The project is overseen by senior partner Terry Prue, and has attracted the attention of a number of companies, including the Co-Op, Thorntons and Nestle – though as yet the site remains at a very early stage of its development.

Conceived principally as a “test bed” and a way to experiment with managing a research community, Prue said there is scope to craft a commercial offering out of the site, called HPI FairGround.

One possible use for it is as a testing ground for new product ideas and advertising concepts to see how they resonate with ethically and sustainability-minded consumers.