We talked to: GoBerry 'n Cream

We greatly enjoyed our conversation with SirNam Khalsa, owner of GoBerry ’n Cream in Amherst, and Aaron Buford, who co-owns the Northampton location with SiriNam (stay tuned for the grand opening downtown). We are thrilled that this beloved business, which was originally founded by Molly and Alex Feldstein, will be returning to Main Street (new location at #207, formerly a Greenfield Savings Bank branch). With inventive frozen yogurt flavors, high quality toppings and sauces, and plenty of other delicious and nutritious sweet treats, GoBerry will be a go-to for you this summer… and beyond!

Please share your story regarding GoBerry ‘n Cream. When did you acquire the business and what made you decide to (re)open it in Northampton?

SiriNam: I bought the Amherst GoBerry four years ago, as it had been closed before that due to the pandemic. My family and friends all loved visiting that location and they encouraged me to purchase it. My daughter, Ananda (who owns Ananda Khalsa Jewelry), was especially encouraging, as it’s one of her favorite places. I approached the previous owner and came to an understanding as to what it would take to buy it. We were both enthusiastic about the transfer of ownership and there was a lot of positive energy behind it. I had just left the Springfield public school system after 30 years and had some time on my hands, so that’s how it started. I had known Aaron from my time working in Springfield and knew how much he also appreciated GoBerry. I asked him if he might be interested in becoming business partners and the rest is history! Now he’s the main person here in the Northampton store.

There were so many customers expressing how much they had missed the Northampton store; it was really an integral part of the community. There’s so much blood, sweat, and tears that go into opening a business, and we wanted to make sure it was worth it. We’ve gotten a lot of support from the community and we know everyone is eagerly awaiting opening day. In fact, GoBerry ‘n Cream Amherst and Northampton were just voted Best frozen yogurt in the Valley by the Daily Gazette Readers' Choice Awards!

What do you appreciate so far about having a business in downtown Northampton?

Aaron: I really appreciate how excited and supportive people are. Just being here, in this space, I’ve gotten to see how dynamic it is on Main Street. It’s very bustling, especially as the weather changes—there’s such great energy, wonderful enthusiasm, and vibrant diversity.  It makes me excited to open the door every day knowing people are eager to try the quality fro-yo and ice cream we offer, and we’re doing it all with integrity and a strong commitment to the community.

SiriNam: There are a number of desserts/sweets places in Northampton, so it’s important to us that our customers understand how much work goes into the authenticity and high standards of our products.  We really appreciate Herrell’s commitment to top quality, and they’ve been doing it for years now. In keeping with that type of dedication to consistent quality, we do not use pre-packaged mixes for our frozen yogurt. We spend time looking for the best ingredients, making sure they are locally-sourced and organic whenever possible—it really does make a difference. My wife, Kirn,  is creatively involved in the business, and her part is to look at the menu and create flavors that are uniquely delicious and seasonal. Someone recently said, “I love your strawberry rhubarb!” They could tell it’s not from a mix and appreciated the seasonal element of it.

Aaron: What I love about our offerings is they are small batch, super fresh, and thoughtfully prepared. When I bring my kids, they can really tell the difference in taste and texture. The culture and life of this place feels right for the community we’re operating in—it’s a sweet place, combining great frozen yogurt and a welcoming atmosphere.  We love that people of all ages love coming here, from students to parents with their kids to older people.

What are some of your current best-selling frozen yogurt flavors and toppings? Do you have anything new planned?

The original sweet tart yogurt is one of the favorites of most customers. But in saying that, we do have close seconds, which include the Golden Milk (a lassi style flavor) and Nutella. The Cookies & Cream and Honey Lavender are also very popular. A staple topping is our Jungle Sauce, which includes real berries in the topping sauce, imported from Italy.

In terms of something new, once we get fully set up here, we want to offer a seasonal Banana Split, with either frozen yogurt or ice cream—featuring locally made ice cream from Bart’s. We’ll also have frozen yogurt and ice cream sandwiches with delicious cookies. Another new flavor we’re excited about offering is a Strawberry Shortcake, which is both summery and subtle.

We love having an array of choices, but it’s also really important for us to stay balanced and focused on what we do best. If we keep the experience streamlined, always of the highest quality, and provide a friendly and welcoming environment, people will show up for that. After all, people have enough challenges in life, and we want GoBerry to be a little oasis and a sweet escape.

What is your personal favorite flavor?

Aaron: I’d have to say the Lemon Cardamom. Lemon cake is a childhood favorite of mine, so that flavor is always special to me. I’ve also come to really appreciate the vibrant combination of lemon and cardamom.
SiriNam: For me, Toasted Coconut is always a favorite—that was true even before I owned this place!

What do you do outside of work—do you have a favorite hobby?

SiriNam: A few things I do on the side include working as a part-time special ed coach at a charter school in Greenfield. I actually came out of retirement to work there, as a friend asked if I would come help. I’ve been doing that for two years now and enjoy the alternative community of the curriculum, staff, and school. I teach a weekly Zoom yoga class and  also have a jazz band called Masala Jazz that plays frequently in the area. My family recently adopted a rescue  dog—a combination Lab and Aussie Heeler named Bear—so we’re busy having fun with him. Another enjoyable and necessary outlet is playing  basketball with Aaron and a great group of friends  once a week.

Aaron: One of the ways I enjoy my time is hanging out with my three kids, who are 11, 13, and 17.  We enjoy all the different ways to get out and have fun in this weather. Just being with them brings me so much joy. And basketball is definitely a great outlet—I really enjoy the group we meet up with every week. Another more relaxing, meditative hobby I have is reef-keeping in saltwater aquariums. It gives me the opportunity to settle down and decompress. I love having my hands in the fish tank, moving things around, adding coral, and just being in my own space.