A new ice cream shop with a heart for homemade flavors and down-home cooking has opened its doors in Martinsville. Holy Cow Ice Cream, founded by veteran restaurant owner Jay Irvin, offers small-batch, handcrafted ice cream along with classic comfort foods like pintos, chili, cornbread, and all-beef hot dogs.
In addition to ice cream, the shop serves cookies and cobblers, giving customers a variety of sweet treats to enjoy.
Irvin, the former owner of Hillbilly Diner in Bassett, decided to step away from the full-scale restaurant business to pursue a simpler operation. With a background in law enforcement as well, he is relatively new to the Martinsville-Henry County area but has quickly immersed himself in the local food scene.
Although he only began learning how to make ice cream a few months ago, Irvin has spent the past three months perfecting his craft.
“I do small batches because we’re in a small spot, so we don’t have 30 flavors,” Irvin said. “We don’t use a bunch of extra stuff that you don’t need.”
Each batch, made one and a half gallons at a time, focuses on fresh, natural ingredients. Even the pecans in Holy Cow’s butter pecan ice cream are toasted in-house by Irvin himself.
“If we can’t make it real, then we won’t make it,” he said.
Because of this commitment, Irvin has found it challenging to create sugar-free options without adding artificial ingredients. However, he is researching natural alternatives, such as Monk Fruit, to develop a no-sugar-added option.
Creating an inviting atmosphere is a priority for Holy Cow.
“I learned a long time ago that if you treat people good, the food is good, the prices are fair, and you treat people well, then you’ll do well,” Irvin said.
Before opening, the building — which formerly housed the SPCA — required extensive renovations after sitting vacant for more than a decade. Irvin personally worked to transform the space, incorporating an eclectic collection of décor to give the shop a unique charm.
Holy Cow rotates a variety of flavors, including:
*Black cherry (Irvin’s favorite)
*Coconut
*Butter pecan
*Chocolate
*Vanilla
*Cookies and cream
The shop also offers waffle cones, bowls, and a selection of toppings. Customers are encouraged to sample flavors before making a selection.
Rather than competing with other sweet shops in the area, Irvin sees Holy Cow as simply adding another option to the community. He also plans to source ingredients locally whenever possible.
Beyond ice cream, Irvin has expressed interest in opening a non-denominational church in the other half of the building.
“It’s for those of us who got left out,” he said. “I believe this will give people a place to belong and feel at home.”
Holy Cow Ice Cream is open Tuesday through Saturday from 11 a.m. to 4 p.m. and is located at 1420 Virginia Ave., Martinsville.
