local stories
Four All Ice Cream: building something sweet in Waterloo
We're sharing the story of Four All Ice Cream as part of the Support Local, Support Waterloo campaign.
Explore more local stories and learn how your business can get involved.
In Waterloo, most engineers see a problem and build a bridge or a piece of software. Ajoa Mintah saw a problem and built an ice cream shop. After working as a chemical engineer, the University of Waterloo graduate came to a crossroads in her career. She wanted to do something entrepreneurial that would make a difference in the city she called home.
Figuring that out came down to a simple but radical question: 'What can I bring to Waterloo that isn’t here yet?'
The answer wasn't a new gadget, but a mission to celebrate local abundance through the lens of a childhood obsession. In 2017, Mintah launched Four All Ice Cream to apply the fearlessness of an engineer to the art of the scoop.
She says the idea of launching an ice cream business was a chance to celebrate what she thought was amazing about Waterloo.
“You can drive 10 minutes in any direction and be at a farm. There’s such an abundance here, whether it's fruit, vegetables, or dairy,” Mintah says.
The magic behind Four All Ice Cream is Mintah’s mission to make ice cream for, well, everyone. Every Four All Ice Cream flavour is gluten and refined sugar free, and they also produce vegan and dairy free flavours. All of the ice cream products use Eby Manor A2 milk as the base. A2 milk is recognized as being easier on the digestive system than conventional milk.
"If you love ice cream, you shouldn’t have to compromise to enjoy it,” she says. “It sounds weird to say, but we think of ourselves as a wellness brand. We’re trying to communicate to people that have never heard of Four All that it’s good-for-you ice cream."
You can find Four All Ice Cream at its Uptown Waterloo and Downtown Kitchener shops along with a growing list of retail outlets, including Dana Shortt Gourmet, the Princess Cinema, and Proof Kitchen & Lounge. Mintah is also working to grow the brand’s presence across Ontario.
For Mintah, expansion isn’t just about shipping more tubs, it’s finding a way to truly export the spirit of a city that "has her back." From the city counselors who walked her through patio permits to the local printers who designed t-shirts to keep her afloat during the pandemic, the Waterloo community has become as much a part of the recipe as the A2 milk.”
"I think that’s what feels special to me about this city," Ajoa says. "We’ve got a pretty big community throughout Waterloo that just has our back."
The Foodpreneur Scale-Up Program
This 4-month program will provide business owners with access to industry experts, customized workshops, and peer-to-peer discussions to help successfully scale their businesses.
Funding for businesses in southern Ontario
FedDev Ontario is supporting companies to adopt cutting edge solutions, enhance productivity, break into new markets and build for the future.
Take advantage of patio season!
Create an inviting outdoor space for your customers with one of Waterloo’s 2 patio programs. Our team can help you find the option that works for your business.
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