Q&A with a Norfolk Ambassador: Matt Smith, Place UK

In this new series, we interview a Norfolk Ambassador to find out what they've been doing since joining the programme.  

Read on to find out how Matt Smith, co-managing director at Place UK, has been highlighting the county's thriving agri-food and agri-tech sector. And why it's important to show young people that Norfolk and this key sector is a place where careers can truly flourish. 

What have you been doing to inspire the next generation in Norfolk? 

At Place UK, we have been working closely with the Norfolk & Suffolk Careers Hub and local schools and colleges to build stronger links between education and industry. We have also agreed to become a Keystone Employer for agri-tech for the Local Skills Improvement Plan run by the Norfolk Chambers of Commerce. By partnering with providers like Easton College and Broadland High School, our aim is to align classroom learning with real career opportunities. By getting into education settings to talk to pupils, we hope to stir imaginations about the clear, exciting pathways that exist in agriculture and horticulture. We want to give young people the skills and confidence to succeed while supporting one of Norfolk's fastest-growing sectors. It's all about improving outcomes and job prospects for our young people. 

What opportunities exist in Norfolk's agri-food sector? 

There are so many exciting career pathways and promising job prospects to grasp in Norfolk, and not just at Place UK. We are home to world class innovation on the Norwich Research Park, including the John Innes Centre, and pioneering businesses on the Food Enterprise Park. 

The modern agri-food sector is driven by innovation, with opportunities for careers in AI, robotics, sustainability, and environmental management. It is a sector full of forward-thinking businesses investing in people and technology, and at Place UK, we've seen first-hand how careers can grow when young people anchor themselves in a company that truly invests in its people. Our head of fresh, Dan Yordanov, started with us 20 years ago as a student, and has worked his way up throughout the business to now lead our major farm operations and is responsible for piloting and trialling innovation projects, including AI and robotics, with our R&D and tech partners. We're looking for the next generation of agri managers to follow his lead.  

Why are you passionate about inspiring young people to explore agri-food careers in Norfolk? 

Because Norfolk offers something special. It is a place where you can build an ambitious career in this vitally important sector, while enjoying an exceptional and balanced quality of life. We want young people to see the breadth of opportunities here, know that their work matters - we feed the nation from Norfolk, after all.  And we want emerging talent to feel confident about building their future in the county. Strengthening that skills pipeline is key to sustaining our growth and our local economy. A win-win for our sector and for our young people.  

What's next? 

We will keep working with schools, colleges and universities to bring real-world insight into education settings and expand access to meaningful work experience, something that's not always easy to obtain in this industry. And alongside partners like the Food and Farming Discovery Trust and Norfolk Chambers of Commerce, we will continue to create clearer, more inspiring routes into agri-food jobs.  

Why does this matter? 

Agri-food has strong roots in Norfolk and has a huge role to play in our county's future growth and attracting inward investment here. By showing we are committed to giving our young people real, exciting career opportunities and championing opportunity for all, we're building a strong, skilled, committed workforce that will drive Norfolk's agri-food sector, and the wider economy forward for the next ten to fifteen years.

Published: 23 April 2026