BUSINESS DEVELOPMENT AND NON-COMPETITION AGREEMENT

         THIS  BUSINESS   DEVELOPMENT   AND   NON-COMPETITION   AGREEMENT   (the
"Agreement")  is  made as of the 7th day of  March,  1997 by and  among  REGENCY
RETAIL  PARTNERSHIP  L.P., a Delaware limited  partnership (the  "Partnership"),
REGENCY  REALTY  GROUP II,  INC.,  a Florida  corporation  (the "New  Management
Company"),  and J.  ALEXANDER  BRANCH III, an individual  ("Branch"),  under the
following circumstances:

         A. Pursuant to the terms and  conditions  of that certain  Contribution
Agreement and Plan of Reorganization, dated February 10, 1997 (the "Contribution
Agreement"), by and among Branch Properties, L.P., a Georgia limited partnership
("Branch  Partnership") and Regency Realty  Corporation,  a Florida  corporation
("Regency"),  Branch  Partnership has formed the Partnership,  to which a wholly
owned subsidiary of Regency is making certain cash contributions in exchange for
the general partner interest, Branch Partnership is contributing shopping center
properties  and  other  assets  used in its real  estate  business,  and  Branch
Partnership is transferring its third party property  management for transfer to
the New Management Company (collectively, the "Assets").

         B.  Branch is an equity  holder  in  Branch  Partnership  as well as an
executive  officer of Branch  Partnership and is receiving  limited  partnership
interests  in the  Partnership  which  Branch  Partnership  (i) is  receiving in
exchange for the Assets and (ii) is distributing to its partners.

     C. To induce  Regency and the  Partnership  to enter into the  Contribution
Agreement  and as a  condition  to  closing  the  transfer  of Assets  and other
transactions  contemplated  thereby,  Branch  has  agreed  to  enter  into  this
Agreement.

         D. Branch will not be employed  by the  Partnership  or New  Management
Company,  and the parties wish to delineate  certain covenants not to compete on
the part of Branch and also to describe the terms of certain  business  dealings
between  Branch,  on the one hand,  and the  Partnership  and the New Management
Company, on the other hand.

         NOW, THEREFORE, in consideration of the mutual covenants and agreements
contained in this Agreement and for other good and valuable  consideration,  the
receipt and  sufficiency  of which are hereby  acknowledged,  the parties hereto
agree as follows:


                                              ARTICLE 1:  DEFINITIONS

         1.1 "Affiliate"  means, with respect to any Person, any Person directly
or  indirectly  controlling,  controlled  by or under  common  control with such
Person.

     1.2 "Branch Principals" means J. Alexander Branch III, Nicholas B. Telesca,
Warren R. Hall and Richard H. Lee.







     1.3  "Business"  means  the  direct  or  indirect  acquisition,  ownership,
operation, control or development of Properties.

         1.4 "Employee"  means an individual who works at least an average of 35
hours per week as an employee, or who performs  substantially the same functions
as such an employee,  whether as a direct or indirect owner, partner,  director,
officer, agent, consultant, independent contractor or otherwise.

         1.5 "First Refusal Notice" means the written notice to be mailed to the
Partnership  by Branch  which shall (i) in the case of Branch's  opportunity  to
acquire  or  develop a  Property,  describe  in  adequate  detail  the  Property
(including,  without limitation,  the street address, legal description,  anchor
tenants and the seller's  asking price) to the extent such  information is known
by Branch or (ii) in the case of Branch's opportunity to arrange for the sale to
a Person other than the  Partnership,  also will describe in adequate detail the
terms and  conditions  upon which the  Property  will be offered to such  Person
(including, without limitation, the price and capitalization rate).

         1.6  "Immediate  Family"  means  a  Person's  spouse,  parents,  lineal
ascendants or descendants  and their spouses,  and trusts for the benefit of any
of the foregoing.

         1.7 "In Conjunction  with Another Branch  Principal" means with (i) any
other  Branch  Principal or a member of his  Immediate  Family or (ii) an entity
which is an Affiliate of a Branch  Principal or  Principals  or of any member of
his or their Immediate Family, or (iii) any combination of the foregoing.

         1.8  "Indirectly"  means  through (i) any member of Branch's  Immediate
Family or (ii) an entity in which Branch or any member of his  Immediate  Family
has any material direct or indirect equity interest.

         1.9      "NonCompete Period" means a period of one year from the date
of this Agreement.

         1.10     "Noninterference  Period" means a period of three years from
the date of this Agreement.

         1.11  "Person"  means  an  individual  or a  corporation,  partnership,
limited liability company, joint venture,  trust,  unincorporated  organization,
association or other form of business or legal entity.

