Wholesale markets are in the news - I get the feeling that they have even been rediscovered. There could be no more substantial proof than with the opening of the new Western International this week, reflecting the continuing confidence of the traders based near Heathrow Airport, and their ability to provide the products and services that a wide range of retailers are after.

Just days earlier, the National Farmers’ Union (NFU) was on parade in New Covent Garden Market (NCGM), making an impassioned plea for the industry and public alike to support British horticulture. This choice of venue - to spread the message in a trading environment, rather than via the foyers of the major multiples - must at the very least indicate that wholesale markets are still seen by growers to fulfil a valuable function.

Hopefully, at long last, the system has thrown off its often undeserved shackles of being regarded as nothing more than a dumping ground for product over-ordered by the multiples or, even worse, rejected by them.

The truth is that, despite the fact that on a national basis many of the great and respected family names have disappeared from the fascia boards, wholesalers have continued to show a remarkable resilience. And while the number of independent fruiterers has similarly contracted, markets have compensated by meeting the demands of outlets ranging from farm shops to all aspects of foodservice.

Current events, based on patriotism and the economic clouds already over the horizon, in my view account for the next chapter - the latest addition being the report commissioned by the Covent Garden Market Authority as part of its drive to enhance the reputation of the Nine Elms site as the Larder of London. It is now free to court suppliers of other fresh foodstuffs, as well as increase its throughput of fruit, vegetables and flowers. And this may tempt others to follow suit.

The report, covered in last week’s FPJ, rightly comes to the conclusion, as indicated separately by the NFU in the same week, that based on consumer demand for local produce, there is untapped potential.

It will be up to NCGM, and indeed every other wholesale market facing the same scenario, to convince UK producers to gain confidence by helping each other in developing sales. My only caveat is that it will have to be of a scale that will appeal to all parties.

Recommendations for achieving this goal, however, go beyond the call for greater publicity. It has always surprised me, for example, that our markets have never provided a greater level of general information as a service to buyers, such as regular detailed information on supply calendars, package weights and counts, as well as broad price indications for those retailers who are less in tune with day-to-day purchasing.

Underlying everything, however, will be the basic criteria linked to quality and service - namely, to show a profit all round.

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