It's a truck that sells yarn. In the article the owner says the secret sauce of this is business is:
The truck at the very least is a curiosity. Everyone, knitter or not, wants to come on-board to see what it’s all about! Most especially though, yarn lovers yearn for the “squish factor": the ability to feel and “pet” fibres and bask in the range of colours. With the Purlin’ J’s brand, I strive to create a carefully curated selection of yarns, including luxurious hand-dyed yarns created right here in Ontario, and other “fascinating fibre paraphernalia”, in a small-scale, flexible, and novel retail environment that is responsive to the market. The truck can travel to communities where unique yarns are simply not available. But my regular customers also appreciate the personal shopping experience.
As we've pointed out in the past, a growing number of entrepreneurs across a wide range of industries are recognizing the economic and business model advantages of truck-based commerce.
Add yarn to the list.