The company behind one of Wales’ best-loved brands has reached an astonishing milestone. Joe’s Ice Cream turns 100 this month – and it is set to unveil some exciting changes, and a new dessert.
The iconic Welsh brand will unveil a rebrand, renovation and the official grand reopening of its signature parlour on St Helen’s Road, Swansea, on Friday 10 June. The new brand, to be unveiled on that date, will represent both a celebration of the firm’s 100-year heritage and a return to its remarkable roots.
It will also launch a very special new dessert at the event: a Centenary Sundae, an Italian-style Tiramisu flavoured dessert, specially designed to celebrate its special anniversary and Italian heritage.
In addition, it will be raising money for two charities at the relaunch event at St Helen’s: The British Red Cross and Local Aid.
The origins of Joe’s Ice Cream can be traced back more than 100 years – to 1898 when Luigi Cascarini?travelled from Italy to Swansea in search of work. Surprised by the lack of cafés around the docks, he started his own, serving coffee dawn until dusk.
His eldest son, Joe Cascarini followed him to Wales and in 1922, he set up his own café and quickly diversified and started serving homemade ice cream at 85 St Helen’s Road – still the site of the company’s landmark premises today.
Since then, the business has grown, diversified and its now in its fourth familial generation, becoming an increasingly recognisable brand in Wales and further afield, with strong community links.
Director Lucy Hughes noted, “Here at Joe’s Ice Cream, we have always understood the importance of the company’s heritage and history, but for our family business to reach such a remarkable milestone is truly humbling.
'We wanted to mark the occasion in a way that was befitting of our modest beginnings, and we feel an exciting refurbishment at the same premises where it all began is a perfect way to celebrate with our customers.
'We hope that the next generations of our loyal custom base continue to visit us and create happy memories at our parlour.”
The company will also celebrate by planting 100 trees in Wales, and another 100 in the Western region of Nepal. This project has been organised in conjunction with Centenary Forests via Swansea University, a social enterprise that supports biodiversity in farming and the environment. The site for the 100-tree plantation in Wales is in planning and will be planted later this year.