It was always Elizabeth Johnson’s dream to have her own ice cream truck. Then, an opportunity arose.
Johnson, a 35-year-old Erving resident, worked for Barts and Snows Ice Cream Co. as the events manager, and drove the Barts Ice Cream truck for two summers. Eventually, in October 2024, her former boss made her an offer that she couldn’t refuse.
“I begged for years for him to sell me the truck, and then, finally, he did,” Johnson said.
Since July, Lelo’s Ice Cream has been trucking around Franklin County, selling a selection of rotating ice cream flavors as well as other frozen treats. When the truck isn’t traversing the neighborhood roads in Erving, parked at a local business or participating in an event, it can often be found at the Franklin County Fairgrounds, where Johnson said she has worked since she was 16, developing a love for the vending community that later expanded when she worked for Barts and Snows Ice Cream Co.
In developing this passion for vending, Johnson said she learned a lot about how to work with customers, especially children, comparing it to a “performance” in being smiley and welcoming. Though, Johnson said the kids make that part easy.
“When you pull up to anywhere and you see the kids smiling, or you hear someone yelling ‘Ice cream truck!’ as we go by, it just makes people happy,” she said.
Starting scoops
Both Johnson and her husband, Leo Bermudez, invested their money and time in the truck, going through the permitting process that they say created a delay in opening. But once they got going, Johnson said things took off quickly. The traction has been strong on social media, with people reaching out and requesting the truck at certain locations or events.
Johnson said Erving has been the most popular location for the truck, with Lelo’s Ice Cream participating in Recreation Department events and summer concerts, along with parking along streets in town for people to come by and take their pick. The truck can also often be spotted in Greenfield at the Green River Cannabis Co. on Deerfield Street and Four Phantoms Brewing Co. on Wells Street, as well as at some local festivals.
For the ice cream itself, Johnson and Bermudez source their flavors from All Star Dairy Foods in South Hadley. They keep some staples always available, such as chocolate, vanilla, strawberry and coffee, while also rotating other flavors to keep the selection fresh.
Johnson also makes her own sundaes, with some popular picks including the Dubai Strawberry, Strawberry Shortcake and Brownie Explosion options. Some of the popular ice cream flavors include Dirty Purple Cow, which has a black raspberry base with Oreos and white chocolate chips, as well as Cookie Monster, a blue vanilla ice cream with an Oreo swirl and cookie dough. As for some of the novelty items, Johnson said both the chocolate eclairs and the strawberry shortcake bars are among their top-selling products.
While they keep a range of flavors and options available, Lelo’s Ice Cream tries to stay within an affordable price range. Johnson said the most expensive menu item — a sundae — is $10. She explained that the goal has been to keep ice cream available to everyone.
“When I was looking at the prices, I was trying to think of if a parent came up to the ice cream truck and didn’t have any money, or only had a few dollars, that they were able to get something,” Johnson said.
While keeping prices in mind, Johnson mentioned she was inspired by a young customer to make sure there was an option for those who can’t afford to buy ice cream themselves.
“He would stop and look at the truck and then he’d go back, so I was like, ‘Do you want ice cream?’ And he was like, ‘I don’t have any money,'” Johnson recounted. “I was like, ‘I didn’t ask you if you had money, I asked you if you wanted ice cream,’ and he goes, ‘Yeah!'”
From that interaction, she was inspired to start setting aside tip money to fund free ice cream for kids. She said this helps keep the truck profitable while still giving out ice cream to youngsters who want to have a cold treat, but can’t afford it.
“If I could give away free ice cream, I would, all day, because it just makes everybody happy,” Johnson said. “From adults to kids, I think ice cream brings everybody together, and I think that’s what is the best part about it.”
Family and community support
Since starting their business endeavor, Johnson and Bermudez say the support of their family and the support of Erving residents has made the truck possible. Even the name is rooted in family, with “Lelo” being a combination of Johnson’s and Bermudez’s first names, as suggested by their nieces and nephews.
Johnson and Bermudez both say their family has been integral in launching the business, even by cleaning up the truck itself and helping afford some of the operational costs.
Outside of their immediate family, the two extend their appreciation to the town officials who helped them navigate the permitting process.
“Our whole family pretty much lives in Erving, and Erving has really shown up for us,” Johnson said. “The Town Hall, the community, it’s been nice having the support.”
One moment sticks out to Bermudez, who noted how the Erving Police Department assisted with the necessary permitting. One afternoon, Bermudez said an officer stopped at Lelo’s Ice Cream, and took pictures with the truck and the ice cream.
“He was so giddy,” Bermudez said. “He absolutely loved the truck.”
As the end of their first summer season ends, the two have high hopes for next year, when they’ll have a full spring and summer to maximize their business. Additionally, the hope is to have the truck visit more locations, having learned about the permits required by each town for operating.
“I think next year will definitely be better, because then we at least start from the beginning,” Bermudez said.
As the rest of the year winds down, Johnson said the truck will still be out and about until October, with some seasonal fall flavors coming, including an apple pie sundae.
Looking ahead to the weekend, Lelo’s Ice Cream truck will be serving up treats during Franklin County Technical School’s 50th anniversary open house at the school, 82 Industrial Blvd. in Turners Falls, from 11 a.m. to 4 p.m. on Saturday, Sept. 19.
Lelo’s Ice Cream can be found on Facebook at tinyurl.com/9p2zcvxx.
