Be bold and joyful at the same time.
Even in hard seasons, there is room for laughter, flavor, and gratitude.
OUR STORY
Be Free started in a garage with a simple idea.
Founded and curated by Chris Fettes, a former Navy SEAL, Be Free began in a Virginia Beach garage with a simple idea: take what people already love, strip away the artificial shortcuts, and rebuild it into something deeper, richer, and more intentional.
That momentum led to our café, where every flavor is tested, refined, and shaped by real people in real time. It's where ideas are pushed further and standards are set higher.
Now, those same café-tested flavors are making their way into grocery stores.
From garage to café to retail, the approach has stayed the same. Be intentional. Be bold. Don't play it safe.
FOUNDER'S STORY
I believe ice cream can be bold, and even a little badass.
And I've seen how it can bring us together.
My connection to ice cream started long before Be Free ever existed. When I was eight years old, I'd scoop my first ice cream machine. It opened hours together with my grandmother making batches in the kitchen. That simple ritual stuck with me. Ice cream wasn't just dessert; it was connection, creativity, and joy.
CORE BELIEFS
We Believe
GRATITUDE
Keeps us grounded in where we came from and who we serve.
JOY
Is the reason any of this matters in the first place.
COURAGE
Gives us the conviction to build something meaningful without compromise.
CRAFT
Is how we show respect for the ice cream and the people enjoying it.
COMMUNITY
Reminds us that what we're creating is meant to be shared.
SERVICE
Is our foundation and our responsibility as we grow.
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