Sunday 9 March 2014

The Godfathers of Ice Cream




Can I have One Mum?


How many of us I wonder, ran from our houses yelling "Can I have one Mum?" whenever we heard the distinctive chimes of the Mister Softee ice cream van? With its blue and white livery, the van was always a welcome sight on a hot day.

Although American by origin, Mister Softee ice cream came to have a strong connection to Bentley and one local catering firm that many of us know well, that of Massarella. An Italian family who settled in South Yorkshire and prospered in the catering and distribution business.

Here is a brief look at their story.


Contents

  • The Story Of The Massarella Family
  • Equestrian Interests
  • The Story Of Mister Softee Ice Cream
  • Old Photos



The Story Of The Massarella Family


The Massarella family originally came from the town of Settefrate in central Italy. Giovanni Massarella was a farm labourer working for a wealthy landowner in 1864 when he decided he wanted a better life for himself and his family. 

After initially settling in Nottingham, he soon moved north to Doncaster. His first business venture was from a barrel organ he had built himself, and performed with on the streets of Doncaster. There probably wasn't much of a living to be made from this alone, as before long, Giovanni started to sell ice cream from the back of the cart.

Giovanni and his first ice cream cart in Doncaster


He started making ice cream at his home in Cooper Street, Hyde Park, and selling it in town. The business grew and moved to new premises, with a depot in Cooke Street, and a factory in an old roller skating rink Hunt Lane, Bentley. At the height of success in the 1950's, Massarellas was producing 5,000 gallons of ice cream a day, becoming one of the biggest ice cream manufacturers in Europe.

Lewis Massarella and cart


Massarellas was sold to J Lyons in the 1950's, but in 1963 Giovanni's grandson, Ronnie Massarella bought back part of the retailing business, which would become one of the country's leading ice cream retailers.

The family branched out into catering by initially opening an ice cream parlour in Atkinson's department store in Sheffield. The Massarella Catering Group was developed, and over 115 coffee shops and restaurants around the country were operated by the company. They also had 50 outlets in House of Fraser stores, and employed around 2,000 people.

The firm is now based at Thurcroft Hall near Sheffield, and is completely family owned, with 47 outlets in House of Fraser stores*. Ronnie Massarella, now 91, and at one time head of the British Olympic Show-jumping team, will celebrate his family's 150 years in business in the summer of  2014.

*Correct at the time of writing.   



Equestrian Interests

A sideline business of the Massarella empire was in the world of show jumping. 

In the 1960's the acquisition of a horse from a Dublin Horse Show led to fame and fortune for the Massarella family. The horse, aptly named Mister Softee and ridden by David Broome had a glittering career, winning many national and international titles, including Olympic Bronze in Mexico in 1968.

David Broome rides Mister Softee at the 1968 Mexico Olympic Games



The Story Of Mister Softee Ice Cream 


Cone Head Logo
Mister Softee ice cream was first launched in the United States by two Irish brothers, William and James Conway. In 1954 they took ice cream on to the streets for the first time, with their specially adapted Chevrolet panel truck. By 1956 their new ice cream brand Mister Softee was on sale in Philadelphia.

A year later, the managing director of a Gateshead based ice cream van supplier to Lyons, was on a trip to America and spotted an investment opportunity. A move that was to secure the rights to the Mister Softee brand in the UK, in a joint venture between Smiths Delivery Vehicles and Lyons.


Ice cream cart
Image courtesy of Michael John Massarella


The newly franchised operation saw Lyons put Mister Softee vans into their own depots. By the dawn of the 1960's, the first depot to receive the vans was Massarella Supplies Ltd of Bentley, whose  Belmont House depot on Cooke Street was a wholly owned subsidiary of Lyons.


Massarella's ice cream vans lined up on Cooke Street

Since then, Mister Softee ice cream has enjoyed worldwide success, but by the 1980's the popularity of home freezers, coupled with the availability of cheap supermarket ice cream, led to a decline in the mobile ice cream trade. The brand suffered when the smiling 'cone head' symbol was withdrawn, and Allied Lyons eventually sold the brand to Nestle in 1992. By the mid 1990's Mister Softee and Lyons Maid had been dropped from all Nestle vans and they finally sold their ice cream business to Richmond Foods Ltd in 2001.


Mister Softee ice cream is still available in America and celebrated its 50th birthday in 2006. 



Old Photos


Richard Massarella

A Massarella cart on The Avenue

Massarella's cart
Motorized ice cream vehicle

Massarellas factory workers at Hunt Lane, 1950.
Photo courtesy of Colin Hardisty
Massarella's staff in 1949.
Photo courtesy of Christine Shaw

Massarella's staff, 1949.
Photo courtesy of Christine Shaw
Old ice cream van.
Photo courtesy of Lisa Troughton

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For more on Massarella's champion show-jumper - Mr Softee go to The Ice Cream Horse on sister site Arksey Village, A History.




