Where Passion Meets Taste
Interview with José Romero, founder of Pepe’s ice cream, in the heart of Brussels.
In the heart of Brussels, Pepe’s is an artisanal ice cream shop where passion, creativity, and high standards come together. Pepe’s was founded by José Romero, an entrepreneur with an atypical journey. With a background in economics and a passion for culinary refinement, he elevates every flavor through an authentic artisanal approach. José, who won the title of Best Ice Cream Maker in Belgium with his creation “Comme une Ruche”, shares his vision of a vibrant and demanding craft.
How did the idea of opening your own artisanal ice cream shop come about? Was there a moment when you felt, “This is what I want to do”?
“Originally, I studied economics. After my studies, I went straight into the hospitality industry. For six to seven years, I worked in a pizzeria, learning the ins and outs: team management, scheduling, inventory… Later, I had the opportunity to work with an ice cream maker. That’s when I discovered my passion for ice cream and pastry, which led me to start training as a chocolatier-pâtissier. One day, while walking with my wife past a small space for rent, I seized the opportunity. That’s how we’ve been here since 2018. What drives me is the passion to create, innovate, and offer an artisanal product of the highest quality.”
What drew you to the existing shop you took over, and how did you make it your own?
“It was already an ice cream shop. We took over the business, but we redesigned everything to match our vision. With Pepe’s, we reimagined everything: artisanal production from A to Z, handcrafted processes, ingredient selection, and so on. Within a year, we grew quickly. Today, we have several shops, including one in France.”
How does working with Ranson support you in your daily work? Are there specific products or support that make a real difference for you?
“Ranson is a valuable partner—always reliable, always responsive. If I urgently need an ingredient, they’re there for me. But it’s more than that: they also help me prepare my recipes, which gives me time to focus on creating. And for me, creating is essential. Ranson understands that and fully supports me.”
Would you like to read the full interview? Download our Yumm 2025 magazine in Dutch here and read more from page 20!
What I truly value about Ranson is not just their reliability, but above all the fact that they give me the time to create. Thanks to their support, I can focus on what I love most: developing new flavors.
José Romero