Schwan’s won customers with its ice cream delivery. A new name and layoffs challenge its legacy 

Mary Bartels looks forward to seeing the yellow Schwan’s truck pull up outside her apartment building in Vermillion, South Dakota. She’s been getting frozen food deliveries — including ice cream, meat and meals — for nearly 60 years. 

The company’s customer service is at the heart of her loyalty.  

“It’s always been just unbelievable,” she said. “I trust them so much, I would hide a key outside for them if I wasn’t going to be home.” 

On this day, driver Nate O’Grady...