Nurtured in Norfolk

What Nurtured in Norfolk does

Nurtured in Norfolk is a UK-based specialty produce farm operating from Norfolk, England, that cultivates and supplies edible flowers, micro herbs, micro and baby vegetables, sea vegetables, peas and shoots, herbs, and related preserved products. The company offers over 70 varieties of micro cress and microgreens with year-round availability on most SKUs, including exotic offerings such as Thai herbs, sea purslane, oyster leaf, samphire, and cucamelons. Products are sold in fresh, pressed, dried, and powdered formats, with the pressed/dried range developed in 2020 to reduce food waste. The product portfolio spans 8 active categories plus wholesale distribution.\n\nThe business operates through two primary channels: direct-to-consumer e-commerce with home delivery across UK mainland (24-48 hour delivery, free on orders over £50) and a wholesale programme supplying UK top chefs and restaurants via email-based bulk order enquiries. Pricing is on a per-unit pay-as-you-go basis, typically ranging from £1.38 (bunched herbs) to £82.47 (bulk pressed flower products), with the consumer threshold for free delivery set at £50. Notable named customers include Core by Clare Smyth, Muse Restaurant (Tom Aikens), Socius Dining, Gold Leaf Catering, Love Wedding Cakes, and Mode and Grace, spanning fine dining, gastropub, catering, and bakery segments.\n\nThe company is privately held with no disclosed funding, leadership information, or financial data. International shipping is available with some restrictions, and the company maintains a single Instagram presence for visual marketing. No parent company, subsidiaries, mergers, acquisitions, or patent activity is recorded.

Name

Nurtured in Norfolk

Legal name

Nurtured in Norfolk

Website

https://nurturedinnorfolk.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Nurtured in Norfolk is a UK-based specialty farm growing over 70 varieties of edible flowers, micro herbs, sea vegetables, and baby vegetables for top UK chefs, restaurants, and home cooks via e-commerce and wholesale channels.

Ownership category

akta.pro rank

Product category

Specialty Edible Produce (Edible Flowers & Microgreens)

NAICS

Vegetable and Melon Farming (11121), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Fruit and Vegetable Retailers (44523)

SIC

Agricultural Production-Crops (100), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI)

akta.pro secondary industries

Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA), Leafy Greens & Salad Processing Packhouses (Fresh-Cut) (AFAOAGAI)

Keywords

• Edible flowers
• Microgreens cultivation
• Specialty produce
• Fresh herbs supply
• Wholesale microgreens

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of micro herbs, edible flowers, dried/pressed products, herbs, and sea vegetables through their online shop with home delivery.
2. Wholesale/B2B Sales: Bulk sales to UK restaurants, chefs, bakeries and catering companies. Customers can enquire via email for wholesale accounts and bulk orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Nurtured in Norfolk grows and supplies specialty edible produce from its Norfolk, UK farm, including micro cress (70+ varieties), edible flowers (fresh, pressed, and dried), micro and baby vegetables, sea vegetables, culinary herbs, peas and shoots, and edible leaves. Products are sold through an online shop with UK mainland home delivery and through a dedicated wholesale channel supplying top UK chefs and restaurants. Pressed and dried formats extend shelf life to six months and were introduced to reduce food waste.

