Edited by Lu Yan, photos by Xinhua
In 2011, Cui Jianwei started his own ice cream business at the age of 32.
To perfect his product, Cui insists on making additive-free ice cream with the freshest ingredients. Max Fruits, his first ice cream store, has enjoyed great popularity since its opening.
Cui and his business partners found fertile pastures and bought more than 80 cows, so as to ensure top quality milk in his ice cream.
"All ice-cream our customers receive is produced by hand milking, that is above EU milk quality standards. That is how I want it to be," Cui said.
He refuses to use jam, juice or any other processed fruits. Instead of buying from intermediaries, he sources the raw ingredients himself, managing to provide a high-end product at low-end costs. He even roasts raw nuts instead of buying them pre-cooked.
In 2015, Cui created the Savage Mill brand and expanded his business outside Beijing. He sells only a single flavor of freshly made ice cream at a specific time of the day. "Freshness is the key to smooth and creamy ice cream," he explained.
Cui developed a liking for ice cream back in 2007. While in Italy, a country renowned for the cold dessert, he learnt the elusive techniques of top quality ice cream making from an Italian master. Cui was deeply impressed by the man's passion and commitment for this, leaving a lasting impression.
Producing his favorite food and expanding his successful ice cream venture, Cui is well on the way to making his sweet dream come true.
Copyedited by Dominic James Madar
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