Picnic Fayre Delicatessen at Cley next the Sea celebrates its 25th anniversary this year. John Pryor first opened his doors in 1984 with the aim of selling and promoting local food, an idea which is kept very much alive today by his wife Victoria in her day to day running of the business. It remains very much a traditional shop offering traditional values, set in an historic old forge but selling up to the minute ingredients.

Over the years Picnic Fayre has continued to build upon its reputation for sourcing and introducing the latest ingredients and trends, winning awards along the away and even launching its own products, some of which have been exported as far as Japan and the U.S.A. Its interesting wine department has often been one of the first to present wines which have gone on to become household names.

The shop has abundantly filled shelves carrying a wide selection of groceries, cold counters full of Cheeses, Pates, Pies and Pastries, another busting with Olives and Antipasti. There are baskets packed with speciality breads and a wonderful display of Fruit and Vegetables, the majority of which are grown locally. Ready prepared meals, the Picnic Fayre Spice Pastes, freshly roasted nuts and homemade cakes are just a few of the delicious items for customers to indulge in, as well as tea, coffee, fruit-juices and ice-creams for those just passing by!

For 25 years Picnic Fayre has catered for the every day needs of the local community. But it has also become a Mecca for the ever increasing number of tourists to North Norfolk, who as well as wanting to buy their lunch and treat themselves to a gourmet delight, wish to enjoy friendly, personal service whilst experiencing the charm of shopping in the old blacksmith’s forge.