On a frosty afternoon, I visited the bustling Reading Terminal Market in Philadelphia. Amidst a sea of enticing food stalls, the longest queue snaked its way to Bassetts Ice Cream—not for the avant-garde choice of flavors but for its legacy. Founded in 1861, America’s oldest ice cream brand has been serving scoops from the same 125-year-old marble countertop since 1892, when the market became operational. Despite the winter chill, I
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