"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.
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.