A new pub company, The Green Wellies Pub Company, has been set up with a view to keeping the country pub alive in Nottinghamshire and Leicestershire.
Three local businessmen, Adrian Goose, Norman Chessman and Tim Jones, have formed The Green Wellies Pub Company with the aim of acquiring ailing country pubs and adding good food and drink, traditional values and a classy décor.
Goose said: "We have set this company up because we want to produce nice country pubs which not only serve good real ale and decent food, but also to add good service an atmosphere where people want to spend time and chat."
Their first acquisition is The Plough in Cropwell Butler - which opened on 30 August.
The company has taken on Sam Britten, a chef who has worked with Gordon Ramsay and at Sat Bains.
"We will make everything from scratch," said Goose, "including bread and pastry. We will be using all fresh produce in the pub.
"We will source beef from the Vale of Belvoir - and will seek out really good local ingredients.
"We believe that as the city becomes more inaccessible for some people, then the country pub can offer people a lot more."
Tim Jones has huge experience of pubs and restaurants - having been a consultant in projects like Colwick Hall, The Pearl and World Service - is the Green Wellies creative director.
He said: "The old, traditional pub is becoming increasingly hard to find and what we want to do is help stop this from happening.
"By providing good quality food and drink in a convivial atmosphere - with good service - is vitally important to keep the country pub alive."