"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.
Pasta sauce, soup, chutney, stuffed, roasted, raw... tomato is one of the most versatile ingredients for chefs and a key flavour in many, many recipes.
The traders here call him 'The Captain'. He's famous for travelling to Market in a golden Rolls Royce.
Used in enormous quantities on every menu in some form or another, alliums are undoubtedly a best seller at New Covent Garden Market.
From wholesaling bacon and eggs to driving minicabs and tailoring for Debenhams, it's been an unusual career path into fruit and veg for Aziz Ahsak, 39.
It's the sheer scale of the operation that knocks your socks off.
For most of us, the Christmas break is all about food – and lots of it. So we asked some Market regulars what they will be eating when they finally put their feet up: