Game of cones
ALMOST 100 years ago, Benedetto Sidoli founded a company in Ebbw Vales that would go on to become loved by generations – Sidoli’s Ice Cream.
At the age of just 12, he had made the three-week journey from Bardi in Italy to Cwm to follow in the footsteps of his older brother Bert who had already found work in the thriving South Wales Valleys.
The only flavour produced was vanilla and Benedetto would produce two gallons daily at the rear of his cafe in the heart of Ebbw Vale.
Now, almost a century later, ice cream is still big business for the Sidoli family and the company is in the capable hands of Benedetto’s grandson Mark, while his great-grandsons, Stefano and Dominic, are also very much at the heart of the firm.
“Obviously being born into the family I’ve been a part of it for as long as I can remember,” says Stefano.
“From the age of 13 I would go down and help load the vans during the summer holidays.
“As time went on, I would help out in the production of the ice cream.”
Stefano went to university in Swansea after completing his A-levels, to study business management and marketing.
After going backpacking, he joined the family business full time.
“When I first joined I was doing a bit of everything – from production to marketing. My father has started to wind down and I’ve taken on more management.”
Sidoli’s is based in Market Street where there’s also a cafe and the company also has an ice cream parlour at the MacArthur Glen designer outlet in Bridgend.
The main part company is the of the “scoop business” which is providing ice cream to ice cream parlours, cafes, pubs and restaurants as well as sundaes and desserts. They also supply theatres and convenience stores with little tubs of ice cream.
In peak season they can make about 15,000 litres a week at the factory, employing around 25 people – from production staff to delivery drivers.
But, at the moment, Stefano is, unsurprisingly, concerned about the impact the current coronavirus epidemic will have on business.
At this time of year, they are usually gearing up for Easter which signals the start of a busy season for the ice cream trade.
“What we are experiencing is unprecedented. It’s definitely having an impact on business as it filters down the whole food chain.
“It’s quite daunting at the moment but the most important thing I’d say is you have to, when you can, support local businesses, big businesses and all businesses as that will help the recovery of the economy.”
When Sidoli’s first started manufacturing ice cream there was only one flavour available – vanilla – before they started introducing flavours like strawberry and chocolate.
Today they are making more than 50 different flavours and, while vanilla is still the overwhelming favourite among the ice cream-buying public, one of the new kids on the block – salted caramel – is proving a winner.
So much so that Sidoli’s was recently awarded the Silver Challenge Cup by the National Ice Cream Alliance for the flavour, following a blind taste test from a panel of experts.
The company is introducing two new flavours this year: blueberry muffin and caramelised biscuits. Stefano says new flavours are usually suggested by members of the team, clients or they are often approached by “flavour houses” – the businesses that are looking at flavour trends for ice cream.
Stefano admits it’s a tough choice when he’s asked about his own particular favourite.
“I have a few and don’t think I could pick one but you can’t beat a good vanilla. I also like our apple pie and salted caramel flavours together.”
With vanilla still coming out top, what makes the perfect vanilla ice cream?
“I’d be telling you our secret then, wouldn’t I?” he laughs.
“Always judge an ice cream company on its vanilla. It’s the base mix for pretty much every other flavour you make. You need fresh whole milk, fresh double cream and unsalted butter. It’s all about how you balance those ingredients.”
Stefano says one of the greatest things about working at Sidoli’s is the pride of being part of a recognised Welsh brand.
“I love the family environment. Our staff turnover is pretty much zero. All the employees have seen me grow up from a baby into the man I am now.
“Tracey, our office manager and my father’s PA, joined the company when she was 16 for one summer, and she was 50 this year.”
Stefano was a baby when his great-grandfather died but he hopes he would be proud of where the company is going.
“If he saw how things have moved on and the advancements in the range I think he would be proud it’s still going and has been passed down to his greatgrandson.”