Supporting the Queens Diamond Jubilee and the Olympics in the community

The 2012 UK Olympic and Paralympic games have been the largest sporting event ever held in the UK. Gelato Italia have made some extensive efforts in the community to get involved with the Olympic atmosphere, and supporting the Queens Diamond Jubilee, by providing Ice cream Van services at events, and manufacturing bespoke Gelato for the community.  

The UK Olympic and Paralympic games present an opportunity to engage people in sport utilising the inspirational power of the games. Gelato Italia wanted to engage its local community and promote Britain with a limited edition Gelato “A taste of Britain” which was used to inspiring disabled children in sport, as we believe every child deserves the opportunity to participate.

With some help from Dan Bentley the current Boccia Paralympian, Kingsdown School aims to develop and support children in Boccia by providing a pathway to progress to National and International representation leading ultimately to Paralympic selection.

However, the aim was not to have a fixation with sport to last only two weeks, but to develop inspiration to participants to continue their sporting engagement long term, after the Olympic torch has been extinguished.  Gelato Italia have helped by producing “A taste of Britain” to raise money for new Boccia ramps, to improve this opportunity for the children at Kingsdown School long-term.  

Whilst the Olympic torch was still alight, Gelato Italia Supported with Gelato Ice cream Vans at a number of community events organised by Essex county council, including the extraordinary Bicycle ballet ahead of the Hadleigh Farm 2012 mountain bike event. A celebration of cycling fused with choreography, the ‘Bicycle Ballet’ is made up of 100 cyclists and performers from South Essex which took part in a spectacular 30 minute dance performance on bicycles to celebrate the London 2012 Cultural Olympiad in Hadleigh.

We also attended a number of Olympic torch processions with our Ice cream Vans, through the Essex villages, with Newport being the largest and the most successful we attended.

As the Games celebrations have come to an end, Gelato Italia have continued their sporting support and teamed up with SX Urban Games, which again gives opportunity for young people to compete in and watch demonstrations in a range of urban activities at skate parks all over Essex. SX Urban Games has been running since 2010 in urban park locations all across Essex, and Gelato Italia will be attending these events with their ice cream vans. We will also be promoting our  Energy Gelato, Following the success of the energy drinks in the sporting industry. This fresh and pleasant flavour helps fight against physical and mental tiredness, stimulating physical activity and concentration, containing caffeine, taurine and vitamins.



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