The man who brought vegan ice cream to South Shields' Minchella & Co given honour by the industry

Joe Minchella, 31, boss of the family ice cream business Minchella & Co, has been awarded the ‘Guido Morelli Rising Star’ from the Ice Cream Alliance, which recognises young talent or someone new to the industry who is going to make their mark.

At the same awards Minchella & Co won first prize for its vegan peach ice cream – part of the company’s expanding vegan range of products, including a vegan knickerbocker glory, vegan flake and eye-catching specials such as its St Patrick’s Day sundae, tapping into what has become a major growing market.

Joe said: “I feel very honoured, but it’s a team effort. We wouldn’t be able to do what we do without the hard work and dedication of every member of our team across the whole company.”

He added: “I fell in love with manufacturing our family recipes, developing new ideas and seeing the final products enjoyed by the people visiting and living in South Shields.

“We will continue to grow, improve and create more exciting products.”

“I would like to thank my parents and my partner Jade, who has always supported me whilst being a fantastic mother to our 10-month son Federico.”

Minchella & Co was founded by Joe’s grandfather in 1942, and Joe started working there when he was just 15. Today, the company employs 30 people across its two parlours and factory.

The Guido Morelli Rising Star award is part of the National Ice Cream Competition organised annually by the Ice Cream Alliance, who are the trade body for the UK’s £1.4billion per year ice cream industry.

The award was created in 2014 in memory of ICA’s past president, Guido Morelli, a member of the family that ran the eponymous world-famous Irish ice cream company.

Zelica Carr, ICA chief executive officer, said: “Joe Minchella is a very worthy winner of one of the most prestigious categories in the National Ice Cream Competition. We will watch the progress of his career with great interest.”