Other wholesale customers include school systems that buy the standard soup line—the lowest priced of three categories—and restaurants who either ask White to prepare proprietary soups for their outlets or serve Daily Soup–branded soups. This fall, Daily Soup will move onto the shelves of Whole Foods and New York’s Gourmet Garage.

“Everything is fresh; we use a natural pasteurization process and package the soup in quick-chill, reheatable bags. There’s a 35-day shelf life,” White says.

Ideally, White wants his company to run as 70-percent wholesale/30-percent retail operation. But he is adamant that his retail stores won’t be getting just 30 percent of his attention. Two more Daily Soups are slated to open in New Jersey, one in Maplewood and the other in Orange’s up and coming art district. The Orange store will be a prototype for the next iteration of Daily Soup—a café/dessert bar with live music.

Existing Daily Soup locations serve specialty sorbets, frozen yogurt, and ice cream in summer months. Those offerings, along with additional desserts, will be regular fare at the Orange store.