Neal Gottlieb, the founder of Three Twins Ice Cream, needed more capacity to keep up with demand for his organic ice cream. His facility in Petaluma, Calif., was maxed out. Adding shifts was not feasible. Gottlieb bid the work to co-packers but said their quotes were "sky-high" and the quality of the test runs was a "disaster."In 2013, he caught wind of an auction in Sheboygan, Wis. Equipment in the Zurheide Ice Cream plant, which closed in 2008, was up for auction. The building was probably going to be razed. At the 11th hour, Gottlieb bought the equipment and the real estate. Upon closer inspection, Gottlieb realized that before he could make ice cream, he had to rebuild the ice cream factory.
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