On one of the hottest days of the year, Gary Butcher, who runs the Ice Cream Parlour on Norwich Market, has offered the homeless free ice creams and bottled water.
The 54-year-old, who is in his fifth season running the stall, said he enjoyed providing for those who are less fortunate.
'In this high peak season, I tend to give our two to three ice creams to those who are homeless,' he said. 'I am thinking of distributing vouchers to exchange for the cool, sweet treats.
'In order to avoid dishonest people taking advantage of my free water and ice lollies, it is best to only offer this service occasionally'.
Mr Butcher hopes that his kind gesture will encourage people to think more about helping the needy.
While Mr Butcher's stall is only open in the summer months, he said he was happy to do his bit during hot periods of weather.
• Are you organising an event to help those less fortunate? Email newsdesk@archant.co.uk
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here