London's independent retailers and caterers are being urged to source more fresh produce locally.
Local to London: New Covent Garden Market, launched last week, aims to boost the amount of local produce sourced from the south east by 15% within three years through a series of meet the buyer-style events.
Traders, buyers and caterers met to discuss the initiative, which has been organised by Covent Garden Market Authority and the South East Food Group Partnership, at a special event called Celebration of Local Food held at the market.
The project has already attracted interest from Whole Foods Market, Musgrave and a number of independents.
"Initially we will be focusing on signing up New Covent Garden-based businesses and related producers. At a later date we would like to roll out to trade customers such as buyers and chefs," said project leader Tom Beeston.