About Joe

I left School at 16 years-old with no qualifications, no hunger to get into higher education, and no real clue about what I wanted to do next. Was it possible to still to be successful?
I flitted between jobs just to cover bills and living costs, but I always had a deep, burning desire to achieve something big. I was a Lifeguard, a Landscape Gardener, a Trainee Stuntman (very briefly), a Movie Extra ( in the Harry Potter films, X-Men, and Warhorse to name but a few), and a Painter & Decorator – all before my 30th Birthday.

A year before I reached the big 3-0, though, I knew I had to take action and dedicate myself to something I was truly passionate about – food and creativity.

format_quoteIt was a match made in Heaven for me – my love of food dates all the way back to my summer holidays in Italy as a kid, scoffing through the finest fresh produce you can find anywhere in the world, and being able to be creative and expressive has given me a focus and purpose like never before.

I had no idea what a brutal and volatile beast the Food Industry could be before I entered, and in hindsight that was a good thing – as I came in bursting with ideas, ambition, and no fear of failure.
That ambition and persistence to make Pleese a success burns as bright as ever, and I’m convinced that Pleese is on course to be a raging bull crashing through the china shop that is the traditional desserts market!
I made a promise to myself that this business would always be about quality, innovative products that change the way people think about dessert, make a positive social impact, and to make sure I have plenty of fun along the way as well.
So, if you’re already a Pleeser – Thank You! And if you’re new here, let me be the first one to say, ‘Pleesed to meet you!’.

The Journey

The Pleese Journey all started 10 Years ago, when my Dad, Franco, made us this delicious White Chocolate and Raspberry Cheesecake for our Sunday Dinner Dessert. And as tasty as it was, it just lacked a little something; finesse, visual appeal … that WOW factor!

So, I thought, ‘Let’s change this game up!’ and set to work in my parents’ kitchen, teaching myself the fundamentals of fantastic no-bake Cheesecake and experimenting over and again with different flavour combinations.
My first taste testers were the boys on the building site I was working on at the time, bringing out little taster pots that definitely helped break up those long, boring days – and then it was straight back into the kitchen with their feedback ringing in my ears to Willy Wonka together some magic combinations.
Over the next two years I’d hand out free Cheesecakes to friends and family, whenever there was something to celebrate – hoping it would make the celebrations extra special! And guess what – it did! People were starting to really take notice, which encouraged me to take my creations to a wider audience on Instagram and TikTok, and see if I could turn this hobby into a (side) hustle.