Cowabunga Ice Cream Truck: Building a Family Dream Through Community Support
Technical assistance, mentorship, and hands-on business guidance help a rural family-owned business expand from one truck to two while creating opportunity, stability, and joy across multiple Northern California communities.
Impact Snapshot
Industry: Mobile Food Vendor / Catering / Events
Region: Northern California
Support: Technical assistance, workshops, one-on-one coaching, HR and accounting guidance, marketing support
Program: California Asian Pacific Chamber of Commerce Rural Business Center – Technical Assistance Program (TAP)
Result: Expanded from one truck to two, strengthened operations, launched professional business systems, and increased regional event capacity across multiple counties.
Overview
For Juline Hobbs, Cowabunga Ice Cream Truck began as a lifelong dream rooted in nostalgia, family, and community. After working at Vickie’s Carousel Ice Cream in Hayward during the 1980s, Juline always imagined owning an ice cream business of her own one day.
Years later, with the support of her husband Brian and their four sons, that dream became reality through Cowabunga Ice Cream Truck—a family-run mobile business bringing ice cream, energy, and connection to events across Calaveras, San Joaquin, and Amador Counties.
But the business became something even more meaningful than entrepreneurship alone.
Following a serious accident in 2012 that left their eldest son Brandon Fisher with cognitive challenges, the family saw the business as an opportunity to create purpose, independence, and meaningful work for him. Today, the Hobbs family is planning a third truck specifically for Brandon to eventually manage independently.
What started as an ice cream truck evolved into a business built on resilience, family support, and the belief that joy and opportunity can still be created through life’s hardest moments.
The Challenge
When the Hobbs family launched Cowabunga Ice Cream Truck, they had passion and vision—but little formal business experience.
The family faced challenges including:
- Creating a professional website
- Developing accounting and bookkeeping systems
- Understanding HR compliance requirements
- Building marketing strategies
- Managing day-to-day business operations
- Scaling the business while maintaining family balance and sustainability
As a rural, women-owned family business, accessing personalized support and business education was critical to helping them grow confidently and sustainably.
CalAsian Chamber’s Support
Through the California Asian Pacific Chamber of Commerce Rural Business Center and Technical Assistance Program (TAP), the Hobbs family received hands-on support tailored to their business needs.
Support included:
- Workshops covering essential small business operations
- One-on-one consultations and mentorship
- QuickBooks Online training and accounting guidance
- HR support, including development of an Employee Handbook
- Marketing strategy assistance
- Website development support to streamline customer event bookings
The family especially valued the combination of workshops and individualized coaching, allowing them to both learn foundational business concepts and apply solutions directly to their specific challenges.
Juline credited Sherri Reusche and the Rural Business Center for helping transform what once felt overwhelming into something manageable and achievable for their family business.
The Outcome
With technical assistance and mentorship support, Cowabunga Ice Cream Truck successfully expanded from one truck to two — increasing its ability to serve events and communities throughout the region.
Since participating in the program, the business has:
- Built a professional website showcasing services and booking options
- Implemented stronger accounting and operational systems
- Strengthened HR and compliance practices
- Expanded marketing efforts and community visibility
- Increased event capacity through the addition of a second truck
- Continued planning for a future third truck dedicated to Brandon’s independent management
Beyond operational growth, the business created a stronger foundation for long-term sustainability and family empowerment.
Why This Matters
Cowabunga Ice Cream Truck’s story reflects how culturally responsive technical assistance and rural small business support can create lasting economic and personal impact.
For many family-owned rural businesses, success requires more than passion — it requires access to mentorship, education, operational guidance, and a support system that understands the realities of building a business from the ground up.
By investing in businesses like Cowabunga Ice Cream Truck, CalAsian Chamber’s Rural Business Center helps entrepreneurs not only grow revenue and operations, but also create opportunities that strengthen families, communities, and local economies across rural California.
In Juline’s Words (Quotes Preserved Exactly)
“The Rural Business Center has truly transformed the way we operate. What once felt overwhelming now feels achievable, and we’re excited to keep building our business with the foundation we’ve gained.”
“We faced challenges creating a professional website, establishing accounting systems, understanding HR compliance, building marketing strategies, and managing overall operations. The Rural Business Center provided workshops, one-on-one coaching, and mentorship that guided our family through each challenge.”
