How Kona Ice Gave Rocio Garro and Michael Dumas a Fulfilling Path and Family Legacy

Entrepreneurial couple Rocio Garro and Michael Dumas embarked on a new chapter together when they decided to invest in a Kona Ice franchise. Both were seeking a more fulfilling path: Garro, a mortgage loan originator managing a team, often felt the stress of her job weighing on her. "I don’t want to do this anymore," she would tell Dumas, although she wasn’t sure what else might bring her satisfaction.

Meanwhile, Dumas, who works as a charter captain, found his own industry facing increasing restrictions in Miami Beach. A client mentioned a friend’s success with Kona Ice, and the concept piqued Dumas’s interest. He shared the idea with Garro, and after a bit of initial skepticism, she warmed up to it.

“After doing some research that same night I realized it made a lot of sense and I was on board,” she said. “It really felt like the right choice for us.”

The couple was drawn to Kona Ice’s family-oriented culture and the strong support network offered to franchisees. For Dumas, the decision felt like a natural fit. “Kona stood out as one big family,” he said. “The corporate office genuinely seemed to have the franchisees’ best interests at heart throughout the process.” They were particularly inspired by the brand’s mission of bringing joy to communities, especially children. “How could you not like making kids happy?” Dumas said, seeing the opportunity to give back to the community while building a financially rewarding business.

Looking to the future, Garro and Dumas envision creating a legacy for their four-year-old daughter. With plans to add trucks as demand grows, they are committed to building a business that can support their family and, one day, be something their daughter can rely on. “Our main goal is to make it successful and so she can have something to fall back on as well,” Garro said. For this couple, Kona Ice represents both personal fulfillment and a secure future for their family.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Rocio Garro: I'm a mortgage loan originator and I managed a team of loan officers, but I wasn’t really happy with my job. I would tell Mike all the time, “This is so stressful. I don’t want to do this anymore,” but I was never sure what I wanted to do instead. We’d been looking to invest in a business for a while, and Mike was actually taking people fishing for a living as a charter captain.

Michael Dumas: Yes, I take people out on their own boats, privately. One day, I was out fishing and talking to a client about potentially investing in a charter boat, but I was having second thoughts. The industry down here in Miami Beach isn’t as promising as it once was, and there are increasing restrictions that make it challenging to operate.

My client told me about a friend who had bought a Kona Ice truck about 10 years ago and now has five trucks, some additional equipment, and even a warehouse. It sounded interesting, so I looked into it. Within 30 days, we made the decision, got a truck, attended Kona College and started our Kona Ice journey.

It’s been a few months now, and we’re excited to keep growing.

Dumas: Honestly, we didn’t have much of a perception of franchising before this. When we started looking into Kona, I checked out some of the other top franchises in the country to compare startup costs and see what other franchisees were saying. Kona stood out as one big family. The corporate office genuinely seemed to have the franchisees’ best interests at heart throughout the process. It just felt like a great fit, and it made us comfortable enough to take the leap.

Garro: I agree. I had heard of Kona Ice before through my daughter’s school; they’d come a few times. When Mike first brought it up, I wasn’t sold. But after doing some research that same night, I realized it made a lot of sense, and I was on board. It really felt like the right choice for us.

Dumas: How could you not love making kids happy? Beyond that, it’s a great business model. We get to work for ourselves, partner with schools and give back to the community. On top of being a profitable business, it’s fulfilling — you’re spreading joy, growing financially and creating opportunities for growth. The work isn’t physically taxing, so it just felt like a win on all fronts.

Garro: Exactly. It’s all about making a positive impact on the community while also building something that’s meaningful and rewarding for us.

Dumas: Our goal is to add a new truck each year until the market reaches capacity. We have two territories, so we’re aiming to reach three or four trucks and keep them all running with a manager and a team in place. Ultimately, we want the freedom that comes with running a business, and we’re setting this up for our four-year-old daughter, so she has something to fall back on in the future.

Garro: Yes, this is for her. Our main goal is to make it successful so that it’s something sustainable she can inherit.

Dumas: It’s going to be nerve-wracking, and there will be uncertainties, but take the leap.

Garro: Yes, Kona is an amazing company to work with. Everyone is so helpful — if you reach out with a question, you get a response right away. The support has been amazing and made us feel comfortable from the start.

Dumas: It really feels like one big family. Everyone looks out for each other, and corporate support is always there when you need it. They’re just the type of people who’d give you the shirt off their back if you needed it. Plus, our neighboring franchisees have been fantastic — they’ve shared tips, ideas and advice, which has been incredibly helpful.

Dumas: It’s pretty simple: I went through a big life change a few years back — I had a heart attack at 37 due to a stressful lifestyle. Since then, I’ve made a lot of positive changes, started my own business, and have been encouraging Rocio to find something she enjoys. Watching her dread going to work every day was tough, and I’m glad we’re now on this path together. Now, she doesn’t have to answer to anyone but herself.

Founded in 2007 by Tony Lamb, Kona Ice launched its first Kona Entertainment Vehicle (KEV) in Florence, Kentucky, offering a unique combination of cleanliness, friendliness and a one-of-a-kind experience. Today, Kona Ice has grown to more than 1,700 mobile units that serve 49 states across the country. Kona Ice has been named to Entrepreneur Magazine’s Franchise 500 list for 11 consecutive years, earning a spot on the Franchise 500 Hall of Fame, and most recently being named #1 in the “Frozen Desserts” and “Ice Cream” categories.

In addition, Kona was named to the Franchise Business Review Top 200 list in the overall “Top 50” and “Enterprise” categories. Other accolades include being named a “Top 100 Most Innovative Franchise” by Franchise Business Review and a “Top Franchise for Veterans.” With a commitment to giving back, Kona Ice has donated over $180 million to communities nationwide.