In this episode of the Chester Centurions Podcast, Alan Bark interviews Jonathan Fell, owner and managing director of Cheshire’s iconic Ice Cream Farm. Jonathan shares the fascinating story of how his family transformed a traditional dairy farm into a nationally recognised visitor attraction, starting back in 1986 when milk quotas forced farmers to diversify. What began as a small-scale operation with secondhand freezers has grown into a unique destination, combining artisan ice cream with imaginative play zones and drawing hundreds of thousands of visitors each year.

Jonathan talks candidly about the highs and lows of the journey—how a major supermarket contract shaped the business’s direction, why controlling your own marketplace is key to sustainability, and how brand strategy became central to their success. He also opens up about the tough calls they’ve had to make, from charging entry fees post-COVID to managing community perceptions about growth and profitability.

Jonathan gives insight into balancing rapid business expansion with personal life, why trusting his team has been transformational, and how his children are now part of his unofficial R&D department. He also lifts the lid on exciting future developments, including the launch of Ice Cream Fields, their biggest new play area since 2015, and hints at plans for innovative accommodation options.

For entrepreneurs and business owners, Jonathan offers three standout pieces of advice: know every aspect of your business hands-on, think creatively and challenge the status quo, and stay laser-focused on your brand identity to guide every decision.

This is a must-listen for anyone interested in business growth, innovation, and the realities behind building a standout brand from scratch—all served up with a scoop of honesty and entrepreneurial grit.