Rina Bajana, a 32-year-old immigrant from Ecuador, has found a unique sense of community and purpose driving a Mister Softee ice cream truck through the South Bronx. Since starting in 2019, Bajana has become a familiar figure to local children and families, who eagerly call out “Mister Softee” as her truck pulls up outside schools and parks.

Bajana’s workday typically begins with meticulous preparation of her truck, cleaning the stainless steel counter and soft serve machine before heading out along her designated route. She operates primarily from 2 p.m. to 9 p.m., seven days a week during the eight-month Mister Softee season from February to October. Her route includes stops outside charter schools and parks, as well as on game days near Yankee Stadium.

Despite initial challenges, including limited English proficiency upon arrival in New York City, Bajana has become comfortable interacting with customers in both English and Spanish, learning her language skills informally through daily exchanges at her service window. She estimates that while most Mister Softee operators are men, there has been a growing number of women joining the trade since the COVID-19 pandemic.

Bajana’s connection with her customers extends beyond simple transactions. She frequently offers flexibility to regular patrons who are short on cash, often reducing prices or giving ice cream to children for free. Her interactions highlight a reciprocal loyalty from Bronx residents, who have supported her throughout her six seasons on the streets.

Operating an ice cream truck involves rigorous labor beyond the sales window. According to Peter Bouziotis, a Mister Softee distributor serving Manhattan and the Bronx, Bajana’s workday can last 12 to 14 hours, including loading supplies, cleaning, and driving to and from the depot. Weather conditions have posed occasional obstacles; August thunderstorms, for example, have interrupted plans to sell outside major sporting events. Nonetheless, Bajana maintains a positive outlook, viewing such interruptions as opportunities for rest.

Bajana rents her truck, which allows her to keep roughly 25 percent of daily earnings. She aims to eventually purchase her own vehicle to increase her financial independence. On a good day, she hopes to make around $400, especially during the summer months when demand peaks. To supplement income during the off-season, she sometimes works as a delivery driver for DoorDash.

For Bajana, the appeal of driving the Mister Softee truck goes beyond profit. The joy she brings to children and families resonates deeply with her. “Their joy is my joy,” she said, underscoring the sense of belonging and identity she has cultivated through her work. While customers rarely know her by name, the familiar call of “Mister Softee” serves as a welcoming connection between her and the Bronx community she serves.