Product overview

Nurtured in Norfolk is a UK-based specialty produce farm growing and supplying edible flowers, micro herbs (micro cress), baby vegetables, herbs, sea vegetables, peas and shoots, and preserved/dried products to professional chefs and home cooks. The product portfolio is organized around specialty garnishes and ingredients: Micro Cress serves as the core microgreen offering with over 70 varieties; Edible Flowers are available in fresh, pressed, and dried forms; Herbs are sold as bunched fresh cuts, herb oils, and dusting powders; Sea Vegetables and Micro & Baby Vegetables round out the savory specialty range; Dried & Preserved products were developed to reduce food waste. Products are distributed through both wholesale (B2B) and direct-to-consumer online retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Micro Cress Micro herbs and cress varieties grown as delicate garnishes with intense flavors, used in baking, cooking, garnishing and cake decoration. The company offers over 70 varieties of micro cress and microgreens.
• Edible Flowers Fresh, pressed, and dried edible flowers including roses, violas, pansies, calendula, cornflowers, lavender, and nasturtium. Available as fresh cuts, pressed decorations, or dried forms with 6-month shelf life for the preserved formats.
• Micro & Baby Vegetables Young vegetables harvested early for added sweetness and vibrant colors, including baby carrots, baby beets, baby courgettes, and specialty items like cucamelons.
• Dried & Preserved Dried and pressed edible flowers, leaves, and fruit developed to reduce food waste. Includes dried citrus slices, pressed flower mixes, and herb dusting powders with extended 6-month shelf life.
• Sea Vegetables Seaweed and coastal vegetables including samphire, salty fingers, sea lettuce, oyster leaf, and sea purslane. Used as garnishes for seafood dishes with pungent, salty, umami flavors.
• Herbs Bunched fresh and dried culinary herbs including basil, rosemary, thyme, mint, coriander, dill, and unusual varieties like savory, pandan leaves, and Vietnamese coriander.
• Peas & Shoots Pea shoots and microgreens including salad peas, tendril, sweetcorn shoots, golden peas, and sunflower shoots. Used as fresh garnishes with crunchy texture and fresh pea flavor.
• Edible Leaves Edible foliage including banana leaves, Peruvian marigold, and various herb leaves used for culinary decoration and flavoring.
• Herb Oils Infused oils made from herbs including basil, rosemary, chive, coriander, dill, mint, and nasturtium.
• Dusting Powders Ground herb and flower powders including basil, chive, samphire, wild garlic, calendula, rose, and lovage. Used as garnishes on dishes and drinks with 6-month shelf life.
• Wholesale Supply Program B2B wholesale program supplying UK top chefs and restaurants with bulk quantities of micro herbs, edible flowers, and specialty produce. Customers enquire via email for wholesale accounts and bulk orders of KG herbs or large quantities of pressed flowers.

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• The Watercress Company: UK specialist grower of watercress and leafy greens supplying retail and foodservice. Comparable as a UK specialty leafy greens/cress producer but focused on retail grocery rather than chef microgreens.

Direct peers

• Chef's Garden: Ohio-based family farm growing specialty vegetables, microgreens and edible flowers for restaurants and home delivery. Comparable in offering specialty produce with both wholesale and DTC channels and deep chef relationships.
• Fresh Origins: US-based specialty grower of microgreens, edible flowers and petite vegetables supplying top chefs nationwide. Closest US analogue to Nurtured in Norfolk in terms of product range and premium chef customer base.
• Koppert Cress: Leading Dutch grower of microgreens, cresses and edible flowers serving Michelin-starred restaurants across Europe. Directly comparable as a chef-focused microgreens specialist with broad variety range and international wholesale distribution.
• Edible Flowers Co. UK-based edible flower grower and supplier to chefs, bakeries and event caterers. Directly overlapping in edible flower category, particularly pressed/dried product formats for cake decoration.

Others

• Speciality Produce: Online specialty produce marketplace and information platform for chefs and home cooks. Adjacent ecosystem connection as a discovery channel for niche edible flower and microgreen suppliers like Nurtured in Norfolk.

Emerging players

• Wild Greens UK: UK forager and supplier of wild sea vegetables, samphire and coastal greens. Overlaps with Nurtured in Norfolk's sea vegetables category (samphire, salty fingers, sea purslane).
• MicroGreens Farmer (UK): UK microgreens grower serving restaurants and home delivery. Smaller-scale, more local competitor than Nurtured in Norfolk with overlapping product range but narrower variety.
• Ruby & Bo (Pressed Edible Flowers): UK supplier of pressed edible flowers for baking and cake decoration. Direct overlap with Nurtured in Norfolk's pressed/dried flower range targeting home bakers and cake decorators.

Broad incumbents

• Marky's Caviar & Specialty Foods: US specialty food distributor carrying edible flowers, microgreens and premium garnish products. Comparable as a B2B specialty food channel serving chefs, though broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nurturedinnorfolk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nurtured in Norfolk