Bringing Joy and Community Connections, One Scoop at a Time
In the spirit of National Ice Cream Month (July) and National Ice Cream Day (July 20), we are happy to scoop Smithfield Ice Cream Parlor into our continuing series of features highlighting small businesses in and near our service territory.
The Parlor opened for business in 1982 and moved to its longstanding location on Main Street in downtown Smithfield in 1986. Its founder, Margaret Carroll, sold the business to Marc and Alejandra Edwards in June 2022 as the result of some chit-chat that started fairly innocently.
“Marc and I had a conversation one sunny Saturday with Margaret,” Alejandra recalls. “We were joking around and asked her, ‘When are you going to retire and sell this place?’ Her tone changed, and she asked us, ‘Why? Are you all interested?’ And of course Marc and I were! We weren’t expecting this from a chance conversation, but we are so grateful that it happened.”
By virtue of the vibe that comes with ice cream, the Edwards are enthused about their relationship with the parlor’s customers and the greater community.
“Ice cream brings joy. We want to be sure we share that joy with everyone,” Alejandra says. “When Marc and I took over the role of owner, we knew from the beginning that we wanted to help and be part of our community. We gladly donate to special causes and charities whether monetarily or by way of single dip ice cream coupons.”
The Parlor offers 32 flavors of what the couple describes as “deliciously creamy, and generously portioned, Hershey’s Ice Cream. We also are known for our variety of Hammy Award-winning toasted subs and sandwiches.”
Always Be Invested in Serving Others
First-time customers at Smithfield Ice Cream can expect a hearty welcome, and regulars should be accustomed to the Edwards’ guiding principle, “Always be invested in serving others.”
“When they walk through our doors, we strive to make our customers feel welcome with a big ‘Hey, how are you?’ or ‘Welcome in,’“ Marc says. “We remember the specific orders of our regulars. We try to remember their names and know their stories. Simply put, we wouldn’t exist without our customers.”
The Parlor’s distinctive logo – a pig in a wafer cone – is equal parts about the business and a nod to Smithfield’s heritage.
“Our logo went through an overhaul when Marc and I took over in 2022,” Alejandra explains. “With the help of my mom, we came up with the pig in a wafer cone that we have displayed on our storefront and merchandise. We thought, what better way to represent our name and what Smithfield is known for: ice cream and pork.”
Similarly, the Edwards feel privileged to have been able to support a leading Smithfield institution early in their tenure.
“Our first major community contribution was to the Smithfield Recreation Association. We were able to donate the funds for a practice batting cage to Beale Park. We were honored to be able to help the youth of our community in this way,” Marc says.
Listening and Communicating
The Parlor’s ability to please its customers and play a positive role in the community begins with its workforce, the Edwards say.
We believe that good customer experience starts with how we treat our employees,” Alejandra explains. “We listen to our employees’ wants and needs. We understand that they have a life to balance with school, extra-curriculars, and free time. We do our best to make them happy and involved in our processes. In turn, our team can be the best versions of themselves which creates a welcoming environment for their fellow employees and our customers.”
