Yelloh, the frozen food delivery service formerly called Schwan’s Home Delivery, which had once been known for its reach with rural Americans and its direct-to-consumer business model, is closing its doors on Friday after decades of decline.
Minnesota-based Yelloh was born on March 18, 1952 when its founder, Marvin Schwan, delivered 14 gallons of ice cream.
The service’s popularity exploded over the years and later foods frozen at their peak made it onto the menu.
The Schwan’s name lives on in frozen foods (Red Baron, Freschetta, and Mrs. Smith’s are among their many brands) — that side of the business was sold to CJ CheilJedan, a South Korean company, in 2019.
But on Nov. 8, Yelloh permanently parked its fleet of refrigerated trucks that, with their yellow décor, were once instantly recognizable in small towns across America.
Persons:
Yelloh, Marvin Schwan, Baron, Freschetta, Smith’s, CJ CheilJedan, ”
Organizations:
South
Locations:
Minnesota, South Korean, America