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Quiet Storm backs business in the Heart of the Midlands

A team of partners from Quiet Storm and our sister brand, Love Business, are behind a new business initiative which aims to position Derbyshire, Nottinghamshire and Leicestershire as the ‘Heart of the Midlands’ to help raise their profile on a national and global scale.
Launched at this year’s Love Business Expo, ‘Heart of the Midlands’ aims to create a stronger identity for the three counties and highlight the crucial role they play in driving the East Midlands – and the wider Midlands region – forwards.
The idea came about as we were planning the Love Business 2020 event. 
Our Managing Director, Steve Megson, had conversations with Gemma Orton, of Love Business partner Mocha Communicates, and Love Business news editor, Jon Smart, about the assets we have in Derbyshire, Nottinghamshire and Leicestershire and what more could be done to promote them. 


A ‘proud legacy’

We found that the three counties have a proud legacy of innovation, which presents huge opportunities to businesses and communities through investment, location, skills, culture and diversity.
We approached East Midlands Chamber with our findings and ideas, and jointly commissioned Derby poet Jamie Thrasivoulou to create a four-minute poem highlighting some of the things that the three counties are famed for, including the Hot Dog, HP Brown Sauce, Lara Croft, Ada Lovelace and the iconic Raleigh Chopper.
He performed it live at Love Business, ahead of a panel discussion with some of the East Midlands’ most senior business leaders, including Andrew Bridgen MP, Chamber Chief Executive Scott Knowles, LLEP chairman Kevin Harris, Dr Nik Kotecha of Morningside Pharmaceuticals, Natalie Gasson of the D2N2 LEP, Jess Barnett of TTK Confectionery, and Mike Wallis Spatial Global.
The panel discussed the role of Derbyshire, Nottinghamshire and Leicestershire within the wider East Midlands region and what more can be done to celebrate their heritage and success.  
A video of the poem can be viewed online at
It is hoped that other business support, place marketing and inward investment organisations will use the film at their own events to help raise the profile of this part of the region.


‘The engine room of the UK’

Steve Megson said: “The idea behind the Heart of the Midlands was to create a strong sub-regional identity for Derbyshire, Nottinghamshire and Leicestershire, which recognises their synergy and reflects the way they fit together to create the engine room of not only the East Midlands economy, but the national economy too.
“There are hundreds of things these three counties are famous for, which a lot of people don’t know, from great food, landscape and heritage to the innovation and industry which has changed the world.
“Our aim is to help people connect with all these amazing things, past and present, and help them to shout about it to the rest of the UK and beyond.”

To find out more, visit  

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