S. Thorogood & Sons

What S. Thorogood & Sons does

S. Thorogood & Sons is a family-owned wholesale produce business operating continuously since 1922, headquartered at New Covent Garden Market in London. The company runs three physical market stalls (New Covent Garden, New Spitalfields, and Western International), trading overnight and early-morning hours to supply independent retailers, greengrocers, chefs, and caterers with a range of over 100 seasonal British vegetables and specialty produce sourced from a curated network of named UK growers.

Its commercial offering was extended in 2025 with the launch of Thorogoods Direct, a UK-wide palletised delivery service for retailers, wholesalers, and caterers, complemented by an online ordering portal via the third-party Fresho platform. In the same period, the group acquired a jointly-controlled interest in FERMARY, an artisan fermented foods brand located in the arches of New Covent Garden Market that converts seasonal surplus into kimchi and live ferments.

Revenue is generated exclusively through transaction-based wholesale produce sales and delivery fees; pricing is not publicly disclosed and is set by market conditions, seasonality, and volume. There is no proprietary technology platform: the company relies on standard marketing infrastructure (Squarespace website, email, social channels) and the external Fresho ordering portal. The company is privately held under family ownership with no disclosed institutional capital, and operates as S Thorogood and Sons Ltd, incorporated in England.

Name

S. Thorogood & Sons

Legal name

S Thorogood and Sons Ltd

Website

https://sthorogood.co.uk

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

101–250 employees

Short description

S. Thorogood & Sons is a family-owned London wholesale produce trader (since 1922) running three market stalls (New Covent Garden, New Spitalfields, Western International), supplying independent retailers, greengrocers, chefs, and caterers with over 100 varieties of seasonal British fruit and vegetables.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

Keywords

• Fresh produce wholesale
• Fruit vegetable distribution
• Wholesale market supply
• British produce sourcing
• Specialty vegetable wholesaling

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Others

Revenue model

1. Wholesale Produce Sales: Traditional wholesale produce sales at three London market sites. Sells seasonal vegetables, fruits, and specialty produce to retailers, greengrocers, chefs, and caterers. Revenue generated through per-transaction sales of physical produce.
2. Thorogoods Direct Delivery: New direct delivery service extending offerings to retailers, wholesalers, and caterers across the UK. Delivers palletised bulk orders of fresh produce with dedicated internal logistics team. Additional revenue stream beyond traditional market stall sales.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

S. Thorogood & Sons is a family-owned wholesale produce business that sells 100+ varieties of seasonal British vegetables and fruit from stalls at three London wholesale markets (New Covent Garden Market, New Spitalfields Market, and Western International Market). The company sources from a network of named specialist British growers and supplies independent retailers, greengrocers, chefs and caterers, with a new Thorogoods Direct palletised delivery service extending its market-fresh produce to customers across the UK.

Product overview

S. Thorogood & Sons operates as a wholesale market offering quality British produce, with a portfolio consisting of its core fresh produce wholesaling business spanning three London market sites, supplemented by Thorogoods Direct (a direct-to-retailer delivery service) and FERMARY (an artisan fermented foods sub-brand). The company traces its roots to 1922 and works with a network of trusted British growers to supply seasonal vegetables and fruit.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Produce Wholesaling Core wholesale market operation selling an extensive range of British seasonal produce (100+ vegetable varieties plus fruit) across three London market stalls to retailers, greengrocers, chefs and caterers.
• Thorogoods Direct A new direct palletised delivery service that brings market-fresh British produce from New Covent Garden Market to retailers, wholesalers and caterers across the UK, handled by an internal logistics team.
• FERMARY Fermented Foods Artisan fermented foods brand producing kimchi and other live ferments from seasonal vegetables sourced through the trusted grower network. Operates from the arches of New Covent Garden Market.

Quantifiable outcome

• Supporting British farming communities through direct relationships with multiple family-owned operations across the UK