Alison Vainlo 

First written 2014, updated 2020

Call The Midwife

Newspaper article from the Daily Express, 1962


Life Begins...


I suppose lots of new mums keep records of their children as babies just as mums of the past have. My mum was no exception, and I still have the little book in which she entered details about my birth, as well as when I first smiled, walked and talked. Among the few things she kept was this newspaper cutting (above) from the Daily Express, dated Monday 22 October 1962. She kept it because the lady in the photo was the midwife who brought me into the world in that very year.

Unlike today, giving birth at home was the norm up until about the 1970's. So the district midwife was the person called upon when labour got under way. As the BBC TV series 'Call the Midwife' illustrates, these midwives served all sectors of society and often worked in less than ideal conditions. Very often their only mode of transport was by bicycle or on foot.


Contents

  • A Thankful Community
  • And There's More...

A Thankful Community 

 

Close up of Ann Brown
The lady in the article above, namely Ann Brown of Bentley, was retiring in 1962 after delivering her 4,000th baby. This what the article says:

'Cheering, shouting and dancing down the street, scores of children follow Nurse Ann Brown. They are a few of the 4,000 she has brought into the world during her 35 years as midwife at the pit village of Bentley, near Doncaster.
But now - with the birth of the 4,000th baby - she is retiring, aged 64. And this was the children's way of saying farewell to her, as Mrs Brown walked home from church yesterday.
Health officials and her colleagues are to say a formal "goodbye" later, and villagers are arranging a V.I.P. retirement party.
Said Mrs Brown: "It has been such a happy and yet sad week for me. I am happy that people should be so kind to me, but sad that I am retiring. It was a wonderful gesture by the children."
She has averaged 1,000 miles a year walking through the village streets. She cannot drive a car, and every time she tried a bicycle she fell off. Mrs Brown has twice delivered triplets and for the past few years has been delivering the children of babies she brought into the world.
Now she plans a very quiet retirement. "I feel I've earned it," she says "Mind you, I shan't object to delivering more babies in an emergency."

The line under the photo reads 'Nurse Ann Brown gets a Pied Piper-type farewell from some of the 4,000 children she has helped into the world.'

I hope this dedicated lady went on to have a long and happy retirement, she certainly deserved it. Perhaps some of you knew her or, like me, were delivered into her capable hands? Let me know. 


Ann Brown at her retirement presentation. Photo courtesy of Colin Bradbury.


And There's More... 

 

 

I found another newspaper cutting among some old photos. From the Doncaster Gazette of  October 18th 1962 I now realize that I had mistakenly read the year on the other cutting as 1968 (bad printing), so having amended that here's a transcription of this new find:

'For 35 years a busy woman has covered the streets of Bentley on foot on errands which have literally meant life for many people - more than 3,500 in fact. In her neat and trim uniform she has become a figure as familiar to the population as the policemen and postmen, and far more intimately acquainted with those whom she serves. At the end of this month her tiring beat will terminate, for the W.R.C.C. Health Service's district midwife, Nurse Ann Brown, of Askern Road, officially retires.

The actual date is October 28, a day before her 65th birthday. "But," says Nurse Brown "retirement will not mean a period of idleness, because I shall keep in contact with my colleagues and the many friends I have made, and will continue my work with the Doncaster branch of the Royal College of Midwives, of which I have been chairman for 12 years."

Born in Newton-le-Willows, Lancashire, Nurse Brown moved to Bentley with her young daughter in 1924, to join her late husband who three years previously had started work at Bentley Colliery. Although working as a miner, he was a keen member of the St John Ambulance service, which influenced Nurse Brown's decision to make midwifery a career. She went on a course of training at Liverpool and returned to Bentley in 1927 with her qualifications and ambitions.

"I seem to have got on with the people right from the start." Nurse Brown said, "I have always been pleased with their attitude towards me and the co-operation they have given. I have now brought considerably more than 3,500 babies into the world, including ten sets of twins and two sets of triplets. Strangely enough, the triplets all arrived in the same year.'

Friend to Hundreds

'In the course of her duties, Nurse Brown must have walked "hundreds of miles" she says. She has never owned a cycle or a car, but has relied on the bus service and a pair of sturdy legs.

"In my earlier years I had an accident when learning to ride a bicycle, and somehow never regained the confidence to ride again or learn to drive a car. But I have found walking a pleasant and healthy exercise, though nowadays, particularly on night calls, I rely on the county ambulance service which has been a great help."

Nurse Brown has been connected with Bentley child welfare clinic since it was established in the welfare park pavillion 32 years ago. She has been counsellor and friend to literally hundreds of mothers, many of whom will be joining Nurse Brown's colleagues and V.I.P.'s of the county health service at a farewell get-together they are planning for October 24 in the Pavilion.'

