Hello. Welcome to
Norwich Mustard.

From small seeds…

Norwich MustardNorwich Mustard

Our Vision

Welcome to Norwich Mustard. We’re a community benefit society, owned by people who want to retain mustard production in the city.

Everyone is sad that Colman’s Norwich factory is closing. Mustard has been made in Norwich since 1858. This EDP report tells the story.

More than 180 people supported a crowdfunding campaign that has allowed us to set up and prepare our business plan. Later, there will be a community share issues. This will give everyone the chance to own shares in Norwich Mustard.

To give you a taste of what is to come, we are having a pilot batch of wholegrain mustard made for us. This will use imported mustard grain and be made in Suffolk. We have mustard being grown for us here in Norfolk and later this year, we hope to start production on a modest scale in the city of Norwich.

We think that you will love Norwich Mustard. It will taste good and prove with every mouthful that community owned business really can cut the mustard.

Doing Different

Norfolk has a rich tradition of bucking the trend and doing things differently. Norwich Mustard is of course an example of that. We want to go one better than to simply retain Norwich making in Norwich. People in Norwich loved Colman’s because they cared for the community within which their mustard was produced. They did much more than provide jobs, building housing, funding healthcare and providing education to families of their workforce.

Norwich Mustard, as a community owned enterprise, will play its part in making Norwich a better place to live and work. We are planning to employ those furthest from the job market, helping them develop skills and experience that will help them secure jobs and rebuild their lives.

We also hope to open a Norwich Mustard shop, perhaps on Norwich Market in the heart of the city.


The story of mustard production in Norwich is in many ways the story of British enterprise. A Victorian family firm that did much more than provide jobs, Colman’s, along with Cadbury, Salt and Lever providing housing, schools and health support for its workers. That’s why Colman’s is so loved in Norwich. It’s why people will be so sad to see it leave.

Over time, most of these family firms became part of large corporates. The economies of scale, access to investment and the ability to reach new markets made this the right thing to do at the time. The products retain their integrity and value, but the rich tradition of community support too often gets lost.
But the 21st century is seeing a return to community led business. Norwich Mustard is an example of that. We plan to work with schools to help young people learn about how business is evolving. We will of course also be helping young people learn about growing, preparing and using mustard!

Our Products

We’ll soon have a range of products for you to sample.

Our plan is to name each after a famous Norwich heroine from history. Norwich has a tradition of producing women who change the world, which of course is what we are setting out to do too.

If you’d like to stay up to date with our products as they are developed, sign up here for our regular bulletins.

Buy Norwich Mustard

You will soon be able to order Norwich Mustard and have it delivered to your door. As well as our range of mustards, we’re planning to sell Norwich Mustard merchandise. Like the Norwich heroines who have inspired us, we are determined to play our part in making Norwich a better place to live and work.

We’re already talking to retailers who will stock our range of Norwich Mustard. If you don’t see Norwich Mustard in your favourite shop, ask them to stock it. We don’t want anyone to miss out!

Join the Norwich Mustard Club

We want you to enjoy Norwich Mustard. Join the Norwich Mustard club and receive a monthly jar of Norwich Mustard, a recipe from a Norfolk chef and a surprise gift. Membership will cost just £5 per month. Sign up here for your invitation to join the Norwich Mustard Club which launches in October 2018.

Trade Sales

Have you got a shop? Or perhaps you run a restaurant or pub? Norwich Mustard can add a special something to any dish and we know it’s going to become very popular. Mustard can also be used to flavour a range of foods, for example chocolate. If you want to stock, or use Norwich Mustard we want to hear from you.

Edith Cavell

Brown Mustard
Inspired by Edith Cavell

Flavoured with horseradish, this is the mustard soldiers would have enjoyed in the Great War. Inspired by Norwich born nurse Edith Cavell, remembered for helping soldiers from both sides of the conflict.

Elizabeth Fry

Wholegrain Mustard
Inspired by Elizabeth Fry

We’ve decided to launch with a traditional, no nonsense blend of mustards, inspired by Elizabeth Fry. Born in the centre of Norwich she campaigned for better conditions in our prisons.

