A NEW project is set to launch with the aim of bringing more fresh fruit and vegetable shops to Headington’s high street following complaints from shoppers that choice is limited and Waitrose is too expensive.

The new scheme aims to encourage a more diverse selection of shops to move to Headington by letting businesses looking to make the big move know what shoppers want.

Headington councillor Mohammed Altaf-Khan said he came up with the plans for a new business forum after receiving the complaints from Headington shoppers that their favourite stores are not located nearby.

It means lots of potential customers are being forced to travel elsewhere due to the lack of options in the area.

The idea of the forum will be to advise new businesses that are looking to move into vacant units in the area on what locals are after.

Mr Altaf–Khan said he was gathering businesses together to help devise a plan of the forum going forward.

He said that for the past three months those involved with spearheading the new project to encourage more diverse shops to move in, had been toying with the idea of a forum, which they are now expecting to launch within the next couple of months.

Meetings have been conducted with Headington shopkeepers, who they hope will take over the forum when it gets into full swing.

He said: “I’ve had complaints from people because they have to go elsewhere to do shopping like the city centre and Summertown, but they want to see other shops on their local high street and they want to do their shopping there.”

He added that: “Residents have complained that there are a lot of estate agents and charity shops and a Waitrose that people are saying is too expensive.

“People are looking for organic fresh fruit and vegetables shops and cafes.”

He continued: “I hope that the forum will be officially set up within a few months.

“If there is a forum that is giving advice, telling new businesses ‘these are the gaps’, ‘this is what people would want’ then I’m sure the businesses would like to hear it.”

The plan to encourage more of a range of shops is also part of Headington’s neighbourhood plan, which aims to be a guide for the future development and change within the area.

The planned policies include setting up the forum, listing Headington’s most popular spots and making the area a greener place to live.

Elaine Bellenger who runs Monaco clothing store said: “I do think anything that will help local businesses can only be a good thing.

“But how can a local forum influence new big businesses coming to the area.

"We’ve lost all of the small businesses."