Our Story

Noci is based on a desire to make a gelato superior to anything else available locally. Noci opened in Mill Valley in June of 2007 with a vision to make authentic gelato and sorbetti using only the best available organic, local ingredients and to operate in the most environmentally sustainable way possible. Today, Noci is owned by Michael Friedman, a Bay Area food and wine professional with a passion for making and serving only the best. Michael discovered Noci at a local food festival and fell in love with the quality of the product and Noci’s commitment to support of local, organic farming.

During his wine industry career, Michael led the development and marketing of what today has become world’s leading organic wine brand and is committed to continuing the development of great organic products like Noci. When the opportunity arose to help grow Noci, he decided to jump head first into the gelato business and work to continue to nurture what Noci has become and to vigorously maintain the spirit that has made it truly great.