Member Spotlight: The Hungry Otter

Nestled on the shores of Salhouse Broad, The Hungry Otter has become far more than just a catering trailer. Over the past eight years, Helen Williams and her partner Chris Rundle have built a thriving independent business known for its homemade food, warm hospitality and unwavering commitment to sustainability. From serving award-winning sausage rolls and locally sourced produce to powering the business with an innovative solar energy system, The Hungry Otter has earned a loyal following and, most recently, the title of Broadland Small Business of the Year.

In this Q&A, Helen reflects on the journey from a one-person operation to an award-winning partnership, shares the challenges and rewards of running a seasonal business in one of Norfolk’s most beautiful locations, and explains why supporting local suppliers, embracing sustainability and putting customers first remain at the heart of everything they do.

This is your eighth year running The Hungry Otter. Looking back, what have been the biggest lessons you’ve learned since you first opened?

The biggest lessons that we have learned have been about facing challenges head on and never giving up. It has been about facing problems which we will all go through when setting up a business and facing them with a smile; when the power fails on a bank holiday weekend, when the coffee machine packs up just after its service, when a promised delivery does not arrive when specified – these things will happen but its how you face them that counts.

We have learnt to listen to our customers, we have learnt that it is important to take risks and adapt, we have learnt that homemade quality products and locally sourced ingredients and goods are the best sellers. We have learnt to smile whatever happens and that the rewards from customer satisfaction are uplifting.

When I started the Hungry Otter, I was a single person operation, and I soon learnt that this trade is not for one person only. I was unable to open every day, which I think is important for consistency for customers, as I needed time to shop and bake. This is when my partner left his job and we now work alongside each other. This being our only income meant we were taking a leap of faith to make things work for us financially but its worth it! We are so much happier and have a better quality of life albeit a very busy one for seven months of the year. We work from April to the end of October as this is the holiday season on the Norfolk Broads, so come the start of November we have five months to ourselves.

The Hungry Otter enjoys a unique setting at Salhouse Broad. How does the location shape the experience you offer customers?

Salhouse Broad is a beautiful location, and we are happy to work there. However the location does throw up some challenges in that we have to meet such varied customer needs in a small space: boaters enjoying overnight stays, local visitors out for a stroll, campers, canoers and regular visitors across all age ranges. We have to offer things that have cross group appeal and are easy and quick to prepare in a small space and which are interesting yet not too niche. Some people want a cuppa and a cake whilst others are after a savoury snack or a full meal. I do not cook on the premises and so it is challenging to meet these disparate needs. I do think we rise to the challenge however!

You recently made the switch from a generator to solar power. What motivated that decision, and what impact has it had on your business?

I was always keen to switch to solar power, but it took a while to save the funds required. My ethos has been from the start to use only sustainable products such as compostable cups, serviettes etc and we do not sell any products which utilise plastic such as plastic bottles of water.

Due to my ethos it was only right that we went down the solar route. I was originally quoted £10,000 to install the whole system but this was out of my reach and so we did our research, asked lots of questions to the right people and have set up the whole system ourselves (making sure it has been signed off of course!).

In all the work cost £2500 plus some blood sweat and a few tears but it has so been worth it. We were using £250 of fuel a month with the costs rising higher recently. It means now that we are using clean, renewable energy which is good for both the planet and the community and reduces our carbon footprint. No more noise or smells from a generator to disturb the peace at such a beautiful venue.

Using solar has made a huge difference both in terms of ease of use: no more emptying out the fridges and freezer at the end of the day and refilling in the mornings; no more filling up petrol cans every other day, less noise, less effort, a better environment and in terms of visitor experience: many customers are excited about our switch and very interested to learn more about the system and how it runs and we have been congratulated by loads of people who are delighted with what we have achieved.

Sustainability is clearly at the heart of everything you do, from using local producers to eco-friendly packaging. Why has that always been such an important part of your business?

