Sustainable Serendipity

Serendipity ice cream has enjoyed much acclaim for its popular flavours, but is increasingly being recognised for something else.

Serendipity Ice Cream switched to green energy in 2006.

Serendipity Ice Cream switched to green energy in 2006. Source: Supplied

On its 50th birthday, Serendipity Ice Cream is set to make half a million litres of the sweet stuff.

In keeping with the business' name, owner Sarah Mandelson says Serendipity's annual growth in the teens is a "happy accident" that came over time.

However, becoming a carbon neutral company was down to sheer perseverance.

"In 2006, I decided it was time we put our money where our mouth was in terms of environmental credentials, so I bit the bullet and overnight we switched to 100 per cent green energy."
Emissions produced by the "Driving Miss Dippity" van are offset by carbon credits.
Emissions produced by the "Driving Miss Dippity" van are offset by carbon credits. Source: SBS Small Business Secrets
That move raised the electricity bill by 20 per cent, and added 3 per cent to total business overheads.

Serendipity also purchases carbon credits for emissions that are unavoidable, such as the petrol and refrigeration needed to transport product.

"I appreciate that yeah that could be 3 per cent profit, but by the same token I like sleeping at night."
Serendipity has received numerous awards for its sustainable practices.
Serendipity has received numerous awards for its sustainable practices. Source: Supplied
To implement lasting change, she says it has to become a culture among a company's staff, and what happens behind the scenes is key.

"I can't be here all the time so it's absolutely crucial to get my staff involved in the processes or else it's just not going to happen. For instance sorting rubbish from plain recycling, to co-mingled recycling. They're re-using water, they're re-using other items like cardboard bin liners."

By using coffee mugs, workers at Serendipity's Marrickville factory have saved 15,000 paper cups a year from landfill.

Ms Mandelson says it's easier than ever for businesses to go green and it's a message that sells.

"There is a groundswell from the public about not only where the food comes from, how it's come from, what products you use, but also the general ethics behind a business."

To capture a growing market of conscientious consumers, Serendipity plugs its carbon neutrality via social media, and emphasises sustainability on product packaging.
Sarah Mandelson says including her staff is crucial in implementing sustainable practices.
Sarah Mandelson says including her staff is crucial in implementing sustainable practices. Source: SBS Small Business Secrets
"We use containers that are recyclable for our ice cream, but also on the production side we re-use whatever we can, including bin liners and whatever is possible while retaining quality and food safety standards."

The business has cut almost 75 percent of its waste since 2006, a move Sarah says cuts costs too.

"The technology isn't there yet, but we would like to reduce our emissions with transport, petrol and packaging even more, it will happen in the next few years.

In 2015, Miss Dippity's ice cream was opened in Sydney's Chatswood, to allow customers to buy by the scoop.

Since then, distribution of Serendipity wholesale products has extended to every state in Australia, except Tasmania.

"The latest market is China, where we have sent one small order and will wait to see what happens there, which could have huge potential."

Sarah's mother Alix founded Serendipity in 1966, giving birth to her business and daughter in the same year.
Alix Mandelson (with her daughter, Sarah) was the original Mrs Dippity.
Alix Mandelson (with her daughter, Sarah) was the original Mrs Dippity. Source: SBS Small Business Secrets
"When I was 21, Mum said she was going to sell the business and I had been doing science and said I'd get out of it and take over Serendipity instead. I was young, but after a two-year apprenticeship in the factory I was ready, and I guess being called "Sarah Dippity" since then isn't too bad."

Sarah is now a mother to another scientist and says there is a small chance history could repeat, if not soon, perhaps eventually.

Meantime as owner and business reach a milestone birthday, the original "Mrs Dippity" is proud of both.

Want to find out the secret to small business success? Tune into #BizSecretsSBS at Sundays 5pm on SBS, stream on SBS Demand, or follow us on FacebookTwitter or Instagram.


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By Camille Bianchi
Source: SBS Small Business Secrets


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