Gary Marshall, the chair of the Covent Garden Tenants' Association, believes the UK wholesale market industry has a bright future ahead.
He attributes this positive outlook to a shift in eating habits post-Covid, with consumers increasingly seeking high-quality fresh produce.
Growing Demand for Quality
New Covent Garden Market (NCGM) has seen a substantial increase in turnover over the past decade, jumping from approximately £650 million to £750 million. Marshall, who also owns NCGM trader Bevington Salads, expressed optimism for the future of UK wholesale markets. Speaking to Fruitnet MD Chris White on his Fruitbox podcast, Marshal cited the growth of greengrocers, farm shops and delicatessens during and after the pandemic, along with a rising demand for high-quality restaurant dining, as factors contributing to this positive trend.
However, he emphasised that the appreciation for premium produce remains lower in the UK compared to Europe. "People must start to appreciate fresh produce a lot better in this country," Marshall stated. "In Europe, they all appreciate it. What we expect in this country is cheap, cheap cheap. What we should be saying, and what New Covent Garden promotes, is quality, quality, quality, taste, taste, taste."
Wholesale Markets Leading the Way
Marshall also highlighted the success of NCGM and other UK wholesale markets. "Between them, wholesale markets across the country turn over £3-4 billion," he said. "New Covent Garden Market does £750 million, and between the three markets in London, you're talking about well over £1 billion of trade." He further emphasised the quality of produce found in wholesale markets, stating that it's "second to none, and the envy of Europe."
While praising the quality, Marshall pointed out that some British growers have been slower than European suppliers to recognise NCGM's insistence on premium quality.
Covid's Impact on Eating Habits
Marshall believes the pandemic fundamentally altered people's eating habits, a change that benefits wholesale markets. "Everybody wants quality, continuity and service," he said. "I think a lot of that comes from where people had to stay indoors for a long time, they had to learn how to cook again, they had to look at product again. People started going to their local greengrocer, who was an expert. They started going to their local farm shops, who were experts. They got a little bit of understanding about what goes into these products."
Foodservice Sector's Importance
Marshall also underscored the vital role of the foodservice sector for UK wholesale markets, particularly for New Covent Garden, which shifted its focus mainly to supplying restaurants in the 1990s.
NCGM Redevelopment
Regarding the ongoing redevelopment of NCGM, Marshall acknowledged the challenges it has posed for traders. He criticised the developers for causing delays by initially not heeding their needs. However, he expressed confidence that once completed in four to five years, the market will "see us through well into the next 25-50 years."
Overall, Marshall's remarks suggest a bright future for UK wholesale markets, driven by a growing consumer appreciation for quality produce and a post-Covid shift in eating habits.
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