"Alas, even the most aggressively marketed chocolate isn’t recession-proof. While Torres has yet to fire a single employee, he figures sales will be off 20% this year. To shore them up, in May Torres launched a new ice cream line (anchored by five assorted chocolate flavors), which he aims to peddle by driving around a custom-made ice cream truck, outfitted with a French church bell. “I don’t believe in waiting for things to get better,” he says."