Hugh Fearnley-Whittingstall does not plan to expand his new grocery chain beyond the West Country.

The TV chef opened his first branch of River Cottage Stores in Axminster, Devon, two months ago, and is planning more. But the business was committed to staying close to River Cottage HQ in Dorset, said store manager Anna Woodrow.

The shop sells almost exclusively seasonal UK produce. Any exceptions are organic and Fairtrade, but nothing is air freighted.