We caught up with the brilliant and insightful Jordan Shirk a few weeks ago and have shared our conversation below.

Jordan, looking forward to hearing all of your stories today. So, naming is such a challenge. How did you come up with the name of your brand?

When I was deciding how to name my Semifreddo brand, I wanted something that reflected its Italian roots, the artisanal quality of the dessert, and the unique experience it offers.

Semifreddo is an Italian frozen dessert that sits somewhere between ice cream and mousse—light, airy, and indulgent. I wanted a name that would immediately evoke those characteristics while also standing out in the market. Instead of reinventing the wheel, I leaned into the authenticity of the product itself. Semifreddo literally means “half cold” in Italian, which perfectly describes its texture: creamy and smooth, but not as hard as traditional ice cream.

By keeping the name true to what the dessert is, it highlights its European inspiration and makes it clear to customers what they’re getting—an elevated frozen treat with a rich history. I also liked that Semifreddo has a sophisticated ring to it, fitting the high-quality ingredients and craftsmanship that go into making it.

At its core, my brand is about honoring tradition while delivering a fresh, modern take on a classic Italian dessert. Using the name Semifreddo felt like the best way to celebrate that balance.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve spent my life in the world of food, starting with my formal training at The South African Chefs Academy in Cape Town, SA, where I learned the foundations of classical cooking. From there, I worked in kitchens across the country, gaining experience in a variety of culinary settings—from high-end restaurants to fast-paced hospitality operations. Along the way, I honed my skills in technique, flavor development, and kitchen management, which ultimately led me to start my own business.

Together with my wife, we have over 30 years of combined restaurant and hospitality experience, and we’ve poured that knowledge into creating a business that reflects our passion for high-quality, thoughtfully crafted food. Our current focus is on Semifreddo, an Italian frozen dessert that’s lighter than ice cream, with a silky texture that melts beautifully on the palate. Unlike traditional ice cream, Semifreddo doesn’t require churning, which allows us to create a product that feels both artisanal and unique in the frozen dessert space.

We offer our Semifreddo wholesale to retailers, at local markets, and through special events, bringing a refined yet approachable frozen treat to customers looking for something beyond traditional ice cream or gelato. Our menu includes both classic flavors and creative variations, often incorporating high-quality ingredients like high quality cocoa powder, Italian sourced Pistachios, and fresh fruit purées. We also offer signature sundaes and Coppas, featuring curated toppings that elevate the dessert into a full experience.

What Sets Us Apart

What makes our Semifreddo unique is not just the product itself, but the approach we take to crafting it. We use real ingredients, carefully balancing recipes to create a smooth, rich texture. Our background in fine dining means we’re always focused on flavor, quality, and technique, ensuring that each batch meets our high standards.

Beyond the product, we also focus on bringing a European-style dessert experience to our customers. Whether it’s through the presentation, the curated toppings, or the way we introduce people to the concept of Semifreddo, we’re committed to creating something memorable.

What We’re Most Proud Of

We’re incredibly proud of the fact that we’ve built this business from the ground up, using our combined expertise to create something unique in the market. Seeing people try Semifreddo for the first time and fall in love with it is one of the most rewarding parts of what we do. We’re also proud of our commitment to quality and craftsmanship, never cutting corners, and ensuring that every bite reflects the care we put into our work.

What We Want People to Know

Semifreddo is not just another frozen dessert—it’s an elevated, artisan-crafted treat with a smooth, melt-in-your-mouth texture.
We bring 30+ years of experience in food and hospitality, ensuring a high standard of quality.
We’re passionate about sharing this Italian-inspired dessert with our community, whether through retail, markets, or special events.
If you’re looking for a frozen dessert that’s different from the norm, but still indulgent and satisfying, our Semifreddo is the perfect choice.

At the end of the day, our goal is to bring something special to the table—both literally and figuratively. We love what we do, and we’re excited to share our Semifreddo with as many people as possible!

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

When I started this business with my wife, Emily, I had never actually made Semifreddo before. I had worked at a restaurant that made it, but I only observed—I never had hands-on experience producing it. When we decided to go all in on Semifreddo, I went in somewhat blind, throwing hail marys at the beginning that eventually became educated hail marys.

We started at The Starting Block, an incubator kitchen in Hart, Michigan, where I surrounded myself with other like-minded entrepreneurs who were also building food businesses from the ground up. That environment was crucial—it provided not just kitchen space, but also a community of people who understood the challenges of launching a new product.

Figuring Out How to Manufacture Semifreddo

Unlike many frozen dessert producers, I have never toured an ice cream factory. Instead, I’ve dedicated the last four years to an insane amount of research and trial by error, refining our process, recipe, and technique. It took about four years to really hone in on the recipe, and along the way, I probably made close to 200 different iterations. The recipe we use today is vastly different from the one we started with, and that’s okay—because it’s always a work in progress.

We manufacture everything in-house, using a vat pasteurizer to ensure proper food safety and consistency. Instead of outsourcing production to a co-manufacturer, we chose to control every aspect of the process ourselves. This allows us to maintain quality, ingredient integrity, and the artisanal nature of the product.

Lessons Learned About Manufacturing a Product

Trial and error is essential. When I started, I was experimenting without a guidebook. Over time, I learned that each tweak—whether to ingredient ratios, processing times, or emulsifiers—brought me closer to a consistent, high-quality product.
Your first version won’t be your last. It’s tempting to think you’ll nail the recipe or process early on, but products evolve. Our Semifreddo today is the result of hundreds of iterations—and we still fine-tune it as we go.
Surrounding yourself with the right people matters. Being at an incubator kitchen like The Starting Block helped tremendously because I was able to learn from others who were also tackling the challenges of food production.
Manufacturing your own product gives you more control. While outsourcing might seem easier, making everything ourselves ensures that we can deliver the quality we expect without compromise.
The journey to perfecting Semifreddo has been long, challenging, and full of surprises, but it’s been 100% worth it. Manufacturing our own product has allowed us to create a unique, high-quality frozen dessert that we’re incredibly proud to share with the world.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

One of the most significant resources that has shaped my entrepreneurial mindset and philosophy on craftsmanship is an interview on YouTube by the Oxford Union featuring Marco Pierre White.

It’s an incredibly inspiring and motivating discussion, and I find myself returning to it repeatedly. Marco Pierre White’s perspective on dedication, mastery, and the pursuit of excellence deeply resonates with me—especially as someone who went into making Semifreddo without prior hands-on experience. His words reinforce the idea that true skill and success come from hard work, trial and error, and an unrelenting commitment to quality.

One part of the interview that has stuck with me is when he says, “The artist is not the chef. The artist is the ingredient, and it’s our job as cooks to allow that ingredient to express itself.” That philosophy has influenced the way I approach our Semifreddo. Rather than overcomplicating things, I focus on sourcing high-quality ingredients and treating them with respect and precision, allowing their natural flavors to shine.

Beyond that, his no-nonsense approach to the craft reminds me that there’s no shortcut to building something great. Whether it’s food, business, or life, you have to put in the work, be willing to fail, and refine your approach over and over again. That’s exactly how I’ve approached developing our Semifreddo—through relentless testing, adapting, and learning from each attempt.

For any entrepreneur, especially in food and hospitality, I’d highly recommend watching that interview. It’s a great reminder that success isn’t about immediate perfection—it’s about the process, the discipline, and the willingness to push through challenges to create something truly special.

Contact Info:

• Website: https://semifreddo.com
• Instagram: @semi.freddo
• Facebook: Semifreddo

Image Credits

Elle Design & Photography