Rewind a decade and the Chinn family was quietly growing spuds in the Wye Valley, a crop they had farmed for four generations.
Farmer, chef and restaurateur - three brothers with the perfect mix of skills to succeed in the restaurant business.
At this time of year, the shocking pink stems of forced rhubarb are by far the most dazzling crop on the Market.
There's a festive feel on the Market this week, as traders gear up for the big blowout – the Christmas meal. Here, some familiar faces share their greedy plans:
"The guys need to be on time and have knowledge of the seasonalities and how to deal with chefs - which is tough, believe me," says Francesco Mazzei, with a glint in his eye.
Parkway Greens, a new grocers in Camden Town, is a business built on the ashes of the economic meltdown.
"Last time I did something like this I was balancing a deer and the chef was trying to mount it," chuckles Charles Woodward, as I posed him for a photo.
"We're taking the power back," says Ruth Holbrook, store controller at Partridges, describing her recent switch to buying direct from the Market.
"It was a million to one chance that I would become a commercial tomato grower," says Gary Griffiths, guiding me around his plant-stuffed glasshouses.
Lamberts Restaurant in Balham is a classy place to enjoy the best of British produce.