In 2012, two friends - Rasmus Rask and Priit Mikelsaar - decided to set up a business with a mission to promote organic farming in Estonia. Priit was already running a flourishing eco-store chain called Biomarket for a few years, but what Priit couldn’t understand was why most organic products sold in his stores were from Germany when Estonia has many of their own organic farmers.
This was the birth of La Muu. To them, ice cream seemed like an ideal product that could very well be the flagship of Estonian organic production - all the main ingredients (milk, cream, eggs, berries and fruits) were available directly from Estonian organic farmers.
La Muu ice cream hit the shelves in Biomarket stores on 18 December 2012, and within the first minute five ice creams were sold! Sales were beyond their expectations since day one. Therefore, the two founders had to hire more people to help them manage production.