Why Pride & Joy
Our Purpose

Our single purpose is to:

Entrepreneurize the remarkable people amongst today’s unemployed.

By creating a world class value added brand from the very best of New Zealand primary ingredients. Through a completely radical manufacturing, distribution & marketing ecosystem. And building a brand and business that creates one new entrepreneur every single day. Forever.

Phew. So what does that mean? Really.

Simply put, it means – make the world’s best ice cream, with the world’s best ingredients from New Zealand. Make it in these cool little micro factories that fit on the back of a truck (really) and sell it through even cooler, and even littler, silver pods designed by a leading New Zealand architect. And the best bit of all (we think) is that each pod will be fully owned and operated by someone who was previously an unemployee. They own the business, they run it, and they bank all the profit they make.

our purpose?
why ice cream?

Ice cream has 3 important things going for it:

1. It’s consumed in every single country in the world. Every one.

2. It’s an affordable luxury that almost everyone loves. Some say it’s physically impossible to be sad when you're eating ice cream.

3. New Zealand has the ingredients to make the best ice cream in the world. The Swiss and Italians like to think they do – but have you seen how their cows live, and what they eat.

And the biggest innovation in Ice Cream in recent years? Make it in Switzerland and ship it to New Zealand? Fill it full of air and artificial flavours and call it frozen yoghurt? Flavour it with crushed tree beetles from the Amazonian Rainforest (well not really, but you get what we mean).

What about taking the time and effort to source the best ingredients, the very best milk and cream from a farm you can go and see; using the very best ice cream maker New Zealand has, using the very best churns (yes, from Italy because that’s where they are made); and make the ice cream fresh and local – near where you eat it – in purpose built little factories that we move around the world to wherever we start making ice cream. And then rather than sell it from a ___________________ , we sell it from beautiful little silver cubes (PODs) designed by a leading New Zealand architect that look like street art rather than a left over Ministry of Works caravan from the 1970s (if it was the 60’s they’d be cool, but it’s not, and they’re not) in unexpected places – just when you need an ice cream.

And gather remarkable unemployees to own and run these PODs of JOY. For themselves.

That’s JOY.

why ice cream?