That was the message delivered on 29 January to an audience of more than 100 business leaders, senior national stakeholders, policymakers and politicians who gathered at Norwich Research Park for a landmark event hosted by the Norfolk Business Board.
The event brought together national and international guests to hear first-hand how Norfolk businesses are already driving innovation, scaling globally and creating high-value jobs, all without the powers or central government support typically secured by larger, more recognisable mayoral regions.
From agri-tech and life sciences to advanced engineering and manufacturing, clean-energy to food and drink, speakers and exhibitors showcased a county economy that is diverse, resilient and ambitious.
Five leading businesses took centre stage to share their real-world journeys, from product breakthroughs to international trade, demonstrating the county’s strength as a launchpad to success, and explaining why others should see Norfolk as a place to grow, invest and locate.
Attendees heard from:
- Dr Philip Zegerman, Associate Director of Technology Development and Research at Tropic, the pioneering seed company behind the world’s first non-browning banana and winner of TIME Magazine’s Invention of the Year 2025 (Food & Drink).
- Andrew Nelstrop, Founder and Managing Director of The English Whisky Co Ltd, producer of the 2024 World’s Best Single Malt.
- Claire Chapman, Managing Director of Norfolk Screen, the official Film Office for the region, which provides a dedicated service that promotes Norfolk as a screen-friendly county in the East of England, showcasing locations, talent, services and facilities, The service means Norfolk is seen on screens across the world – in shorts, documentaries, features and high-end TV productions.
- Alton Nutile, Finance and Operations Director at GeoAcoustics, a King’s Award for Enterprise winner whose marine and hydrographic technologies are used globally, including in major international exploration and research projects.
- Tom Wood, partner at Akcela, a Norwich-based incubator supporting early–stage companies with space, coaching and community and helping start-ups to move faster from early idea through to revenue and raising.
Each spoke powerfully about Norfolk as a place that rewards innovation, collaboration and long-term thinking. But they also warned that without greater investment, infrastructure and devolved powers, the county risks being held back from reaching its full potential.
The Extraordinary Norfolk Showcase event took place against a backdrop of stalled devolution discussions, delayed local elections and continued uncertainty around national economic policy. Yet the message coming out of Norwich was clear: Norfolk is not waiting.
Businesses proud to call the county home are already building, exporting and creating high-value jobs, and are ready to play a leading role in the UK’s future economic growth.
The debate was further supported by much-celebrated actor, comedian and writer Sir Stephen Fry, who grew up in Norfolk. Sending in a message of support via recorded video, he described his former home county as a place where there is a “willingness amongst its people to be original” and “a place that has a great deal to offer.”
Guests were also reminded of Norfolk’s proven strengths:
Five things you might not know about Norfolk
- Powering the nation: Norfolk already powers more than four million homes through the world’s largest offshore wind zone.
- Feeding the nation: Norfolk’s agri-food sector combines agriculture, science and technology to strengthen food security and productivity.
- A financial services powerhouse: Norwich outperforms London in FinTech specialism and is home to the UK’s largest general insurance sector outside the capital.
- A hub for innovation: With 99.7% of businesses classified as SMEs, Norfolk has become a fertile ground for disruptors, with AI now the county’s fastest-growing investment sector.
- A place to live and thrive: The visitor economy contributes £3.4 billion annually and supports more than 60,000 jobs.
Nick Steven-Jones, Chair of the Norfolk Business Board, said: “We’ve seen plenty of evidence that Norfolk businesses are already delivering huge economic value nationally and globally, despite limited powers and funding.
“Now is the time to make sure the UK, and the world, knows we are ready to step up.
“As national conversations on devolution and investment stall, Norfolk isn’t pressing pause. With serious government backing and long-term commitment, this county can unleash its full potential and deliver for the UK economy, our communities and future generations.”
The event closed with a lively question and answer session, and a rallying call for Norfolk’s business community to be louder, prouder and more visible on the national stage. A key part of that effort is the Norfolk Ambassadors Programme, launched last year with the backing of the Norfolk Business Board, the programme brings together leaders from Norfolk-based businesses, places of education, public service and the voluntary sector who share a common purpose: to champion Norfolk as an outstanding place to invest, work and build a future.
