We considered many names for our little Italian ice cart – some of them Mity silly.
We even considered naming it somewhat after the co-founders, adjusted to sound well more Italian. Yet Victoria & Marcos seemed somewhat self-absorbed.
Instead, we started seeking something old fashioned and well, I have to say it, sweet. We searched books and the Internet for ideas. Then Mark stumbled across the Mity Nice logo online.
It had belonged to a company that grew vegetables in California generations ago. As best we could tell, the Salinas, Calif., company had disappeared by the 1940s.
Yet its name and the cool label seemed just right for our start up – with some creative adaptations.
After choosing Mity Nice as our name, we added a second scoop: Our staff would be expected to do something “Mity Nice” every day. And our company would be a Mity Nice corporate citizen by supporting charities and causes all summer long.
That’s one reason we show up every June at Food Gatherers’ Grillin’ – near the veggies that our ancesters would have found so comforting.