Business
Marcelo Kreindel is offering his
gelato desserts in the Coffee
Groundz in Sugar Land, one of his
clients. Kreindel is hoping that
profits from his wholesale business,
Trentino, will allow him to open a
retail location.
Nick de la Torre: CHRONICLE
gelato desserts in the Coffee
Groundz in Sugar Land, one of his
clients. Kreindel is hoping that
profits from his wholesale business,
Trentino, will allow him to open a
retail location.
Nick de la Torre: CHRONICLE
May 21, 2006
PRODUCTS
We all scream for ... gelato?
Houston, a little bit behind the curve, may be a wide-open market for an ice
cream alternative
By MASON LERNER
For The Chronicle
Marcelo Kreindel is hoping to ride the wave of a nationwide trend by trading in software for
soft serve.
For 11 years while working as a project manager for a software company, he dreamed of
perfecting and profiting from gelato, Italy's version of ice cream.
Kreindel's company moved him to Houston from Buenos Aires, Argentina, five years ago. In
that time, he often missed the gelato cafés in his hometown that doubled as places to
satisfy a sweet tooth while chilling out with friends and family.
He opened his own small business, Trentino, to produce and wholesale his own style of
gelato with an eye toward investing his profits in a retail location that could re-create the
ambience of Argentina's gelato shops.
"In Argentina, gelato shops are like Starbucks is here," Kreindel said. "It is not just about
the gelato, which is of course part of it, but to us the gelato shop is a place where family
and friends gather to relax."
What is it?
Kreindel knows that his first challenge is just to teach Houstonians what gelato is. He is
confident that once they get a taste, they will prefer gelato to traditional American ice
cream.
"Gelato has a lot of texture," he explained. "With ice cream you have more volume filled by
air. With gelato you have more volume consisting of the ingredients used to make it, so
you have a creamier product with more texture. Plus, although it is richer, it is healthier
because there is less butter."
Kreindel makes his gelato in a rented professional kitchen in Midtown.
He tailors every order to his customers' specifications and delivers it himself to the retail
outlets that carry it.
He also plans to package his gelato for grocery store sales, and when he feels the time is
right, begin opening retail locations.
Kreindel said that while gelato shops are already prevalent in most major cities in the
United States, Houston seems to be behind the curve. He hopes to fill that void and
position Trentino as the first name Houstonians consider when they crave gelato.
But he has his work cut out for him. He is far from the only show in town.
Increased competition
Kreindel said he is looking forward to the competition.
He also said that the support of his wife and 1-year-old son is all the inspiration he needs
to rise up and ultimately fulfill his dream of operating a chain of Trentino retail locations.
"If we fall, we can pick ourselves back up," he said. "But the idea is to put all of our love
together to make it happen."
PRODUCTS
We all scream for ... gelato?
Houston, a little bit behind the curve, may be a wide-open market for an ice
cream alternative
By MASON LERNER
For The Chronicle
Marcelo Kreindel is hoping to ride the wave of a nationwide trend by trading in software for
soft serve.
For 11 years while working as a project manager for a software company, he dreamed of
perfecting and profiting from gelato, Italy's version of ice cream.
Kreindel's company moved him to Houston from Buenos Aires, Argentina, five years ago. In
that time, he often missed the gelato cafés in his hometown that doubled as places to
satisfy a sweet tooth while chilling out with friends and family.
He opened his own small business, Trentino, to produce and wholesale his own style of
gelato with an eye toward investing his profits in a retail location that could re-create the
ambience of Argentina's gelato shops.
"In Argentina, gelato shops are like Starbucks is here," Kreindel said. "It is not just about
the gelato, which is of course part of it, but to us the gelato shop is a place where family
and friends gather to relax."
What is it?
Kreindel knows that his first challenge is just to teach Houstonians what gelato is. He is
confident that once they get a taste, they will prefer gelato to traditional American ice
cream.
"Gelato has a lot of texture," he explained. "With ice cream you have more volume filled by
air. With gelato you have more volume consisting of the ingredients used to make it, so
you have a creamier product with more texture. Plus, although it is richer, it is healthier
because there is less butter."
Kreindel makes his gelato in a rented professional kitchen in Midtown.
He tailors every order to his customers' specifications and delivers it himself to the retail
outlets that carry it.
He also plans to package his gelato for grocery store sales, and when he feels the time is
right, begin opening retail locations.
Kreindel said that while gelato shops are already prevalent in most major cities in the
United States, Houston seems to be behind the curve. He hopes to fill that void and
position Trentino as the first name Houstonians consider when they crave gelato.
But he has his work cut out for him. He is far from the only show in town.
Increased competition
Kreindel said he is looking forward to the competition.
He also said that the support of his wife and 1-year-old son is all the inspiration he needs
to rise up and ultimately fulfill his dream of operating a chain of Trentino retail locations.
"If we fall, we can pick ourselves back up," he said. "But the idea is to put all of our love
together to make it happen."
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