New Covent Garden Market (NCGM) is to be renamed to mark the redevelopment of the site and its transformation into a food centre for London.
The Garden at New Covent Garden Market will host the new market and become the focus of food- and flower-related activity at Nine Elms, which could include a business centre and support activities, education facilities, training rooms and a demonstration, as well as restaurants and cafes.
The new identity will reflect both the history of the site, long referred to as “The Garden” by the trade, as well as looking ahead to the development of the site.
The announcement was made at the NCGM reception on Thursday.
Covent Garden Market Authority (CGMA) chief executive Jan Lloyd told guests that she was keen for the market to “become a destination in its own right”.
She said: “This new identity shows the scale of our ambition. We will provide modern new market facilities for our traders and customers alike, but we can do more than this. The Garden at New Convent Garden Market can play host to a wide range of complementary activities, which would add value to the market and benefit our tenants’ businesses. Over time, The Garden will become a destination in its own right and the preferred location for food-related activities in London.”
CGMA chairman Baroness Brenda Dean said: “This is the most significant development site in London, if you put the Olympics aside. There may be property market issues, but there is no doubt that the redevelopment will happen - we have started this process and we not going to stop it.”
CGMA is seeking a private development partner to develop the concept further.
Gary Marshall, chairman of the tenants’ association, added: “This market is full of expertise, enterprise and hard work - it is not just a collection of old buildings… The tenants’ association is determined to create an iconic market here - it will be hard work, but it’s exciting.
“Our relationship with CGMA has been tested and continues to be tested, but it is imperative that we remain loyal to our joint cause.”
The move builds on the approval of the business case for the new market by both the Treasury and DEFRA, in October 2008.
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