Howling Cow Innovators Develop New Coffee Ingredient with NCFIL
By Amy Burtch
You may be familiar with NC State University’s Howling Cow® ice cream, but perhaps not the minds behind it—Gary Cartwright and Carl Hollifield, esteemed members of the College of Agriculture and Life Sciences (CALS). They are responsible for crafting every Howling Cow flavor, from Wolf Tracks to Tuffy’s Toffee. Yet, their quest for the perfect coffee ice cream proved elusive.
Frustrated, Cartwright and Hollifield, former and current directors of NC State’s dairy enterprise system, turned to their usual problem-solving approach: collaboration. With the support of the Department of Food, Bioprocessing, and Nutrition Sciences (FBNS), they set out to create a solution.
Enter Complē Coffee™, an Arabica coffee bean powder with versatile applications. The NC Food Innovation Lab (NCFIL) played a pivotal role in bringing this product to life.
A Coffee Revolution
Driven by a growing demand for coffee ice cream, Cartwright and Hollifield embarked on a mission to enhance its flavor. "We lamented, 'Why can’t we do the same thing with coffee that the industry does with cocoa?' We became obsessed with this concept," Cartwright recalls.
Despite initial skepticism from naysayers, who claimed it would ruin the taste, the duo persevered. After numerous experiments, they honed their process and packaging, ultimately creating Complē Coffee™. This powerful ingredient offers an intense coffee flavor, boasts low moisture content, high nutritional density, and enhanced sustainability.
The Role of FBNS and NCFIL
Cartwright and Hollifield collaborated with FBNS, leveraging the expertise of MaryAnne Drake, William Neal Reynolds Distinguished Professor of Food Science. Drake's sensory analytical coffee knowledge was instrumental in formulating Complē Coffee™.
The NCFIL supported them throughout, enabling the development of this innovative coffee-based ingredient.
Conclusion
In October 2026, CALS celebrated the success of Cartwright, Hollifield, and their team, marking another milestone in food innovation at NC State.