Swansea gelato maker ramps up growth after landing key food safety certification

GG’s Gelato, founded in Penclawdd in 2019, has gone from a single Gower parlour to supplying cafés, restaurants, theatres and convenience stores across south Wales — and now says it is ready to scale even further after achieving SALSA accreditation.

The family‑run business, launched by local entrepreneur Keith Jones, has expanded rapidly in recent years. After outgrowing its original parlour kitchen, the company moved into a dedicated manufacturing site in 2024 and invested in specialist production equipment to boost capacity.

Certification opens the door to bigger retailers

To grow its wholesale arm, GG’s Gelato set its sights on securing SALSA — one of the UK’s most trusted food safety standards for small producers. The accreditation is often essential for supplying national and regional retailers, wholesalers and foodservice chains.

The company turned to ZERO2FIVE Food Industry Centre at Cardiff Metropolitan University for technical support through the Welsh Government’s HELIX Programme.

ZERO2FIVE helped redesign the factory layout to ensure hygienic production and mentored the team through the detailed requirements of the SALSA standard, covering HACCP, allergen controls, supplier risk assessments and food safety documentation.

Alongside this, the Welsh Government’s Cywain programme supported the business with profile‑raising, trade development and one‑to‑one mentoring, helping GG’s Gelato build relationships with new wholesale customers.

The company passed its SALSA audit in September 2025 and has since been able to access new distribution channels and attend Taste Wales / Blas Cymru, the Welsh Government’s flagship food and drink trade event.

‘Vital to the next stage of growth’

Toby Link‑Jones, Operations Manager for GG’s Gelato, said:

“The support from ZERO2FIVE and Cywain will be vital to the next stage of growth for our company.”

He said the accreditation would give larger wholesale buyers confidence in the brand’s standards.

He added:

“Securing SALSA certification will give bigger wholesale customers the confidence to stock our products, whilst the support from Cywain has helped us to open the doors to these distribution channels.”

Welsh Government support ‘crucial’ for food and drink SMEs

Professor Peter Sykes, Head of ZERO2FIVE Food Industry Centre, said:

“Certification schemes such as SALSA play a crucial role for Welsh food and drink SMEs aiming to grow their wholesale distribution.”

He encouraged other producers to explore the support available through the HELIX Programme.

Alex James, Cywain Project Manager, said:

“We take great delight in helping producers to grow in experience and confidence, bringing new products to the marketplace and adding their talents to the Welsh food and drink industry as a whole.”

GG’s Gelato says it now plans to continue expanding its wholesale footprint across Wales as demand for its small‑batch gelato grows.

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Cywain highlights shopper support for Welsh food and drink businesses

Getting a business idea up and running can be daunting, but help is available from Cywain, a Welsh government-funded programme that delivers a range of support and advice for new and growing food and drink businesses in Wales.

Cywain takes a tailored approach to its business support, providing new and growing food and drink businesses with the tools they need to succeed.

One enterprise new to the marketplace is Smashed Cow Sauces, which began its food-producer journey with Cywain earlier this year.

The Gwynedd business produces a range of sauces, dry spices, and seasoning mixes – ideal gifts for those who enjoy creating in the kitchen.

Owner John Ritchie – a chef – has created Smashed Cow Sauces as a family enterprise and, with Cywain’s guidance, launched the Llanrug-based business just a couple of months ago.

Smashed Cow’s first products – Alright Treacle BBQ Sauce, Mango & Red Pepper Sweet Chilli Sauce, and Kung Pow! Chilli Garlic Sauce – made their debut at the Mid Wales Autumn Fayre and proved a hit with visitors.

John said, “Our first three sauces have been going well, and we’re looking for local stockists for our range and selling them at markets and festivals. This year has been one of development, and we’re looking forward to really getting out there in 2025.”

Cywain has provided John with a variety of support and continues to help him grow Smashed Cow’s range and customer reach.

John says, “Cywain has been a big help from the start. They helped me with the initial paperwork and business plans and told me who I needed to speak to for expert guidance.

“They set me up with 1-2-1 accountancy advice, linked me up with learning opportunities such as how to promote my business on social media, and they have taken me to events such as the Mid Wales Autumn Fayre.

“I have had lots of advice, especially from my Cywain regional growth manager Louise McNutt.

“Indeed, if it weren’t for Cywain’s support, I probably wouldn’t have started trading yet; I’d probably have still been struggling on my own.”

That help to get off the ground has been particularly important, as John’s main reason for establishing Smashed Cow Sauces is to create a future employment opportunity for his young daughter, Isla, who is autistic.

John says, “I want to have a business where I can bring Isla along and, over time, teach her. So, I want to build a something that fits around her, that she’s comfortable with and meets her different goals. Therefore, having business support from Cywain to help me achieve these aims is invaluable.”

Louise McNutt, Cywain regional growth manager, said:

“We’re delighted to be able to help John realise his plans and bring Smashed Cow Sauces to the marketplace.

“Starting out as a new food and drink business can be daunting, but if someone has got the idea, Cywain has the know-how and connections to develop and grow their ideas. 

“We can give businesses access to tools, mentors and resources to help businesses scale up whilst maintaining and strengthening Wales’ reputation for producing high-quality food.

“We’d urge them to get in touch to see how we can help bring their ideas to life!”

To find out more about how Cywain can support new food and drink businesses and help them grow, please contact: cywain@mentera.cymru

#Cywain #SmashedCow