We recently had the chance to connect with Jordan Shirk and have shared our conversation below.
Jordan, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: Have any recent moments made you laugh or feel proud?
I was thinking recently about one of our very first farmers markets, when I brought 10 pounds of sprinkles because I was convinced we might run out. Looking back, it makes me laugh — that amount ended up being enough to last almost three years if we’d kept them. It’s funny to remember how much I over-prepared back then, but also a little moment of pride seeing how far we’ve come since those early days, figuring things out one day at a time.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Jordan Shirk, co-founder of Semifreddo in Grand Rapids, Michigan. My wife Emily and I started with a simple goal — to bring a taste of Italy’s slow, indulgent dessert culture to our community. We make Semifreddo, a traditional Italian frozen dessert that’s light, creamy, and unlike anything else you’ll find in a pint. We produce everything in small batches at our local dairy facility and serve it from our European-inspired mobile café, alongside savory items and other seasonal offerings.
What makes our brand special is how personal it is — every recipe, flavor, and detail has been shaped by our own journey, from early farmers markets to local grocery shelves. We’re now expanding into fresh Italian cheeses, continuing to celebrate craftsmanship, quality ingredients, and that sense of everyday indulgence that defines Italian food culture.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My parents taught me the most about work through example and consistency. They showed me what it looks like to show up even when it’s hard, to take pride in doing things well, and to care deeply about the people on the other side of your work. Watching them taught me that work is an expression of values—integrity, responsibility, and commitment—and that lesson continues to shape how I approach my business every day.
Was there ever a time you almost gave up?
Yes—there have been a few moments throughout my business journey when I seriously considered giving up. Each of those breaking points forced me to confront my limits, adapt, and keep going anyway. Over time, those moments created new thresholds of tolerance and resilience. Because of them, I’m able to show up the next day a little stronger, a little steadier, and more committed than before.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Whose ideas do you rely on most that aren’t your own?
I often come back to the idea attributed to Albert Einstein: “Everything should be made as simple as possible, but not simpler.” That principle shapes how I think about my work and my business. I rely on ideas that value clarity, restraint, and intention—removing what isn’t necessary while protecting what matters most. It’s a reminder that simplicity isn’t about cutting corners, but about understanding something deeply enough to do it well. That mindset influences how I craft products, make decisions, and grow sustainably.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say that I cared deeply—about my craft, about the people I served, and about doing things the right way. That I paid attention, showed up with intention, and never lost sight of the customer on the other side of the work. If the story is that I built something honest, made with care, and rooted in respect, that would mean everything to me.
Contact Info:
- Website: https://www.semifreddo.com
- Instagram: @semi.freddo
