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Business Swansea West Wales

Joe’s Ice Cream plants 100 trees to rejuvenate local green areas 

AS PART of celebrating its 100th year in business, iconic Welsh brand, Joe’s Ice Cream, has shown its commitment to the local community by planting 100 trees in Pellergare Woods, Swansea, on Saturday 26th November.  

The event was a multi-stakeholder effort by Penllergare Trust, Swansea University Tree Society, Centenary Forests and Joe’s Ice Cream, with a focus on rejuvenating conservation land and encouraging biodiversity by planting trees that are native to the local area.  

Amongst those in attendance were Dominic and Adrian Hughes, the great nephews of the company’s founder, Joe Cascarini, and Lucy Hughes, Joe’s great-great niece and current Director at Joe’s Ice Cream, in addition to other members of its team.  

The 100 trees planted in Pellergare Woods was only one aspect of the scheme, another facet of which took place in Nepal in July, where an additional 100 trees were planted. The aim of the scheme is also to educate the local community on promoting biodiversity in the area, encouraging sustainable farming practices and promoting an increased focus around wildlife and wilderness conservation.  

As a company with roots ingrained in local culture, Joe’s Ice Cream’s involvement was not only a celebration of its centenary year, but a chance to celebrate Swansea and its green areas. Penllergare Valley Woods –273 acres of woodland situated on northern fringe of Swansea near M4 Junction 47 – comprises the remnants of a landscape of great importance to Welsh heritage, and the scheme ensures it will continue to thrive and be available for future generations to enjoy.  

In conjunction with the event and centenary year, Joe’s Ice Cream has also unveiled updated branding. The new look was unveiled as part of the 100th year celebrations, in addition to the renovation and the official grand reopening of its signature parlour on St Helen’s Road, Swansea, back in June.  

The new brand represents both a celebration of the firm’s 100-year heritage and a return to its remarkable roots, while also taking into consideration feedback it received from its customers and what’s important to them during the rebrand process.  

Joe’s Ice Cream unveiled a new logo with a refined, bright and fresh colour pallet, and as a token of its heritage, featured founder, Joe, at the forefront of its flagship parlour. 

Lucy Hughes, Director at Joe’s Ice Cream, said:  “We are so proud to be a long-standing institution within Swansea and our centenary branding reflects our Swansea roots. Penllergare Valley Woods is an area that we all enjoy as a family, our staff and customers enjoy with their families, and our tree planting will help to ensure that families can enjoy this area in the future. 

“Our Brand refresh has played a huge role in our 100-year celebration. When we first began the design process, we were keen to get our customers’ feedback. After all, we wouldn’t be where we are today without them. They told us what they liked and didn’t like about our previous image and from that, we were able to pick the best bits from the initial designs. We feel like our brand is a real celebration of Swansea and South Wales, and we are excited to see how the brand evolves as it goes from strength to strength.”