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Friday June 22, 2018
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Sweet Rebranding

The State St. Stucchi's is now Michigan Creamery.]

by Sabine Bickford

From the June, 2018 issue

As we head into ice cream season, those looking to cool down on State St. may notice that Stucchi's ice cream has become the Michigan Creamery. Owner Jim Seta, who took over the shop with his family in 2012, says that he decided to break off from the Ann Arbor-founded franchise last July.

"The majority of our product wasn't coming from Stucchi's anymore," he says--in fact, he estimates only about 10 percent. The new name better reflects Michigan Creamery's collection of in-state suppliers. It currently sells Guernsey Farms ice cream (from Northville), Bearclaw coffee (Chelsea), and candy from Alpine Chocolat Haus (Gaylord).

Now that his branding is his own, Seta says he is emphasizing the local, xADfamily-owned aspects of the shop, which he sees as tied to great service. "We tell our staff all the time we're one of the few xADfamily-owned businesses left on State St.," he says. Another tip for staff: "People should walk in happy and walk out happier."

Seta repainted the interior with light blue and navy accents last summer, but he's kept the mural of State St. he commissioned when he first bought the shop. It still shows a depiction of the creamery under a sign that says "Stucchi's." Seta says he's not sure if he'll have it updated.

Michigan Creamery, 302 S. State.

662-1700. Sun.-Thurs. noon-10 p.m., Fri. & Sat. noon-11 p.m.
    (end of article)


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