Fragaria, a New Zealand-style vegan ice cream shop, quietly soft-opened in downtown Maitland on Thursday, and the neighborhood wasted no time finding it. Co-owner Abel Alvarado accidentally left the front door unlocked ahead of the official start time, and curious passersby wandered in early, turning a low-key test run into an impromptu first rush.
Owners Abel Alvarado and Laura Pichardo have graduated the business from a pop-up truck to a permanent storefront at 110 N. Orlando Avenue, Suite 1. Inside, the counter is set up for made-to-order, plant-based blends, where mix-ins are folded into the base right in front of customers to create the dense, creamy texture Fragaria built its reputation on. The bright, window-heavy space looks ready-made for downtown foot traffic and plenty of social media photos.
According to Bungalower, Fragaria had planned a 3 p.m. soft opening but ended up serving around 2 p.m. once people realized the door was open. The outlet’s photographer documented the early crowd and grabbed images of the new storefront that accompanied its coverage.
WhatNow reported that the owners announced the move to brick-and-mortar on Instagram after building a following at markets and events. Alvarado and Pichardo taught themselves the New Zealand-style technique during the pandemic, then tested recipes at pop-ups before landing the Maitland location.
How the New Zealand method works
As Orlando Shine explains, Fragaria’s New Zealand-style base blends frozen fruit with a plant-based mix, often using cocoa butter and sunflower butter, to create a velvety, airy texture. The menu leans into fruit-forward options like strawberry and mixed berry, while still offering dairy-free spins on classics such as chocolate, vanilla, and cookies-and-cream.
Soft-open hours and what’s next
Bungalower notes the shop is in a soft-open phase with hours listed as 3 to 8 p.m., Tuesday through Sunday, and closed on Mondays, and that a grand opening date has not yet been announced. For now, anyone curious about Fragaria’s plant-based creations can swing by during those soft-open hours or follow the business on social media for updates.
The early crowd on opening day suggests Maitland is more than ready for another plant-based dessert option, and the brick-and-mortar spot gives Fragaria a year-round home for a style of ice cream many locals have only seen at markets. Keep an eye on their social channels for word on a formal grand opening and any new flavors that follow.
