CUSTOMERS can't get enough of the fresh fruit and vegetables at the first greengrocers' shop in Cotgrave for 20 years.
Since opening, Healthy Living, in The Precinct, has been doing a roaring trade.
The two men behind the business have more than 60 years' experience between them in markets and fresh produce.
John Branson was market events organiser in Melton for 20 years before retiring at Christmas while business partner Ivan Koral has been a greengrocer for 40 years.
"Our slogan is quality, price and service," says John.
"It's going exceptionally well as there has been nothing like this in Cotgrave for years.
"It's all fresh produce, top class service and prices are on a par with supermarkets and even better."
It means an early start for Ivan, who used to run the Fruit Basket in West Bridgford and Andre's in Beeston.
He's down at Nottingham wholesale market, Monday to Saturday, at 4am most mornings.
"We've not looked back since opening. We are being supported by the village and people in Bottesford, Radcliffe-on-Trent and Bingham. We've a good customer base.
"These kind of shops are gradually creeping back," says Ivan, whose Beeston business has since been demolished to make way for the tram.
The traders put their success down to the freshness of the competitively-priced produce.
Ivan says: "It's probably only been in the ground a day or two before."
Healthy Living, a self-service shop, stocks around 80 different lines.
There's new season peas in the pod. The several varieties of potatoes include Lincolnshire potatoes and Maris Bard new potatoes grown by a farmer in Woodborough.
The broccoli, carrots, leeks, cauliflower and courgettes are all from English soil. And 99 per cent of the salad vegetables are too.
"We've English strawberries, raspberries, blueberries and cherries," says Ivan.
Inevitably some of the produce has to come from abroad. Apples, pears, bananas, melons and peaches arrive by plane but soon crops of English-grown Discovery apples will be abundant.
The new arrival of a chiller cabinet will allow them to sell Colwick cheese from the Vale of Belvoir, corn on the cob, fresh herbs and bags of salad.
In a return to old-fashioned values, there's always time for a natter about football and the weather.
"Because it's a village you know the people who come in. It's not like you're on a high street and they're just passing by. We see our customers daily so we get a good rapport with them," says Ivan.
"I don't believe in a person that's gone around the shop, come to the till and you don't talk to them. If they're prepared to spend their money, you should be prepared to spend the time of day."
The business also offers a free delivery service for Cotgrave customers who can't make it into the shop and residents in surrounding areas if they spend a minimum of £10.
The men, who met at the races four years ago and became friends, set up shop in a former video store that had stood empty for six years and at Christmas was transformed into a Santa's grotto.
Nick Berry, a property estates surveyor at Rushcliffe Borough Council, helped throughout the negotiations.
"We were helped tremendously and were offered a decent rent to kick-off with," says Ivan, whose brother Andre is a greengrocer in Long Eaton and his nephew Aaron runs Aaron's Orchard in Carlton.
With 400 new homes being built at the former pit site and a planned redevelopment of The Precinct, there's even greater potential for trade in the future.
The borough council bought The Precinct two years ago as part of its wider plans to improve Cotgrave town centre
Councillor John Cranswick, deputy leader and board member for Cotgrave, says: " Whilst we are working on these plans, and getting finances and agreements from partners in place, we were very keen to ensure that the town centre shops remain vibrant. We were able to offer flexible lease terms and this suited the greengrocers. We are delighted the greengrocers has become so successful and they add to the great range of shops in Cotgrave.
"Throughout the borough, we are keen to work with all sizes of businesses, whether that be with funding advice, licensing and planning, through our portfolio of commercial lettings, or the wide range of networking opportunities available for small businesses. If businesses need help, we suggest they get in touch and we'll do our best to assist."
