Craig Broadley, co-owner of Quality Plants, is the latest in our series of market people who have put New Covent Garden Market On the Map 

What does New Covent Garden Market mean to you?

New Covent Garden Market really is my life. I’ve spent more than 40 years here. It’s a home, a community, and a place where I’ve built relationships that have lasted decades. Like many people here, it’s what I’ve done for most of my working life, and it’s shaped who I am.

I’m not afraid of working hard, like many traders in the Market, and I enjoy being busy and involved. When it’s your own business, you don’t mind staying behind and tinkering about. It doesn’t feel like a job in the traditional sense. I’ve lived through recessions, market changes, Covid, and all sorts of challenges, but the Market has always been a constant. It’s where I belong.

When was the first time you visited New Covent Garden Market?

My first visit to the Market was in 1984, when I started working here. My brother-in-law already worked in the Market, and he got me a job interview with his boss and I got the job straight away. I never worked in the old, old market, though I remember visiting the old Covent Garden area when I was younger. By the time I arrived, the Market had already moved to Nine Elms, and that’s where I’ve been ever since.

What was your first Market job?

My first job here was as a salesman with a plant wholesaler called Norman R. Cole. The owner was called George Best, like the footballer, although everyone knew him as Danny Best. Apparently, back in the old days he earned that nickname by walking around singing Danny Kaye songs!

The hours were terrible – very early starts – but the money was decent for the time. I didn’t really think about careers back then; it was just a job. I went in for a trial, and that was it. I stayed there for several years, working with plants, which is something I’ve done my entire Market career. I’ve never worked in cut flowers – plants have always been my thing.

What was your first business called?

My first – and only – business is Quality Plants, which I started in 1988 with my business partner Dave Knight, who sadly passed away in April 2024. We bought into an existing Flower Market company called Quality Plants (Chanceworth) Limited, which was originally owned by a Dutch-English owner.

After Dave passed away, the business continued with me and Dave’s son Dean. Fortunately, Dean was already involved as a salesman with the company, which meant the transition was manageable. Nearly four decades after setting the firm up, I’m still here, still running Quality Plants, and still just as passionate about what we do.

What has changed the most during your Market career?

A huge amount has changed. When I started, there were far more English growers supplying the Market. Norman R. Cole sold a lot of UK-grown plants back then, but sadly those growers have almost disappeared. Today, around 95-97% of my stock comes from Holland, with a small amount from Denmark.

The way we buy and sell has also changed. I don’t buy from the auction system; I buy directly from growers. It costs more, but it gives consistency, which is vital for my customers, particularly contractors who need the same plants week in, week out.

Deliveries are another big change. We used to offer deliveries all over London as a standard service, but driving around London now is difficult, time-consuming, and expensive. We still deliver, but only to selected regular clients and always early in the morning, before traffic builds up.

Brexit has probably had the biggest operational impact. What used to be next-day deliveries from Holland now take three days because of plant passports, inspections, and paperwork. You just have to adapt, accept it, and keep moving forward.

What’s the secret of your success?

Moving with the times, sticking to what you believe in, and looking after your customers. Loyalty is massive for me. I’ve got customers who have been with me for years because they trust the quality and the service. I believe in going the extra mile. If a regular customer rings me in the afternoon and I can help, I will. Routine is also important – early nights, early starts, and discipline.

I’ve done this for so long that it’s second nature. At the end of the day, it’s quite simple: no customers means no business. Work hard, stay reliable, keep people happy, and don’t stand still. That’s what’s kept me here for all this time.