A Norwich businesswoman is crowdfunding to open Norwich's first vegan supermarket.
The store - called Plant Based - will offer a range of goods from food to clothing, and will be targeted at the plant-curious as well as vegans.
As much produce as possible will be locally-sourced from Norfolk, as part of the shop's goal to have a minimal carbon footprint. In addition, the outlet plans to donate a percentage of profits to charity each month.
Founder Gemma Everett says: "I want to set up a vegan supermarket so vegans have somewhere to buy everything they need and not-yet-vegans can learn about all the amazing plant-based products out there. Staff will always be around to answer any questions vegan-curious customers may have.
Plant Based will not only be vegan but also support the zero-waste movement by avoiding single-use plastics in favor of sustainable alternatives wherever possible. By caring about our planet as much as we care about ourselves, we help enable better quality of life for all living here. There is no planet B.
"Norwich's vegan community is growing rapidly. We need somewhere like Plant Based to show people we're here, and we're only getting bigger. The more products are easily available to not-yet-vegans, the easier it is for them to make the transition. I want to build up an amazing community that can work together to make something incredible."
Activists including Earthling Ed are promoting the crowdfunder
Everett is aiming to raise £80,000 via an Indigogo campaign. The cash will cover securing a location, initial rent and legal costs, and fitting out and stocking the shop.
"If the financial goal isn't reached I will combine the total amount raised and approach the Government for a start-up loan," she says, asking people who can't contribute, but are interested in the venture to help by spreading the word far and wide."
Incentives for contributing include mugs, bags, clothing, and store loyalty cards.