A delegation of Dutch producers and government representatives recently visited New Covent Garden Market in London to explore opportunities for expanding sales of Dutch organic produce in the UK. The visit forms part of the Netherlands' Action Plan for Growth in Organic Production and Consumption, launched in December 2022, which aims to increase organic farmland from 4.8% to up to 15% by 2030.
The mission was organized in partnership with Promar International and the Dutch Embassy in London to assess the potential of the UK organic food market. The group met with three companies at the UK's largest wholesale market, each offering different perspectives on the sector.
Gary Marshall, owner of Bevington Salads and chairman of the Covent Garden Tenants' Association, noted that demand for organic produce has declined due to inconsistent supply and high prices compared to conventional goods. While organic isn't a major focus for most buyers, sustainability and ESG factors are increasingly important. He suggested that if quality, consistency, and pricing align, premium organic products could gain traction.
Jason Tanner and Jason Linke of The Menu Partners explained how their growing business supports chefs with menu design, aligning food choices with seasonal availability and pricing. They see demand for organic fresh and frozen products, but emphasized the need for a stable supply to support long-term menu planning across multiple sites.
The group also spoke with Vincenzo Zaccarini, owner of Vincenzo Ltd, who works closely with top chefs in London. He said he is open to sourcing organic products if they meet the high standards required by his clientele, which includes some of the UK's most discerning chefs.
Jojanne van Andel, Agricultural Attaché at the Dutch Embassy, said the visit was insightful, particularly in understanding the wide range of business sizes and the shift towards integrated services like menu co-design and staff training. She noted that the market's scope and network were broader than expected, making the visit valuable for the Dutch delegation.
Sarah Stattman, Senior Policy Officer for Organic Agriculture at the Dutch Ministry of Agriculture, emphasized the importance of learning from international examples to support the Netherlands' organic ambitions. She said market demand remains a key challenge and that exploring all sales channels—from wholesalers to restaurants—is vital.
John Giles, Divisional Director at Promar International, described the visit as a practical opportunity to understand UK market dynamics and upcoming changes, including new border controls. The group also visited retail stores, attended a trade show, and engaged with other parts of the supply chain.
For more information:
New Covent Garden Market
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