Leon Williams Jr. brings smiles and scoops in his Mr. Flavors ice cream truck, the growing Elmont-based business he founded. Williams, who has been named the Elmont Chamber of Commerce’s 2025 Small Business Person of the Year, was recognized for the growth of a business that began with a single truck and has expanded into a brand serving communities across Long Island.
The 28-year-old Williams, an Elmont resident, traces the start of his journey when he worked with his older brother, Hakeem Joseph, operating an ice cream truck in Long Beach over the summer.
“It actually started with my brother,” Williams said. “He had an ice cream truck, and that was my summer job when I was in college. So that’s what actually started off my journey.”
After working on the beach for about two years, Williams said, he wanted to continue in the industry, and eventually came up with the Mr. Flavors concept — a space-themed ice cream truck that mostly caters private parties, camps and community events.
The brand centers on the idea of “ice cream that’s out of this world,” which Williams said reflects the care that goes into both the taste and presentation of his desserts. Along with traditional treats, he said, “We created a lot of different sundaes that you wouldn’t see on a typical ice cream truck, and a lot of different toppings. So that’s where the idea came from. It’s different.”
Building the business came with challenges, particularly in its early days. One of Williams’s first major hurdles came when Mr. Flavors was booked to serve a large event at Rolling River Day Camp, in East Rockaway a few years ago. Organizers requested service for about 1,000 people in less than three hours — something Williams realized would be difficult with just one truck.
“I was like, ‘Oh my goodness. I need another truck,’” he recalled.
To meet the demand, he borrowed money from family members and worked to build a second truck before the event.
“That was one of my hardest hurdles,” he said. “Being able to prepare for our first major big event.”
Since then, the business has continued to grow. Marketing manager Lajiah Tyler, who has known Williams for more than 15 years, said she has worked closely with him on building the company’s brand and marketing presence.
“I contributed in my own way with the marketing and the graphic design of the business,” Tyler said, explaining that she helped develop the company’s branding, website and social media platforms.
The past year has been particularly significant for the business, she said. Mr. Flavors expanded from one truck to two, making it possible for the company to book more events and serve several locations in a single day.
“He increased the event bookings over 50 percent last year,” Tyler said of Williams.
The truck’s distinctive look has also helped the business stand out. The colorful galaxy-and-astronaut theme, Tyler explained, was designed to differentiate Mr. Flavors from other ice cream trucks while appealing to children and families.
For Williams, the most meaningful part of the business is seeing customers’ reactions. “The most rewarding part is the satisfaction,” he said. “When we do an event for families and communities, and they come up at the end and say their guests loved it, that really warms me up.”
Williams credits his father, Leon Sr., with helping shape his approach to entrepreneurship. Growing up, he spent time in his father’s office, learning how to run a business and interact with customers.
Leon Sr. said watching his son’s business grow has been rewarding. “It has been a pleasure to watch the growth of his ice cream business,” the elder Williams Sr. wrote. “He started with a single truck, and expanding to a two-truck fleet is a great step that speaks about his hard work and dedication as an entrepreneur with a clear vision.”
Looking ahead, Williams said his next priority is to bring the brand to a permanent location. “Our next goal is to open up a brick-and-mortar in Elmont,” he said, adding that he hopes to find a suitable space and open a shop next year.
