90who10, Episode 40 - CVT Softserve Founder Joe Nicchi

Joe Nicchi is an actor, entrepreneur and father of four kids. Big deal, though, he also founded one of the hottest and fastest-selling ice cream brands in the world, CVT Soft Serve. Starting out with one truck in the San Fernando Valley, CVT exploded throughout the world, now sold in supermarkets all over the country, with a little help from Bill Murray. Joe's story is typical of Southern California. He came out to become a movie star, attending USC as a Film major but, when that didn't take off, he thought to himself, "let's open an ice cream truck." The rest is, as they say, history.