A new range of locally grown peppers is being stocked by Roys of Wroxham, one of The Grocer Top 50 independent chains.
The East Anglian-based retailer is now stocking Ramiro Peppers grown by the Garden House in south Norfolk.
The producer is one of only two pepper growers in the region licensed to buy the seeds from Holland.
A spokesman for Roys said: "The peppers are picked in the morning and on the shelf during the same day. The yellow or red peppers are extra sweet and juicy and milder than the bell-shaped variety."