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‘Modern grocer’ hopes to attract food enthusiasts

17:00 08 November 2010

Tim Cross, who has opened new city centre grocery store Wholesome Grocer in Swan Lane, Norwich.

Tim Cross, who has opened new city centre grocery store Wholesome Grocer in Swan Lane, Norwich.

Archant © 2010; 01603 772434

A Norwich entrepreneur hopes his newly-opened city centre “modern grocer’s shop” could soon become a focal point for food lovers.


Wholesome in Swan Lane sells locally-sourced fruit, vegetables, meat and other produce, including ready meals, chutneys, cakes and sandwiches.

The shop is run by Tim Cross, formerly a partner in The Green Grocer at Earlham House Shopping Centre on Earlham Road.

“It’s a modern take on a traditional grocer’s,” said Mr Cross, 39.

“As well as our fruit, vegetables and meat we’re selling dairy-free and wheat-free alternatives. Our butcher is producing ready meals for us.”

“We sell sandwiches using ingredients from within 10 or 20 miles: bread baked by The Pie Baker in Norwich with flour from Letheringsett Mill, meat from DJ Barnard of Shropham and locally-produced pickle.”

The shop has opened in premises occupied by Alderton’s wool shop. “I remember coming here as a kid with my aunt Violet,” said Mr Cross, who lives off Unthank Road in Norwich.

“I loved the frontage of the building; the lovely curved glass doorway and the beautiful big windows are perfect for watching the world go by, which I love doing.”

The building has six storeys, including a basement, and work is currently under way to convert the first floor into a function room which Mr Cross hopes will host mini-farmers’ markets, cooking demonstrations, lectures and discussions about food and art exhibitions.

Wholesome sells coffee and other hot drinks and has some seating for customers. Remaining floors of the building could eventually host other related businesses, Mr Cross hopes.

<t> Do you know of an environmentally-themed business opening in Norwich? Contact environment correspondent Jon Welch on 01603 772476 or email


1 comment

  • Good luck to you Tim, lets hope that your rates and renbts do not go through the roof . Your previous shop in Earlham road showed your abilities and I wish you all the best in your endevours. Mine is a beef and mustard sandwich, please

    Report this comment

    ingo wagenknecht

    Sunday, November 14, 2010


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