New Covent Garden Market, the UK’s largest and longest-serving wholesale market, is taking its story to the streets of London.

The market, located on the south bank of the River Thames, has launched five fully wrapped London taxis into the capital, decorated with the market’s playful fruit and flower illustrations. The taxis act as constantly moving advertisements for the premium fresh produce and flowers, and the passionate people behind the city’s iconic market.

The taxis were officially unveiled in the Nine Elms market today (Wednesday 21st October) during a celebration of National Apple Day taking place at the market.

Rob McAuliffe, General Manager of Covent Garden Market Authority (CGMA), said: “London’s restaurants, foodservice and hospitality businesses rely on New Covent Garden Market’s wholesalers every day. As one iconic London institution, we’re collaborating with another – our wonderful black cab community – to spread our message to even more consumers, retailers and chefs across the capital.”

The cabs will be on the road until the end of the year and to celebrate, the market is inviting every Londoner who spots one of them to take a snap and share those photos through instagram. The best snap wins a Christmas-themed hamper of fruit, vegetables and flowers, delivered at a time of the winner’s choosing to help their festive hosting. The competition launched yesterday (20th October) on the market’s social channels, and the winner will be announced in the week commencing 23rd November.

Click here for full competition details