Rob Burton of New Covent Garden Market catering supplier Rushton’s took part in a panel discussion at this week’s Festival of Fresh, where he spoke to Fruitnet’s Tom Joyce about the latest developments in foodservice.

Opening the discussion, Tom asked about rising costs across the industry, driven in part by geopolitical tensions in the Middle East.

“I’ve definitely seen that,” said Rob. “There was a certain amount of panic when the situation first began to unfold, so it was important to let things settle and understand what was real. We’re now seeing surcharges come through on deliveries, alongside rising diesel costs and other pressures. At the moment it’s manageable, but the trade can only absorb so much for so long.”

Rob highlighted the distinct nature of the capital’s market. “Central London is very different to the rest of the country. There’s a huge amount of international money circulating, which can distort the reality. However, the longer these pressures continue, the more challenging it will become. The sooner stability returns, the better for everyone.”

The conversation also turned to shifting consumer behaviour, including the growing use of weight-loss injections and their impact on hospitality.

“These jabs are here to stay and will only become more popular,” said Rob. “They suppress appetite, and we’re already hearing from customers that diners are ordering less - perhaps two courses instead of three, or one instead of two. That has a knock-on effect right through the supply chain.

“If less is being eaten, then our customers’ turnover will also come under pressure. Combine that with the general trend of declining alcohol consumption, and you can see how the sector could be heading towards a perfect storm.”

Asked how this trend interacts with efforts to promote healthier eating, Rob pointed to the issue of affordability.

“The reality is that healthy eating is often more expensive,” he said. “For many people, it comes down to what they can afford. It’s easy to tell people what they should be eating, but ultimately it’s driven by what’s in their pockets.”

He added that businesses across the supply chain have a role to play. “We’re always looking at what more we can do and how we can improve on what we’re already doing. One key focus is making sure our chefs are aware not just of what’s in season now, but what’s coming into season next. They’re the creative force — finding new ways to present produce and make it as appealing as possible.”

Bringing these trends together, Rob noted that some hospitality operators are already adapting their offer.

“We’re seeing customers respond to these changing habits by rethinking menus,” he said. “Rather than removing courses altogether, they’re creating lighter dishes that allow diners to still enjoy multiple courses without feeling overly full. It’s an interesting shift, and one that shows how quickly the sector can adapt.”