Harriet Martineau

French Mustard
Inspired by Harriet Martineau

A mustard made famous by Colman’s, our unique blend is inspired by Norwich born Harriet Martineau, who was a feminist, sociologist and novelist, decades before women won the right to vote.


Beer Mustard
In partnership with Redwell

We’re keen to partner with other famous Norfolk brands. We’re starting with our friends at Redwell Brewing. This beer-flavoured mustard will tempt your taste buds. Like us, Redwell are striving to maintain our city’s tradition as a producer of fine food and beverages.

Norwich MustardNorwich Mustard
Norwich Mustard

Our Roadmap

January 2018

Robert Ashton and Steve Morphew meet and talk about how good it would be to set up Norwich Mustard. News that Colman’s is leaving Norwich had provoked a lot of unhappiness.

February 2018

We launched a crowdfunding campaign to fund our set up and business plan. This was matched by a £6,000 grant from Power to Change. The campaign was supported by 184 people.

March 2018

The conversations started. We met some farmers interested in growing for us and obtained some mustard seed, which our friends at John Innes Centre in Norwich tested to make sure it would grow.

April 2018

Some trial plots of both brown and white mustard were sown on a research farm near Wymondham. The crop from this will give our growers seed for the 2019 season. Some we hope will be processed to produce a locally grown collectable first edition Norwich Mustard.

May 2018

The community benefit society is legally formed. Now we exist. Our co-founder Robert Ashton is invited to join a panel of social entrepreneurs advising Power to Change. This will help others follow in our footsteps and perhaps save more famous brands from disappearing.

June 2018

Our plans to open a pilot plant within the walls of Norwich Prison start to take shape. We’re excited to think we might be able to both make superb mustard, and help offenders gain skills that can help them get jobs when they are released. Elizabeth Fry would be proud.

July 2018

Our first batch of Norwich Mustard, made for us by friends in Suffolk, will be available for tasting. We hope to give everyone who’s supported us so far a jar.

August 2018

By summer we expect our long term plans to be taking shape nicely. We can’t say exactly what is planned, but do keep in an eye open for developments.

Our Story

When a social entrepreneur and politician get their heads together, you never quite know what will happen. In this case, over a coffee in the Forum, the seed was sown that has grown into Norwich Mustard.

It all started with a conversation. Steve Morphew and Robert Ashton were discussing the anger people were expressing at the announcement of Colman’s closure. “Why don’t we start a new company” said Steve, “and call it Norwich Mustard”.

As a social entrepreneur Robert quickly saw the potential. He posted this video on LinkedIn to see what people thought of the idea. 5,000 people viewed it over the first weekend.

This impressing response spurred Robert on. A third founder was recruited, Chris Herries, who like Steve is a local politician.

The EDP picked up the story, as did the BBC.
A successful crowdfunding campaign raised almost £14,000, which included a £6,000 grant from Lottery funded Power to Change. We’re overwhelmed that 184 people contributed to the campaign. Some Colman’s pensioners also heard about us and are providing us with expert help.

We are also hugely grateful to Pinewood Studios based Mustard PR and Norwich firm Grit Digital. Both are helping us on a pro bono basis. Both can see the potential and with their help, we are confident we will succeed.

Norwich Mustard is already attracting national publicity with Robert interviewed by Radio Four’s Eddie Maier for iPM. You can listen to the interview here.

If you’d like to stay up to date with the Norwich Mustard story, sign up here for our regular bulletins.

Receive a copy of our share prospectus when it becomes available.


Share Issue

There will be a community share issue in early summer. This will raise the capital we need to create jobs and produce mustard in Norwich. The share prospectus and business plan will be available here for you to download when the share issue launches.

Right now you need to know that:

We will be a community benefit society

Which means our profits are reinvested in our work, although we do hope in time to pay dividends to our shareholders.

Each shareholder has one vote

At our Annual Meeting, to which all will be invited, each shareholder has one vote.

Your investment should qualify for tax relief

The share prospectus will explain how.

