New Covent Garden Flower Market has relocated to Battersea in a historic move. John Hardcastle, of Bloomfield, talks about settling in
How long have you been a wholesaler at the market? I’ve been working in the Flower Market for 50 years. I started in the old Covent Garden, Westminster, at just ten years old in 1967. I then moved to New Covent Garden Market, Nine Elms, in 1974 and moved once again in April into our new Flower Market just down the road.
How did you get into the industry? My Mum was a caretaker of the Piazza Chambers in Covent Garden. I lived directly above the old Flower Market and used to play on the roof as a kid. At the age of ten, I started running errands for the market firms before school to earn pocket money. My fate was sealed. I worked my way up, co-founded a firm, and then ten years ago I started my current business, Bloomfield.
What do you enjoy most about your job? The pleasure of coming in each day and seeing an array of flowers from around the world. Thankfully we work in an industry that is ever changing – be it new customers, new trends or even new flowers! Daily interaction with our customers is always exciting as well, we enjoy hearing what interesting events they are working on.
Is your family in the business? Yes. My wife takes care of the less glamorous side in the office doing the accounts. My son works alongside me in the market and is my go-to guy when I’m in need. And there are a number of other family members working in different roles throughout the industry.
What does an average working day look like? I get in around 3:30am and jump straight on to the computer to check what is available from the growers in Holland for the next day. After this, I take care of phoning the orders through to my Dutch men for the following day. I then have an hour or so available to get out onto the stand and interact with customers before spending the majority of the morning buying flowers online to top up the stand for the next selling day. As a buyer we have to be one step ahead; always planning.
What is your favourite flower? If I had to pick just one I’d probably go with a large bunch of Italian blush anemones. What is the most popular flower in June? Peonies, peonies and more peonies! Due to their short season and people wanting them all year round, when they finally do come around everyone goes mad for them.
How are you finding the new Battersea location? We are settling in really well and already feel at home! Are there any cafés or shops in the local area that you particularly like? The Butcher and Grill on Parkgate Road for a full English is a great Saturday morning treat!
