His new Beckwith Emporium on the site of the former Gaggini's Plant Centre in Northamptonshire features only in-season plants.
But Kitching says the concept will work only because of Beckwith's strong "market style" farmshop and home-grown element.
He said: "We're not a garden centre. We have no gifts, furniture or tools. But we have a home-grown produce side and a fruit and veg side. The focus is on home-grown and local produce.
"We're growing our own bedding and shrubs to give a fresh feel to the place. Garden centres diversified to flatten out sales but our farmshop element will give us regular, year-round customers.
"This means that we can have market-style displays of plants that look really good, for instance Rhododendron and Aubretia in spring."
Details of the project
- Cost of set-up is £1m
- Expected annual turnover for 2009/10 is £1.5m
- Features 130-cover restaurant
- Will have 35 staff, including part-timers