Nourishing Norfolk

The neighbourhood

Norfolk's community is predominantly rural, comprising tight-knit, hyper-local networks. The food hubs and social supermarkets established by Nourishing Norfolk cater to these communities' unique needs, spanning urban centres and remote villages. The network supports over 22,000 people across the county, with 8,500 households regularly accessing affordable groceries. For example, the Dereham Food Cabin, assists around 200 families in their immediate area.

The initiative serves a diverse demographic, including low-income families, individuals on Universal Credit, carers, and those with special educational needs. The hubs are strategically located to ensure accessibility, often within walking distance, as rural transport options are limited.

Local assets include food hubs offering affordable groceries, workshops and classes on cooking, money management and employment.

The context

Norfolk faces a significant challenge with food insecurity, exacerbated by its low-wage economy and rural geography. With one-in-15 people in Norfolk affected by malnutrition, access to affordable and nutritious food is a critical need. Many residents must choose between paying bills and purchasing healthy food, while rural isolation further complicates access to fresh produce, and contributes to a reliance on processed foods.

The gap between food bank dependency and food security is stark. Individuals on the verge of crisis lack resources to bridge this gap, often resorting to food banks as a last resort. Nourishing Norfolk aims to provide an intermediate solution through affordable food hubs that preserve dignity and reduce the stigma associated with food aid.

Beyond economic constraints, Norfolk residents face challenges such as limited culinary skills and mental stress. The programme seeks to address these barriers through educational initiatives and holistic support services, enabling residents to develop essential skills and regain control over their food choices. Beyond providing food, the hubs signpost to and work alongside a range of support services, including debt advice, job training, mental health resources, and skills development.

The model

The programme operates a network of social supermarkets and food hubs that offer affordable groceries to residents. These hubs function as not-for-profit entities, allowing members to purchase food at significantly reduced prices, typically around 50 per cent of retail costs.

Beyond providing food, each food hub has autonomy to signpost to and work alongside a range of statutory and non-statutory support services, including debt advice, job training, mental health resources, and skills development. Food hub members are also encouraged to establish their own support groups on issues of importance to them. This holistic approach helps address the underlying issues contributing to food insecurity and wraps support around individuals who attend the food hubs

The model emphasises local ownership and leadership, with food hubs designed and operated by community organisations that understand their area's needs. Each hub is tailored to address local challenges, ensuring that solutions are relevant and effective.

The model allows for flexibility in how each hub operates, accommodating the diverse needs of different communities. Some hubs function as static locations, while others are mobile, serving remote areas. This adaptability ensures that the programme can serve both rural and urban neighbourhoods.

Funding comes from a mixed portfolio, including approximately one-third statutory funding, charitable trusts, and community fundraising. Local businesses also contribute resources, such as equipment and services, to support hub operations. This diversified funding strategy helps maintain financial stability.

The model relies heavily on volunteers, many of whom are former beneficiaries who now give back to their communities. This engagement fosters a sense of ownership and strengthens community ties.

The programme supports local organisations in becoming self-sufficient by providing governance, fundraising, and operational training. This capacity-building approach ensures long-term sustainability and resilience.

"We don’t drive and live rurally; the local shop continuously puts up his prices, and we simply could not afford to buy food from there. Without this scheme, we would not eat."
Food Hub member

What makes this effective and resilient

• Local leadership: The programme’s strength lies in its community-driven approach, empowering local organisations to design and lead initiatives tailored to their specific needs. This local ownership ensures that solutions are relevant and effectively address the unique challenges each community faces.
• Volunteer engagement: Many volunteers are former beneficiaries who now give back to their communities, fostering a sense of ownership and pride. This engagement creates a supportive cycle that strengthens community ties and enhances the programme’s impact.
• Comprehensive approach: It offers a wide range of support services, including debt advice, job training, and mental health resources. This holistic model addresses the root causes of food insecurity, helping individuals build a stronger foundation for their future.
• Building trust: By offering trusted, welcoming environments, the hubs become safe spaces where residents feel comfortable seeking help. This trust is crucial for effective community engagement and support, enabling people to access the services they need without fear of stigma.
• Strong partnerships: The programme benefits from a robust network of partners, including local charities, businesses, and local government. These partnerships enhance its effectiveness by leveraging resources, expertise, and best practices. The collaborative approach ensures that the programme can adapt quickly and effectively to emerging needs.
• Shared learning and resources: Nourishing Norfolk facilitates regular meetings and training sessions, promoting the sharing of resources and expertise among food hubs. This collaboration fosters a sense of community and mutual support, enhancing the programme's resilience.
• Flexible models: The flexibility of hubs, and the autonomy they have to serve their own communities ensures that they remain accessible and relevant, even as circumstances change.
• Diverse funding model: The diversity of funding sources supports financial stability to maintain operations.
• Empowerment and capacity building: The programme supports local organisations in becoming self-sufficient by providing governance, fundraising, and operational training. This capacity-building approach ensures long-term sustainability and resilience.

