The Exeter Northcott Theatre has teamed up with Salcombe Dairy to supply audiences with locally-produced ice cream.
As part of the deal, the South Devon producer has sponsored the theatre’s Christmas pantomime, Jack and the Beanstalk.
Exeter’s favourite panto dame, Steve Bennett, returns in November as writer and director as Dame Trott.
Salcombe Dairy began life in a small, stone-built shed at the bottom of Coronation Road after being founded in 1979.
It now employs 20 people full-time and as many as 50 in the busy summer season, supplying hotels and restaurants across the south of England as well as Wembley Stadium and Singapore Airlines.
The 460-seat theatre, which was founded in 1967 and is currently celebrating its 50th anniversary, sells almost 15,000 ice creams each year.
Supplies of meat, fish and vegetables to the View Restaurant are locally-based and now the Northcott will sell ice cream made in Devon using all the main ingredients from the county.
Salcombe co-owner Dan Bly said theatres produced demand from audiences mostly in the winter, helping keep the business busy all year round.
He added: “We are a Devon company and from our perspective it is vitally important to support local businesses.
“We have been making ice cream from the farm for 40 years – we buy Devon milk and cream and source ingredients as locally as possible.
“We pride ourselves on being a quality brand and the Northcott is an established theatre which is pushing forward.
“Working together is great marketing for us – many people already know about us it will expose many more people to our product.”
Mark Gambrill, Exeter Northcott general manager, said the plan was to supply around five flavours, both at the bar and inside the auditorium during the interval.
“It is clear that our audiences support ‘buy local’ and as Devon produces some of the best quality ice cream in the country it seems a perfect match to partner with Salcombe Dairy,” he added.
“By sponsoring Jack & the Beanstalk this Christmas, it will help us grow our audience base as we bring pantomime home to the Northcott Theatre.”