YORKSHIRE FARM PROFILE
From left, Stephen, Karen and Mark Goodall.
been an essential part of ensuring the diversification remains relevant and, in turn, profitable. “It’s important to listen to what our customers are telling us. We do take on what they say,” says Karen. “Some suggest the flavours they’d like to see and other products they would like to see in the shop. Our Hocus Pocus ice cream, which is vanilla with cinder toffee, is by far our bestseller.” Success and the longevity of the enterprise has enabled the family to plough profit back in. “We have expanded as we have gone along,” says Mark. “It has enabled us to invest in more efficient pasteurising kit and further diversifications such as the children’s play area. “The new machine has made a FGinsight.com
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real difference to the business. It used to take me nine hours to make a batch of ice cream but with the new one it takes four-and-a-half. “It has been a godsend this year when time has been short and customers have been flocking to the farm for ice cream due to the hot weather all summer.”
Enterprise Mark and Karen describe dealing with the public and the associated health and safety and food hygiene regulation that goes with such an enterprise as a ‘steep learning curve’. “Farmers have a lot of paperwork to deal with in the general running of the business, but, of course, a diversification like this definitely adds to that,” says Karen.
We worked hard on the ice cream flavours and the shop has been extremely popular MARK GOODALL
“I spend a lot of my time doing the paperwork and making sure everything is up to scratch as well as being on the customer-focused side of the business.
“We don’t get a lot of time together as any sort of business which is customer-facing means you are working unsociable hours, but we will hopefully get a bit of time out later in the year when things quieten down.” The workload has recently been eased thanks to the addition of Mark’s sister Alison.
Footfall Always looking to seek new markets, with the help of Alison the couple plans to branch out to cater for afternoon teas on weekdays when footfall in the shop is lower. “We are hoping this will increase trade when we are quieter through the week and through the winter when people don’t buy as much ice cream,” adds Karen. OCTOBER 12 2018 | 23