A Tasty Treat New Business – How “Jumpin’ Joe’s” Custard Ice Cream Got Its Name

By Glen Mason
New Journal and Guide
Arts and Culture Correspondent

Joe Ricks chose Black-eyed Peas Restaurant at Lynnhaven Mall for the delicious debut of his Jumpin’ Joe’s Custard Ice Cream on a recent Sunday afternoon.

The creator is a former New Journal and Guide freelance photographer, and has always had a penchant for cooking. After a while, he said cooking good food for others became more than a hobby. He said he learned a lot of basics about cooking from his late mother and having to feed his siblings while she worked.

“I have always liked to cook. I got better as I enjoyed cooking different things for my wife and my mother-in-law,” said Ricks while he prepared miniature tasting cups. “Over time, I started getting different tips and things from cooks and a couple of chefs I know to elevate my dishes at home. Even studying plating and helping to cater parties.”

Ricks drives trucks for a construction company building the new Hampton Roads tunnel. He said he plans to retire when it is completed and wanted to look into going into the restaurant business. Then he tried a recipe he saw hacked on the internet.

“It was okay. Then, while looking for more, I ran across a film review on a documentary about a gentleman of color named James Hemings who created the original custard to entertain Thomas Jefferson’s guests at Monticello,” said Ricks. “I wanted to pay homage to him. Hemings never reaped the benefits of creating one of the most popular desserts in the world!”

(A review of the award-winning“James Hemings: The Ghost in America’s Kitchen,” was published in the New Journal and Guide in 2020).

After diners sampled the delicious custard ice cream, Ricks said his newest flavor featuring ginger, turmeric, lemon, and honey pints sold out. Other creative flavors are Ocean Blue, Tropical Punch, Island Delight, Safi Orange, and Parisian Mango.

Ricks was a track and field runner under Hampton Roads Sports Hall of Fame athletics director and coach Charles Harvin during the early eighties. The ice cream  name originates from a nickname his teammates gave him because he would entertain them by leaping over cars.

“We want to stay within the name Jumping Joe’s Homemade Ice Cream as our brand. A colleague is putting together a really cool logo that I hope catches on promoting our product,” said Ricks, interviewed following the launch. 

“Back in 1976, when I was in high school. I was challenged to jump over a car and l did it. From that day ’Jumping Joe’ stuck to me because I’d do it when they and other students asked me.”

The Virginian-Pilot and the Ledger-Star, now the Virginian-Pilot, ran a half-page photo of Ricks on the front page of the Sports section. Ricks is hoping his ice cream will become as popular as those leaps he used to do in his youth. Leaps of faith.

“The ice cream was amazing,” Executive Chef and restaurant owner Cynthia Terry exclaimed. “Simply beautiful. Who could imagine ice cream being made with such passion. Then, he created a flavor using spices for healing and health. All I can say is it’s wonderful.”