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About us

OUR family

The dream of ice cream!

Going out for ice cream was always a huge part of our family while we were growing up and Ron always wanted to open his own ice cream shop. He loved the idea of starting a business with the fun culture he saw in all his favorite ice cream shops growing up. In 2020, Sam was looking to move on from his current job and pitched the idea of going into business together with his dad. The idea originally started out as a scooped ice cream shop but morphed into a mobile bicycle vendor that sold hand-dipped ice cream bars!

We spent months perfecting our chosen products and in April 2021 Hazel's Ice Cream hit the road for the first time. We had a wonderful reception in Victoria and after a season of peddling up and down Dallas Rd, we were approached to sell our bars in some local grocery stores. Soon after, a few stores turned into an entire side of the business that has given Hazel's the chance to share their products with families across BC and Alberta.

Since then, Hazel's has become a strong brand on Vancouver Island and is now available across Western Canada. We invite you to try our ice cream and let it take you back to all those moments you shared with friends and family, just like it does for us.

OUR Team

Sam Vermeulen Business Owner

Sam Vermeulen - Owner

Favorite bar - Coffee Toffee

Sam started the company in 2020 but before Hazel's he spent 5 years managing different food and flower farms in Victoria and on the Lower Mainland. He always loved seeing the smiles that fresh food and flowers brought to people so the jump to ice cream was an easy one!

Outside of work he loves reading comics, playing Dungeons and Dragons and restoring his vintage pinball machine with his dad.

Adrien Smart Production Manager

Adrien Smart - Production Manager

Favorite bar - Bubblegum

Adrien has had every kind of job and has always excelled. He worked with Sam while they were farming and decided to come work Hazel's in 2022. His farming productivity and kind personality has made him an amazing addition to the team.


Adrien is also an accomplished artist! He specializes in portrait and lifestyle drawing using oils as his medium. When he's not painting or working, Adrien loves writing, going to the movies and spending time with his loved ones. 


Melody-Rose Murray (Mur) 

Favorite bar - Dairy Free anything

Mur joined us in 2023 for a season and has been an amazing addition to our small team! They have a shining personality backed with some seriously stylish sweater choices.

They have done a little of everything at Hazel's but enjoy media and have been helping us provide fun and exciting content on our social media channels.


In their spare time they run a queer chess club at Oaklands Community Centre and are currently going to school to study music technologies. 

OUR fearless (but not furless) mascot

Hazel the labradoodle mascot

If you could make sprinkles a personality, it would be Hazel. She's hilarious, friendly, happy and kind. You'll see Hazel at events being escorted by our owner Ron. She never tires of attention so any and all pets are appreciated.

When Hazel isn't busy "working" at the cart, she loves running and chasing pretty much anything. She isn't too picky with her toys but her Kong frisbee is her favorite.

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