WORSENING profit margins and increasing regulations have made life difficult for the dairy industry in recent years.

However, Tom and Jo James of Dunstaple Farm, Holsworthy Beacon, have shown that some sectors of the industry are thriving — the ice cream market for one.

Now in its eleventh year Dunstaple Farm is run by Tom and his wife, Jo.

Their ice cream is served in pubs and restaurants throughout the South West, stretching from Bournemouth to Land's End.

They also supply many local shops and entertainment venues including the Queen's Theatre, Barnstaple, and the Landmark, Ilfracombe.

Tom James said: "We seem to be getting steadily busier as the years go by. When we started in 1999 we were only producing about 10,000 litres a year, and that was distributed to 17 customers.

"This last year we've produced about 200,000 litres of ice cream and now have over 300 customers."

Tom and Jo put their rewards down to good management, and to a certain extent good fortune.

Tom said: "It was particularly hard work at first, but in recent times we've got things more organised and have the process running fairly smoothly.

"I also think we were in the right place at the right time, and making the right product."

The farm is a family run business with Tom's brother Matthew running a dairy farm next door. It is quite literally next door too.

You can walk from the milking station straight through to where the ice cream is processed.

"It would be difficult to find fresher ice cream anywhere," said Jo.

"We buy about 15 per cent of Matthew's milk. You could say it goes straight from cow to tub, and you can't get fresher than that."

A new storage cold room has been installed meaning that the farm can now handle up to 24 tonnes of ice cream.

"We've had to move with the times. Our customers want choice and easy access, so the storage unit has been a great help," said Tom.

Despite the growth of the business, Tom and Jo are keen to stick to their values and won't compromise on quality.

"We've built up a reputation purely through word of mouth. We are getting recognised now. Mind you, we're only as good as our last tub so we'd be daft to change anything," said Tom.

Their ice cream has won a number of awards including best vanilla at the Bath &West show.

Jo said: "A couple of years ago we did unbelievably well at the Devon Show, too. We took five out of the nine first prizes for ice cream."

Dunstaple Farm also make their own sorbets as well as being a retailer for a range of pies, puddings and cakes.

It is the ice cream, however, which has really made their name, and which keeps the business thriving.

"We're always thinking of new flavours, and we try out some quite unusual ones now and again," said Jo.

"The curry flavour didn't last too long though, that must have been Tom's idea," she said.

The business tries to source local produce wherever possible.

Apart from the milk that comes from next door, the clotted cream is locally sourced as are some of the flavourings.

"North Devon got us going and that's where our central core of customers still come from. It's good to be able to help other local businesses by sourcing their produce too," said Tom, with Jo in total agreement.

"Our honeycomb flavour for example. The honey comes from Quince in South Molton, and it's very popular."

The recent propensity for consumers to take an interest in local food does seem to have played a role in the farm's success.

While neither Tom nor Jo would profess to be experts in marketing, their combination of having a first-class product and a charming disposition has helped them through.

"All we need now is for the sun to come out again. Can we have one of those long warm spells like we did in June?" asks Jo, hopefully.

Whatever the weather the future will see the James's do what Devon farmers do best, work hard at what they are good at.

For more information about Dunstaple Farm and its products visit www.Dunstaple.co.uk