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Foulger Transport hopes to generate increased business with Norwich-based retailers to deliver goods from its consolidation centre next month, thereby reducing lorry journeys into the city. The development of the Urban Consolidation Centre (UCC) in Snetterton has proven difficult, with slow take-up from city centre businesses, which must pay for the multi-drop loads.

However, a campaign to highlight the environmental credentials  Foulger Transport believes the service provides, coupled with ongoing discussions with its business development manager, has sparked some optimism within the East Anglian haulage business. "I will be really disappointed if next month I can't increase the figures we have got," says business development manager Graham Mayes.

"If the two main people I am talking to follow on from what they have said they would do, we will have seven delivery points in the city. That starts to give us more scale. "What I am hoping for more than anything is building a bit of awareness." The company, with the support of Norfolk County Council, will eventually have five Euro-3 vehicles liveried up to publicise the centre's benefits.

Tony Adams, Chairman of the Norwich Joint Highways Agency Committee says: "I am sure that this liveried vehicle, and others that will soon follow, will serve  as a reminder to all city businesses that there is a better way of delivering into Norwich city centre. By consolidating loads and reducing the number of LGVs coming into Norwich, it is better for air quality, congestion and road safety, and it also offers more certainty over delivery times." A decision by the county council on whether or not to allow Foulger vehicles to use Norwich's bus lanes when making deliveries will be made this month.