For some people, it is the best ice cream there is. For others, it's the only ice cream. But this isn't some artisan gelato from Naples or Milan. For this ice cream you need to head to the valleys and seafronts of Wales.
Today, it's a food as synonymous with Wales as Penclawdd cockles or Halen Môn. But while those are named after the place they're found, this ice cream is named after one man.
But how many of us have actually asked ourselves the question as we sit on the seafront at Mumbles or in a bustling café in Cardiff: just who is Joe? Does he even exist? It's a story that goes back to the 19th century and the arrival of the Italians in Wales.
