vvvegco trade

With the original market providing produce to London’s finest establishments since the 13th century, New Covent Garden Market (NCGM) is still the capital’s VIP lounge for veg, with around 40 per cent of all the city’s fresh fruit and veg eaten outside the home bought here.

Relocated to Nine Elms in Vauxhall in 1974, ‘London’s Larder’ covers 57 acres, employs almost 3000 people and is home to over 230 individual businesses with a combined turnover of PDS606m in 2008.

Much of the produce sold at NCGM goes to the catering sector. Some of London’s top chefs hunt through the 180 different varieties of veg on offer, seeking inspiration at wholesalers including ‘The Mushroom Man’, ‘Cooks’ Cuisine’ and ‘Cream of the Crop’ for the special ingredient that could help create their new signature dish.

Creative people love to be surprised by something new and chefs are no exception. So we’re hoping that the Rudolph potato, The Very Very Veg Co’s current star in its Unearthed Treasures range, will be wowing visitors to its promotional stand on NCGM’s Buyers’ Walk this week. With its vivid red skin and creamy-textured white interior, as well as its all-round excellence, Rudolph could be just what savvy stallholders and curious cooks are looking for.

On the stand, we’ll be preparing and serving baked jacket potatoes (look, no butter!) and sizzling, savoury Parmesan-tumbled Roasties. We’re also offering free samples of Rudolph potatoes so that enthusiasts can experiment with their own favourite recipes.

E-flyers have been sent to market tenants and members of the South East Food Group, inviting them to visit us on January 20th, from 11.00 pm through to 7.00 am on 21st.

Finally, look out for S. Thorogood and Sons; they are the wholesalers stocking a range of Rudolph potatoes. Choose from a 15kg box of Bakers, a 5kg bag of Mids or the Rudolph Catering Pack of ten 1.5kg bags.

Once visitors have had a chance to put Rudolph through its paces for taste and performance, we’re confident it’s going to gallop into the VIP veg charts!

When we carried out research for The Very Very Veg Co, we discovered that even experienced cooks love to discover unusual varieties of veg on the produce shelf.

Unique or unusual varieties like our red-and-white Rudolph potatoes and colourful Rainbow Carrots will inspire the canny cooks among your customers to experiment with new veg tastes and presentations. Our Unearthed Treasures will be ideal, whether it’s to delight the family at dinnertime, or to impress friends at a weekend party.

In creating this exciting new brand, The Very Very Veg Co has considered the different needs of consumers at various ages and stages. So we’ve put together specialised fresh veg ranges aimed at the whole spectrum, from novices to more experienced family cooks:

• Everyday Favourites
• Organic
• Easy Peasy
• Small and Sweet

With over forty years of expertise in driving category growth, we believe that offering this great range of vegetables together under The Very Very Veg Co brand is going to be a winning move, providing all-important convenience for consumers.

We’ve got plenty of new varieties and recipes in the pipeline. And we’re investing in a big way on in-store events and promotion. Result? We’re bringing your vegetable aisle to life!

If you are interested in stocking our Unearthed Treasures, or any of the other products in The Very Very Veg Co range, please get in touch with us – details are at the top of this page.