Bethlehem, New Hampshire is not great at keeping secrets. At least not when it comes to ice cream.
Super Secret Ice Cream started small – selling only through word of mouth and a private Instagram account in 2019. But thanks to its seasonally inspired flavors and local ingredients, the ice cream company founded by Kristina Zontini has exponentially grown since opening a scoop shop on Bethlehem’s Main Street in 2022.
When demand for their ice cream out-paced processing capacity, Kristina successfully applied to the NE-DBIC Existing Dairy Processor Expansion Grant and received $120,803.
The funding allowed Super Secret to invest in key processing and storage equipment that’s increased efficiency and drastically expanded their processing capacity. The new equipment includes a 30-quart batch freezer, 20-quart heat treatment machine, walk-in refrigerator and walk-in freezer, dipping cabinet and storage freezer, and pint filler.
“The grant helped us leapfrog our business plan forward by at least three years,” Kristina said.
That growth is good for local dairies, too. As a result of the grant, Super Secret increased milk and cream purchases from Hatchland Dairy of Haverhill, NH. They also added two sheep dairy suppliers: Blackeyed Susan Sheep Dairy in Mt. Vernon, NH supplies sheep’s milk, while Old Chatham Creamery in Groton, NY supplies sheep’s milk yogurt for flavors like “baa baa brambleberry.”
As their ice cream grew in popularity, Super Secret gained national recognition when they were named a James Beard semifinalist in the Outstanding Bakery category in 2024 and 2025, and nominated again in 2026.
As one of only 20 bakeries in the USA and one of only 2 food establishments in the State of NH to be nominated, they found themselves in rare company. Kristina attributes this recognition directly to their use of local dairy – regional specialties and locally procured ingredients are important criteria in the James Beard Foundation’s judging criteria.
The James Beard nomination has helped turned Super Secret Ice Cream into a destination for travelers and foodies across New England, while the NE-DBIC expansion grant has helped the company meet increased demand. The new equipment increased labor efficiency by 48%. This has led to impressive growth –
In 2024, the Expansion grant led to a nearly 44% increase in annual sales.
To build on this momentum, Super Secret applied for a NE-DBIC Dairy Marketing and Branding Services Grant in 2024.
This $45,300 grant allowed them to work with a branding consultant, designer, photographer, sign installer, and printer to create a consistent look and message across their signs, packaging, and website.
The combined efforts of the expansion grant with the marketing and branding grant led Super Secret’s revenues to grow 36% in 2025.
Again, this led to an increase in demand for local dairy. Kristina reports that milk and cream purchases grew by 38% in one year — a testament to their increased capacity to make more product, innovate, respond to demand, and grow their market.
As business grows, so does their workforce. “Our marketing successes and recognition have helped us both attract and retain employees,” said Kristina. “This grant really kick-started other initiatives, including creating a strong staff foundation. We have key management roles filled, allowing time for me to focus on strategy and how to grow our volume from our small footprint to keep supporting dairy farmers!”
And it seems there’s no putting the secret back in the bag! Thanks to publicity achieved through the marketing and branding grant, Super Secret has been highlighted in regional and national outlets, including Yankee Magazine, Food 52, Atlas Obscura, and Afar Magazine.
Now, with summer in full swing, Super Secret Ice Cream is focused on doing what they love: making great ice cream with local ingredients. Ice cream lovers can head to Bethlehem, NH to get in on the secret.