Sustainability is important to us in our business but also in our personal lives. It is crucial in a beautiful, natural location because it reinforces the need to take care of our environment, minimise waste and encourage people to think differently. So many of the events held at the Broad are about being connected to nature and the management of the Broad itself follow a sustainability ethos for example solar powered showers have recently been installed in the campsite. Utilising local producers and suppliers and eco friendly packaging for example is at the heart of the business and sets the tone when visitors arrive. They know what to expect and maybe more importantly what not to expect.

Winning Broadland Small Business of the Year is a fantastic achievement. What did that recognition mean to you personally?

Winning Broadland small Business of the Year in 2025 was amazing. I never for a moment thought that a small business like mine would be recognised. Everything we do at The Hungry Otter is heartfelt – yes, it’s about running a successful business, but its also about giving customers the best quality and value for money that we can and them leaving feeling like they have really enjoyed their visit and the Broad and truly appreciated the effort that we have made. Winning the award was recognition of the blood, sweat and tears, the creativeness, the bravery, the smiling on the days we might not want to smile! When others recognise what you are doing and understand the work that goes into such an endeavour it’s amazing.

You champion local suppliers throughout your menu. How important is it to support other Norfolk businesses, and what difference does that make to your customers?

Nowadays it’s tough to be a small business; increasing costs are affecting everyone and we are all feeling it. But local businesses are so important; they support the local economy, employ local people and use local products. As a small business we feel that we really need to support each other: as well as sourcing products like ice cream, hot chocolate and cakes from local businesses, we recommend local pubs to holiday makers or point them towards the café in the village and a recently have supported a new business in the area by sharing my own experiences both good and bad, pointing out good suppliers and producers and generally rallying! And of course my customers get to sample some of the best that Norfolk has to offer.

From barista coffee and homemade sausage rolls to local ice cream and even pupsicles, how do you decide what to include on the menu?

Its challenging to decide what to put onto a menu especially as we are a caterer that must cater for everything! I think its about listening to customers and being willing to try new things which may or may not work and to be adaptable whilst keeping in mind the very small space we must operate. Every year something new appears on the menu and we just must make it work. Innovation is the key and looking for solutions at every turn.

What have been some of the biggest challenges of running a seasonal catering trailer, and how have you overcome them?

One of the biggest challenges is the unpredictability from day to day within the season and the weather! Being on the Norfolk Broads, I am dependant on no rain if I want people to turn up and this can be challenging in terms of what to provide daily. The only pattern is that there is no pattern. There are days when no one comes but other days when I can’t believe that we have managed to serve so many customers; some days I could sell 100 sausage rolls but others 2 and this can be difficult to manage.

Its all about holding your breath when you have a bad day and believing in ourselves and our products and knowing that at the end of the season all will be well! I can have a wobble in April if the weather has been bad and wonder if I can carry on but there hasn’t been a year since I started 8 years ago when it hasn’t turned out ok in the end!

The Hungry Otter has built a loyal following over the years. What do you think keeps customers coming back?

I love my customers! The regular dog walkers, the yearly holiday returners and the new customers. We provide exceptional customer service and many holiday makers now determine to stop at Salhouse Broad to visit us every year, it’s part of their holiday experience. Some of our reviews on Google and Facebook state ‘we visit every year and buy all your sausage rolls at once. You always play a big part in our holiday schedule.’ Or ‘Honestly this was one of the best parts of our holiday so far. The food was delicious and the owner was so kind.’

We also provide value for money despite the challenges that all of us in the industry are facing. The fact that we make some of our cakes including the delicious courgette and lime cake which is made using homegrown courgettes is also a crowd pleaser and is something that keeps customers loyal and returning.

I also believe that supporting the local community drives our success as it leads to trust from customer and hence support. We are a prime business partner of Love the Broads (a charity administered by the Broads trust)l and give 10p from every ice cream sold to the charity, we use local producers thereby bringing money into the local community, we sell boat/paddle board licences for the Broads Authority meaning that these are more accessible to visitors, we provide vouchers for raffles at local fairs and school fetes and we have sponsored local kids football teams meaning that the could afford team kits for the youngsters.

Generally however people come back for the unique setting, the beauty, the calm and the peace; to be able to sit and look at the view, listen to the birds and have a great cup of coffee and snack and of course for the welcome and the witty badinage!

