Alex started making ice cream for his family’s own parties, which included an annual birthday party for the family dog. Soon, this turned into the annual ice cream party that he and his wife would throw in their dining room. Their ice cream was branded “Shmobro’s” after their dog and two cats (Sh=Shadow, Mo=Smokey, Bro=Bro-Bro).
Alex tried doing an ice cream social experiment in his office and it was a huge hit. The name then changed to “The Ice Cream Socialist” to reflect exactly what we do… and get topical at the same time.