Hearing Ronny Liu laugh is a joy. This is no exaggeration – the owner of suppliers Sunnyfield Veg and Cook's Delights has a giggle that is not only infectious but has such warmth to it that you cannot help but feel happy upon hearing it.

And Ronny laughs a lot during our interview at his New Spitalfields Market offices; he is a man of great humour but also one with an enviable entrepreneurial streak that will see his fresh produce business expand with the opening of a shopping mall in Swindon in 2016.

The 3.25-acre site will house between 10 to 15 shop units for Asian businesses and a food court serving world cuisine. At the heart of it will be a community centre for the local Chinese residents.

Right now he is focused on the build-up to the Chinese New Year, which takes place on 10 February, and offers another increase in sales following the Christmas rush.

'After Christmas we really concentrate on the Chinese side; everyone wants fruit from Fuji apples to sharonfruit and, of course, customers want lots of vegetables such as lotus root, Chinese leaf and bean sprouts,' he adds.

'The world has become closer and I think the Chinese population is increasing in the UK. There is a lot more opportunity for supermarkets to sell Chinese produce.'

Liu is best placed to comment on the increased demand for Chinese produce. Already a supplier to 105 Morrisons stores, this is set to rise to 200 shops this year.

Clearly it is not just the Chinese consumer that is fueling the demand. In a 2010 national survey by the cook-in sauce brand Sharwoods, Chinese food was voted number one by respondents ahead of Indian and British.

Recently the popular television presenter Gok Wan's Channel 4 series and subsequent recipe book Gok Cooks Chinese, which topped the best-selling non-fiction list for several weeks, has increased interest in the cuisine.

'Chinese New Year is now one of the hottest events in London,' adds Liu. 'It is now not just a Chinese celebration, but has grown into an event for everyone. I hope it keeps going that way.'

While the Chinese side of the business gathers pace, Liu has also developed the supply of other world produce and British-grown fruit and vegetables. This diversification has also supported the growth of his catering supply business Cook's Delights.

According to Jim Heppel, former chief executive of the Spitalfields Market Tenants' Association and a man Liu calls his 'market mentor', this 360-degree approach to the produce business is one of Liu's strengths. 'He also has a very loyal and dedicated team, which includes his wife Sue,' says Heppel.

'Ronny has been a breath of fresh air to the market, he has such tremendous drive and enthusiasm. Ronny and Sue and their team really work together to make sure projects come to fruition.'

Heppel adds that as chief executive he appreciated Liu's willingness to promote the market. It is a feeling that is shared by the current chief executive Jan Hutchinson, who says Liu has played a major part in its success since relocating to Leyton.

'As a council member he has devoted many hours to the promotion of the market and to the goodwill of the relationship between the tenants and the markets authority, the Corporation of London,' she adds.

'A champion of charitable work, he is always keen to be a part of any fundraising event and Ronny has raised through his companies and the Tenants' Association thousands of pounds for charitable causes.'

While Liu is not shy of putting on a public face, he is very considered about what message he puts across. He has turned down opportunities to appear in television shows, as he did not think it would best represent the Chinese community.

As Hutchinson says, Liu is well known for his charitable causes but also for his dedication to supporting British growers. He has a long-standing working relationship with the Thompson family, third generation farmers in Essex.

'We are proud to say that we have 'been in it since the beginning' with Ronny, Sue, Michael and the team at Sunnyfield Veg,' says Peter Thompson. 'When they traded our produce in the very early days, as suppliers when the first stand was opened in Spitalfields and now as we see Sunnyfield Veg and Cook's Delights expanding.'

As the year of the snake approaches, Liu and his team can look forward to an exciting expansion of their empire. —