         1.12  "Property"  means  a   grocery-anchored   shopping  center  or  a
free-standing drugstore located in the Territory,  provided a Property shall not
be deemed to include  either (i) any  grocery-anchored  shopping  center  having
150,000  square  feet or more of net  leasable  area or (ii)  any  portfolio  of
properties  if  the  square  footage  of  net  leasable  area  contained  in the
grocery-anchored  shopping  centers  included in such  portfolio,  each of which
would otherwise

                                                         2





be a "Property",  constitutes  less than fifty percent (50%) of the total square
footage of net leasable area contained in all of the properties included in such
portfolio.  In  addition,  none of the real  properties  scheduled on Exhibit A,
attached  hereto  and  incorporated  herein  by this  reference  (the  "Excluded
Properties"),  shall be  deemed  to be a  "Property"  for the  purposes  of this
Agreement.

         1.13     "Territory" means Georgia.

         1.14 "Third Party  Business"  means acting as leasing  agent for and/or
managing Properties that are owned by third parties.

                                         ARTICLE 2:  BUSINESS DEVELOPMENT

         2.1 New Third  Party  Contracts.  During  the  Noninterference  Period,
Branch  agrees  that he will use  reasonable  best  efforts  to  facilitate  new
management and leasing  contracts between any Branch  Partnership  client or any
new client of Branch with respect to any Property  located  within the Territory
acquired by such client during the Noninterference Period.

         2.2 Existing  Relationships.  To facilitate a smooth  transition during
and after the transfer of the Assets to the  Partnership  and the New Management
Company,  during the Noninterference  Period,  Branch agrees that he will assist
the  Partnership  and the New Management  Company by  recommending to (i) former
employees of Branch Partnership hired as employees of the Partnership and/or the
New Management  Company that they remain employees of the Partnership and/or the
New  Management  Company,  as the case may be, and (ii) former clients of Branch
Partnership having management or other contracts with the New Management Company
on or after the date of this  Agreement  that  they  remain  as  clients  of New
Management Company and not terminate any such contracts.

         2.3 Office Space.  For up to twelve  months  following the date of this
Agreement,  Branch shall be entitled to office space and secretarial  assistance
at the  Partnership's  principal  offices in Atlanta,  Georgia,  at no charge to
Branch (other than  reimbursement at the Partnership's  actual cost for postage,
long  distance  telephone  charges,  courier  charges  and  similar  third party
out-of-pocket  expenses,  unrelated  to the  Partnership  or the New  Management
Company or to the conduct of the  business of Regency in excess of an  aggregate
of $250 per month).

         2.4  Director.  Branch  agrees to fill the  newly  created  vacancy  on
Regency's  Board of  Directors  and to stand for  re-election  as a director  at
Regency's 1997 annual meeting of shareholders.


                                                         3





                                        ARTICLE 3:  RIGHT OF FIRST REFUSAL

         3.1  Right  of  First  Refusal  for   Acquisition  and  Development  of
Properties.  If at  any  time  during  the  NonCompete  Period  Branch  has  the
opportunity,  directly  or  Indirectly,  to (i) acquire or develop a Property or
(ii) arrange for the sale to any Person other than the Partnership, whether as a
broker,  co-investor,  developer  or  otherwise,  of a  Property,  whether  in a
purchase  of  assets  or  stock,  merger,  consolidation,  exchange  or  similar
transaction, Branch shall give the Partnership the First Refusal Notice offering
such  Property  to  the  Partnership   for  purchase  or  development.   If  the
Partnership,  within 10 days  after  the date of  receipt  of the First  Refusal
Notice,  does not express an interest,  in writing,  to Branch in  purchasing or
developing the Property, or if the Partnership fails either to purchase or enter
into a definitive  purchase and sale agreement for the Property  within the time
period set forth in Section 3.2, then for a period of 90 days thereafter, Branch
may  purchase,  enter into a purchase and sale  agreement for or arrange for the
sale of, as the case may be, the  Property  (or in the case of a Property  to be
developed,  the land  therefor),  provided that the terms and  conditions of the
purchase,  purchase  and  sale  agreement  or sale  are not  substantially  more
favorable  to  Branch  or the buyer  than  those set forth in the First  Refusal
Notice.  In the  event  that  (i)  Branch  has  not  purchased,  entered  into a
definitive  purchase  and sale  agreement  for or  arranged  for the sale of the
Property  within  such 90 day  period  or (ii) the  terms  and  conditions  of a
purchase,  purchase and sale agreement or sale are substantially  more favorable
to Branch or the buyer than those set forth in the First  Refusal  Notice,  then
the Property  shall again become  restricted as though it had never been offered
to the Partnership in accordance with the terms of this Agreement.

