Norfolk business leaders have been encouraged to back a £3m project to build a major farm shop and restaurant at the county's showground.
The Norfolk Food Hall is being promoted by the Royal Norfolk Agricultural Association (RNAA) at its showground in Costessey.
The plans include a large farm shop, 120-seat restaurant, butcher, delicatessen and outdoor seating area, located just inside the "strategically important" venue's main entrance, near the A47.
The RNAA says it will become a flagship showcase for the county's nationally-important agri-food sector - creating 21 new jobs, opening new markets for local food and drink producers, and developing educational opportunities.
Earlier this year, a £1m fundraising effort was launched to generate the final third of the £3m total costs from corporate sponsors, public authorities and grant-giving organisations.
And this week, around 150 guests from across the food and farming industry were urged to support the project during a breakfast meeting at the showground's recently-upgraded Norfolk Event's Centre.
RNAA managing director Mark Nicholas said support was needed from the county's business leaders "to help us get over the line".
He outlined packages being offered to potential sponsors, including the Business Supporters Scheme, which asks for £2,500 donations in return for benefits such as displaying logos in the food hall, discounts on meeting room bookings and opportunities to take part in industry showcase events.
At the end of the meeting, Mr Nicholas said several donations had been been pledged towards the project.
"I am completely confident that we will raise the final £1m required to build the Norfolk Food Hall," he said. "The business supporters' event this morning was great example of the county businesses coming together to lean in and help support the project.
"It is a decent start, but the fundraising campaign is multi-faceted. We are hoping that local authorities and public bodies will also be able to provide grant support, and we are talking to a range of charitable trusts and grant-giving organisations.
"Together we can absolutely make this happen. This is going to change the dial of how this place, and this organisation is perceived, and it is going to add enormous value to the sector.
"We have the perfect opportunity to comprehensively tell the story of food production in Norfolk, and to provide that point of connection with the public."
Mr Nicholas hopes construction will start in the fourth quarter of this year, ahead of an expected opening by Easter 2025.
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