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Too Hot for Ice Cream?

Dan Warner
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ST. LOUIS, Mo. (KMOX) - Windows wide open, t-shirts stained with sweat, waiting for the lightning bugs to come out, when tinny carnival tunes begin to drift in over the old neighborhood.

Ice cream trucksdig up a trove of nostalgic memories for many, and with scorching heat continuing to punish the St. Louis area, it seems business would be booming. But not so, says Igor Holdaiy of Frosty Treats, which operates ice cream trucks throughout the area. Holdaiy says cone sales have actually taken a dip.

“[There's] nobody outside on the street,” Holdaiy says.

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Not even the pull of a cold sweet can entice people into the heat, though Holdaiy says his business has been doing well in one area. He says more employers are hiring the trucks to show up at the workplace to give their employees a bit of relief and relaxation.

Holdaiy says the heat takes its toll on ice cream men, too, who have to sweat it out even if they don’t get much business.

“It’s just hard for our guys being there on the streets,” he says. “[The heat is] just not really encouraging.”

Holdaiy says the company operates a fleet of 65 trucks, and its 40-year history in St. Louis continues because of good hiring decisions.

“When we get people here to work, first what we tell them – we don’t sell ice cream,” Holdaiy says. “I tell them, ‘We sell fun and excitement.'”

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