Latest News


Broccoli, blue cheese and beer mustard quiche

Let us introduce you to the king of all quiches, the broccoli, blue cheese AND beer mustard quiche….

The base

* 2.5 cups of almond flour
* 1/2 cup of ground golden flaxseed
* 1/4 cup of coconut flour
* 1 tbsp of psyllium powder
* 2 tsp of baking soda
* 120g butter (ensure it’s softened at room temperature for ease)

The filling

* 10 eggs
* 500g broccoli
* 125g blue cheese
* Half a jar of beer mustard
* 1/2 tsp salt
* 1/2 tsp pepper


1. Preheat the oven to 200C/400F degrees;

2. Place all the base ingredients into a bowl and work the butter into the dried ingredients until a dough like mixture is obtained (if the mixture is feeling a little dry, add a few drops of water);

3. Grease a pie dish with butter and place the dough into the dish, spreading it out evenly with your hands across the bottom and up along the sides;

4. Bake for 20 minutes;

5. Whilst the base is cooking, place the broccoli florets into a saucepan, bring to the boil, cover and simmer for 8-10 minutes (or until soft). Drain and wash in cold water;

6. After removing the pie dish from the oven, reduce the temperature to 180C/350F degrees;

7. Whisk the eggs, mustard and add the seasoning;

8. Place the broccoli in the pie dish, scatter the blue cheese around it evenly;

9. Pour over the egg mixture;

10. Bake for 45 minutes or until the centre is firm and the crust is golden;

11. Ta daaaa! Time to enjoy.

It will serve 4-8 people, depending on how hungry you are (or whether you wish to share!).

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Broccoli, blue cheese and beer mustard quiche
Honey and Beer Mustard dipping sauce

Tantalise your taste buds!


1/4 cup of Beer Mustard 
1/4 cup of mayonnaise
1/4 cup local honey (we like to use that made by Greenwood Apiaries – delicious!)
1 tsp freshly squeezed lemon juice
1/2 tsp onion granules
Sprinkle of salt and pepper (to taste)


Pop all the ingredients into a bowl and mix well. Add to an airtight container and allow to chill before eating (providing an airtight container is used, this will last in the fridge for a few weeks).

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Honey and Beer Mustard dipping sauce
Norwich Mustard Stockists!

As our list of stockists grow, they really think we cut the mustard!

Our mustard not only tastes good, it does good and is here for good! We’re proud to shout about the retailers who are supporting our venture to keep mustard-making in our fine city.

In no particular order, our current list of fabulous stockists are as follows:

Located in a lovely market town, Baileys Delicatessen has been a staple of Beccles life for many years and is a place to dine whilst also picking up some deli-treats! We love popping in and experiencing such a great atmosphere when in the area. (NR34)

Thorpe Plant Centre is a family run business, surrounded by beautiful woodland in Thorpe St Andrew, selling a huge range of hardy garden plants – and now our mustard too! If you’re a fan of plants as much you are mustard, then you shouldn’t miss out! (NR7)

Established in 1971, Lucy’s Chip Stall fries chips in beef dripping, using new, fresh cut potatoes – only the best will do! The stall is currently undergoing a revamp and we can’t wait to visit and see the new setup! (NR2)

A firm favourite with locals and visitors alike, The Cheese Man has been a fixture on Norwich’s award-winning marketing for over 17 years! Selling cheese from all around the world, along with biscuits, crackers, olives, chutneys, jam and our fine mustard! (NR2)

Walsingham Farm Shop embraces the ‘theatre of shopping’ and is more than just a farm shop that happens to be on a farm. It’s a true shopping experience! With their farm shop located in Walsingham and with a stall on Norwich’s award-winning market, you won’t have to miss out! (NR2 & NR22)

Cafe Zest is a conjoined cafe concept located within House of Fraser, a flagship store located in the heart of our fine city. The ideal place to shop, grab a bite and a cup of coffee – whilst purchasing one of our jars! (NR2)