PRESS RELEASE: Free Computer Training and Devices Coming to Underserved Communities Across Sacramento, Stockton and Calaveras
$1.9 million regional initiative will provide digital literacy skills training and technology & connectivity access to residents in 16 communities.
SACRAMENTO, CALIF. (May 4, 2026) — Residents in 16 underserved communities across Sacramento, Stockton, and Calaveras counties will soon have access to free computer training and technology devices through a new $1.9 million regional initiative designed to close the digital skills gap.
The program, called Community Empowerment Through Digital Advancement (CEDA), will provide hands-on training in essential technology skills, including computer basics, internet use, online safety, job search tools, and emerging technologies such as artificial intelligence (AI). Eligible participants who complete the program may also receive a free device while supplies last, helping ensure continued access to technology beyond the classroom.
The initiative is led by the California Asian Pacific Chamber of Commerce (CalAsian Chamber) and funded through the Broadband Adoption Account of the California Advanced Services Fund (CASF), a program administered by the California Public Utilities Commission.
In total, the program will distribute 2,400 computing devices and deliver training to at least as many participants through a network of community-based partner locations across the region. Additionally, CEDA will support assisting households with access to low-cost internet enrollments for households and engage with ~5,000 individuals on broadband and digital literacy awareness and resources.
“Digital skills are no longer optional for participating in today’s economy,” said Pat Fong Kushida, President & CEO of the CalAsian Chamber. “Yet many residents in underserved communities still lack access to both devices and the training needed to use them confidently. CEDA is about making sure families, workers, and small businesses aren’t left behind in a rapidly evolving digital world.”
The program will serve residents in 16 designated communities, including:
- Sacramento Region: Fruitridge/Florin, Valley Hi/Florin, Lemon Hill, Oak Park, Upper Land Park, South Land Park
- San Joaquin Region: Northwest Stockton, West Stockton, Southwest Stockton, Central Stockton, West Central Stockton
- Calaveras Region: Arnold, Mokelumne Hill, Valley Springs, Murphy, Copperopolis, Mountain Ranch, Angels Camp
CEDA training will be delivered in a hybrid in-person and online format through trusted local community organizations and training sites, making it easier for residents to access classes within their own neighborhoods.
Participants will complete an approximately eight-hour digital skills training program, with additional learning available through an online education platform that provides up to 18 months of continued access to digital learning modules.
The program is being delivered in partnership with Techedify, an AI-focused education company that provides the foundational digital learning platform used in the program.
As technology accelerates into the age of artificial intelligence, fundamental digital literacy is a prerequisite for daily life," said Joseph Baek, Founder & CEO of Techedify. "We’re proud to partner with CalAsian to provide residents with the access, opportunity, and foundational digital skills needed to thrive."
CEDA is designed to support a wide range of participants, including:
- Residents with limited computer experience
- Job seekers building workforce-ready digital skills
- Seniors learning to navigate online services
- Small business owners adopting digital tools
Residents interested in participating can learn more and register for upcoming training sessions at: https://calasiancc.org/ceda/
Kanna Ecklund, ASAICHI: From Prototype to Patent Pending Through Trailblazers
Strategic mentorship, funding, and community support empower a Japanese woman founder to validate her product, refine her brand, and move toward full market launch.
Impact Snapshot
Industry: Product Innovation/Floral Technology
Region: California
Support: Pitch coaching, mentorship, funding, and founder network
Program: Trailblazers: Women Innovators Pitch Competition (2025)
Result: $7,500 prize, pilot programs with florists, provisional patent filed (patent pending), and product launch preparation
Overview
When Kanna Ecklund began building ASAICHI, a sustainable alternative to traditional floral foam used by florists to hydrate and arrange flowers, she had a working product prototype—but not yet the real-world validation needed to bring it fully to market. At the same time, she was navigating technical product challenges, a company rebrand, and the isolation that can come with launching a startup as an immigrant founder.
In 2025, Kanna joined CalAsian Chamber’s Trailblazers: Women Innovators Pitch Competition, where mentorship, funding, and community support helped her move from early concept toward market validation and product launch.
