Estate's £1m investment in local food
A £1m investment in a high-quality food and drink retail business opens for business in earnest this weekend at the Elveden estate.Lord Iveagh, who runs the family's estate, has created 30 new jobs at the Elveden Estate Shop and Café Restaurant to forge even closer links with the consumer.
A £1m investment in a high-quality food and drink retail business opens for business in earnest this weekend at the Elveden estate.
Lord Iveagh, who runs the family's estate, has created 30 new jobs at the Elveden Estate Shop and Café Restaurant to forge even closer links with the consumer.
The Elveden estate, near Thetford, which has been owned by Earl of Iveagh's family since 1894, is opening a retail development in former estate buildings.
The former sawmill and carpentry shop have been transformed into a courtyard development featuring many of the vegetables grown on the estate, which extends to some 10,000 acres with key crops including potatoes, onions, carrots and parsnips.
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Livestock on the estate is an expanding operation with a small herd of South Devon cattle and the Countess of Iveagh's pedigree Berkshire pigs which are free range in parkland making the most of both grassland and woodland foraging.
This latest development at Elveden is part of a long-term regeneration plan. Lord Iveagh, said: "As a major farming operation we have had to recognise the changing world of agriculture and react to those changes.
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"We have had to take a long hard look at how we could maximise what we are producing both now and in the future.
"We also felt it was important to go one step further and support the rich seam of local and seasonal food of offer in this region.
"We have therefore spent some 18 months researching and testing produce and products so that we involve other local producers, particularly some of the smaller niche businesses which might benefit from a larger shop window."
This latest development follows the success of the Christmas tree retail business.
There will be a selection of locally brewed ales from the Iceni Brewery including an Elveden-labelled ale and stout, which will be brewed on site.
Robert Tate, project manager, said: "The sourcing of produce and products has been a major part of the planning process. We felt this was an important part of the business plan and would reflect the environmental objective of reducing food miles.
"Consumers do want quality produce and we believe they will be impressed with the line up we have for them at Elveden."
Seasonal produce will be a key element of menus and ready made meals including game from the predominantly wild bird shoot at Elveden and venison from the four different breeds of deer which are found on the estate.