one day we were talking (about our inabiliy to make a profit ) to ben dad,who was an accountant.He said,"since you're gonna make such a high-quality product why don't you raise your prices? at the time,we were charging fifty - two cents a cone. coming out of the ุ60s, ous reason for going into business was that ours was going to be "ice cream for the people." lt was going to be great quality products for everyboody-not some elitist treat...Eventually we said,Either we're going to raise our prices or we're going to go out of business. And then where will the people's ice cream be? They'll have to get their ice cream from somebody else. So we raised the prices. And we stayed in business.