Have there been any memorable customer moments or stories that have stayed with you over the past eight years?

There have been many and some I am not sure would be suitable to divulge! However when two of my regulars turned up wearing secretly designed t shirts bearing the Hungry Otter logo on the back and ‘Official Cake Tester’ on the front – that was a great day. And the special returning visitors who message me throughout the year asking if I deliver sausage rolls around the country and who call ahead before their yearly boating holiday to request numerous sausage rolls!

Some of my local regulars like to play what has become known as ‘posh squash roulette’…. can they guess which flavour they have today? Eyes closed and sip away….. (sometimes I secretly buy a flavour of posh squash that isn’t even on the list to baffle and befuddle them!)

How have customer expectations changed since you first started trading, particularly when it comes to sustainability and locally sourced products?

Customers are more informed about sustainability and ask more questions about where our food is sourced from. They are very interested in the fact that we are powered by the sun and want to know why and how we achieved this. They think more about what they eat and where it comes from as well as more people asking for gluten free or dairy free products.

Every year at the Hungry Otter, 100’s of children has a ‘posh squash’ instead of fizz in a can (because I don’t stock bottles or cans!); its better for them and better for the environment and if just a tiny % of them tell their parents that they like it more and don’t drink sugar laden fizz any more then that’s a win!

Running a small independent business often means wearing many hats. What’s a typical day like for you during the busy season?

A typical day in the busy season is mad! We start at 6am by making sausage rolls and then set off to the Broad. It takes about ¾ hour to set up and get the coffee machine up and running and then its opening time. In the busiest period we like to be open by 8.30ish. During the day we are serving, restocking, serving and restocking! We work all day until about 5pm when we start to pack up and restock for the next day which takes about an hour.

On the way home we may have to go shopping and then when home we often must do some baking – there is always flapjacks or cheese straws to be made! If we sit down by 8pm then that’s a win but before you know it its sleep, bake, repeat. There are just two of us in this business and we are open every day for seven months of the year – no days off, no excuses! Consistency is the key to keeping customers.

If someone was visiting The Hungry Otter for the first time, what would you recommend they order, and why?

If you are visiting the Hungry Otter for the first time then there are several things I would recommend. Today was a chilly day so maybe a freshly baked sausage roll with a Chai latte and a tiramisu brownie for dessert. On a very hot day you simply must try a Danns Norfolk Ice Cream or sorbet… mango sorbet is my favourite. Or on a Salhouse Festival Day maybe some homemade vegetable chilli with nachos and cheese (vegan cheese available!) or perhaps a pulled pork roll with homemade coleslaw and BBQ sauce and a posh squash of course to wash it down. There is so much to choose from at the Hungry Otter that you will be spoilt for choice.

What advice would you give to someone thinking about starting their own independent food business?

Understand your customer base and your likely footfall including the things that may affect this and build your menu around this.

In a small space, think creatively about the equipment you need and how you can make the most of it.

Never be afraid to try new things… some will work and some won’t but its no failure if it doesn’t, its just learning and evolving.

Have a great team around you. Even if you are a two-man partnership like me and my partner Chris, you can use family and friends to test drive new ideas and taste new products – they don’t usually complain!

Do not get disheartened if something goes wrong – if your passion is your business then things will go well in the end.

Be prepared to work very long hours if you want to make a business a success; there is no shortcuts and it really takes dedication and effort to end up with a great little business and a wonderful reputation.

Looking ahead, what’s next for The Hungry Otter, and what are your ambitions for the future?

I want to continue to establish the Hungry Otter as a recognised, sustainable food destination on the Norfolk Broads, known for its locally sourced products, joyful and pleasing service and environmentally responsible operations. I know at this juncture that many businesses may say that they want to expand and open more outlets and maybe this is what people expect at this stage but its not for us. We love our little business and being nearly 60 years of age I don’t want more outlets and loads of staff, and I think that is just fine. We will continue as we are and each year try new things and innovations within our little trailer that keep our wonderful customers fed, watered and happy.

Follow The Hungry Otter:

Instagram

Facebook