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Alison Vainlo 

First written 2014, updated 2020


Saturday 8 March 2014

Lance Corporal Thomas Bryan VC

Lance Corporal Thomas Bryan VC

 

A War Hero In Bentley


While I was researching Arksey cemetery I came across a reference to a grave belonging to Lance Corporal Thomas Bryan. He was awarded the Victoria Cross in 1917, so I decided to find out a bit more about him and how he became the proud recipient of the highest military decoration in existence.



Contents

  • Background
  • Army Days
  • The Battle Of Arras
  • An Act Of Heroism
  • VC Presentation
  • Life After The Army
  • Memorials
  • The Victoria Cross Trail




Background

  

Thomas Bryan was born in Lye, near Stourbridge, Worcestershire on the 21st of January 1882. As an infant, he moved with his family to Castleford, and was educated at the Potteries Council School. Thomas married Sarah Smart on the 26th of December 1903 in Castleford. They had five children, two boys and three girls, but sadly one of the girls died at the age of 23 months.


Thomas worked as a miner at the Whitwood Colliery, and was also well-known as a Rugby player for Castleford Northern Rugby Union.



Army Days


Thomas enlisted into the Army in April 1915, in Castleford. Eight months later he was drafted into service in France where he joined the Northumberland Fusiliers 25th Service Battalion (2nd Tyneside Irish). In the summer of 1916 Thomas fractured his ankle and had to be sent home to recover. He returned to France in December 1916, where he was drafted into another service battalion. In March 1917 he was promoted to Lance Corporal, and it was his actions during the events of the following month which would lead to him being awarded the VC.


Thomas Bryan


The Battle Of Arras


The Battle of Arras was a British offensive during the First World War, lasting from the 9th of April to the 16th of May 1917. A strategic success, it involved troops from Canada, Australia, New Zealand and Newfoundland. Casualties numbered 158,000 on the allied side, while German casualties totaled 120,000 to 130,000. 





An Act Of Heroism


On the 9th of April 1917 an enemy machine gun, well hidden and undetectable by British troops was inflicting much damage. Thomas Bryan decided to put a stop to it and crept over the top. Using shell holes as cover, he crossed No Mans Land and entered a communications trench held by the enemy. Bryan surprised three German soldiers who promptly surrendered and were sent back to base with some of Bryan's men. Bryan went forward again and took another two Germans without trouble. Some time later, and still trying to get a fix on the machine gun, he was spotted by the enemy who opened fire, wounding Bryan in the right arm. Bryan sent some rapid fire in the direction he thought the machine gun was placed. To his delight, the machine gun was abandoned and two enemy soldiers were seen trying to get away. Bryan shot them both. With the gun and gunners destroyed it cleared the way for the British advancement.




VC Presentation


His Majesty King George V presented Thomas Bryan with the Victoria Cross on the 17th of June 1917, at St James's Park, Newcastle, in front of a crowd of more than 40,000. Later that same month, Bryan was admitted to Alnwick Hospital for treatment on his wounded arm. 



King George V presents Thomas Bryan with the VC


Life After The Army


Thomas Bryan was discharged from the Army on the 16th of September 1918. In 1920 he attended a garden party at Buckingham Palace, for recipients of the VC, and also attended the dedication ceremony at the cenotaph in Whitehall, and the burial of the Unknown Soldier at Westminster Abbey.

Thomas Bryan returned to the mines of Castleford after the war, and in 1934 moved to Doncaster where he found work at Askern Colliery. Despite his ill health due to war wounds and the effects of being gassed in the trenches, Thomas owned and ran a greengrocers in Bentley. 


Thomas and Sarah Bryan in later life



Thomas Bryan died at his home at number 44 Askern Road, Bentley on the 13th of October 1945. He was buried at Arksey Cemetery on the 17th of October with full military honours. 

 


Memorials


The grave of Thomas Bryan can be found in section J of Arksey Cemetery, number 237, it is engraved with a Victoria Cross. Thomas Bryan's grave was the catalyst for the formation of the Victoria Cross Trust, and his grave is now in their care. 


The memorial in Arksey cemetery


There are also three memorials to Thomas Bryan in Castleford which include a memorial plaque at Castleford Civic Centre, a street named Bryan Close, and on a memorial erected to 150 Castleford men honoured for their actions in the Great War. 


Thomas Bryan's VC is now on show in the Lord Ashcroft Gallery of the Imperial War Museum, London.

Thomas Bryan's Medals

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The Victoria Cross Trail


Lance Corporal Thomas Bryan's memorial forms part of the Victoria Cross Trail, which is a trail devised by the Victoria Cross Trust to explore the history of six VC winners in South Yorkshire. 

A leaflet was produced in 2017 mapping out the trail, and I worked to provide the Victoria Cross Trust with some background information for this.

Trail leaflets

The piece on Thomas Bryan from the leaflet


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For Valour


Memorial to Thomas Bryan



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Alison Vainlo 

First written 2014, updated 2020