A report commissioned by Covent Garden Market Authority (CGMA) has concluded that the Nine Elms market is “best placed to lead the way in local sourcing for the foodservice sector in London”.
The study, conducted by Sally Scantlebury of food and drink network FEAST, investigated attitudes towards trading in UK produce at New Covent Garden Market (NCGM) and established some baseline data in order to maximise the potential for market tenants and customers.
NCGM supplies 40 per cent of the fresh fruit and veg eaten out of the home in London.
The report says that deep-rooted barriers to further growth include a lack of information flowing up and down the supply chain, a poor understanding of the needs of NCGM customers by suppliers into the market, a price-focused buying culture, fluctuating availability and a reluctance to change from traditional systems.
However, it adds that the opportunity to supply approximately eight million people in the London marketplace with local food makes this “an exciting time of change and opportunity”. The report concludes: “NCGM is aware of the need to move forward. CGMA is leading the way forward by working with and for its tenants. By recognising challenges and responding to them in an informed and strategic manner, the CGMA and the market tenants can protect their competitive advantages. There is a willingness to work together, and recognition of the different roles to play in the collaborative approach to solving modern supply-chain issues.”
There are 160 companies in the food sector at NCGM. Some 69 per cent of those surveyed trade in UK produce, with a majority handling 30-50 per cent British produce. A key figure highlighted in the report is that 96 per cent of participating companies reported increasing demand for British produce, mostly from the foodservice sector.
Scantlebury recommended that existing communications, enhanced by recent partnerships struck up by CGMA and tenants with local and regional producer groups, should continue.
The report says CGMA should work with “cornerstone companies” in its market, with the industry at large and with strategic partners within the newly formed Local to London Club. It also suggests an increased promotional and PR presence along the supply chain, to improve communications from the grower to the end user. The CGMA, it recommends, should continue to foster connections between all elements of the supply chain, and increase visits by wholesalers, distributors and chefs to growers, and by producers to chefs.
And finally, CGMA should tackle the lack of up-to-date information available to tenants and drive data collection by emphasising its use as a marketing tool.
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