#5 The White Lady with Max Washer – Carrying 76 Years of Tradition and Innovation in Auckland’s Food Scene

In this episode of Street Food Stories from The Food Truck Podcast

Host Maggie sits down with Max Washer, the third-generation operator of the legendary Auckland food truck, The White Lady, which has been serving the city for 76 years. Max shares the rich history behind this iconic family business, how he embraced his role in carrying it forward, and the challenges of balancing tradition with innovation. From serving late-night crowds to expanding into events and brick-and-mortar locations, Max dives deep into the evolution of The White Lady and the importance of community in keeping a business thriving for decades.

What you'll hear in this episode:

• How The White Lady started as a milkshake cart in 1948 and became an Auckland icon.
• Max’s journey growing up in the family business and eventually taking over the reins.
• The challenges of balancing legacy while adding his own innovations. Valuable insights on building community and collaborating with other food vendors.
• Practical advice for aspiring food entrepreneurs on creating systems and staying consistent.

Links Mentioned:

Follow The White Lady on Instagram: @thewhiteladynz

Thinking about starting your own Food Truck? Learn more about Maggie’s Food Truck Foundations Online Course: @foodtruckfoundations

A BIG thank you to our sponsor, Culley’s, New Zealand’s award-winning hot sauce and condiment brand. Use promo code 'FOODTRUCK' for 25% off at checkout on their online store: culleys.co.nz

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Stay tuned for our next episode, where we dive into more delicious stories from the world of street food!