Nurtured in Norfolk triumphs at Rural Business Awards

Ellen Hodges and Alex Crossland, from Nurtured in Norfolk, at the Norfolk Rural Business Awards

Nurtured in Norfolk won Best Food and Drink Producer at last week’s Norfolk Rural Business Awards. Marketing Manager Ellen Hodges explains how the specialist grower has gone from growing a handful of micro herbs to supplying more than 280 products

What is Nurtured in Norfolk and what does it specialise in?

Nurtured in Norfolk is a specialist grower based in the Norfolk countryside, supplying over 280 varieties of edible flowers, micro herbs, baby leaves, and garnishes to chefs, bakers, mixologists, and food creatives across the UK. Every product is hand-picked and packed with care, with flavour, freshness, and quality at the heart of everything we do.

How did Nurtured in Norfolk come about?

It all started in 2009 with Allan and Sue – two professional chefs on the hunt for better garnishes. Frustrated by the lack of consistency and flavour in the options available, they began growing Micro Herbs and Pea Shoots in a small greenhouse in their back garden, supplying just the restaurant they worked in. The response was overwhelmingly positive. When a local wholesaler asked them to grow in larger volumes, they took the leap – left their chef roles and invested everything into building the business. Nurtured in Norfolk was born.

What is the mission?

From day one, the goal has been to create garnishes that taste as good as they look. Edible flowers offer more than just aesthetics – they bring delicate flavour, fragrance, and texture to the plate. The team takes pride in producing flowers that inspire creativity in the kitchen, with each bloom hand-picked to ensure peak quality and freshness.

Who is on the team?

We have a dedicated and passionate team. While Allan and Sue remain very hands-on, we also have a tight-knit team of growers, pickers, and packers working hard to make sure every product is harvested and handled with care. There’s also a dedicated office team keeping everything running smoothly. From operations and customer service to marketing and order fulfilment, the team behind the scenes ensures that every enquiry is answered, every order arrives on time, and every customer – whether a wholesaler or a home baker feels supported.

Nurtured in Norfolk specialises in edible flowers, herbs, leaves, cress and vegetables

How would you describe the whole range and who do you supply to, in the main?

What began with a handful of micro herbs has now expanded into a collection of over 280 products, including edible flowers, micro cress, bunched herbs, sea vegetables, edible leaves, and garnishes in a wide range of colours and flavours. From bold and robust varieties like Coriander, Lemon Balm, Garlic Chives, Red Vein Sorrel and Baby Mint, to more delicate florals, the range is designed for professionals who want garnishes that taste as good as they look. The majority of customers are professional chefs, wholesalers, bakers, mixologists, and food stylists who care about presentation and flavour. Whether it’s a fine dining kitchen, an artisan bakery, or a cocktail bar, Nurtured in Norfolk supplies the finishing touches that bring dishes to life.

Where in Norfolk are you based?

Toftwood, Dereham.

How did it feel to win Best Food & Drink Producer at the Rural Business Awards?

Winning Best Food & Drink Producer at the Rural Business Awards was a significant achievement for the team. It recognised our dedication to quality, consistency, and service, and celebrated the growth of the business from humble beginnings to a respected name in the UK’s food industry.

How can people order your products and find out more about your business?

All products are available to browse and order online via nurturedinnorfolk.co.uk. The business also shares updates, behind-the-scenes content and chef collaborations on Instagram via @nurturedinnorfolk.

Any future plans you can mention?

Nurtured in Norfolk has always been here – quietly supporting chefs, wholesalers, and home cooks. But if the pandemic taught the team anything, it’s this: people outside of the industry want the same quality too. The products were never just for Michelin-starred chefs – they just hadn’t been discovered by the wider world yet. Now, the focus is on changing that. Nurtured in Norfolk is on a mission to become a trusted name not just in professional kitchens, but in households across the UK. Whether it’s finishing a wedding cake, dressing a dinner party plate, or adding colour to cocktails at home, the goal is to make these products part of everyday creativity in the kitchen. Because beautiful food shouldn’t be limited to the restaurants – it belongs on your table, too.