Spotlight: How Susan Krauss, Founder of Mammoth Creameries, is Reinventing The Ice Cream Industry
By Emily Alexander
Buying ice cream at the supermarket can be a challenging feat. Most grocery stores have dozens of ice cream brands to choose from which leave customers floundering among the options. “Should I go for a classic or adventurous flavor? What about vegan, keto, or low sugar alternatives?” While it may seem impossible to pick just one ice cream to buy, Susan Krauss founded Mammoth Creameries because she struggled to find ice cream options that fit the dietary needs of her family.
Susan Krauss, Founder of Mammoth Creameries
When her husband shifted to a ketogenic diet focused on low sugar, low carb and high fat foods, Susan couldn’t find an ice cream brand that could fit into his new lifestyle. Headquartered in Austin, Texas, Susan created Mammoth Creameries for anyone with dietary restrictions. With seven flavors currently available, and products sold at Whole Foods and select grocery stores around the country, Mammoth Creameries is actively changing the ice cream industry.
Q & A with Susan Krauss
Q: What was the first step you took in order to start your company? Would you have done anything differently?
A: This is a tough one! When I created the original recipe at home, I had no intention of starting a business! I call myself an accidental entrepreneur because what started as something I made just for my family grew into what it is today and it seemed to happen so seamlessly that it was, at times, very hard to believe was real. I guess you could say that the first step was convincing myself that other people would pay for something I was making and then came the process of picking out the packaging! Looking back, I spent way too much time fretting over the details on trying to make everything perfect. If I were to do it all over again, I would definitely sweat the details less knowing that things can always be modified and instead focus my attention on financials, planning, building out a small knowledgeable team and just getting the product on the shelf. There are so many moving parts, it’s critical to understand that you will never understand everything, but you can and should lean on mentors and team members that contribute to the areas that you’re not the strongest in.
Q: What would your advice be to someone who would like to start a health food business?
A: If anyone were to ask for my advice as far as starting a health food business, I’d suggest that they figure out first, what their core values are going to be. It’s so easy in the beginning to say, “I’m going to do things this way and this way only,” and then you realize that EVERYONE has an opinion. Why don’t you do it this way? Why do you use this ingredient? Why can’t you change product X to be more like this other brand? Have a solid mind going in as far as what you are willing to compromise on and what you absolutely won’t waver on will help when you’re flooded with advice from others. It’s so important to remember, you will NEVER be able to please everyone so learn to roll with those punches and don’t let them bring you down!
Q: What are you most excited about for Mammoth Creameries in 2021?
A: 2021 is going to be a huge year for us! Brand new AMAZING flavors (and a couple of other surprises we’ve got up our sleeves) are going to really highlight what we are all about and set us apart from every other better for you ice cream out there. By the end of this year, Mammoth will be a household name. Get ready!