“Would you like a sample?”
A spoonful of homemade Italian ice is extended; just one flavor of many that resembles memories from Joe Natale’s childhood.
LuLu’s Homemade Italian Water Ice sells these frozen treats – a business venture inspired by Natale having grown up with the treat during hot and humid Philadelphia summers.
“From my earliest days, my brother and I would deliver newspapers in the heat of the summer,” Natale said. “Back home every mile on the road there was a water ice shop, so at the end of the day we would ride our bikes over and get one. I grew up with it.”
Natale’s childhood contributed to more than his love for water ice. He holds a strong interest in healthy food.
“I grew up with my family — depression-era people where every meal was cooked at home,” Natale said. “Good food in our family, the way it’s cooked, is rare to find. You only find it at some of the best restaurants.”
Natale’s family had a huge influence in the launch of his business, including its name. LuLu’s shares a namesake with his nephew Luke, whom Natale’s kids call LuLu.
Natale was working about three days a week as a commission salesman when he launched LuLu’s in October 2011. He began working full-time 13 months later.
After 23 years in sales, Natale said he was ready to get out of the business and move on to something more fulfilling.
“I knew if I could survive as a salesman, I could open up a business and survive,” Natale said. “It took pretty much my life savings to throw into the business, but I wasn’t nervous about it.”
Natale hopes that he has created a business that will eventually give him the down time he needs later in life. Natale said he wants LuLu’s to be the next Ben & Jerry’s, which is why he works so hard to perfect his products.
“Outside of the business, to be honest, I really don’t have much of a life and I haven’t for about five years,” he said. “It just never ends.”
“He’s very passionate,” said Natale’s mom, Rita Chesco. “Sometimes I just want to put him on speaker phone and do laundry while he talks about his new ideas.”
Natale works hard to produce a quality product by using fruits that are in season and of the highest quality, he said.
Natale’s commitment to quality impresses customers, like frequent farmer’s market visitor Sophia Horen.
“I love all the flavors,” Horen said. “[Natale] does a great job of telling you which flavor is the best right now, because he knows which fruit is in season. Like right now oranges are in, so the Blood Orange Creamsicle is the best.”
Chesco said that water ice was a huge part of his childhood because it tastes delicious and has less sugar than ice cream.
“It is very hot and very humid here [in Philadelphia], so you get water ice,” Chesco said. “It’s just what you do.”
Joe’s all-natural water ice can be found in local AJ’s Fine Food stores around the state, or at different locations such as farmer’s markets, festivals and other events.
Contact the reporter at tefries@asu.edu