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• FermarycoreStrategic or Co-development PartnerFermary is a sister brand producing live ferments and kimchi from seasonal vegetables sourced through the trusted grower network. Located in the arches of New Covent Garden Market, Fermary transforms peak-season produce into raw, unpasteurised fermented foods without vinegar or preservatives. The partnership extends the fresh produce journey 'from farm to fermentation' under unified family ownership.
• Rushton's GreengrocercoreStrategic or Co-development PartnerRushton's Greengrocer is a sister business at New Covent Garden Market, known as the market's only dedicated mushroom specialist. Partnership provides complementary specialty produce offerings alongside S. Thorogood & Sons' vegetable range.
• Bedlam Farms OrganiccoreStrategic or Co-development PartnerOrganic farming operation created by M.F.Martin Ltd and Bedlam Farms (four generations of farming in Cambridgeshire Fens). Grows organic asparagus, rhubarb, artichokes, Tenderstem broccoli, fennel, and mixed squash. Members of Higher Level Stewardship, Organic Entry Level Stewardship, LEAF marque registered, and Red Tractor Assurance Scheme. One-third of farm converted to specialist organic vegetable production since 2006.
• Caffarelli CucumberscoreStrategic or Co-development PartnerFour-generation family growing operation at Floral Farm in Cambridgeshire producing 'English cucumbers with an Italian flavour.' Exclusive supplier to S. Thorogood & Sons for many years. Experimenting with unique varieties including micro snack cucumbers, cucamelons, and Asian wok cucumbers. Invested £350,000 in biomass systems, pesticide-free with natural Bioline packets, fuel sourced within 50-mile radius.
• Garden of ElvedencoreStrategic or Co-development PartnerSpecialist fresh potato company on the 22,500-acre Elveden Estate (UK's largest lowland farm) in East Anglia. Red Tractor and LEAF Marque certified. Committed to environmental responsibility with multiple Sites of Special Scientific Interest. Stocks baking and salad potatoes at all three sites. Recently invested £3m in 500,000 cubic meter water storage reservoir for irrigation resilience.
• Laurence J Betts LtdcoreStrategic or Co-development PartnerHistoric family business near West Malling, Kent, producing whole head, baby leaf and multi-leaf salads and cereals. One of S. Thorogood & Sons' longest-standing suppliers (relationship since 1980s). Committed to environmental sustainability and maintaining the environment for future generations.
• Nurtured in NorfolkminorStrategic or Co-development PartnerFounded by ex-chefs Allan and Sue Miller supplying top-quality cut micro cress, pea shoots, edible flowers, baby and micro vegetables, sea vegetables and edible leaves from 4-acre nursery in Norfolk. Over 70 different types of micro cress and 280 different edibles in range. Products grown on natural soil base extending shelf life.
• Provenance PotatoescoreStrategic or Co-development PartnerGrows and packs potatoes in Kent's finest potato growing area with complete traceability from seed to field to farmer. Oversees washing, grading, packing and delivery. Committed to reducing carbon footprint and caring for soil, landscape, and local community. Supplies washed Desiree, King Edward and white potatoes at all three sites.
• Stanhill FarmminorStrategic or Co-development Partner150-acre farm managed by brothers Toby and Max Williams in Dartford (17 miles from central London). Produces wheat and 20-30 varieties of fruit and vegetables annually. Main crops include courgettes, marrows and runner beans. Moved away from supermarket supply in 2000s to concentrate on wholesale market.
• Thorogood AsparaguscoreStrategic or Co-development PartnerFamily farming operation at New Moor, Essex, with over 50 years of farming history. Third-generation grower Mark Thorogood leads regenerative farming approach. Originally grew vegetables for London markets, transitioned to arable farming, then returned to specialty crops with asparagus in late 1980s. Regenerative practices include crop rotation, cover cropping, and reduced tillage.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Berry Gardens Ltd: UK grower-owned berry producer and supplier distributing soft fruit to UK retailers. Comparable in the grower-network cooperative structure, British provenance focus, and seasonal supply model that Thorogood applies to vegetables.
• M&W Mack Ltd: London-based wholesale produce distributor trading at New Covent Garden Market, directly comparable to S. Thorogood & Sons in product mix (fresh fruit and vegetables) and customer base (retailers, caterers, chefs). Operates a similar overnight physical-market model.
• Barfoots of Botley: UK fresh produce grower and supplier specialising in vegetables (sweetcorn, squash, asparagus) with vertically integrated farming and processing. Comparable to Thorogood's grower-network model and focus on British seasonal produce.
• Langmead Farms: UK fresh produce specialist growing and supplying herbs, salads, and vegetables to UK retailers. Comparable in combining integrated growing with wholesale supply and a focus on British seasonal produce.
• Poupart Ltd: UK specialist wholesale produce supplier established since the 1800s, supplying restaurants, hotels, and retailers with fresh fruit, vegetables, and fine foods. Comparable in serving premium foodservice and independent retail with a focus on British and imported produce.

Emerging players

• Oddbox: UK direct-to-consumer and wholesale produce delivery service addressing surplus and seasonal produce. Adjacent rather than direct competitor, but represents the modern produce-distribution model that could pressure traditional market wholesalers like Thorogood.
• Natoora: UK-based specialist fresh produce supplier focused on seasonality, provenance, and direct relationships with growers for restaurants and retailers. Overlaps with Thorogood's heritage grower model but targets premium chefs with a more tech-enabled, direct-to-customer proposition.

Broad incumbents

• G's Fresh: One of the largest UK fresh produce growers and suppliers, offering salads, vegetables, and mushrooms to UK retailers and foodservice. Wider portfolio and scale than Thorogood but directly comparable in fresh produce wholesale and grower-network operating model.
• Total Produce (now Dole plc): Global fresh produce giant with significant UK wholesale operations. Overlaps with Thorogood on fresh fruit and vegetable distribution to retail and foodservice customers but operates at vastly larger scale across multiple geographies.

Others

• Fresho (platform): Wholesale produce ordering platform on which S. Thorogood & Sons operates its online ordering channel. Not a competitor but an enabling technology partner whose evolution directly affects Thorogood's digital ordering capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sthorogoodandsons

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about S. Thorogood & Sons