Bosses at a conservation zoo have lowered entry prices "dramatically" amidst the cost of living crisis.

Andy Cowell explained he has taken the decision to ensure The Fenn Bell in Hoo is affordable for customers but also to get people through its gates so the business itself can survive.

He said: "January and February is a hard time for any business but we are really trying to make a conscious effort to make things affordable.

"The cost of living is affecting us and the running of the zoo but we fully understand our customers who have supported us and so we are doing everything we can to support them.

"We have dropped the prices dramatically to try to give people a place to come out for the day which is affordable."

The cost of a ticket is usually £6 for children and £8 for adults and gives customers an all-day pass.

But throughout January, the zoo in Fenn Street will be offering entry for £2.50 per person – meaning it would cost £10 for a family-of-four.

Andy added: "In my mind, I want to keep people coming though the gates but money is difficult for people at the moment. If we can drop our prices then I will.

"I know what it is like. We are a community business so if we can help out and help people enjoy a day out then that is what we should do.

"I wish I could but I cannot do it for nothing. But if we have some good days that will give us some money to help us survive as well as help others.

"We can at least make an effort to do what we can to help people and in turn they will help us through what is a difficult time of the year."

He explained that even if at a lower cost, if he can bring in money through discounted tickets it will help the project survive through the new year.

"Our costs have gone up," Andy added. "Our electricity bill has gone up overnight. It is making things really hard for everybody. It is hard for all businesses.

"We understand our customers. If we can help out and bring people through the gates even if we take half or a quarter of the usual money, it is something rather than nothing."