Jonathan Fell
Q. What in your background prepared you for this business?
My parents started the business in 1986 when they saw a gap in the market for real dairy ice cream and converted part of our farm buildings into a production area, with a small parlour for the public to purchase ice cream straight from the farm. I have grown up with The Ice Cream Farm, and from the age of 16 was working across all aspects of the business, from manufacturing and delivering, to wholesale and retail.
The Ice Cream Farm took over from our dairying business. We sold our cows over 15 years ago, but we remain true to our roots and still incorporate the farm aspect of the business into the tourist attraction, as well as sourcing all milk from the adjoining farm.
Q. What has been the most unexpected thing in your business?
Since The Ice Cream Farm’s redevelopment back in 2015, we have gone from strength to strength and continue to do. The most unexpected thing has been the footfall we have seen through the attraction and the amount of time people stay here for. In the first six weeks, we doubled the football from the year before and now welcome close to one million people every year. Before the redevelopment took place, visitors spent around half an hour with us to pick up an ice cream – now we have visitors coming for a full family day out.
Q. What do you think is your greatest achievement? Greatest challenge?
Our greatest achievement so far has been funding to opening of The Ice Cream Farm and managing to open on time. Our greatest challenge has to be cash flow, due to the fact that we are so seasonal. We have to create new ways to bring people in during the autumn and winter months, as well as spring and summer. With a large part of our attraction now being indoors, these figures are growing.
Q. What flavour is most popular and why?
Our most popular ice cream flavour at The Ice Cream Farm is chocolate. In August, we sold more than 8,000 scoops and even in December we sold over 1,000. Chocolate is a classic ice cream flavour and has always been a huge hit with our customers. However, one of our most popular unusual flavours is bubblegum, which has been a firm favourite since its launch in July 2015. We also offer dairy, gluten and sugar free ice cream as well as gluten free cones.
Q. What do you think is the key issue facing the British ice cream industry right now?
Right now, one of the key issues facing the British ice cream industry is the cost of raw ingredients and competition from across the globe. This is something that we have to consider, but provenance is a vital element for us and we continue to ensure that we source Cheshire milk from our neighbouring farm just a few hundred yards away.
Q. What plans do you have for expansion?
The Ice Cream Farm is exceptionally unique to the point that we believe there is nothing else like us in the world. As such, we want to create our own market place by expanding The Ice Cream Farm brand across the UK and the rest of the world. Both the retail and wholesale side of the business are expanding rapidly. Our parlour is home to The Guinness World Records’ ‘World’s Largest Ice Cream Shop’, with people travelling literally hours to purchase from us. We’re looking forward to what the future may bring.
Q. What does a typical day look like for you?
No two days are the same…ever! A typical day tends to consist of a lot of juggling for various opportunities, from coming up with new and innovate expansion plans and pitching these to possible investors, to building relationships with key businessmen, locally, regionally, nationally and even globally. I will do all of this while ensuring the day to day running of The Ice Cream Farm is being handled efficiently and most importantly, that my staff are happy.
Q. Outside of work, what are your hobbies/interests?
I don’t have a great deal of extra time on my hands, but I always manage to get out to walk the dog in the morning and evening. We’re currently awaiting the arrival of our second child, so I’ve been concentrating on getting the house ready and the nursery decorated.
