Reuben Mattus made ice cream, but Rose Mattus made Häagen-Dazs. While Reuben is widely celebrated for its creation, Rose’s pioneering approach as its business and marketing whiz remained largely unrecognized by the general public. The trailblazer’s “don’t-hold-back” attitude smashed glass ceilings in 1960s New York City to make Häagen-Dazs ice cream a trendsetting treat enjoyed by consumers.
Rose ran and held the business together so her husband could concentrate on product creation. Without spending any advertising dollars, she built a large fan base for the brand through sampling and word-of-mouth publicity in high end establishments and trendy neighborhoods of Manhattan. Along with daughter Doris, Rose opened the first Häagen-Dazs Shop in Brooklyn during 1976 and then grew a retail franchising network that expanded the business nationally.
On International Women’s Day 2023, the legacy will be honored through the launch of “The Rose Project,” with a global rebrand acknowledging her contribution as a woman-founded business.The project is a global initiative which pledges $100,000 in bursaries to support women around the world who deserve recognition.
Nominations are now open to put forward #WomenWhoDontHoldBack to recognize their innovative efforts, achievements and societal contributions. Fifty women will be shortlisted for their commendable endeavors, with the opportunity to win one of five monetary grants of $20,000, enabling these Rose Project Honorees to continue their exceptional work, unleash their potential or give to a cause they’re passionate about.
Nominations can be submitted via https://iwd.haagen-dazs.global/.
Häagen-Dazs will also mark International Women’s Day with a big global giveaway, with the spotlight on its Vanilla ice cream renamed as the “Founder’s Favourite” to celebrate Rose’s life-long love of the original flavor. Free Vanilla scoops will be offered on March 8 in over 100 Häagen-Dazs stores across Europe, Latin America, Asia and the Middle East.
In addition, a Commemorative Edition of 1960 “Founder’s Favourite” Häagen-Dazs Vanilla pints have been created to pay tribute to Rose, which will be available in all celebrating shops for consumers throughout the month of March.