Star landscapes key asset for region's economy
Protected landscapes are a key and growing asset to business in the East of England. This is the message of a new project based on the idea that the region's diverse landscape brings enormous potential to the region's economy.
Entitled Stars of the East, the project has been devised by a group of 14 partners with funding from the Countryside Agency and the East of England Development Agency. Five areas make up the suite of finest landscapes in the East. The Broads, a member of the National Park family, and the Areas of Outstanding Natural Beauty of the Norfolk Coast, Suffolk Coast and Heaths, Dedham Vale and part of the Chiltern Hills are all regarded as East of England’s valuable ‘stars’.
Stars of the East intends to boost the successes of the region’s businesses, and to continue to promote our landscape as a highly attractive one. It wants firms to recognise that the East of England’s nature and beauty are not separate from business, and that they can in fact be a positive part of daily working life.
“We have produced a booklet – Stars of the East – that tries to showcase the good partnership working that is going in the region’s protected landscapes,” said Cindy Winn, Rural Manager of the East of England Development Agency. “We are keen to show that all our organisations wish to ensure these treasured places are conserved for the future – but that doesn’t mean it is ‘no go’ for development. If the business activity respects local character there are partnerships waiting to advise and help.”
The Stars of the East booklet includes a series of case studies that demonstrate how sustainable development is possible in the finest landscapes. Businesses can profit from a quality environment, and innovative thinking means the economy, society and the environment can benefit.
“We want to get away from the idea that protected landscapes mean no change can happen,” said Rachel Penny, Senior Countryside Adviser for the Countryside Agency. “Now that representatives from the government offices and agencies have come together with the finest landscape teams we are seeing how ‘joined up government’ can be turned from a concept into real examples that help sustainable development.”
The Stars of the East booklet is being sent to decision makers and business organisations to spread the word as widely as possible, and a new website is up and running (see below, Notes to editors).
Already, a large number of businesses are thriving on the Norfolk coastline and in the Broads, enhanced by their spectacular landscapes.
Teddy Maufe launched the Real Ale Shop, near Wells-next-the-Sea, in June 2004. Previously a farmer, he became inspired by the wine producers of California.
“I started thinking about the idea of the shop when I visited the wine producers of Napa Valley,” he said. “They were so proud of their industry. I’m equally passionate about this area. Here in north Norfolk we’ve been producing wonderful malting barley for 400 years, and yet most people don’t know about it. Traditional varieties of barley like Maris Otter thrive in our well-drained soil, so we have a perfect landscape here for the product.”
The Real Ale Shop now stocks 40 ales from 11 local brewers, and locals and tourists have the opportunity to buy brews made from the speciality crop of the area.
Teddy added:
“My aim is to put Norfolk on the map for growing the golden barley that makes the golden real ale. I love this area and I’d hate it to become a museum. It’s a living, working place.”
A vast number of businesses are also thriving on the Suffolk coastline and in Dedham Vale, enhanced by their spectacular landscapes.
In 1995, Richard Pither launched his own holiday lettings business on the Suffolk coast. He has created a successful company – but one which works in harmony with the county’s natural beauty.
“It all started with one house in Southwold,” he said. “We decided to go a step further, and soon realised that the whole of the Suffolk coast was a destination. The high quality landscape is our material. We recognise that if it weren’t there, we wouldn’t be in business. We work hand in hand with the people that look after the area.”
Richard offers his customers the chance to support the local environment, by suggesting they donate £1 from their booking fee to the Suffolk Coast and Heath’s CONNECT scheme. Through that initiative, his business alone has helped to raise £10,000 in four years.
He added:
“The money has been used for projects like an electric punt for reedcutting, information boards, timber walkways at Walberswick Marshes – and even a solar-powered electric fence to keep a fox away from fledgling birds.”
Notes to editors: The Stars of the East brochure can be downloaded from the website: www.starsoftheeast.net.
Images of the Broads and AONBs can be supplied.
For further information contact: Hilary Franzen, Broads Authority Press Officer, on 01603 610734; mob: 07775 563030;
Lucy Galvin, Communications Officer, Norfolk Coast Partnership on 01328 850530;
Rachel Penny, Senior Countryside Adviser, Countryside Agency on 01245 284747; or
Tony Taylorson, Media Relations Exective, East of England Development Agency on 01223 484699.
25/11/2005
