Rush Munro's has always been privately owned and is the longest running ice cream manufacturer in New Zealand.
For the present owners and crew hitting the 90th birthday mark is reason to raise a cone or two and for the next three weeks there will be a series of celebratory events for people to scoop up.
It will all lead up to the big day itself - November 19 - when the special Garden Parlour Party to celebrate the 90 years of tasty trading will be staged, with the ladies all dressing in outfits from that time and discounted ice creams on the menu.
Current and former staff will all take part.
Among the events being lined up is a very appropriate one centred around the 90 mark.
For one week coming up those folk aged 90 or more will enjoy free treats, and it is understood several rest homes are already organising outings to Rush Munro's during that time.
Keeping with the 90s touch Rush Munro's will also give away an estimated 90kg of ice cream as well as run a competition where Hawke's Bay residents can create their 90 Year Birthday Flavour.
It will be unveiled and put on sale at the November 19 party.
There will also be 90 cent discounts on ice creams.
Rush Munro's general manager Tom O'Sullivan said the celebration would be an exciting time in Rush Munro's history.
"Most people who were raised and live in Hawke's Bay have fond memories of the iconic Rush Munro's Parlour with the fish ponds and gardens," he said.
"We welcome people to share their stories and get excited about an ice cream that represents everything Hawke's Bay."
The business has always been privately owned and had two other owners, John Caulton and Alastair McSporran, before local grower and exporter John Bostock bought the business in 2001.
Over the last decade John Bostock had successfully spread Rush Munro's ice cream throughout the country into supermarkets, cafes, restaurants and ice-cream parlours and has played a major role in growing the iconic Rush Munro's brand.
"We are very proud of Rush Munro's history," Mr Bostock said.
"The ice cream represents Hawke's Bay with many of the ingredients being fresh produce from local suppliers - it is 100 per cent natural and we still use the same recipes that were crafted by Charles Rush Munro 90 years ago."
Mr Bostock said the strawberries come from the Strawberry Patch, the chocolate is made by Silky Oak, the coffee is Bay Espresso and the manuka honey comes from Arataki Honey.
"We ensure that we use local suppliers where we can," he said.
"The heritage is important to the Rush Munro's brand and we are proud to only use real fruit and natural ingredients."
Three friends who enjoyed Rush Munro's ice cream together at primary school still make weekly trips to the Garden Parlour, more than 70 years on.
Not much has changed in that time, except they've switched bikes for family vehicles.
At 75, Lloyd Singleton is the youngest of the group and he and friends David Keys and Paul Jones, both 78, have been mates all their lives.
Through primary, high school and their working years a Rush Munro's ice cream cone has been a well deserved "treat" - one they have enjoyed more in retirement than ever before.
Each Tuesday afternoon at the same time, whether summer or winter, they take up a table in the garden and shoot the breeze with ice cream cones in hand.
"We come so often now we only have to ask for 'the regular' and the girls know our order," Mr Singleton said - he rarely strays from his favourite Rum and Raisin.
"David's a strawberry man and Paul hasn't changed from hokey pokey since he was 7 years old - the flavours taste the same as they always did."
The friends played cricket together, and later golf, but eating ice cream is one pastime that's endured throughout the years.
A trip to Rush Munro's Garden Parlour held different memories as they aged, but the surrounds and the ice cream itself remain much the same.
"We have all been here with our children, and I bring my granddaughter - [she] comes to Rush Munro's every time she comes back to Hawke's Bay so there's quite a strong connection for us," Mr Jones said.
"Lots of great memories, it was a real treat when we were young, I would ride down with my parents, it really was something special and it still is."
