Wholesale traders at New Covent Garden Market are set to sell millions of stems to mark the romantic holiday which this year falls on a Friday. The market, is a pivotal player in the supply chain, supplying 75% of London’s florists, with more than 17 million stems passing through the market each year. Customers range from Harrods and the Royal Households, to independent florists, high street retailers and event companies.
Freddie Heathcote, Managing Director at wholesale florists Green & Bloom, said: “We see trade ‘blooming’ around Valentine’s Day every year here at New Covent Garden Flower Market – it’s certainly one of the busiest times for floral wholesalers.”
Dave Gibbs, Owner of DG Wholesale Flowers Ltd was there when HM Queen Elizabeth II opened the market in 1975: “I was 13 years old then and have great memories of when Her Majesty visited Nine Elms for the official opening ceremony and talked with everyone. I remember my uncle taking me up to Chapel Street in Islington so that I could get kitted out in fresh clothes for her visit. It was a special day for us all and has stayed with me throughout my 50 years (plus) at the market.”
The 175 wholesale traders across the wider market sell flowers, fruit and veg throughout the year from their 35-acre Nine Elms site. The traders typically work through the night, bringing in nearly £900 million in annual turnover. Many of today’s traders are fourth, fifth or even sixth generation and possess a wealth of knowledge, experience and expertise, including the 20 world class wholesalers of flowers, plants, foliage, and sundries in the flower market.
Wanda Goldwag OBE, the Chair of New Covent Garden Market Authority, says: “We’re incredibly proud to represent a diverse market with so much history. The challenges of today – from sustainability to evolving customer demands – mean we must work harder than ever to ensure New Covent Garden Market remains a thriving hub for generations to come. Our commitment to nurturing the market and supporting the communities it serves has never been stronger.”