The Challenge
Before Trailblazers, ASAICHI was facing:
- No real-world validation with florists
- Ongoing technical hydration challenges
- A rebranding transition under a new company name
- Limited early-stage startup networks
- The isolation of building a company as an immigrant founder
Kanna sought a community of women innovators—particularly Asian and minority women founders—who understood both the entrepreneurial journey and the cultural context of building in the U.S.
CalAsian Chamber’s Support
Through Trailblazers, Kanna received:
- Professional pitch coaching and storytelling guidance
- One-on-one mentorship
- Strategic introductions and brand positioning support
- Funding to accelerate product testing
- A supportive founder community
A pivotal moment occurred during her live pitch when her clicker malfunctioned. For a brief second, she froze—but then chose to trust herself rather than rely on slides. That experience transformed how she approaches storytelling. Instead of performing, she began owning her narrative.
Her mentorship with Debra became especially impactful—helping her revisit her “why,” refine her voice, strengthen her personal brand, and reduce imposter syndrome often felt by early-stage founders.
The Outcome
Kanna won $7,500 through Trailblazers, providing critical early-stage capital.
Since participating, ASAICHI has:
- Secured an additional $7,000 in cash funding
- Earned $4,000 in non-cash prizes from other competitions
- Completed pilot programs with five local florists
- Refined the product based on real industry feedback
- Filed a provisional patent—now patent pending
- Hired a graphic design intern for packaging development
- Preparing to onboard a marketing intern
- Begun a larger-scale pilot to finalize product-market fit
- Working toward a full product launch in April
The Trailblazers funding enabled ASAICHI to move from assumptions to real-world learning, validating what florists truly needed before committing to purchase.
Beyond capital, Kanna gained something equally transformative: belief.
Why This Matters
Kanna’s story reflects how Trailblazers strengthens early-stage innovation by pairing capital with mentorship and community.
For immigrant women founders especially, access to networks and belief systems can be just as critical as funding. Trailblazers provides a space where leadership does not require fitting a single mold—where authenticity, lived experience, and cultural perspective are strengths.
By investing in founders like Kanna, CalAsian Chamber advances inclusive innovation and ensures diverse women innovators are equipped not only to launch—but to lead.
In Kanna’s Words (Quotes Preserved Exactly)
“Trailblazers helped me see myself as a confident, capable founder whose story and perspective matter.”
“The funding allowed us to move from assumptions to real world learning.”
“Trailblazers gave me the confidence, community, and clarity to grow as both a founder and a leader.”
AMS Consulting & Design: Repositioning a Woman-Owned Firm for Federal Contracting Success
Impact Snapshot
Industry: Construction Consulting
Region: Southern California
Support: Federal Procurement Advising
Result: $10M federal contract win
Support Team: CalAsian small business assistance team
Overview
AMS Consulting and Design, Inc., founded by Ileana Evans, is a woman-owned small business specializing in federal procurement and construction consulting. As the company prepared to pursue larger federal opportunities, Evans sought specialized guidance to strengthen competitive positioning and partnership strategy.
Through its Small Construction Business Development Program (SCBDP), the CalAsian Chamber team provided the technical assistance and strategic mentorship needed to reposition the company and pursue more complex contracting opportunities.
The Challenge
Entering the federal procurement market offered significant growth potential, but also steep technical, bonding, and partnership barriers.
Key challenges included:
- Understanding bonding and proposal strategies
- Structuring the business for contracting competitiveness
- Identifying partnership pathways
- Building relationships needed to compete for larger federal awards
CalAsian’s Support
The CalAsian procurement advisory team provided:
- Hands-on instruction in federal procurement requirements
- Business repositioning strategy
- Partnership and teaming guidance
- Practical tools tied to real procurement scenarios
- Consistent advising follow-up
This support helped Evans translate federal procurement requirements into an actionable contracting strategy.
The Outcome
With strengthened positioning and partnership strategy, Evans and her team won a $10 million U.S. National Parks design-build contract through a collaborative bid.
Advising support helped the firm:
- Improve business readiness for federal contracting
- Increase procurement visibility
- Build relationships with experienced primes and teaming partners
This win represents a significant growth milestone for the company and shows how procurement advising and partnership strategy can translate directly into high-value contract awards.
Why This Matters
This case shows how procurement advising and the right partnership strategy can help small and women-owned firms compete for and win high-value public contracts, not just prepare for them.
