A Palm Coast couple has turned their love of two dogs and a soft spot for ice cream trucks into a rolling business that scoops lactose-free treats strictly for canine customers. Jay and Julia Brock launched their Salty Paws Doggie Ice Cream Truck in Palm Coast.
The Brocks moved from New Jersey to Palm Coast about a year ago and invested in a Salty Paws Doggie Ice Cream Truck franchise, according to Observer Local News. The idea grew out of combining their affection for their two dogs, a 14-month-old English Mastiff and a 6-year-old pitbull-boxer mix, with their enjoyment of ice cream trucks. Their franchise territory covers the Palm Coast and St. Augustine areas, though they're free to take the truck anywhere that doesn't cut into another franchise's turf.
From Farmers Markets to a Fully Loaded Truck
The business didn't start with a truck at all. The Brocks have operated since May, selling chews, treats and dehydrated ice cream at the Flagler Beach Farmers Market on Saturdays and the Palm Coast Farmers Market at European Village on Sundays. The truck is the latest addition to their business.
Salty Paws serves lactose-free, limited-ingredient ice cream for dogs along with a wide range of all-natural treats, including collagen sticks, bully sticks, duck feet, turkey feet, chicken feet, cheek rolls, cow ears, elk antlers and yak chews. The yak chews, notably, are made from yak and cow milk rather than meat. Salty Paws offers dog ice cream in flavors including peanut butter, maple bacon, prime rib, vanilla and birthday cake; pumpkin is seasonal.
Peanut Butter Edges Out the Competition
At another Salty Paws location, peanut butter and maple bacon are best sellers. Salty Paws also offers non-alcoholic dog beer.
Salty Paws offers a monthly subscription and a location finder to help customers track down its trucks. Its trucks also appear at events, offering dogs experiences beyond a scoop of ice cream.
Salty Paws offerings include birthday parties and breed meetups, as well as tailgate events.
Salty Paws also has franchises in Melbourne and Ocala. The broader company says it launched its doggie ice cream trucks in August 2023, building on a doggie ice cream bar concept it says has been running in the U.S. for more than eight years. Elsewhere in the country, the model has taken different shapes: a Long Island outpost called Salty Paws East End, co-owned by Janet Ciccione and Stephanie Paraboschi, started as a 2024 pop-up tent before becoming its own truck in 2025, making weekend appearances at vineyards, breweries, fairs, farmers markets and dog rescues across the region, according to SouthForker.
