This week’s Wednesday Wisdom comes from Alex Clare from the Norfolk’s Edge – an organisation dedicated to empowering local businesses and strengthening our county’s economy.
We spoke to Alex about building Norfolk’s Edge from scratch over 4.5 years, growing from dinners for six to events for hundreds, and launching PHASE TWO at Noko Retreats – a new base with a coffee shop, events and a forthcoming restaurant and cocktail bar that complements their bespoke weddings, corporate and private dining. He stressed that preparation is everything – prepped food, confirmed hire, a clear brief, trusted suppliers and well‑equipped leaders – and recalled a Top Gun themed dinner for 250 guests as a standout example of planning paying off. His advice to event planners is simple: be confident, build the right team, stay organised and trust your staff. He sees a move toward immersive private dining where guests meet chefs and help shape the experience.
Can you tell us more about Norfolks Edge?
“I am so proud of my business. I started from scratch 4.5 years ago, and I have grown from catering for 6 people to 600. Going from private dinner parties to large weddings and events – we have done it! Norfolk’s Edge is a team of passionate and confident people who strive to give our clients the best experience possible. Norfolk’s Edge is now moving to a new phase – PHASE TWO. This new part of Edge is based at Noko Retreats in Suffolk (30 mins from the Norwich City Centre) – which includes a coffee shop serving only the best coffee, cakes, bakes and lunch time dishes, as well as hosting events, and with PHASE THREE the launch of the restaurant and cocktail bar.”
What are the biggest lessons you’ve learnt when catering for events?
“Being prepared is so important. Having all the food prepped, hire order in place and the brief complete so the event day runs as smoothly as possible. Nothing can go wrong! Working with the right suppliers and having the best team serving our food makes all the difference. Ensuring the team leaders for the event are fully equipped with everything they will possibly need – nothing is forgotten.”
What is your favourite event you have organised and what made it special?
“This was for a private client, which was Top Gun themed. This was very fun to be apart of. The menu was Steak & Lobster, serving over 250 x guests. Watching it all come together over months of preparation was so rewarding. The team all pulled together and worked so hard to ensure the event was made to feel special and unforgettable.”
What advice would you give to companies planning events in Norfolk?
“Be confident in your business, your product, your name. Have the right team behind you and be organised. Have trust in your stuff, and it’s always a team effort.”
Looking ahead, what trends do you see in Norfolk’s event industry that help make occasions unforgettable?
“Private dinner parties and events to be more immersive. It’s not just the incredible food, it’s getting to know the chefs creating the dishes, getting the client involved. Having a full service and enjoyable experience for everyone.”
To discover Norfolk’s Edge – the award-winning catering team crafting bespoke weddings, corporate events and private dining across Norfolk and Suffolk – visit Norfolk’s Edge to book an unforgettable dining experience with seasonal menus and event management
