The iconic London market was featured in episode four of the 19th series, appearing on BBC One last week. Contestants were pitted against each other in a battle to turn tomatoes and potatoes into profits at Britain's largest wholesale hub for fruit and veg.
The hungry hopefuls, all competing to win a six-figure salary job as Lord Alan Sugar's apprentice, visited the UK's largest and longest-serving wholesale market, New Covent Garden Market.
The BBC episode, titled 'Crops to Cash', challenged contestants to transform staple crops - tomatoes and potatoes - into profitable ventures, highlighting the market's pivotal role in London's food supply chain.
Teams were tasked with creating dishes for the public, fulfilling bespoke corporate orders, and executing trade sales using tomatoes and potatoes from the market.
They were briefed by Lord Sugar in one of the refrigerated units of market tenant, The Menu Partners, which also provided the fresh produce used by the two teams.
One team, led by Nadia Suliaman, turned their crop of potatoes into Bangers and Mash, while the other team, led by Mia Collins used their glut of tomatoes to make pizzas. Their foodie creations were then sold to members of the public at a London market stall.
Mia's team came out on top after selling their pizzas, while Nadia's team managed to £73.40 with their bangers and mash meal after they spent "five hundred odd pounds" on sausages, according to Lord Sugar.
The dynamic environment of New Covent Garden Market provided the ideal backdrop for contestants to source fresh produce and experience firsthand the operations of a bustling wholesale market.
Lord Sugar commented on the iconic status of the market, commenting: "New Covent Garden Market is the place where people have been turning crops into cash for centuries."
A vital lifeline for London's culinary and floristry trades, the market has been feeding and flowering the capital for decades - from the discerning customers at luxury British institutions like Harrods, Claridge's, and the capital's top Michelin-starred restaurants, to the Royal Households and the animals of London Zoo.
The Apprentice episode sparked conversations on social media, with many commenting on the outcome of the task set for the contestants.
Lindsay Broon wrote: "Chips would literally have been the easiest, cheapest, and most popular thing to sell. Could sell them plain, and then add toppings and up the price. Bangers and mash was so random."
Keely Bannister also commented: "Imagine getting potatoes and not choosing to make saag aloo. They deserved to lose."
The episode comes soon after New Covent Garden Market celebrated its 50th anniversary at the Nine Elms location. Originally situated in central London with a history dating back to 1654, the market relocated to its current site on 11 November 1974 and was ceremonially opened by Her Majesty Queen Elizabeth II in June 1975.
Reflecting on the market's legacy, Wanda Goldwag OBE, Chair of Covent Garden Market Authority, stated: "It was a wonderful opportunity to share their stories on last night's episode, and a great opportunity to lift the lid on the market to showcase its importance as a central cog in the supply chain."
The collaboration with The Apprentice highlights the market's significance as a British institution.
"Being featured on such an iconic program is a testament to the market's enduring importance and its natural fit within the UK's rich cultural tapestry. It's rewarding to see the market receive the recognition it deserves, which will help to protect its longevity. As New Covent Garden Market looks ahead to the next 50 years, it remains committed to supporting London's diverse food and floral scene and fostering the next generation of industry talent."
You can watch the full BBC The Apprentice episode featuring New Covent Garden Market here: https://www.bbc.co.uk/iplayer/episode/m00284yn/the-apprentice-series-19-4-crops-to-cash
For more information:
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