What makes this challenging

• Overcoming stigma: Despite efforts to create welcoming and non-judgmental spaces, stigma around food insecurity remains a barrier for some residents who may feel uncomfortable seeking help. The programme must work to reduce stigma and increase awareness about the resources available.
• Inconsistent supply: One of the main challenges is maintaining a consistent and reliable supply of affordable food. The programme relies on donations from local growers and surplus food from redistributors like Fareshare. However, the availability of surplus food can be unpredictable, making it challenging to ensure a steady stock of essential items.
• Rising food costs: The cost-of-living crisis has increased food prices, reducing the amount of surplus available for donation and making it more challenging to keep prices low for hub members.
• Funding constraints: While initial funding has been crucial for setting up the food hubs, there is a need to develop sustainable financial models to ensure long-term viability. Some hubs struggle more than others to secure ongoing funding and require continuous support to build their fundraising capacity.
• Diversified funding needs: The programme relies on a combination of statutory funding, charitable contributions, and community fundraising, which requires constant effort and strategic planning to maintain.
• Raising awareness: Ensuring that all community members are aware of the food hubs and the support they offer is an ongoing challenge, particularly in rural and isolated areas.
• Rural isolation: Many residents live in rural areas with limited access to public transport, making it difficult to reach food hubs. The programme addresses this by operating mobile hubs in remote communities, but logistical challenges remain in ensuring accessibility for all.
• Operational complexity: Coordinating the logistics of food distribution across a large county like Norfolk requires significant effort, particularly with limited resources.

Impact and outcomes

Quantitative metrics

• Number of beneficiaries: The programme supports over 32,000 individuals across Norfolk, which equates to approximately 8,500 households. This measure highlights the programme's reach and its ability to provide support to a significant portion of the population.
• Growth of food hubs: Since its inception, the Nourishing Norfolk programme has established 25 food hubs across the county. This growth reflects the programme’s ability to expand and meet the rising demand for affordable food.
• Cost savings for residents: Residents who use the food hubs save around 40 per cent to 50 per cent on their grocery bills compared to regular retail prices. This substantial cost reduction makes nutritious food more accessible to low-income families, alleviating some of the financial pressures they face.
• Frequency of use: The programme records a high frequency of use, with a new household signing up for support every two hours. This metric underscores the ongoing demand and the essential role the hubs play in the community.
• Weekly support metrics: The programme supports 450 households per week on a rolling basis, highlighting its continuous and consistent impact on community members who rely on this support to meet their basic needs.

Qualitative evidence

• Testimonials from beneficiaries: Personal stories and testimonials from hub users provide qualitative insights into the programme’s impact. 

"I was very hesitant to start with because I thought there are people worse off than me, but then I got to the point where I’ve got to use it … since then I have been using it on and off, and it has been a great help."
Hub User

• Improved wellbeing: Beneficiaries report improvements in their mental health and overall wellbeing due to the support they receive. The hubs provide a safe and welcoming environment, reducing stress and stigma associated with food insecurity.
• Community integration: The hubs foster a sense of community and belonging, helping individuals build social connections and access additional support services. For example, the journey of a resident from a customer to an assistant manager illustrates the transformative impact of the programme on personal and community levels.
• Expanded services: Food hub staff and volunteers are trained to identify individuals who may need mental health support and can signpost them to relevant mental health services. This includes connections to local counselling services, mental health charities, and NHS mental health resources. Certain hubs host mental health workshops or peer support groups. Others work closely with local mental health organisations to provide onsite advice and support. For example, partnerships with organisations like Mind and other local mental health charities enable hubs to offer drop-in sessions where people can get immediate mental health advice. These services help address the root causes of food insecurity and support beneficiaries in achieving long-term stability.