London’s iconic New Covent Garden Market played a starring role in The Apprentice last week, as contestants battled it out to turn tomatoes and potatoes into profit.
Featured in episode four of the 19th series on BBC One, the high-stakes challenge unfolded at Britain’s largest wholesale hub for fruit and veg, testing the candidates' entrepreneurial skills in a fast-paced food business showdown.
Competing for a coveted six-figure salary as Lord Alan Sugar’s next apprentice, the hopefuls stepped into the UK’s largest and longest-running wholesale market, where they were tasked with transforming staple crops into successful business ventures. The episode, aptly titled Crops to Cash, showcased the market’s critical role in London’s food supply chain.
Under Lord Sugar’s watchful eye, the teams had to create sellable dishes for the public, fulfil tailored corporate orders, and negotiate trade sales—sourcing their fresh tomatoes and potatoes from The Menu Partners, a market tenant that also hosted their briefing in one of its refrigerated units.
Leading their respective teams, Nadia Suliaman chose to turn potatoes into Bangers and Mash, while Mia Collins opted for a tomato-based pizza business. The contestants took their culinary creations to a London market stall, vying to win over hungry customers and maximise profits.
In the end, Mia’s team triumphed with their pizza sales, while Nadia’s team fell short, earning just £73.40 from their bangers and mash after splurging “five hundred odd pounds” on sausages—something Lord Sugar didn’t let slide.
The energetic buzz of New Covent Garden Market provided the perfect setting for the challenge, giving contestants a first-hand look at the workings of a world-class wholesale market. Lord Sugar acknowledged its legendary status, stating: “New Covent Garden Market is the place where people have been turning crops into cash for centuries.”
A cornerstone of London’s food and floristry industries, the market supplies everything from fresh produce for Michelin-starred restaurants and luxury retailers like Harrods and Claridge’s, to blooms for the Royal Households and even food for the animals of London Zoo.
The episode sparked a flurry of reactions on social media, with viewers questioning the contestants’ choices. Lindsay Broon commented:
"Chips would literally have been the easiest, cheapest, and most popular thing to sell. Could sell them plain, and then add toppings and up the price. Bangers and mash was so random."
Keely Bannister added: "Imagine getting potatoes and not choosing to make saag aloo. They deserved to lose."
The Apprentice feature comes hot on the heels of New Covent Garden Market’s 50th anniversary at its Nine Elms location. Originally established in 1654, the market relocated from central London in 1974, with Her Majesty Queen Elizabeth II officially opening the new site in 1975.
Reflecting on its legacy, Wanda Goldwag OBE, Chair of Covent Garden Market Authority, said:
"It was a wonderful opportunity to share our traders’ stories on last night's episode and to lift the lid on the market, showcasing its importance as a central cog in the supply chain."
The collaboration with The Apprentice underscores the market’s status as a vital British institution.
"Being featured on such an iconic programme is a testament to the market's enduring importance and its natural fit within the UK's rich cultural tapestry. It’s rewarding to see the market receive the recognition it deserves, which will help protect its longevity. As New Covent Garden Market looks ahead to the next 50 years, it remains committed to supporting London’s diverse food and floral scene and fostering the next generation of industry talent."
From historic trading roots to a starring role on primetime television, New Covent Garden Market continues to shape the future of food in the capital—one crop at a time.
Watch the full episode here: https://www.bbc.co.uk/iplayer/episode/m00284yn/the-apprentice-series-19-4-crops-to-cash
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