The Norfolk Ambassadors programme launched at the Royal Norfolk Show in 2025, with Place UK’s Matt Smith among the first to sign up as a champion for the county’s businesses and communities.
Here, Matt shares what being a Norfolk Ambassador means to him, and why he’s proud to support Norfolk as a place to live, work and grow a thriving business.
What is the Norfolk Ambassadors Programme?
Matt explains: “The programme brings together business leaders, sector experts, and people from public services and charities across Norfolk. We all come from different worlds, but we share a common goal: to champion the county, both locally and beyond.
“It’s about using our collective voice to tell Norfolk’s story. We’re feeding the nation, powering millions of homes, and there’s so much more potential to unlock. Together, we’re pushing for greater investment and stronger partnerships so Norfolk can play an even bigger role in the UK economy.”
Why did you join?
“I’ve lived and worked in Norfolk for 20 years and raised my family here. It’s given me a rewarding career and an exceptional quality of life, with countryside and coast right on our doorstep.
“But Norfolk is often underestimated. We need to share what makes it special, and why it’s such a great place to invest, build a career or start a business. The business community here is incredibly supportive, and by working together we can make sure Norfolk is seen and understood for what it really is – a place full of opportunity.
“It’s a buzzing, innovative county, doing impactful work every day across agriculture, energy, fintech, R&D, culture and tourism, and it’s time to tell that story more confidently.”
What might surprise people about Norfolk?
“Our energy sector has the most diverse energy portfolio in the UK. In Norfolk, we power the nation.
“And we feed it too. From premium soft fruit grown at Place UK to the globally renowned Norfolk Black Chicken, our agri-food sector is thriving. It employs more than 42,000 people and is moving fast, with investment in R&D, robotics and agri-tech.
Norfolk is well known for agriculture – it’s rooted in tradition, but people would be surprised to see what new developments are happening, at pace, with the implementation of new-tech. We’re home to the farmers of the future.”
What does being an Ambassador mean to you?
“It gives me the perfect excuse to shout about Norfolk at every opportunity, and knowing there’s a growing community of Norfolk Ambassadors all signed up with me, and all committed to the same goal, is incredibly powerful.
“With around 100 of us now involved, we’re building real momentum. We’re speaking at events, sharing insight and engaging decision-makers to showcase everything Norfolk has to offer, from its £3.6bn visitor economy to world-class education. I’m proud to be part of a group that genuinely wants to see businesses here succeed. Team Norfolk!”
What impact are you making?
“I’m particularly passionate about keeping local talent in the county and strengthening links between education and industry.
“At Place UK, we’re working with the Norfolk & Suffolk Careers Hub, schools, colleges and partners like Easton College to connect classroom learning with real career opportunities. As a Keystone Employer for agri-tech, we’re helping shape skills development and show young people what’s possible in this sector.
“It’s vital they see agriculture and horticulture as exciting, future-focused careers. These sectors are evolving quickly and play a huge role in feeding the nation. The challenge is inspiring more young people to be part of that future.
“Norfolk offers something special – it’s an incredible place to live and work, and we need to keep our young people here where they have the chance to build a great career while enjoying a high quality of life.
“That’s the story we’re all here to share.”
Find out more about the Norfolk Ambassadors programme here: Norfolk Ambassadors
