New Covent Garden Market

Background

New Covent Garden Market (NCGM) is the one of the UK’s leading wholesale markets for fresh fruit, veg and cut flowers.

Supplying London’s finest restaurants, hotels, businesses, florists and independent retailers, NCGM is complex and layered organisation which is managed by Covent Garden Market Association (CGMA), with reporting lines into DEFRA, and dozens of trader businesses, from one and two-man bands to huge multi-million-pound businesses.

It is a market leader at what it does with an amazing central London location and teams of traders who will find you the best of the most popular foods and flowers and can source pretty much anything fruity, veggie or floral from around the world.

Objective

Help ensure London’s corporate and hospitality industries continue to see NCGM as a market-leading provider of the highest quality fruit, veg and flowers.

Strategy

Back to the future: we have been supplying the capital’s restaurants, hotels, florists and greengrocers with all their product needs for decades. But this is not history… we’re still here, still supplying London’s finest, being a “fresh hub” for more than 10 million people and home to arguably the UK’s most exciting food-first cluster.

Activity

Since appointment in spring 2024, we are growing into this relationship, re-wiring the market’s social feeds, getting to know traders and building the wholesale market’s media profile as the home of fresh, feeding and flowering London and the South East.

Sunny Side Up says

“This is one the UK’s longest-standing food brand’s, with near universal awareness across the sector.  But we aren’t here to service history… our role is to tell the story of the Market’s continuing relevance and excellence and help to fuel further growth.

Sunny Side Up Managing Director, Zoe Ward-Waring.