The New Deal adventure began in 2009, deep in the hills of the Ozark Mountains. One of the founders, Jeremy Berven, was operating the small commercial service airport just outside of Branson, Missouri. Trying to run a safe winter operation with limited equipment and personnel, he was dissatisfied with the airfield deicing products available to him. With the goal of developing a more effective, longer-lasting runway deicer to help small, budget-limited airports run a more efficient operation, Jeremy and his wife, Laura, founded New Deal Deicing.