A well-established, family run business, which has seen its reputation grow since 1889, the Alexandra Howell Delicatessen is a must-visit if you’re in the area. Quality products is at the heart of everything they do. (NR23)

Bintree Farm Shop is the home of Bintree bird seeds and stocks a full range of bird seeds, accessories. Also stocking seasonal farm produce, specialising in locally grown soft fruit, asparagus, home grown sweetcorn, pumpkins, edible squashes and other seasonal fruit and vegetables – it’s most definitely a place you’ll want to stop off! (NR20)

Dedham Vale Vineyard is set in 40 acres of vines, woods and pasture on the edge of the Dedham Vale, an area of outstanding natural beauty. Sample the wines and wander through the vines as you enjoy this glorious part of North Essex. (CO4)

The Mayhew family have farmed in Woodton since the mid 1940’s, and started out with a small suckler cow herd, chickens for egg production, and pig rearing, as well as farming over 500 acres of arable land. Their wonderful Old Hall farm shop is open from 7am-9pm every day and if you’d prefer, they can now pop goods in the post! (NR35)

With a passion for great British produce, the Farmers Kitchen, based in Harleston, stock as much in the way of local produce as they can, many items made, grown or produced within the Waveney Valley. A firm favourite to visit when we’re in the area! (IP20)

The Scrummy Pig has a produce shop packed with the tastiest meats, dressings, preserves, oils, ales, breads (and mustard!), with lots more delicious goods selected just for their customers, boasting that 95% of stocked goods are made in Norfolk! (NR12)

Willow Tree Farm Shop has a passion for providing top quality fresh produce along with fantastic customer service – the true essence of a family-run business. This is without a doubt the place to stock up for your weekly shop, knowing all produce is sourced from around the region. (CO10)

White House Farm not only has a farm shop, cafe and butchery, located on the edge of Norwich, it also has a retail hub including a florist, hairdresser, beautician, gift shop, dance studio, ladies fashion shop and children’s nursery. It has it all – including our mustard! (NR7)

Truly Local stands up to it’s name! All produce is sourced from within a 40 mile radius of their shop in Stalham and they never compromise on quality and freshness – with ethical standards which speak volumes. This shop is a real delight. (NR12)

The Norfolk Deli – an award-winning delicatessen which aims to take you on a culinary journey, which not only excites you, but makes you very hungry! The produce they sell is a treat for all palettes – a visit to the deli in the heart of Hunstanton should be top of the list for anyone visiting the area. (PE36)

From contemporary household accessories to books, children’s toys and some of Norfolk’s finest food and drink, The Conservation Shop, located in Pensthorpe Natural Park, is brimming full of exciting and unusual gifts to tempt almost everyone – it’s a real must visit! (NR21)

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Norwich Mustard Stockists!

Our Supporters

We could not establish Norwich Mustard without the help of those who have supported us, especially those who supported our crowdfunding campaign. Here are links to some who have helped us and we hope, can help you, should you be setting out to create your own enterprise.


Help, advice and a wealth of information from the network for Britain’s thousands of coops.


The largest crowdfunding platform in Britain. Its fees are reasonable and the advice they give you as you set up and run your campaign, invaluable.


A charitable Trust set up in 2015 with a £150m endowment from the Big Lottery Fund. The people to talk to when you need inspiration, advice or even a grant.


The go to people for advice on setting up a food or rural business. They have supported more than 350 community owned shops and pubs.


A creative PR team who like mustard so much they’re helping us for free!


A Norwich-based creative team who like to “do different” online. They backed our campaign and are helping us spread the word about Norwich Mustard.


All you ever wanted to know about cooperatives right here in Norwich. They can help you turn your idea into action.


These guys produced the videos of Robert on his tractor talking about Norwich Mustard.


Robert does much more than just lead Norwich Mustard. He’s a social entrepreneur, author and conference speaker too.

Get in Touch

Please get in touch, we’d love to hear from you.

General enquiries:


We Need Volunteers

Please help us to raise awareness before our March 26th share issue. Please contact us if you would like to help, we’d really appreciate it!

Become a volunteer
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