Covent Garden Market dates back to medieval times, but became New Covent Garden Market when it moved to Vauxhall in 1974. The largest fruit, vegetable and flower market in the UK, it is located in the heart of the capital and has seen enormous changes in the industry over the past 60 years.
As it has evolved over the decades, it has withstood the whirlwind of the supermarket revolution, which forced the market to change its focus from supplying the retail industry and shift to restaurants, schools, hospitals and other catering outlets across the country.
From the 1960s onwards advances in refrigeration and transport meant that supermarkets could develop and grow. As has been well documented, they started buying direct from growers, shunning wholesale markets. “They stopped buying from wholesale markets and gradually destroyed independent retail on the high street,” says Helen Evans, the market’s director of business development and support.
But as New Covent Garden Market is just 10 minutes from central London it was well placed to move into foodservice distribution. “Forty per cent of the fresh produce on the plate outside the home in London has come through New Covent Garden Market,” says Evans. “And all 20 of the top London restaurants are supplied by New Covent Garden Market.”
Evans points to the fact there are currently plans to redevelop New Covent Garden Market and provide a new market that meets the needs of traders today with better infrastructure. “Our vision is for New Covent Garden Market to be the focus for food and flowers in London,” she says.
Looking ahead to the next decade, Evans believes that while technology will further automate the industry, she is optimistic about the future of fresh produce markets and the expertise of those who trade there. “There will undoubtedly be technological changes, especially in IT, and the regulatory framework will get stiffer. However, I think there will be a greater reliance on service and knowledge. Restaurants in particular want to reconnect with their suppliers. They want to understand the products and where they’ve come from. Markets are not just about shifting boxes. They are about people, people who have years of expertise and passion for their products. It is the exchange of information and the level of service that will become even more important as technology ensures the quality of the produce and more precise delivery times.” -
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