On yer bike!

... and here's another one of those ideas that feels good and feels right. Peddler's Creamery is an ice-cream business for the 21st century. Ben & Jerry's has long been part of Unilever so maybe there's room for a new kid on the block. This particular kid is Edward Belden, an Environmental Sciences graduate who launched his idea via Kickstarter.

And what an idea! Described on their website as providing "high quality artisan bicycle-churned organic ice cream and frozen desserts, Peddler's Creamery is one of those ideas that combines the best of contemporary and traditional thinking. The name is brilliant, and the idea fits so many current trends, from "living local" (local ingredients and supporting the local community) to "handmade" to "delicious indulgence" (Honey Lavender! Chile Mango! mmmmm!) to, of course "sustainability" - the ice-cream is churned via bike power.

That's not just a lucky co-incidence, I feel. Ice cream and bikes have had a long association, as portrayed in the brand logo, which adds a touch of nostalgia for long summer days when things were simpler to a very modern brand.

The Peddler's Creamery are striving for happy, satisfied customers with a smile on their face and a smaller footprint on earth.

They've certainly put a smile on my face.