Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with George Haymaker, Founder of ReThink Ice Cream, located in El Dorado Hills, CA, USA.

What's your business, and who are your customers?

ReThink is a Kinder Ice cream for Tummy, Cow, Environment & Community. Our mission is to make tummy-friendly ice cream for the masses and help others along the way. We target the 68% of the world's population that is dairy intolerant, diabetic and pre-diabetics, the health conscious, and those that like to support socially responsible brands.

Tell us about yourself

ReThink was born out of my addiction to pain pills and alcohol. I started ReThink because I couldn't find a healthier ice cream that tasted anywhere near as good as the decadent brands, so I thought there might be a business opportunity by creating one. I also wanted to dedicate the brand to helping others who suffer from mental illness and addiction and animals. ReThink is my spiritual pursuit; it's my platform to help others which helps me stay sober and living life for a higher purpose.

What's your biggest accomplishment as a business owner?

Starting a brand just prior to the Pandemic hitting and then being able to survive it. We also survived a major quality issue by our copacker (at the time), which also occurred during the Pandemic. Our biggest accomplishment to date is facing adversity and working through it to come out the other side.

What's one of the hardest things that come with being a business owner?

It's all on you; there are no life preservers. It can be a lonely existence; sometimes, only you believe in what you're doing. You have to dig deep and persevere if you want to succeed as a start-up.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Make sure there is a need for your product and that your product is perfected as much as possible before entering the market.
  2. Focus on a small area of distribution, and work on honing and perfecting your strategy before expanding. Having a big distribution footprint doesn't mean anything if you're not selling well within the footprint you're already selling in.
  3. Stay small and low overhead, every dollar matters.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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