One does not expect to be rubbing shoulders with celebrities while picking up a punnet of strawberries, but at Chelsea greengrocer Andreas Veg there’s a
good chance of spotting a famous face waiting to pay for their produce.
The afternoon I popped along to the store, which opened some six months ago on Cale Street, it was Dancing on Ice judge Louie Spence buying a few apples, but on any other day it could be Jamie Oliver or Arthur Potts Dawson.
However, it’s not the celebrity patronage that makes Andreas Veg worth a visit, but the wonderful selection of fruit and vegetables sourced from France, Italy and
London’s New Covent Garden Market.
Owner Andreas Georghiou has been in the greengrocer business for 18 years and was already running a successful shop in Chiswick when he was approached to open the Chelsea branch.
“Rex Goldsmith [who owns The Chelsea Fishmonger] told me about this shop being up for rent and even though there was a higher offer by a rival bidder, the local community got involved and petitioned the landlord to let us have it,” says Georghiou, as he hands me a basket of strawberry grapes to try.
Andreas Veg is almost a blueprint for the new style greengrocers’ business model, offering customers a wider selection of fruit and vegetables than a supermarket can and at a competitive price.
The old school brown apron and a pound of potatoes greengrocer may be becoming a distant memory on many local high streets but that does not mean there is a lack of demand for independent players.
According to a recent report by the banking group Santander, greengrocers who adapt their offer can benefit from trends towards healthier eating and from the nation’s growing interest in good-quality food and cooking.
It states: “Growing interest in farmers’ markets, GM-free foods and high quality, super fresh and organically grown produce and ethically produced food suggests that a significant number of people are looking for alternatives to the supermarkets and indicates that there may still be good opportunities for the well-focused greengrocer.”
One of the best examples of a greengrocer competing with the major supermarkets is Taj The Grocer in Brighton.
Despite a Tesco and a Waitrose on the opposite side of its location on Western Road, the grocer is thriving and part of its appeal is the variety of produce, from several types of melons to six types of mushrooms.
It is this interesting mix of produce that is also helping Andreas Veg to hold its own.
“Local people have been very appreciative of what we’re trying to do here,” says Georghiou.
“It’s a hard business to be in and we have concentrated on providing variety and flavour at very good value. People think supermarkets are cheaper, but you have to look at the price per kilo and when you do, you find that greengrocers are often cheaper.”
This is also the view of Michael Robinson, produce manager for Steers greengrocers in Newton Abbot, Devon, which has been farming and supplying fresh produce for over 50 years. The business has a unit open to the public and also supplies many independent stores.
“The old-fashioned style of greengrocer is dying out but we’re seeing a lot more farm shops opening, along with community-run shops and specialist stores that sell organic and locally sourced fruit and vegetables,” he says.
“Our customers like the personal attention, that they can try before they buy and many of them are looking for a bargain.
“There’s a much wider variety of produce than in a supermarket and there’s more connection with the actual growers of the food.”
Georghiou adds that there has been a change in attitude from wholesale markets too in recent years, which has helped to revive the independent sector.
“A lot of wholesalers really want that trade to come back to them,” he explains.
“There has been a huge change in attitude towards greengrocers since so much catering business has been lost. Greengrocers continue to offer a steady custom.”
David Beanland, founder of Bradshaw Wholesale in Bradford, says he would be delighted for the greengrocer trend to accelerate. “We definitely need more greengrocers,” he adds.
Wholesalers may well see more trade coming their way with the flurry of new businesses opening up around the UK. In Bristol, the Redfield greengrocer Dig In is celebrating its first year of trade, while in Basildon The Krunchy Karrot recently opened its doors.
The Krunchy Karrot’s owners, Silvia and Pete Thompson, are typical of the new style greengrocer, locally sourcing as much of the produce as possible but also selling deli-style products such as Tiptree jams.
“Supermarkets are great for convenience, for people who are time poor, but you will never have the same amount of human contact and advice as you get with a greengrocer,” says Georghiou.
“You have to sell a lot of veg to make a living, but you have a lot of fun doing it.” -
No comments yet