Ice cream car by Etiella Hyatt
The end of Israel's wonderful spring season – something like a week and a half, gross, and I'm generous – also marked the end of the European bubble that accompanies our lives every year from the end of Passover. Instead, of course, we got a temperature spike at the gates of hell in early June, and a damp tag of what's in store for us from now on, until we see 2024 up close, probably.
Still, comfort. Consolation of ice creams of course. Launches and popsicles, special editions and viral surprises. Sweet-sweet, cool-cool, and mostly comforting, until it's over. And above all, sprinkling cold fumes on our lives from above, is Itaela Hyatt. Or, to be more precise, Etiella Hyatt's "auto-ice cream."
Summer consolation. Itiala's ice cream (photo: courtesy of those photographed)
Every time in a different place. Itiala's ice cream (photo: courtesy of those photographed)
"If nothing had happened and everything went smoothly, I would have started to worry, and that way you can better assess the outcome."
"I've been working on this business for a long time, building everything slowly and gradually, and yet it was insanely exciting to see the first time we actually put out ice cream to 'real' people," Hyatt described her debut experience of the venture.
Not everything went smoothly, of course. The electricity went out as soon as it all started and all the possible (and impossible) brakes made sure to happen that day, but the tears at the end, she testified, were tears of joy, and not others. "If nothing had happened and everything went smoothly, I would have started to worry," she laughed, "and that way you can better assess the outcome."
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Slightly spontaneous, a lot viral. Itiala's auto-ice cream (photo: courtesy of those photographed)
"We don't give sweetness to the face, but the flavors of things themselves. The goal is to turn summer into ice cream."
The pink and white car, nostalgic in its colors and shape, has already started next to Hyatt's famous food track in Moshav Mata, but is expected to give it a goodbye kiss and go out on Israeli roads, move and settle in a different place each time, see and be seen, sell and greet private events, conferences, festivals and fairs. Slightly spontaneous, a lot viral.
It will offer, of course, ice cream made by Hyatt, in flavors that are a far cry from the vitrine you've already learned to memorize. Burnt beet ice cream with blush meringue, cream-cooked pumpkin ice cream with roasted and salted pumpkin seeds, milk ice cream with amarana cherry syrup and caramelized puff pastry, and fresh red raspberry ice cream from Yarukella, straight from the plantation.
There will also be chai masala ice cream with salted roasted almonds, corn ice cream and polenta crumble, tart yogurt ice cream with olive oil, salty za'atar and Atlantic salt mixture which is the wonder combination of Itiala, yogurt ice cream with strawberry syrup and rosemary and much more, in the form of two flavors that change daily, as the wind and sun and season prevail.
"When there are cherries we will do something with cherries, and when there is apricot and basil we will go for apricot and basil," she explained, while also promising ice cream-based desserts such as affogato, tiramisu and cassette. The goal is to turn summer into ice cream."
"Divide myself in two." Hyatt (Photo: Shiran Shai Cohen)
Hyatt has been selling ice cream from its static track for a long time, so "I know the product, and from this place there was no new engagement. Instead, there was the operation and construction of a project that was the complete opposite of our first business.
"The track was born without thinking. I didn't know exactly what I wanted him to be, what he would serve and what he would look like. It was intuitive and evolved on its own. Here I knew everything. What will be the colors, what we will sell and what we will prepare. When it all first popped out in front of my eyes, when the coffee machine came and the team's shirts, it was crazy."
As the sun rises. Itala's Auto-Ice Cream
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"Today the track stands on its own, people already come and ask whose food it is, and it makes me laugh and also excites me."
The track, a business anchor parked in an orchard that initially magnetized people because of "Master Chef" fame, has become, over time, and in the most natural and wonderful way possible, a living destination that breathes itself, vaguely remembers prime time, but no longer needs it, however brilliant and addictive.
"Today it's a business in every respect, not just Itala's track from 'Master Chef,'" she said, "it stands on its own, and that's the most important thing. People already come and ask whose food they are eating, and it makes me laugh and excites me."
The excitement is expected to rise as she embarks on her journey and tackles two dynamic businesses ("I'm learning everything together with Nissim, my partner, and trying to see how I can divide myself into two") and become mutual when all the entreaties of her fans are finally answered. "With the track I never went out, people asked and asked, and now it's going to happen. We will arrive, we will turn, we will visit, we will see with our eyes. That's one of the most amazing things to me."
"Auto Ice Cream" by Itiela Hyatt, at Azrieli Mall in Tel Aviv (June 11-17), and then across the country. More details and traffic updates here
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