Denuded but still iconic yellow. The fleet is showing up everywhere on used-car lots albeit without any brand identification. Need a yellow truck with eight freezer compartments on back. Sugarloaf Ford in Winona has two for sale and access to more. Image: Steve Lunde
Remember Schwan’s? Yelloh? Both now gone
MARSHALL Minn. – The iconic yellow Schwan’s trucks that delivered frozen meals and entrees directly to customer homes are gone. So too the Yelloh paint scheme that since 2022 had reflected the company’s new name under Korean ownership. The new owner, Cygnus Home Service, now has announced it was liquidating the delivery operation – and, yes, selling the fleet of familiar yellow home-delivery trucks. “Insurmountable business challenges” were blamed. Schwan’s was founded by Marvin Schwan in the southwest Minnesota city of Marshall in 1952 for home delivery of his family’s homemade ice cream. Soon Schwan’s also was selling frozen pizza, premium meats and seafood, breakfast items, and desserts. At its peak Schwann’s had 4,000 employees and 300 neighborhood distribution centers nationwide. The 2022 rebranding to Yelloh was intended to epitomize the friendly “hello” spirit of delivery drivers and their close relations with customers.