Bassetts Ice Cream: WTCGP Member Success Story
July 1, 2024
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Alex Strange doesn’t know what his great, great, great grandfather would say if he knew that Bassetts ice cream is now being sold in China, Taiwan, and South Korea. “The world was so different in 1861. To explain that our ice cream is still made in Pennsylvania and shipped to Taiwan. I hope he would be proud,” Alex explains.It’s certain that Louis Dubois Bassett, a Quaker teacher and farmer in Salem, New Jersey had no idea his unique ice cream recipe would become an international commercial success in countries historically not known for including ice cream on the menu. It was 1861 and Abraham Lincoln was serving his first term as President, when back on the farm, Dubois’ mules were churning small batches of the savory ice cream. In 1885 Dubois opened a retail location at 5th and Market Street in Philadelphia. BASSETTS FOUNDER, LOUIS DUBOIS BASSETT When Reading Terminal Market opened its doors in 1892, Bassetts moved its retail store and started production in the store’s basement. Today, Bassetts is the last remaining original merchant at Reading Terminal and is known as “America’s Oldest Ice Cream.” WHAT MAKES BASSETTS ICE CREAM SO DELICIOUSLY CREAMY? “We use a 16.5% butterfat recipe that incorporates the highest quality dairy and flavoring ingredients.”When President Barack Obama visited Bassetts, he ordered mint chocolate chip but with over thirty-five ice cream flavors, vanilla continues to be the most popular, “we source our vanilla beans from Madagascar,” says Alex. “In fact, several years ago storms in Madagascar had caused a shortage of vanilla and prices worldwide were through the roof, exceeding the price of silver. A lot of companies turned to Mexico and other sources for vanilla, but we would never affect the quality of our ice cream or deviate from my great grandfather’s original recipe.”Alex first started learning about the family business when he started working summers during high school. “I was living in Memphis and would come to Philadelphia to stay with my uncle. I scooped my first cone as a professional at the store at Reading Terminal Market when I was fifteen. “In May 2008, Bassetts first order of ice cream was sent by container ship to Beijing, China. President and CEO, Michael Strange worked with Sung Gongyun (James Sun) to establish the Beijing Sino-American Food Company which now has a retail locations and distribution to restaurants, hotels, and grocery stores. L to R: Roger Bassett, former General Manager, Retail Operations with Michael Strange, President and CEO That might explain how Alex spent one high school summer. “I ended up working a third shift production job for a project we were doing for China— making moon cakes. We had these chocolate molds, and it would make a shell and we would fill it with Bassetts vanilla ice cream with a raspberry sorbet center. Nights were long. Our production was running 24 hours per day. But I loved it.”“The next year I became a driver, delivering products all over Philadelphia. I got to experience the wholesale side of the business and interacted with kitchen staff and chefs and got to see what all these different kitchens looked like,” Alex says with a smile. “Uncle Michael also taught me our accounting system one year.”Alex had the opportunity to sit with his late grandmother Ann Bassett to learn more about the family history. Ann Bassett is known as the driving force behind the company’s expansion and as President she incorporated the wholesale business in 1977 and expanded distribution to New York and other parts of the country.“I still call my Uncle Roger often.” Roger Bassett is the former General Manager of Retail Operations and once owned the retail store at Reading Terminal Market for many years.As Executive Vice President, Alex is responsible for the day-to-day operations. “We all do what needs to get done. We empower our team to be nimble and take care of customer needs as quickly as possible. I often answer incoming calls and handle the issue myself. ALEX ALSO GETS INVOLVED IN THE INTERNATIONAL SIDE OF THE BUSINESS WHICH CONTINUES TO GROW In 2017, the very first Bassetts Ice Cream store was unveiled in South Korea. Harbour Buffet Restaurant, Taiwan’s all-you-can-eat restaurant chain has included Bassetts Ice Cream on their menu at seven locations since 2020.“If it wasn’t for the World Trade Center of Greater Philadelphia (WTCGP), we would not be exporting,” Alex confirms. “The WTCGP has guided us and been there when we needed them. Dale (Dale Foote, International Trade Specialist) just recently helped us with a labeling issue which would have delayed our delivery.Alex has learned the process to ship Bassetts across the ocean. “It takes about 45 days to ship ice cream from port to port and then a few more weeks in customs before our customers receive the shipment. Ice cream needs to be held in negative 20-degree Fahrenheit temperatures, the colder the better. And he adds, “it is actually cheaper for us to ship ice cream to Southeast Asia than it is to ship to Florida.We ship to Florida by pallet and the domestic LTL (Less than Trailer Load) requires several stops. It’s more economical to ship an entire container.” “All of our product is first transported from our facility to a reefer truck, which is a giant air-conditioned unit with controls where we can monitor the temperature over the duration of the journey.” The Bassetts American brand is widely enjoyed in Southeast Asia markets, and there are preferences. “American customers tend to want the rich chocolate flavors but in China and Taiwan for instance, they prefer our fruit and nut flavors. When I was at a show in South Korea, we ran out of Macadamia nut before all the other flavors.” Bassetts Location in the Reading Terminal Market “You also need to know customs and protocol for these countries,” Alex explains. “When someone hands you a business card, use two hands to accept it and take the time to read the card. It is disrespectful to just put it in your pocket. “ Before joining Bassetts full-time, Alex spent two years after college working at Hormel Foods where he gained important skills. “I wanted someone who wasn’t sharing my last name to tell me how I was doing.”“I started as a smoke house manager where we were responsible for taking raw lunch meats to a ready to eat product. It is a very critical process.” “After a few months I was promoted to the stuffing department where I was responsible for fifteen people and then I was promoted again and managed a 25-person team. At one point, I was running three departments. It was a great experience. After that time, I called my uncle Michael and told him I was ready to come back.”What’s next for Bassetts? “This year has been great, even though dairy costs continue to rise, and it is the highest it’s ever been, we stay on top of costs. We are always looking to expand into other markets and WTCGP and the Authorized Trade Representatives are helping.”“My grandmother and Uncle Michael would tell me that if the bank needs money, you can’t send ice cream cones.” Just about every morning you can find Alex Strange behind the ice cream counter at Reading Terminal. “EVEN WITH ALL OF THESE THINGS WE NEED TO KEEP TRACK OF, I STILL NEED TO START MY DAY AT THE STORE ENGAGING WITH CUSTOMERS. I LOVE ICE CREAM. IT’S FUN!”
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