         3.2 Exercise of Right of First Refusal. If the Partnership expresses an
interest  in  purchasing  or  developing  the  Property  within the 10 day first
refusal period provided for in Section , the Partnership  must purchase or enter
into a definitive  purchase and sale  agreement for the Property  within 30 days
after the date of  receipt  of the First  Refusal  Notice.  In such  event,  the
Partnership  shall pay to Branch or his  designee at the closing of the purchase
of the Property an  acquisition  fee at applicable  market rates in an amount as
reasonably  agreed to by the  Partnership and Branch at the time of execution by
the Partnership of a definitive  purchase and sale  agreement.  In the event the
Partnership does not purchase or enter into a purchase and sale agreement within
such  relevant  period,  then for a period  of 90 days  thereafter,  Branch  may
purchase,  enter into a purchase and sale  agreement for or arrange for the sale
of, as the case may be, the Property,  provided that the terms and conditions of
the purchase,  purchase and sale  agreement or sale are not  substantially  more
favorable  to  Branch  or the buyer  than  those set forth in the First  Refusal
Notice.  In the  event  that  (i)  Branch  has  not  purchased,  entered  into a
definitive  purchase and sale agreement or arranged for the sale of the Property
within  such 90 day  period  or (ii) the  terms and  conditions  of a  purchase,
purchase and sale agreement or sale are  substantially  more favorable to Branch
or the buyer than those set forth in the First Refusal Notice, then the Property
shall  again  become  restricted  as  though it had never  been  offered  to the
Partnership in accordance with the terms of this Agreement.

     3.3  Confidentiality  Covenant.  The Partnership  agrees that it will enter
into a confidentiality  agreement on customary terms, as reasonably  approved by
the Partnership and
                                                         4





Branch,  with  respect  to any  information  about a  Property  provided  to the
Partnership by Branch pursuant to this Article .


                                       ARTICLE 4:  COVENANTS NOT TO COMPETE
                                                AND NOT TO SOLICIT

     4.1 Employment  Relationships.  During the Noncompete Period,  Branch shall
not become an Employee of any Person which is engaged as a material  part of its
business in the Business in the Territory.

         4.2 Duration  and  Geographic  Scope.  Except as set forth in Section ,
during the Noncompete Period, Branch hereby agrees not to directly or Indirectly
engage in the Third  Party  Business in the  Territory,  and except as set forth
below,  Branch  agrees  that  Branch  shall not,  in any other way,  directly or
Indirectly compete,  or give aid or advice to others in competing,  with the New
Management  Company in the  conduct of Third Party  Business  in the  Territory,
whether as a direct or indirect owner,  partner,  director,  officer,  employee,
agent, consultant, independent contractor or otherwise.

         4.3  Limitations.  The  obligations  described  in  Section  shall  not
preclude Branch from owning  publicly-traded  securities for investment purposes
of any entity engaged in the Third Party Business in the Territory, in an amount
not exceeding five percent of the total number of outstanding  securities of the
same class.

         4.4 No Solicitation.  During the Noninterference  Period,  Branch shall
not solicit,  attempt to solicit,  induce, attempt to induce or assist others in
attempting to solicit (i) any employee of the Partnership,  any Affiliate of the
Partnership,  the New Management  Company or any Affiliate of the New Management
Company for the purpose of  persuading  such employee to leave as an employee of
the Partnership or such Affiliate  and/or the New Management  Company and/or its
Affiliates or (ii) any client of the New  Management  Company or an Affiliate of
the Management  Company for the purpose of persuading  such client to leave as a
client of the Management Company or its Affiliate or terminate any management or
other contract with the New Management Company or its Affiliate..

         4.5 Remedies.  The parties  hereby declare and agree that any breach by
Branch of this Article will cause the Partnership  and/or its Affiliates  and/or
the New Management Company and/or its Affiliates  irreparable injury and damage,
and further agree that it would be difficult,  if not  impossible,  to calculate
the monetary damages that might accrue to the Partnership  and/or its Affiliates
and/or the New  Management  Company  and/or its  Affiliates  as a result of such
breach.  Accordingly,  Branch  agrees  that  in  the  event  of  any  breach  or
anticipated  breach of the terms or provisions  of this Article the  Partnership
and/or its Affiliates  and/or the New  Management  Company and/or its Affiliates
shall be entitled to injunctive or similar  equitable relief to prevent a breach
of this  Article,  and Branch  waives the claim or defense that the  Partnership
and/or such Affiliates and/or the New Management Company and/or its Affiliates

                                                         5





have an adequate remedy at law.  Notwithstanding the foregoing,  the Partnership
and/or its Affiliates  and/or the New  Management  Company and/or its Affiliates
also shall be entitled to obtain monetary damages to the extent  calculable as a
result of the breach by Branch of the terms and provisions of this Article.

