Chief Executive Officer
CurrentI began my journey with the family business at 16, shortly after its inception in 1986. My early years were spent contributing to various facets of the business while also handling the production of the Cheshire Farm Ice Cream product. In 2007, I took on the responsibility of renewing the manufacturing and leisure attraction leases, with my brother Graeme joining to oversee manufacturing operations. This shift allowed me to focus on enhancing The Ice Cream Farm visitor experience.By 2013, annual visitor numbers exceeded 500,000, prompting us to secure bank funding for a substantial £5 million redevelopment and rebranding effort, leading to our reopening to the public in 2015.In 2016, our attendance soared to over 830,000, establishing us as one of the UK's top 'free-to-enter' destinations.Navigating the challenges of the pandemic, we concentrated on managing increased debts and rising operational costs.A pivotal decision was made to transition from our existing high-footfall, free entry model to one with a minimal entry fee, aimed at enhancing visitor experiences while expecting lower footfall. Furthermore, the introduction of "The Ice Cream Drive In" allowed us to provide an ice cream experience without necessitating an entry fee alongside our play attractions.The Ice Cream Farm continues to be a family-run business, employing over 250 individuals in a rural setting. Despite encountering obstacles along the way, we remain optimistic about our future prospects.
