Jarrolds arrives in north Norfolk as Back to the Garden joins the business, becoming Jarrolds Letheringsett. Retail Managing Director John Adams explains more
One of Norfolk’s best-loved food, shopping and dining experiences can now be enjoyed in North Norfolk. The Jarrold Group has taken over Back to the Garden at Letheringsett near Holt, with the popular destination becoming Jarrolds Letheringsett. As part of this expansion into the north of the county, for the first time Jarrolds is launching its own-brand butchery range, with meat being supplied by the Astley Estate where Jarrolds Letheringsett is situated.
Featuring a restaurant, farm-shop, delicatessen, bakers and butchers, Back to the Garden has been welcoming visitors for more than 16 years. The Jarrold Group took over the business in September 2024 and has gradually been introducing new product ranges, menus, merchandising and design touches. This April, customers can now really see the Jarrolds difference with the addition of new exterior signage.
John Adams, retail managing director of the Jarrold Group, says: “Jarrolds has built a well-earned reputation for delivering fantastic food, hospitality and shopping experiences, with our range of cafés, restaurants and the outstanding food hall and delicatessen within our Norwich store. This is something we are extremely proud of.
“With Jarrolds Letheringsett we are extending our brand in new areas, allowing more people to enjoy the very special Jarrolds’ experience. This will be a unique retail and hospitality destination that embodies our values as a business and encapsulates our vision to be an inspirational lifestyle brand that is synonymous with Norfolk.”
Jarrolds has forged a strong partnership with the Astley Estate, who previously ran Back to the Garden, with the Astley Farm supplying meat to the Letheringsett butchery and for the new Jarrolds butchery range.
“People return to the restaurant and shop at Letheringsett time and time again, so rather than making radical changes, we are enhancing what is already here,” continues John Adams. “We have an updated range of products available on the deli-counter and within the food hall, adding more seasonal items and local brands, as well as our Jarrolds own-brand products. Aish Bakery is still on site, supplying all the delicious bread, cakes and pastries that customers love. All the original staff are staying with us, and we have employed four new people to help look after our customers.”
The restaurant menu at Jarrolds Letheringsett has been refreshed, highlighting local produce including butchery items from the new Jarrolds range. “We have appointed two additional chefs to allow us to extend both our menu and our opening hours,” says Mr Adams. “We are planning several evening events during summer weekends so that people can enjoy our beautiful outside space for longer.”
Jarrolds is committed to supporting the local community around Letheringsett, forging partnerships with local organisations. It will also continue the long-established relationship that Back to the Garden has with nearby Thornage Hall, which provides supported living, learning and working for adults with learning disabilities.
For more information, visit the Jarrolds website.
Featured images supplied by Plain Speaking PR
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