In the vibrant world of artisanal ice cream, Salt & Straw has emerged as a prominent name, captivating taste buds far and wide. But just how old is this beloved ice cream brand? To answer that question, we need to take a journey back in time to trace its roots, understand its growth, and appreciate the milestones that have shaped it into what it is today. This exploration will not only reveal the age of Salt & Straw but also provide insights into the brand’s evolution, its impact on the ice cream industry, and what the future might hold for it.
The Birth of Salt & Straw
A Dream in 2011
Salt & Straw was founded in 2011 by cousins Kim Malek and Tyler Malek. Their journey began in Portland, Oregon, a city known for its thriving food culture and a population with a penchant for unique, high – quality culinary experiences. Kim, with her background in business, having worked at Starbucks and for the charity Red founded by Bono, brought a wealth of knowledge in retail, marketing, and a sense of community – building. Tyler, on the other hand, was the creative force, although he initially had no experience in making ice cream.
The Humble Beginnings as a Food Cart
The brand’s first foray into the ice cream business was not in a traditional storefront. The construction of their planned brick – and – mortar shop was delayed, and rather than wait, the Maleks decided to take a leap of faith. They purchased a pushcart and set up shop in northeast Portland. It was a risky move, especially considering the unpredictable Portland weather. As Kim Malek recalled to Forbes, that first summer was the wettest on record in Portland. They found themselves selling ice cream in near – sleet conditions. But Portlanders’ love for unique treats prevailed, and word began to spread about this new ice cream cart with its innovative flavors.
Early Growth and Challenges
Learning the Ropes of Ice Cream Making
In the early days, Tyler Malek had to teach himself how to make ice cream from scratch. He bought four used ice cream makers and set up a makeshift kitchen in Kim’s basement. There, he experimented tirelessly, creating recipes that would eventually become the foundation of Salt & Straw’s unique flavor offerings. His lack of prior experience was both a challenge and an advantage. Without the constraints of traditional ice – cream making, he was free to think outside the box and come up with flavor combinations that were truly revolutionary.
Building a Customer Base
Despite the difficult start with the weather and the novelty of their flavors, Salt & Straw began to attract a loyal following. The “farm – to – cone” approach, using locally produced, organic ingredients, resonated with Portlanders who valued sustainability and supporting local businesses. Flavors like Sea Salt with Caramel Ribbons, one of their first creations, became instant hits. The brand’s commitment to quality and innovation was evident in every scoop, and customers were willing to stand in line, even in the rain, to get a taste.
Expanding Beyond the Cart
As the popularity of the food cart grew, so did the need for a more permanent location. In 2011, Salt & Straw finally opened its first brick – and – mortar store. This was a significant milestone, as it provided a more stable and visible presence for the brand. The store allowed them to expand their menu, offer more flavors, and create a space where customers could gather and enjoy their ice cream in a comfortable environment. But with expansion came new challenges, such as increased competition in the Portland ice – cream market and the need to manage a larger operation.
The Teenage Years: Growth and Expansion
Innovating with Flavors
Throughout its early years, Salt & Straw continued to push the boundaries of what ice cream could be. They introduced flavors that were not only delicious but also unexpected. Pear and Blue Cheese, Bone Marrow and Smoked Cherries, and Dill Pickle Sorbet were just a few examples of their daring flavor combinations. These unique offerings not only attracted attention but also helped to establish Salt & Straw as a leader in the artisanal ice – cream movement. The brand’s monthly flavor rotations kept customers coming back, eager to try the latest creations.
Community Building
Salt & Straw wasn’t just about selling ice cream; it was about building a community. The brand used its ice cream as a platform to collaborate with local artisans, farmers, and chefs. They hosted events, supported local causes, and created a space where people could come together. This community – centered approach helped to differentiate Salt & Straw from its competitors and build a strong, loyal customer base.
Expansion Beyond Portland
As Salt & Straw’s reputation grew, so did the demand for its products outside of Portland. In 2014, the brand made its first move to expand beyond the city limits, opening a store in Los Angeles. This was a significant step in the brand’s growth, as it introduced Salt & Straw to a new market and a wider audience. The expansion was not without its challenges, as the brand had to adapt to the different tastes and preferences of Angelenos while still staying true to its Portland roots. But with its unique flavor offerings and commitment to quality, Salt & Straw was able to make a splash in the Los Angeles ice – cream scene.
Reaching Maturity: National and International Recognition
Growth Across the United States
In the following years, Salt & Straw continued its expansion across the United States. By 2023, the brand had 36 locations, with scoop shops all along the west coast and a few in Florida. Each new location was carefully chosen to ensure that it fit with the brand’s values and could attract a local customer base. The expansion was supported by the brand’s strong online presence, which allowed customers across the country to order their favorite Salt & Straw flavors for delivery.
International Appeal
While the majority of Salt & Straw’s growth has been in the United States, the brand has also started to gain international recognition. Its unique flavor combinations and high – quality products have attracted attention from ice – cream lovers around the world. Although international expansion has been more limited compared to its domestic growth, there have been signs that Salt & Straw may be looking to make a bigger splash on the global stage in the future.
Celebrating Milestones
In 2023, Salt & Straw celebrated its 12th birthday with the release of its Vault Series. This series featured five flavors that represented important moments and milestones throughout the brand’s journey. It was a way for the brand to look back on its growth and success while also looking forward to the future. The Vault Series was a huge hit with customers, further demonstrating the brand’s ability to connect with its audience on an emotional level.
Conclusion
Salt & Straw, founded in 2011, has come a long way in just over a decade. From its humble beginnings as a food cart in Portland, Oregon, to a nationally recognized brand with a growing international presence, Salt & Straw has continuously evolved and adapted. Its age, currently in its teenage years in business terms, has been marked by innovation, community – building, and a commitment to quality.
The brand’s journey has been filled with challenges, from teaching themselves ice – cream making to expanding into new markets. But through it all, Salt & Straw has remained true to its roots, using local ingredients, creating unique flavor combinations, and fostering a sense of community. As it looks to the future, there’s no doubt that Salt & Straw will continue to be a major player in the artisanal ice – cream industry. Whether it’s through further expansion, new flavor innovations, or deeper community engagement, the brand’s best days may still be ahead. So, while we now know exactly how old Salt & Straw is, the real excitement lies in seeing what this dynamic brand will achieve in the years to come.
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