Toby and Imagen Moore started an e-commerce company called Moore Berries UK at Gressenhall, near Dereham, in July 2023 - running alongside the family's commercial business, TJ Moore.

Last year, eight months after starting the business, Toby, a former farm machinery mechanic and salesman, began working on it full-time while his wife Imagen still works part-time as a community nurse, currently on maternity leave.

Toby is the third generation of his family to be involved in soft fruit plant propagation, as his father Trevor mainly supplies trade buyers via TJ Moore, which he founded 40 years ago under the guidance of his father, Peter.

The new venture means berry plants, previously only available in large quantities to commercial buyers, can now be bought directly online by home growers too.

The Moores hope to encourage people to think more deeply about the carbon footprint and provenance of their food, not just by buying UK berries from........

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