Mick Norcross ' neighbours have claimed the businessman appeared "fit and well" in the days before his tragic death.
The former TOWIE reality star, 57, was discovered at his home in Bulphan, Essex, at 3.15pm on Thursday.
Essex police have said they are not treating his death as suspicious.
Beloved by his neighbours in the village of Bulphan, the former Sugar Hut owner was said to have appeared as a "relatively young and healthy guy".
Mick was sighted by neighbours last Sunday, with one claiming he "seemed friendly" and "ok" in the days prior to his death.
They said: "It's a real shock. Everyone is really, really shocked by it.
"I can't remember anyone ever saying anything bad about him. He was a really genuine guy and so down to earth.
"He would cycle up to people on his bike and have a chat and never found the need to say who he was and his reality TV past.
"It's a tragedy."
They also claimed Mick, who sold the Sugar Hut in 2019, was "wanting to invest" in the Essex village, with plans to build 19 new houses and seven high-end properties in the area.
They said: "He was looking to try and regenerate and support the area by development.
"He was wanting to invest in the area and bring in new people.
"He was very very passionate about this part of Essex."
The insider added that Mick was well-liked in the area, and always made time to stop and chat with the locals he met while out and about.
They continued: "There's council land in front of the houses and he paid for that to be looked after himself. He really cared about the look and feel of the area.
"The way he might be portrayed as the owner of the Sugar Hut and his associations with TOWIE, that's not what you would have thought if you knew him.
"He's one of those people that you think he didn't really have a need for fame. He was so genuine.
"A lot of people will come out in support when the funeral does take place. I'm sure it will be a local event where lots of people will want to pay their respects."
Mick rose to fame as the Sugar Hut boss on TOWIE, originally appearing on the ITV reality show alongside his son Kirk Norcross, 32.
He left the series in 2013, claiming TOWIE had negatively affected the club's reputation.
Since news of Mick's death was announced, his former TOWIE co-stars have paid tribute to his memory, remembering the businessman as a gentleman and a good friend.
- Towie
- Mick Norcross
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