Peddling Ice Cream on Bicycles in the 1980s

A Sweet Canadian Success Story

In the early 1980s, opportunities for young teenagers to earn money in small towns like Burford, Ontario, were limited. However, when my family relocated to Paris in 1984, I discovered a promising avenue for entrepreneurial endeavors. It was the era of the Dickie Dee ice cream tricycles, ubiquitous in Ontario, offering young sellers a chance to earn a 25 percent commission on their sales Little did I know that these ice cream tricycles, with their familiar ringing bells, would become an unforgettable part of Canadian summers, creating lasting memories for generations.

Earl Barish, the founder of Dickie Dee, began his journey as a young Dickie Dee boy in Winnipeg during the summer of 1957 when he was only 14 years old. After riding for two summers, Barish seized a remarkable opportunity when the owners of the small local business decided to sell. With the support of his parents, the Barish family scraped together $2,000 to purchase the business, which included approximately eight Dickie Dee tricycles.

The origins of the name "Dickie Dee" remain shrouded in mystery, but that did not deter the Barish family from adding their own touch to the business. The iconic ringing of bells attached to the handlebars became synonymous with the Dickie Dee experience, signaling the arrival of frozen treats on scorching summer days.

Melted Hearts of Canadians Coast to Coast

The sound of the Dickie Dee bells ringing evokes a wave of nostalgia for Canadians of a certain age. Stuart Henrickson, head of the Stu Clark Centre for Entrepreneurship at the University of Manitoba, describes the allure of Dickie Dee as the "ultimate impulse buy." When children heard the familiar chimes echoing through their

neighborhood streets, they would rush to their mothers for change and join the line of eager kids, often accompanied by older siblings or friends.

The Dickie Dee experience was more than just buying ice cream it was a neighborhood phenomenon that brought communities together. However, as time passed, the landscape of the ice cream industry evolved. In the 1990s, the focus shifted to selling large quantities of food, including ice cream, at discounted prices in big-box stores Consequently, Dickie Dee transitioned from a beloved neighborhood experience to a small part of a multinational corporation when it was sold to Unilever.

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Preserving the Sweet Memories

Preserving the Sweet Memories

While Dickie Dee may never regain its former status as a dominant business, the nostalgia associated with the brand remains a valuable asset. Today, as a new breed of riders pedal their carts through Canadian cities, such as Kitchener, the faint jingle of the bells triggers a sense of longing, reminiscent of summers past.

Stuart Henrickson suggests that the allure of the bells is akin to Pavlov's dogs, eliciting an immediate desire to chase down the Dickie Dee man before summer's end. The riders of today have the opportunity to capitalize on this nostalgic sentiment, keeping the spirit of Dickie Dee alive.

The story of pushing ice cream on wheels in 1980s Ontario is a tale of youthful entrepreneurship and the lasting impact of a beloved brand Dickie Dee tricycles, with their iconic ringing bells, became an inseparable part of Canadian summers. While the landscape of the ice cream industry has changed over time, the memories and nostalgia associated with Dickie Dee endure. As the jingle of the bells resounds through the streets, it serves as a reminder of simpler times a time when the neighborhood came alive with the promise of cold, delicious treats on a hot summer day.