         4.6 Blue Pencil. If any court of competent jurisdiction shall hold that
any  restriction  contained  in this  Article is  unreasonable  in  duration  or
geographic  scope,  such restriction shall be reduced to the extent necessary in
the opinion of such court to make it  reasonable,  the  intention of the parties
being that the  Partnership,  the New Management  Company,  and their respective
Affiliates  be given the  broadest  protection  allowed  by law or  equity  with
respect to such provision in connection with their acquisition of the Assets.


                                             ARTICLE 5:  MISCELLANEOUS

         5.1  Headings.  The  headings  contained  in  this  Agreement  are  for
reference  purposes  only and are in no way  intended  to  describe,  interpret,
define or limit the scope,  extent or intent of this  Agreement or any provision
hereof.

         5.2 Pronouns and Plurals. Whenever required by the context, any pronoun
used in this Agreement shall include the  corresponding  masculine,  feminine or
neuter forms,  and the singular form of nouns,  pronouns and verbs shall include
the plural and vice versa.

         5.3 Costs of Litigation. The parties agree that the prevailing party in
any action  brought with respect to or to enforce any right or remedy under this
Agreement  shall be  entitled  to recover  from the other  party or parties  all
reasonable costs and expenses of any nature whatsoever  actually incurred by the
prevailing party in connection with such action, including,  without limitation,
attorneys'  fees  (whether  incurred  before  or  at  trial  or on  appeal)  and
prejudgment interest.

         5.4 Remedies Cumulative.  The remedies provided in this Agreement shall
be cumulative and, except as otherwise expressly provided shall not preclude the
assertion  or exercise  of any other  rights or  remedies  available  by law, in
equity or otherwise.

         5.5 Amendment and Modification. No amendment, modification or discharge
of, or supplement to, this Agreement  shall be valid or binding unless set forth
in writing and duly executed and delivered by the party against whom enforcement
of the amendment, modification, or discharge is sought.

         5.6 Notices. All notices,  demands,  requests, and other communications
which may be or are  required to be given,  served,  or sent by any party to any
other  party  pursuant to this  Agreement  shall be in writing and shall be hand
delivered,  sent by overnight  courier or mailed by  first-class,  registered or
certified  U.S.  mail,  return  receipt   requested  and  postage  prepaid,   or
transmitted by facsimile, telegram, telecopy or telex, addressed as follows:

                                                         6






 (i)      If to the Partnership:            ii)    If to Branch:
          c/o Regency Realty Corporation           c/o Branch Properties, L.P.
          121 W. Forsyth Street, Stuite 200        400 Colony Square, Suite 1600
          Jacksonville, FL 32202                   1201 Peachtree Street
          Attn:  Bruce M. Johnson                  Atlanta, GA 30361
          Telephone: (904) 356-7000                Telephone:  (404) 892-8900
          Facsimile: (904) 634-3428                Facsimile:  (404) 892-8898

or to such other person or address as a party shall furnish to the other parties
in writing.

         If personally  delivered,  such communication shall be deemed delivered
upon actual receipt; if electronically transmitted,  such communication shall be
deemed delivered the next business day after transmission (and sender shall bear
the  burden  of  proof  of  delivery);   if  sent  by  overnight  courier,  such
communication shall be deemed delivered upon receipt;  and if sent by U.S. mail,
such  communication  shall  be  deemed  delivered  as of the  date  of  delivery
indicated  on the receipt  issued by the  relevant  postal  service,  or, if the
addressee fails or refuses to accept delivery, as of the date of such failure or
refusal.  Any party to this Agreement may change its address for the purposes of
this Agreement by giving notice thereof in accordance with this Section .

         5.7  Waivers.  No delay or failure  on the part of any party  hereto in
exercising any right, power or privilege under this Agreement or under any other
documents  furnished  in  connection  with or pursuant to this  Agreement  shall
impair any such right,  power or  privilege  or be  construed as a waiver of any
default or any acquiescence  therein.  No single or partial exercise of any such
right,  power or privilege  shall  preclude the further  exercise of such right,
power or privilege,  or the exercise of any other right, power or privilege.  No
waiver shall be valid against any party hereto unless made in writing and signed
by the party against whom  enforcement of such waiver is sought and then only to
the extent expressly specified therein.

