Small Business Spotlight: Decent Ice Cream

Decent Dreams: The Story Behind St. Thomas's Most Unconventional Ice Cream
Have you ever strolled through St. Thomas, Ontario, on a warm afternoon and caught a whiff of something sweet in the air, part nostalgia, part mystery? Perhaps you were near Decent Ice Cream. But don't let the name fool you. "Decent" here doesn't mean average. It's that easygoing, confident kind of decent, the kind that nods, smirks, and hands you a pint of charcoal-dandelion-lemon ice cream like it's the most natural thing in the world.
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And for founder Matt Kroeker, maybe it is.

A Scoop of Necessity, a Swirl of Creativity
​The story of Decent Ice Cream doesn't start with a business plan or a culinary degree; it starts with love and necessity. When Matt's wife, Gen, was undergoing cancer treatment, they needed a way to supplement their income. What began as a side hustle soon took on a life of its own. With the help of the ever-supportive St. Thomas community, Decent evolved from a hopeful experiment into a full-blown flavour phenomenon.
"The inspiration really comes from moments in life," Matt says. "Art inspires me. Sports. People. And somehow, that turns into ice cream."

Flavours That Push Boundaries
If you're picturing vanilla with sprinkles, you might want to sit down.
Matt doesn't just make ice cream. He composes it. He layers flavours like a music producer samples beats, blending the unexpected until it sings. One of his proudest creations, Goth Babe, combines charcoal, dandelion, and lemon. It's a balancing act that requires coaxing floral and herbaceous notes out of ingredients most wouldn't even consider dessert-worthy.
And there's more in his mental recipe book, like spruce tip and blueberry (with maybe a touch of gin), or even caramelized onion. Yes, caramelized onion ice cream. "You'd be surprised what sweet and savoury can do together," he grins. (Try his pear, prosciutto, and blue cheese flavour for proof. It's a revelation. Chicken and Waffles is also a mind-bending delicacy).

A Decent Philosophy
But Matt isn't here to win awards or chase trends. His goal is simpler. And far more charming. "I'm not trying to make the best ice cream anyone's ever had," he says. "I'm making really unique, very decent attempts at fun ice creams."
The name "Decent" itself comes from that laid-back lingo of growing up. Everything was "decent": a thumbs-up, a good time, and a casual kind of cool. That ethos shows up in every pint. This isn't about perfection. It's about joy, surprise, and the magic of tasting something you never knew you'd love.

Built on Love, Balanced with Grace
The backbone of this bold venture is Matt's partnership with Gen, a culinary powerhouse and the heart behind Seed Confections, another beloved St. Thomas treasure. Their collaboration isn't just inspiring; it's a lesson in trust, balance, and shared passion.
"I think we've learned to incorporate our marriage into the business, rather than separating the two," Matt reflects. "It's all blended. Just like our flavours."
Their conversations about coconut cream semifreddo or whipped dandelion infusions aren't boardroom meetings; they're part of everyday life. A testament to what can grow when you build something with someone you love, for something you believe in.
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What's Next for Decent?​
Big things are brewing (or churning) at Decent Ice Cream. Matt's nearing his 100th flavour milestone, something celebratory might be in order. Apparel may also be on the horizon because when your flavours have this much personality, your T-shirts should, too.
And though there are secret plans Matt's not ready to print, one thing's for sure: Decent will keep surprising us.

Try Something Decent Today
If you've never been, here's your sign: Matt offers samples. You don't have to commit. You don't have to like every flavour. But odds are, you'll find one that opens a tiny door in your tastebuds and makes you think, "Wait… what is this? And why do I love it?"
That's the magic of Decent. It's not just ice cream; it's an experience.
So, the next time you're in St. Thomas and craving something a little offbeat, a little wild, and more than a little decent, swing by and grab a scoop. Who knows, you might even end up liking dandelion.


Finally, some decent ice cream.

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If you go

📍159 Ross St. (inside Seed Confections)

Sarah Noble, Marketing and Communications Manager, St. Thomas EDC ​ ​

 ​ Sarah is Elgin County born and raised, now proudly waving the #StThomasProud flag. With a Bachelor of Commerce from the University of Guelph, she’s passionate about empowering small businesses, arts, and tourism. A former entrepreneur, photographer, and certified Experiential Tourism Coach, Sarah blends creativity with strategy to help businesses thrive and craft unforgettable experiences. When she’s not championing local growth, you’ll either find her curled up with a her cats and a book, potentially enjoying a donut or tending to her gardens—because she knows all too well that life is best lived when it's full of stories, flowers, little sweet treats, and cats.