Idaho Falls Couple Finds New Chapter in Ice Cream Business After Air Force Retirement
IDAHO FALLS, Idaho — After 24 years of service as a U.S. Air Force pilot, James Peterson traded the cockpit for something sweeter. He and his wife, Mary, have opened a Stella’s Ice Cream franchise in Idaho Falls, bringing a gourmet frozen treat experience to eastern Idaho and marking a new chapter in their lives following his military retirement.
The Petersons, both originally from Utah, chose Idaho Falls as their permanent home after James’s retirement. James had visited the area during his college years, and Mary had a personal connection to the region through her grandmother, who had lived there. Nearly two years into their new life in the Gem State, the couple say the transition has been everything they hoped for.
“We have been enjoying it,” Mary said. “We have been here almost two years, and it really is like home.”
From Franchise Search to Frozen Desserts
With roots newly planted in Idaho, the Petersons set out to find a business venture that would keep them engaged and serve their community. They began researching franchise opportunities across various industries before landing on Stella’s Ice Cream — a decision that was sealed in a surprisingly simple way.
“We started looking into different franchises, and we found Stella’s Ice Cream,” Mary said. “As soon as we tried it, we knew this is what we wanted to do.”
The tipping point came when Stella’s corporate office shipped a case of ice cream directly to the Petersons so they could sample the product before committing. That taste test was all it took.
What distinguishes Stella’s from competitors, Mary explains, comes down to quality ingredients and a notably high butterfat content. The brand uses clean, fresh ingredients with recognizable names, and its ice cream contains 16% butterfat — a figure that places it firmly in the super-premium category.
“It puts us in the gourmet category,” Mary said. “It makes the ice cream more creamy and dense.”
For context, the U.S. ice cream industry requires a minimum of 10% butterfat for a product to legally be called ice cream. Economy brands typically fall between 10% and 12%, while premium products range from 12% to 14%. Super-premium ice cream, like Stella’s, falls between 14% and 18% butterfat.
Inclusive Menu Draws Customers Who Thought Ice Cream Was Off-Limits
Beyond the richness of the core product, Mary highlighted another feature of Stella’s that has resonated strongly with Idaho Falls customers: a menu built with dietary restrictions in mind. The shop offers gluten-free waffle cones, sugar cones, and cakes, as well as dairy-free options — giving a broader range of customers the chance to enjoy a treat they may have long avoided.
“We will get people coming in saying they haven’t been to an ice cream shop in 20 years,” Mary said. “They wouldn’t go because they didn’t think there would be anything for them.”
That kind of customer response has clearly energized the Petersons. The shop, located at 3544 E. Avalanche St. in Idaho Falls, opened its doors last October. Mary acknowledged the timing was not ideal for an ice cream business, but said sales have been steady nonetheless.
With spring now turning toward summer, the Petersons are looking ahead to what they expect will be their strongest season yet. The warmest months traditionally drive the highest foot traffic for frozen dessert businesses, and the couple is optimistic about what lies ahead for their young venture.
For Mary, one of the most rewarding aspects of the business has nothing to do with butterfat percentages or gluten-free cones — it is simply the atmosphere the shop creates.
“Something that is great about selling ice cream is everyone who comes in is happy and upbeat,” she said. “Ice cream is just a really fun thing to sell.”
What Comes Next
The Petersons are entering their first full summer season at Stella’s Ice Cream in Idaho Falls, a period they expect will define the business’s early trajectory. As the community continues to discover the shop at 3544 E. Avalanche St., the couple is focused on building a loyal customer base in eastern Idaho. For updates on local businesses and economic development across Bonneville County, visit idahonews.co for statewide coverage and IdahoNewsNetwork.com for broader regional context.