, we talked about women and accessories. I’m sorry. I’m married to a man who can accessorize like nobody’s business, like and  we’re talking about tiny little nuts that are the same color as the bike. 

Alex:   32:52
But we appreciate that so much.

Kristin:   32:56
We do appreciate it so much. I’m like, Oh, this is not just a, you know, a girl thing. Like excess in your right. Like I’ve seen that happen. I’ve seen people get helmets because it matches their bike.

Alex:   33:04
You know what? The other thing too, I think which worked out really well for us. Yeah. So if I look at everybody. We’ve done two orders now, okay? And there’s hundreds of pieces that were purchased over the two, which is so amazing. Like there’s some going to Philadelphia. I mean, they’re just going over one of the nice things. We had a

Alex:   33:22
lot of flexibility with what we ordered. I probably I don’t think I’d order as many pieces or many different pieces starting out. But it is also really nice to be able to offer something that’s fun. It was colorful. It was for good causes, and it really performs well. So do you know what I mean it? So I’ve gotten things that are like, you know, cause like, you know, like commemorative shorts. Yes, that have the logo and stuff on them. But they’re not like the performance gear that you want necessarily. So it was nice to have everything come together. 

Kristin:   33:57
I love that you had the mountain by jersey and the running and the running jersey. The running shirt, basically because the dry fit shirt, because it did let someone who’s not a cyclist still get something awesome that performed well. The tri-top was the same idea tank top 

Alex:   34:13
And not all cyclists ride their bikes and full kit. I know that sounds unbelievable, but there are some people that on a T-shirt and ride their bikes. Yeah, I’m not necessarily full zip. 

Kristin:   34:24
Right. And you said it. It benefited a good cause.

Alex:   34:29

Kristin:   34:29
Well, because we put $5 for each shirt and divided up among three different causes. Little Bellas, PMC and, um, MS ride. And that was fun too. 

Kristin:   34:44
That’s so awesome. Okay, before we wrap up on this, um, I wanted you to share. There was another thing you did with the 40th anniversary that I was watching. You know, from afar that I really enjoyed watching. Which is you exchange. So all of the scoopers, wear Farfar’s T shirts through this season, right Like. And it’s different they get new T shirts every year? 

Alex:   35:05
So we had the standard issue, red. Okay, that’s everyone gets a standard issue shirt, and then each season, we pick a, colored shirt and we write something that we think is clever on the back. 

Kristin:   35:20
Says the ice cream place that makes bubble gum.   

Alex:   35:24
Yes well there are shirts from 2008 I think that say “no Sprinkles, no bailout”.

Kristin:   35:30
Okay, I got it

Alex:   35:33
There’s a YOLO shirt. Yeah, we had a writer from Vogue. We wound up with an  overview of Farfar’s in vogue one summer. So we made a very fashionable black. The one year we made a black shirt with the as seen in Vogue on the back. And their author actually came into the ice cream shop because his parents lived in town. He’s a great picture of everyone in their vogue shirts. 

Kristin:   35:59
That’s fantastic.

Alex:   36:00
So fun things like that, so that’s another thing that we could get. 

Kristin:   36:03
But then you also this year, in honor of your anniversary, you swapped shirts with other local businesses that what was happening? I only saw pictures on instagram.   

Alex:   36:13
It was so much fun. So, you know, we’re a fun seasonal business, right? Very local, very invested in our community, right? You know, kids ride bikes, they get coupons for ice creams because they have their helmet on their you know, very much part of the community. And there are a few other small businesses in town that sort of have that same flavor. One is Blakemons, which is out on the beach. And really good. Oh, it’s so good. It is so good. And they have great t shirts, too. So they’ve got Whale’s tales and the like. The Duxbury zip code on it. They have really fun shirts. And so one night, we did a T shirt swap, and so it was like a takeover. So we had their T shirts and they had our tee shirts. 

Kristin:   36:54
So your scoopers were all wearing their T-shirts, and their servers were all wearing your t-Shirts.

Alex:   36:59
And we brought some ice cream over to them, and I think all the kids at the shop got like, I can’t remember if they got mozzarella sticks or fried clams. I don’t remember what it was.

Kristin:   37:10
Something yummy, 

Alex:   37:11
But it was just fun believe it or not on social media on instagram, tagging each other in these funny things. I think actually, they won. They had a dog. They had a Farfar’s shirt on their dog. And that was really awesome it was good. And then we also did it. We have ah, turkey farm that’s in town also. And as we were coming closer to Thanksgiving, we swapped shirts with them also, and it and it’s just It’s a really nice way to, you know, promote other local businesses and have fun. Most of the stuff we do because it’s fun. 

Kristin:   37:46
Because you’re in ice cream. 

Alex:   37:47
Because we sell ice cream. It’s just make you happy. 

Kristin:   37:49
That’s awesome. Well, Alex, thank you so much for coming on the podcast. 

Alex:   37:54
This has been so much fun. 

Kristin:   37:55
Congratulations to the royal family of ice cream on your  41st season. 

Alex:   38:02
We’re gonna stay on this continent. 

Kristin:   38:03
Yes , exactly. You’re not leaving us for Canada?

Alex:   38:06
No. Not yet. I’ve been treated pretty well. 

Kristin:   38:09
That’s right. Exactly. Well, thank you. And we will have links in the show notes to all of this.

Alex:   38:14
Put pictures of the kit.. 

Kristin:   38:15
Oh, absolutely. 

Alex:   38:16
Okay, it’s sharp.

Kristin:   38:20
Thank you again to Alex for taking time to chat with me. I know I’m really looking forward to when my family and I can come down to Duxbury for a ride and some ice cream and thank you for listening for show notes links or to learn more about the kit we designed for Farfar’s. You can visit SundinSports.com. You can also make the connection with us on Instagram, Twitter LinkedIn and Facebook at Sundin Sports. If you like our show, please help spread the word and tell some friends or leave a review for us. In the meantime, we hope you can safely get outside and play. 

Alex:   38:56
It’s like testing ice cream. I gotta go test the Coffee Oreo. Sorry, I got another batch I gotta test. Life is hard.

Kristin:   39:04
You have a hard job.

Alex:   0:00
A very hard job. Ice cream testing.