Member Highlight: Matt Keepman, Mullen’s Dairy Bar

"Putting Good Stuff In, Getting Good Stuff Out": A Legacy Reimagined at Mullen’s

“When my wife and I were living in Dallas, she was running a wholesale sorbet business — gluten-free, dairy-free, all-natural, made with the most limited ingredients possible. That philosophy of simplicity and quality has really stayed with us.”

In 2016, that philosophy led to a surprising opportunity: purchasing Mullen’s, a beloved but struggling century-old ice cream shop in Watertown, Wisconsin. With deep family ties to the area, reviving Mullen’s felt both like a calling and a chance to create something truly meaningful.

“We reopened in May of 2017 after a lot of hard work — restoring what had been lost, rethinking the product, and recommitting to quality. Since then, we’ve evolved Mullen’s into something we’re really proud of. It’s a better product today: no artificial dyes, no carrageenan, no corn syrup — just real ingredients, and even a dairy-free line inspired by that original sorbet business.”

The Naturally Wisconsin and FABcap communities have been instrumental along the way.

“We connected with the network through the FABcap program a few years into owning Mullen’s, and I met folks like Brad, Tera, and Katie — who has remained a trusted friend and advisor to this day. Whether it’s brand strategy or joining upcoming sessions on raising equity, the resources and relationships we’ve gained here are truly valuable.”

Now, with distribution growing and the Mullen’s team entering a new phase of scale and innovation, the commitment to conscious growth remains central.

“Mullen’s has always had heart. But today, it also has a vision — for what legacy brands can look like when you put good stuff in and stay true to your values.”

Matt Keepman is co-owner of Mullen’s Dairy Bar and a member of Naturally Wisconsin.