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Our Story

2-Serve was founded in 2006 by David Watkins.

Prior to starting the company, David had over 20 years’ experience working in London's New Covent Garden Market. Working his way up from a warehouse packer to a warehouse manager, then a buyer for a well respected company,  David utilised his expertise in the field to start 2-Serve, suppling high quality, hand selected Fruit and Vegetables to the catering industry. David's first hand experience from working in New Covent Garden Market is what initially shaped the values of 2-Serve and these values are the driving force of the company to date. 

  • Quality

  • Communication

  • Service 

  • Price

Day to day operations are run by David, his Wife (Pamela) and sons (Archie & Josh) who all have a hands on approach in making this family business succeed. As a close family unit, all areas of work are covered and an extra duty of care is applied into our business at every level possible. From hiring the right staff (who take pride in packing our produce), to selecting the right UK farms to buy our produce from, there is care and passion at every level 2-Serve operates. Whilst David and Archie are busy buying and ensuring only First Class produce is send out from our warehouse, Josh is on hand to communicate with our customers & chefs to ensure the right amount of information is transferred to make their jobs easier. The communication of market news plays a vital part in keeping our customers up to date with information on seasonality, produce, prices and availability. 

We provide a personal responsive service from our Central London base in New Covent Garden Market. Being in this central London hub, we ensure that all our customers get a fast and responsive service. Pamela and her team of dedicated office staff manage the admin side of the business to make sure every customers requests and demands are sorted out quickly and efficiently. Understanding each customers requirements is what sets us apart from the much larger co-operations that may lose the personal touch that we possess. Whilst continuously growing, we are active in understanding each customers special requirements. From meeting the important delivery time slot, to removing all plastic packaging from your order, we can have all areas covered for you. 

Our passion for fresh produce is continuously growing. Although our speciality lies in supplying fruit and vegetables, we have the capability to offer a wide range of products, as seen on our Products page. 

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Our Values

  • Quality

  • Service 

  • Price

  • Communication

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Feedback from some of our long standing customers below


"We have worked with 2-serve for many years now, and they have supported us from the very beginning of our business as a small start up to today.  They always provide a great service and are transparent in their pricing.  I often compare their prices with others to ensure they are competitive and they always are.  I would always recommend them."

Harriet Jenkins - The Detox Kitchen

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"The team at 2-Serve have gone above and beyond to deliver a premium service at Caravan. From Pam in accounts to the drivers we have been made to feel a part of a long running family business. The quality of sourcing and Josh's endless enthusiasm to make sure they work within our strict sustainable restaurant business, they make it look very easy. 

Team 2-Serve are an extremely forward thinking company taking sustainable, ethical vegetable supply into the future of service." 

Matt Burgess, Executive Chef @ The Caravan Restaurants 

& founder of Dinner from Valetta


"Since coming on-board with Open House London group back in 2019, I've been more than impressed with Josh and the team at 2-Serve. Not only with their product knowledge, competitive pricing but most of all its the "can do" and "noting is too much" attitude that has proven to me how much they love what they do. In turn this is what will keep my loyalty and future support to 2-Serve as my fruit and vegetable supplier."

Jason "Tank" Loy, Executive Chef of Open House London Group


"I have been working with 2-Serve now for a few years now. An amazing family run business who care a lot for their customers. They have been with us from our first site and now we're opening our 2nd. Someone is always on hand to help and the quality of the produce is top quality. I recommend them to any business big or small looking for great quality products."

Chris Gay,  Executive Chef @ The Farmers Mistress

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Unit A60-A61 New Covent Garden Market


London SW8 5EE

0207 720 4697 / 07845117918

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