In this case study, Michael Wolverson, Communications Officer, speaks with committee member Mike Hemsley, who shares insights into Itteringham’s 30-year journey of having a community-owned shop.
Could you share the story of how the community came together to establish the community shop 30 years ago?
In 1994, Brian Fairhead, the shop’s proprietor, was sadly diagnosed with a terminal illness. In response, villagers began voluntarily helping Brian by delivering to customers and collecting stock, easing some of the daily pressures he faced. The Fairhead family had been running the shop for nearly 100 years and were deeply respected in the community. They knew their customers well, stocked items tailored to local needs, and showed great understanding of personal hardships in the rural area.
Perhaps it was Brian’s kind presence in the village that inspired the community to act when he passed away. Motivated by a shared commitment to keep the shop alive, a small group came together, raised a few thousand pounds to purchase stock, and, with the support of the landlord, Lord Walpole, they founded the community shop association.
Outside Itteringham Community Shop, Norfolk
An aerial view of the village and shop
What does the shop look like today?
From the very beginning, the community shop has prioritised stocking local produce to support and strengthen the local economy.
A welcoming café serves barista-style coffee, delicious cakes, and a deli stocked with high-quality local products – making it a popular spot for both residents and visitors. Located in rural Norfolk, the shop attracts people arriving by foot, bike, or car. There’s also a Gallery and Gift area, where carefully curated items with higher mark-ups make ideal impulse buys.
Behind the scenes, the shop thrives thanks to the dedication of almost 40 volunteers alongside a core team of paid daily managers. The spirit of ‘Everyone’s Shop’ shines through as customers often pitch in too; whether it’s by collecting used trays and cups, dropping off deliveries, or sharing practical skills to keep the shop running smoothly.
What is the key to your success?
Essentially, we’re just amateurs playing at shop! However, over the past 30 years, we’ve been fortunate to receive support from people with an incredible variety of skills and life experiences. That diversity has been particularly useful, especially when we’ve faced challenges; whether financial, legal, structural, personal, or simply juggling supply issues.
Being a community-run business means you surround yourself with a wide circle of people, each bringing different knowledge and talents to the table. Plus, there’s the enthusiasm, creativity, and sheer grit that others bring, lifting spirits when things start to slip off course. They say a problem shared is a problem halved! Let’s not forget to mention fun; if it wasn’t enjoyable we wouldn’t be here.
Curry night in the shop!
What advice would you give to communities who are looking to set-up a community business?
Try to involve everyone when setting up. Emphasise the social value and benefits of your community venture – remember everyone is equal and everyone has a voice. Keep it enjoyable, if you have an idea that will be helpful – say it. Be prepared to try something different occasionally, be it stock, layout, opening hours or fundraising.
Locals enjoying the cafe
With over 30 years of success, how have you valued Plunkett UK’s support and membership?
Plunkett has been the game show equivalent of the “Phone a Friend” lifeline – always ready to clarify issues quickly, whether by phone or through their web resources. Their online workshops have been helpful, guiding us through everything from accounting software to setting up AGMs and running committee meetings.
Over the years, we’ve welcomed visits from Plunkett during regional outreach programmes, raised funds for them through collection tins and proudly entered (and won) Plunkett’s Awards. They’ve stayed closely connected with us through regular email newsletters, updates, and an active Facebook chatroom. In effect, they have built their own thriving community for community shops!
Their support remains just as vital today. The Itteringham Community Association is ever evolving, with some members stepping down and new faces stepping up. Every newcomer benefits from the guidance and support, helping them gain the confidence they need to carry the work forward.
Join the movement: Become a member today
Are you inspired by this story? Then why not join over 700 individuals, community businesses and corporate partners and become a member of Plunkett UK?
Your membership, which for individuals’ costs just £22.50 per year, will support our ambition to grow the community ownership movement across the nation.
To find out more contact membership@plunkett.co.uk or click the button below.
