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Our Taste Buds and the Choices We Make: Natasha Case and Freya Estreller at TEDxSoCal

An LA native, Natasha Case attended UC Berkeley where she majored in Architecture and double minored in City & Regional Planning and Italian Studies. Natasha earned her Masters in Architecture at UCLA, and after graduating worked as an architectural intern at Walt Disney Imagineering in Hotel and Master Planning. During this time she started baking cookies and making ice cream, and she named the ice cream sandwich combinations after famous architects and architectural movements. She shared her creations with her peers who found them to be tasty comic relief during a time of layoffs and impending cutbacks. Freya Estreller is also an LA native with a BA in Sociology (minor in Business) from Cornell University. Upon graduation, Freya worked in real estate development, design and private equity, helping to build and/or renovate more than 300 housing units on the East and West coasts. After meeting Natasha, Freya started helping behind the scenes to make the ice cream sandwiches and at the same time started designing a business plan. A few months later, they bought a beat up postal van on Craigslist and officially called the ice cream sandwich line Coolhaus -- after architect Rem Koolhaas, Bauhaus - the minimalist design and lifestyle movement of the 1920s and '30s in Germany, and because the sandwiches looked like little 'cold houses.' Their first event with the barely drive-able Coolhaus postal van was the Coachella Valley Music Festival in 2009, where they served their product to an audience of 100,000. A loyal following resulted from the festival weekend, and they returned to LA to an abundance of viral press, a rapidly growing social media following, and an eager foodie audience. Since then, Natasha and Freya have built a national fleet of trucks in LA, New York City, Miami, Austin, and Dallas. In addition Coolhaus treats can be found in their LA storefront and in 50 Whole Foods markets in California, and will soon be found in markets nationwide. Under Natasha and Freya's oversight, Coolhaus has become one of the leading innovative dessert companies. In the pipeline are other dessert items including hot chocolate, chocolate bars, a sweet and savory snack line, and more. In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)
Length: 13:05

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