----------
In the Owner’s Words
“They (CalAsian team) were especially helpful in providing clarity and tools to reposition my business for growth in federal contracting, enabling pursuit of new opportunities, strengthening business structure, and building strategic partnerships.”
“The key to being successful on any contract — especially competitive ones — is collaboration… Together, we bid on a U.S. National Parks design-build project and won a $10 million contract. I truly believe collaboration is the key to winning contracts of any size.”
— Ileana Evans, Founder, AMS Consulting & Design
Trailblazers: Women Innovators Pitch Competition Returns August 1 to Uplift Visionary Women Entrepreneurs Nationwide
The California Asian Pacific Chamber of Commerce (CalAsian Chamber), in partnership with the CalAsian Foundation and National Asian/Pacific Islander American Chamber of Commerce and Entrepreneurship (National ACE), is proud to announce the return of Trailblazers: Women Innovators Pitch Competition on Friday, August 1, 2025, at UCI Beall Applied Innovation @ the Cove in Irvine, CA from 5:00 – 8:00 PM—RSVP Today!
Now in its eighth year, Trailblazers is a nationally recognized pitch competition that celebrates the power of women-led innovation and entrepreneurship. Each year, five finalists—selected through a competitive national search—take the stage to pitch their ventures to a live audience and a panel of expert judges for a chance to win funding and strategic support that can accelerate their growth.
The event draws civic leaders, funders, investors, and change agents from across the country, united in support of advancing equity and visibility for women entrepreneurs. Trailblazers is a free event that is open to the public, offering attendees a chance to witness transformative ideas in action and connect with an energized community committed to inclusive economic development.
RSVP Today: https://trailblazerspitch.eventbrite.com/?aff=PMIrelease
“Trailblazers is more than just a pitch competition—it’s a national platform that empowers and uplifts visionary women entrepreneurs,” said Pat Fong Kushida, President & CEO of the CalAsian Chamber and CalAsian Foundation. “It’s an incredible opportunity to shine a light on innovation that is too often overlooked, and to create new pathways for long-term business success.”
Introducing the 2025 Finalists
These five bold entrepreneurs were selected from a competitive pool of 50+ applicants to pitch their groundbreaking businesses on stage:
- Kanna Ecklund – Asaichi
Eco-friendly floral foam alternative that offers water retention, strong support, and safety for you and the planet.
- Valerie Bernal – Parker and Talia
Sensory-friendly clothing and socks that keep kids calm and comfy all day long.
- Melody Stein – pi00a
Inclusive pizza brand that challenges norms, empowers the Deaf community, and promotes Deaf culture through business.
- Amber Ivey – AiDigiTales
AI-driven storytelling tools to empower young learners, educators, and content creators of color.
- Charlyn Bender – Avarie Femcare
Period care with reusable, comfortable menstrual products designed for active lifestyles and sustainability.
A Special Thank You to Philip Morris International
At this year’s event, we will be recognizing Philip Morris International’s U.S. businesses (PMI U.S.) for their $100,000 investment in the CalAsian Foundation’s efforts to expand access to entrepreneurship and economic opportunity for small businesses. This support aligns with PMI U.S.’s giving area of Economic Empowerment, which focuses on making economic opportunity a reality for all. PMI U.S.’s investment in the foundation will help deliver technical assistance, capital access, and growth strategies to small business owners , positioning them for success.
“At PMI U.S., we’re committed to pragmatic philanthropy – supporting initiatives that deliver real, measurable impact,” said Marian Salzman, PMI SVP, Corporate Development, U.S. “Our investment in the CalAsian Foundation is about championing small business owners and entrepreneurs, ensuring they have the tools they need to succeed. We’re proud to stand alongside partners who share our belief that economic empowerment should be within reach for everyone.”
The contribution of PMI U.S., a leader in smoke-free innovation, strengthens the Foundation’s mission and sets the stage for future collaboration to scale impact and drive lasting economic empowerment – such as events like Trailblazers that spotlight and uplift the next generation of women entrepreneurs.
We welcome members of the media to join us for coverage of this inspiring event. Opportunities are available for on-site interviews along with photo and video access to the pitch competition, networking reception, and more. For media inquiries, please contact:
Lauren Akabori
Media & Content Specialist
California Asian Pacific Chamber of Commerce
lakabori@calasiancc.org | (916) 912-5281