I Make a Living

If your memories of ice cream are mostly from childhood, Natasha Case would like a word. Her company, Coolhaus, is bringing sweet icy desserts into the millennial mindset: she launched at Coachella back in 2009, and Coolhaus’s 2021 lineup includes mouth-watering flavours like cereal milk, cannoli, and churros, all delivered in cute illustrated packaging.  Before she even got started, Natasha wanted to “change the game” when it came to ice cream and who it was for. Freya, Natasha’s wife and co-founder, is a woman of colour, and they were both tapping their identities as queer women and millennials.  “We saw this opportunity to be pioneering,” she says. Without much food experience—Natasha was fired from her one and only catering gig—they launched into the ice cream business headfirst, convinced that if they didn’t shoot their shot, someone else would. “The recession had just hit, it was just way too risky.” Their first “ice cream truck” was a “barely driveable” former postal vehicle they had towed (!!) to 2009