Farmers are hailing the huge success of a display of sugar beet production at the Suffolk Show which showed visitors the entire process from field to teaspoon.
This year's Farming Live display - near the main Bucklesham Gate entrance to the show - featured a host of giant machinery used on fields to plant and harvest farmers' important sugar beet crop.
British Sugar ran its own exhibition showing how it converts the crop into sugar in an area next to the display.
The region's sugar factories - including at Bury St Edmunds - are supplied with sugar beet by a total of around 2,300 growers - many of whom are based in Suffolk, Norfolk, Cambridgeshire and Essex.
Simon Eddell - who manages the Rougham Estate near Bury St Edmunds - was head steward at Farming Live this year. He took over from Brian Barker, who joined John Taylor as deputy show director.
He was delighted at how the display - the fourth of its kind - went down with the public this year.
"It's been brilliant. There's so much engagement with the public. We are right by the Bucklesham entrance so we are getting the majority of footfall.
"What's really, really special about it is the first thing they see is real tractors and and farm machinery and they are exposed to agriculture."
Each year the area features a different crop. Each hour the Farming Live team explained the growing process to a new audience.
The British Sugar display took a beet, sliced it and put it through a household percolator. It used chemicals to separate by-products from the sugar solution, which was then concentrated and crystallised using a "mini factory".
The display featured all the by-products from the crop which are used for a host of other purposes.
"The reaction has been fantastic - it has been brilliant," said Simon. "They stop and they engage and they stand at the barrier. It's a great experience for them to get so close to it. It's the fourth year we have done it and it's still a big attraction for people to come and see."
Harry Mitchell, strategic engagement partner at British Sugar, said: "This the first time we have been able to tell a field to spoon journey. It has been really well received by the public to see what a sugar beet looks like and to understand where the sugar that goes on their cereal comes from."
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