Fresh food supplier Food Point Produce celebrated its eighth year of successful trading from New Covent Garden earlier this year, with business owner Stefano Afonso establishing the business after completing an eight-year ‘apprenticeship’ at former market wholesaler Sheringham's Fine Foods. We met up with Stefano to talk about the trade, how things are changing, and what the future holds.

Tell us about your business

“Food Point operates out of the rail arches at the Fruit and Vegetable Market, supplying fruit & veg, dairy, prepared veg, bread & dried goods to businesses across the capital,” explains Stefano. “Our clients are hotels, restaurants, event and contract caterers, bars, pubs and schools so we work closely with the wholesalers in the market to source the highest-quality produce for our clients. We operate a fleet of 12 vans, which deliver to our clients each day, six days a week. Back when we started, we only had one van and no premises, so we’ve come a long way.”

Fast-track to wholesale wisdom

After he was headhunted aged just 17 by Sheringham’s Fine Foods (until recently one of the larger operators at NCGM), Stefano was placed on the fast track to learn more about the wholesale business world. “I never thought I’d end up in the fruit and veg business,” he says, “as I’d just finished a degree at Middlesex University. Joining the Market was a fun learning curve. I was encouraged to soak up the trading environment and learn all aspects of the wholesale trade. My dad comes from a restaurant background, so I was already a foodie, but when I started working at the Market I just learned so much. From office admin and invoicing, to packing produce and loading up the vans, I spent time across all the different areas. After two years I moved up to become Operations Manager, then I got into sales as well as the operational side. I knocked on doors and made a lot of friends - as well as a lot of mistakes - but it was the best way to learn.

“I spent eight years working in the Market before I eventually decided to step out on my own and take the risk to start my own business. I was lucky that I had the support of many people across the Market, knowing my suppliers and having the knowledge of how to run a wholesale fruit and veg operation. I became my own boss at 24 - back in 2016 - and I can honestly say that I wouldn’t have succeeded without the NCGM community supporting and guiding me. After a total of 16 years working here, I’ve got the same contacts I had when I started, and we’ve grown up together.”

Making sacrifices to establish the business

“I worked hard to establish leads and new relationships to get Food Point up and running. It wasn’t easy, and I had to make a lot of sacrifices to establish myself, seeing more of my Market colleagues than my own family!” When Food Point started, there wasn’t any space available at the Market and Stefano desperately needed a warehouse. Two of Food Point’s suppliers – including Nick at Side Salads – were kind enough to offer space in their units and a new business was born!

“We also had a lot of support from Premier, now The Menu Partners. "That’s where the support and camaraderie of the market comes to the fore, with everyone willing to help out each other when it’s needed.”

Growing with the support of competitors

As Food Point grew it needed a permanent home: Stefano found a great location in Croydon to kick start the business... but always with the aim of moving back to NCGM once the opportunity arose.

“We were in Croydon for three years, but we knew we wanted to return to Nine Elms," Stefano says. "Premier’s Jason Tanner and Bevington Salads’ Gary Marshall [through their roles on the Covent Garden Tenants Association] were instrumental in getting us a location in the Market, as was Covent Garden Market Authority. All three were super supportive in finding us a location that worked for us, as getting back to NCGM was key.

"We needed to be close to our suppliers and our customers, the majority of whom are based in central London. We started with two units in the rail arches and, as we’ve expanded, we’ve been able to take on more units within the arches. Now the business is spread across six units and the aim is to eventually move into one of the purpose-built new units in the Market’s redevelopment.”

Fast forward again to 2024 and the firm is an established food business which is keen to give back by helping support the newer, smaller companies trying to get a foothold in NCGM. “It’s really worthwhile to give back,” says Stefano, “and playing a part in supporting our neighbours is now part of our DNA.”

Brexit’s impact on profits and the rise of automation

“It’s been difficult over the years, facing some tough challenges; the consequences of Brexit and all the import charges that created, then the pandemic affecting our clients’ businesses, not to mention the minimum wage and business rates’ increases. All of these have increased our costs and lowered our profit margins, so we’ve had to look at making the business more efficient.”

This is where Stefano’s investment in technology has proved a wise decision, with an increasing amount of automation introduced to reduce the time staff spend processing orders. “In the last year we’ve introduced a lot of technology, with everyone now using tablets to ensure we’re almost paperless. We’ve been able to reduce our labour costs by 15 per cent, all of which has been reinvested in the business and means that we can absorb cost increases without passing them to our clients.”

Another huge benefit of going digital means full traceability for every order - Stefano’s team can determine what time produce arrives in the warehouse, what time it’s picked and the time it’s delivered direct to clients. “The new tech has meant we’re able to reallocate our staffing budget to where it’s needed. We’ve now placed a team member in Spain as a buyer, which has improved all of our processes.” By 4am all Food Point’s vans are on the road and by 10am each morning everyone’s back at the Market. “We also have drivers ready to go for any secondary deliveries if needed,” says Stefano. “All our drivers have tech, recording the time and even the temperature of each order when it’s delivered. Our clients can also track our drivers’ location so they know where their order is on the road and the time they can expect the delivery.”

Although keen to upgrade to fully electric vehicles, Stefano admits that’s still a little way off. “The technology hasn’t quite caught up with what’s needed. The electric vans available now just aren’t a like-for-like solution for our current van fleet, as we need refrigeration plus a decent milage, so we’ll monitor the situation and make the move when the timing is right.”

NCGM’s role in Food Point’s success

“Most of our produce is bought directly from wholesalers here at NCGM, and we always push for as much British produce as possible,” explains Stefano. “Our clients know that we’re very picky and have high standards.

“Being based at NCGM means the availability and quality of produce is sublime - the best products, the best knowledge, and a totally sustainable supply chain. Add to that the support and the unethical hours we all put in! We’re a big family and part of a mini eco-system that just works.

“Over the next eight years, we anticipate a period brimming with innovation," he adds. "However, our commitment to caring for our people as a family remains steadfast, and this extends to our valued clients. As a youthful and passionate team, we’re driven by the desire to make a lasting impact on the supply chain sector in London.

"Our ambition is to lead with creativity and dedication, ensuring that every step we take contributes positively to our industry and the community we serve. Through our relentless pursuit of excellence and unwavering support for our people, we aim to set new standards and leave an indelible mark on the future of supply chain management in London."