When it comes to making frozen custard, Gene Anselmo, co-owner of Fritz’s Frozen Custard West County, follows a simple rule. You don’t have to reinvent the wheel when you already have something that’s really good. “When you have a niche product like frozen custard you really have to know what you’re doing, “ Anselmo said. “You need the right equipment, and the right dairy partners to make your custard mix (recipe).