         5.8  Counterparts.  This  Agreement  may be  executed  in  one or  more
counterparts,  each of  which  shall be  deemed  an  original,  but all of which
together shall constitute one and the same instrument.

         5.9 Governing Law. This  Agreement,  the rights and  obligations of the
parties hereto, and any claim or disputes relating thereto, shall be governed by
and construed and enforced in accordance with the laws and judicial decisions of
the State of Georgia, without regard to conflict of law principles and excluding
the choice of law rules thereof.

         5.10     Assignment; Parties in Interest.

                  5.10.1  No  party  hereto  shall  assign  its  rights   and/or
         obligations  under  this  Agreement,  in whole or in part,  whether  by
         operation of law or otherwise, without the prior written consent of the
         other parties hereto; provided, that either the Partnership or

                                                         7





         the New Management  Company,  without the consent of Branch, may assign
         its rights  and/or  obligations  under this  Agreement,  in whole or in
         part, to Regency or any of its Affiliates.

                  5.10.2 Parties in Interest.  This  Agreement  shall be binding
         upon,  inure to the benefit of, and be  enforceable  by the  respective
         heirs, executors, administrators, successors, legal representatives and
         permitted assigns of the parties hereto. Nothing contained herein shall
         be deemed to confer upon any other  person any right or remedy under or
         by reason of this Agreement.

         5.11 Severability.  Every provision of this Agreement is intended to be
severable.  If any provision or term of this Agreement,  or the application of a
provision or term to any person or circumstance,  shall be held invalid, illegal
or  unenforceable,  the  validity,  legality  or  enforceability  of  the  other
provisions  and terms  hereof,  or the  application  of such  provision  of such
provision  or term to persons or  circumstances  other than those to which it is
held invalid,  illegal or enforceable,  shall not be affected thereby, and there
shall be deemed  substituted  for the provision or term at issue a valid,  legal
and  enforceable  provision  as similar as possible to the  provision or term at
issue.

         5.12     Waiver of Jury Trial.  TO THE EXTENT PERMITTED BY APPLICABLE
LAW, THE PARTIES HEREBY IRREVOCABLY WAIVE ANY AND ALL RIGHT TO
TRIAL BY JURY IN ANY LEGAL PROCEEDING ARISING OUT OF OR RELATING TO
THIS AGREEMENT.  THE PROVISIONS OF THIS SECTION  SHALL SURVIVE ANY
TERMINATION OF THIS AGREEMENT.

         5.13 Entire Agreement. This Agreement, including the exhibits and other
documents  referred to herein or  furnished  pursuant  hereto,  constitutes  the
entire  understanding and agreement among the parties hereto with respect to the
transactions  contemplated  herein,  and  supersedes  all prior  oral or written
agreements,  commitments or understandings  with respect to the matters provided
for herein.

         5.14 Excluded Properties and Entities.  Notwithstanding anything to the
contrary  contained  herein,  the subject  matter of this Agreement and Branch's
covenants  and  obligations  contained  herein  (other than Sections and hereof)
shall not be applicable to any of the Excluded  Properties,  nor shall Branch be
deemed to have  breached  any term or provision  of this  Agreement,  including,
without limitation, Sections and hereof (even though such action otherwise would
have constituted such a breach),  to the extent Branch takes any action or fails
to take any action,  directly or through an Affiliate, in order to discharge the
fiduciary obligations of Branch or of any of Branch's Affiliates in the exercise
of the  authority of any general  partner of any of the entities  identified  on
Exhibit  B,  attached  hereto  and  incorporated  herein by this  reference,  as
reasonably and in good faith determined by Branch.




                                                         8






         IN WITNESS WHEREOF,  the parties hereto,  intending to be legally bound
hereby, have executed this Agreement on the date first written above.


REGENCY RETAIL PARTNERSHIP, L.P.                   /s/ J. Alexander Branch III
                                                       J. ALEXANDER BRANCH III
By:      Regency Atlanta, Inc.,
         Its General Partner                      REGENCY REALTY GROUP II, INC.


     By:  /s/ Bruce M. Johnson                   By:  /s/ Bruce M. Johnson

     Its:  Executive Vice President              Its:  Executive Vice President

\DOCS\SOFT\4364.3|03/05/97 10:18AM|JAXC18|GRD:dbi




                                                         9




                                     EXHIBIT A

                                EXCLUDED PROPERTIES








                                  EXHIBIT B

                                   ENTITIES