When Staying Small Works: Richard Graeter

Wisdom From The Top with Guy Raz

In a world where scale is, for many, their north star, Graeter's Ice Cream stands out by doing things the old-fashioned way. Richard Graeter, the fourth-generation leader of this iconic family business, talks to Guy about the century-old process that makes their ice cream so special—and why they refuse to give it up. Unlike the huge companies that share their Cincinnati roots (i.e. Kroger and Proctor & Gamble), Graeter’s has chosen to stay small, valuing quality and sustainability over rapid expansion. In this conversation from 2020, Richard shares his journey from aspiring veterinarian to helming a company that prioritizes legacy and craftsmanship, strength and sustainability. Sometimes less really is more.