![]() With six trucks and three storefronts in New York City, the company he runs with his brother, Pete, and business partner, Laura O’Neill, prides itself on its quality. Today, Van Leeuwen is an ice cream magnate. Then he’d pick what he always picked: a Reckless Rainbow Pop Up. He’d imagine the flavors-Strawberry Shortcake, Choco Taco, King Cone. He’d inspect the full menu, pondering each offering, from cartoon-colored Popsicles to animal-shaped treats with gum balls for eyes. In the sea of sweaty half-pints elbowing to place orders, Van Leeuwen always took his time. Growing up in suburban Riverside, Conn., he’d race toward the siren song. ![]() For Ben Van Leeuwen, it was no different. ![]() Kids lace up their shoes and hit the pavement. It’s the sound of summer: a string of jangly notes cutting through the sticky-hot air. How a musical truck hijacked an elite dessert and delivered it to the people. ![]()
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