Yarde Farm ice cream: award-winning luxury ice cream and sorbet, made in Devon

What's changed, and why

Fibre Marketing. SERP and volume data pulled 2 September 2026 (Mangools, UK desktop). Page and site checks 3 September 2026.

Where the page is now

It ranks third for its own brand name, behind Yarde Farm's own site and an Instagram profile. It has one H2 on the whole page and that H2 is the newsletter block. It has no hero image, no accreditations above the fold, no FAQs, no in-copy internal links, no visible author, and no list of what the range actually contains. Its strongest evidence sits two thirds of the way down as a bullet list.

What this page should be

The Yarde Farm brand and entity hub inside bidfood.co.uk, owning "yarde farm ice cream" and the Devon and clotted cream angles, converting existing Bidfood customers into Yarde Farm buyers, and passing relevance to /our-range/desserts/ice-cream/.

It should not chase "wholesale ice cream suppliers". Bidfood already holds that SERP with a purpose-built page. A second owned URL on the same query splits the signal.

One structural note that separates this from the Campbell Brothers page: Yarde Farm is an independent Devon manufacturer that Bidfood distributes, not a Bidfood own brand. That changes the schema and it changes the tone, and the current meta title calling it "Brand Solutions" muddles it.

URL unchanged, no redirects needed. Header, breadcrumb, newsletter, footer, the Scooped & Served child page and the existing WebPage, BreadcrumbList and VideoObject schema all stay.

The changes

Two smaller corrections: og:type is set to "article" on a brand page, and the page uses a ring character (−18◦C) rather than a degree symbol.

Before this can be built

Each appears as an amber flag in the wireframe. We have deliberately left them blank rather than filling them with something plausible, because a plausible placeholder is the thing that gets built and published by accident.

Recommended schema

The page already carries WebPage, BreadcrumbList and VideoObject, and those stay. Below is what we would add or extend. Square brackets mark values still to be confirmed.

1. FAQPage

The one new type this page justifies. Add it once the FAQs are visible, marking up only questions a visitor can see, with answer text matching word for word.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do I need a scooping cabinet, or can I serve straight from the freezer?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yarde Farm is designed to scoop straight from the tub at minus 18 degrees, so no tempering cabinet is required."
      }
    }
  ]
}

2. Extend the existing VideoObject markup

The videos are already marked up but minimally. The full property set is worth completing, because video is one of the few formats that still earns a distinct SERP treatment. Repeat for both videos.

{
  "@type": "VideoObject",
  "name": "Get the inside scoop on Yarde Farm",
  "description": "Behind the scenes with the Yarde Farm team in Devon.",
  "thumbnailUrl": "[thumbnail URL]",
  "uploadDate": "[YYYY-MM-DD]",
  "duration": "[ISO 8601, e.g. PT3M12S]",
  "embedUrl": "https://www.youtube.com/embed/JwAvkjfQSf4"
}

3. Two properties added to the existing WebPage node

Not a new block. These sit inside the WebPage node the template already outputs.

"reviewedBy": {
  "@type": "Person",
  "name": "[name]",
  "jobTitle": "[role]"
},
"dateModified": "[YYYY-MM-DD]"

On the awards: schema has an award property that would suit them well, but it only attaches to an Organization, Person or Product entity, and there is no Yarde Farm entity on this page. Adding one is outside the current position on entity markup, so for now the awards work as visible copy and logo alt text, which is where most of their value sits. Worth revisiting if that position changes.

Two expectations to set. FAQ rich results have been restricted to government and health sites since 2023, so that markup is groundwork for AI answers rather than a visible SERP feature. And we are not recommending Product, Offer, Review or AggregateRating: there are no prices on the page, and the customer video is a testimonial with no written review or rating behind it, so marking either up would risk a manual action.