Meet the Founder: Joe Nicchi of CVT Soft Serve

New York native Joe Nicchi made soft serve cool again with his LA ice cream truck, CVT Soft Serve. Now, he’s offering a new twist on the classic in the form of ready-to-squeeze pouches.

CVT2Go matches the creaminess of the truck’s original ice cream, without the machine or mess. Made with just seven all-natural ingredients, these treats are purely indulgent and remarkably convenient. 

Recently, we caught up with Joe to learn more about his journey and hear his advice for fellow entrepreneurs.  

1. Why did you start CVT Soft Serve?

We jokingly say that we launched CVT out of frustration — but it’s the truth! We were East Coast transplants who couldn’t find high quality soft serve ice cream in LA. We wanted to show a town full of smoke and mirrors just how much frozen yogurt sucks. Hahaha, if you’re gonna treat yourself…treat yourself!

2. What obstacles did you face along the way?

We launched the company out of a 1961 Mister Softee truck from New York. Restoring a 60-year-old truck to be a daily driver wasn’t an easy feat. Also, navigating the LA food truck landscape took a lot of trial and error. Can we park here? Where’s the foot traffic? 

Luckily, our product caught on quickly and we built a loyal fan base. Our fans have been one of our biggest assets in spreading the word.

3. What lessons do you have for other entrepreneurs?

Focus on your product. If you put all of your effort into making the best quality product, the customers, press, and social media followers will come. I think too many entrepreneurs focus on the end result without realizing the amount of work it takes to get there.

Also, remember that there will be bad days. Social media is a highlight reel where businesses like to show off, but there are plenty of hardships behind the scenes.

4. What’s on the horizon for CVT Soft Serve?

We just launched our CVT2Go offering. It’s the first of its kind — no mess, soft serve ice cream on the go. Now, you can get soft serve ice cream in the freezer aisle!

5. How do you keep work/life balance? What drives/inspires you?

I’m a father of four. I definitely struggle with work/life balance. Trying to manage a small business and four kids is definitely a challenge. My family is my biggest inspiration — they get me through the tough days.