Mag’s Local Yogurt: The Sweet Heart of Larkspur - Nate Schrumpf
Tucked along Magnolia Avenue, in one of Larkspur’s most charming historic buildings, Mag’s Local Yogurt isn’t just a place to grab dessert; it’s part of the town’s DNA. Since opening in 2012, it has become a local landmark, a hangout, and a quiet emblem of what makes Larkspur feel like home.
When Elliott “Mag” Magnuson first opened the shop, he wasn’t trying to create another cookie-cutter froyo chain. He wanted something that felt local through and through. With all locally-sourced ingredients, locally hired staff, and a space that belonged to the community. From the start, Mag’s was built to reflect Larkspur’s slower pace, its love of small businesses, and its walkable downtown energy.
Walk by on a sunny afternoon, and you’ll see it in action. Families linger outside with cups of tart vanilla and chocolate swirl. Teens stream in after school, still in their sports gear, laughing over which toppings to add. Couples wander in after dinner from nearby restaurants. The vibe is unhurried, familiar, and genuinely local.
Mag’s fits Larkspur’s personality almost too well. The shop occupies a historic building on Magnolia Avenue, blending right into the small-town charm of the area. There’s even talk that when it first opened, Magnuson wanted a mural of local landmarks on the wall—a nod to the town’s visual identity. That sense of belonging—of being a part of the town rather than just another business in it—has helped Mag’s stick around while other dessert spots have come and gone.
Of course, it’s not perfect. Some reviewers mention the prices being a little steep for frozen yogurt. But most people don’t seem to mind. They’re not just buying yogurt—they’re supporting a neighborhood spot that’s become a social anchor.
In a time when many towns feel overrun by chains, Mag’s stands out for keeping things personal. It’s a reminder that community doesn’t have to be complicated. Sometimes, it’s as simple as a small shop, a familiar face behind the counter, and a swirl of frozen yogurt on a warm Larkspur afternoon.
