Food Truck Spotlight

Kona Ice CEO talks hitting the big leagues with licensing expansion

Food Truck Operator spoke with Kona Ice CEO Tony Lamb about the brand's history and how it is expanding through a licensing deal.

Photo: Kona Ice

November 11, 2024 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

Kona Ice has become a staple of many events, especially during summer kid-friendly activities. With a fleet of more than 1,900 trucks across 49 states, it has a massive presence in the United States.

Now, it is expanding into the licensing arena through a partnership with Brandgenuity. This partnership will take its brand into new markets, such as toys and collectibles.

To learn more about Kona Ice and this partnership, Food Truck Operator spoke with Tony Lamb, CEO and founder of Kona Ice in an email interview.

Q: Can you give me a little bit of the history of Kona Ice?

Lamb: Founded in 2007 by Tony Lamb, Kona Ice launched its first Kona Entertainment Vehicle (KEV) in Florence, Kentucky, offering a unique combination of cleanliness, friendliness and a one-of-a-kind experience. Today, Kona Ice has grown to more than 1,800 mobile units that serve 49 states across the country. With a commitment to giving back, Kona Ice has donated over $180 million to communities nationwide.

Q: How many trucks do you have in operation?

Lamb: More than 1,800 mobile units.

Q: How would you describe your brand values?

Lamb:

Community: Kona Ice aims to bring communities together and make a difference.
Giving back: Kona Ice has donated over $180 million to local organizations, schools, and sports teams.
Quality: Kona Ice offers a delicious product and healthy alternatives like dye-free and sugar-free options.
Positivity: Kona Ice aims to put a smile on every guest's face.
Fun: Kona Ice offers an interactive experience with tropical music and the Flavorwave system, which allows customers to customize their shaved ice.
Safety: Kona Ice aims to provide a safe and sensational experience for every customer.

Q: Tell me a little bit about your partnership with Brandgenuity

Lamb: Brandgenuity will serve as our exclusive out-licensing agent. They will use their relationships to help us expand into the food and beverage, toy and collectible and lifestyle industries.

Q: How will Brandgenuity help out Kona Ice?

Lamb:We know that sometimes the best part of the Kona Ice experience is the surprise of seeing the truck on a perfect summer day, that will always stay the same. We hope our relationship with Brandgenuity will allow Kona Ice fans of all ages to get the essence of that experience on a more daily basis.

Using some of the hallmarks of the Kona Truck like the patented Flavorwave and universally loved flavors like Tigers Blood, Blue Raspberry and Monster Mango, to enter the retail space in a variety of ways. For food and beverage, that might look like fruit snacks or drink mixes, while for toys we envision everything from ride-on and role-playing toys to diecast replicas of the truck. Lifestyle will include things like apparel, such as shirts and swimwear, and other accessories.

Q: Do you offer a franchising model for Kona Ice trucks?

Lamb: Yes.

Q: If so, what sort of support do you offer for franchisees?

Lamb: Business development, training, advertising and promotions, marketing, research and development, troubleshooting help and much more, including:

Kona Kollege is a three-day training program that takes place at the corporate office and teaches the ins-and-outs of the Kona business.
Annual conference to share ideas, learn, hear what's new at Kona Ice.
Online platform that's full of training videos.
In person training.
Coaches.

Equipment & Supplies Marketing

About Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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