George’s first introduction to the fruit business came on December 20th, 1964, sitting on the tailgate of a Bedford truck, parked in Floral Hall Yard, Covent Garden, waiting for porters to bring the morning’s purchases on their barrows. Watching the streetlights flicker and the stars fade as dawn approached, shivering from the December morning chill and surrounded by the sounds of the market and a waking city, the wait for the fresh fruit was met by eight-year-old George with a mixture of excitement and impatience.
The market was another exciting world with its own specific rhythm, which made for a fascinating experience and, looking back, it was the waiting between deliveries that taught George the value of patience – helped by his transistor radio, which played Radios Caroline and Luxembourg. The highlight of that morning and the many more to follow, was a hot filled roll and a mug of tea, before heading up to North London to start the day on the pitch.
Unbelievable as it sounds (to him and us) George has been a member of our Company for 30 years and like many of George’s friends in the Livery, he was hooked into the produce trade during his formative years and made a very successful career in this amazing industry. During the 1980s, George worked in the publicity department of the British Potato Marketing Board, before setting up his own consultancy Midsummer Marketing, in 1988.
George has specialised in representing fruit growers since the very start, with industries such as Washington Apples, USA NW Cherries, Florida Citrus and American Pistachios to name just a few with whom he has enjoyed long-term relationships. Over many years, George has developed export markets for his grower members across central and southern Europe, Scandinavia, North Africa, the Middle East and India. Washington Apples was George’s first USA client, and it was on an overseas trip to Washington that George met Josefina; they are celebrating their 25th wedding anniversary in December 2024.
It is the fellowship and new friendships that George has enjoyed over these past 30 years that make The Fruiterers the Company that it is. We have a proud reputation of being the friendliest Livery in The City, a reputation that George wants to grow during his year as Master of our Company.
So, what’s in the planner for 2025 and what else does George have in store for his fellow Liverymen?
“Most importantly the Company will remain committed to supporting the City of London and our Lord Mayor,” he says. “The Company’s charitable giving will be focused on the City Harvest charity that provides for so many less fortunate than us.
“There will be an entwined military theme to the year as The Worshipful Company of Fruiterers will remember and celebrate 80 years since World War II ended in 1945. The Company will visit the Historical Dockyard Chatham, Imperial War Museum Lambeth and hold Summer Court in the historical hangar at RAF Hendon.”
The City events that all Liverymen will be encouraged to attend are The City Food & Drink Lecture, Lord Mayor’s Big Curry Lunch, Election of the Sheriffs, and Election of the Lord Mayor.
The next Fruiterers’ year is already looking busy and exciting in equal measure:
• St Paul’s Day Service with lunch at Tallow Chandlers. January 24th
• The Company Banquet at Mansion House. March 14th
• Tree Planting, Royal Park Bushy Hampton Court. April (date TBC)
• International Marmalade Festival. April 26th
• Fruiterers’ Ski Trip. March 30th to April 4th
• Audit Court Dinner, Cutlers’ Hall. May 1st
• Inter Livery Clay Pigeon Shooting. May 15th
• Fruiterers’ Golf Day. May 22nd
• Royal Bath and West Show. May 30th
• RN Historic Dockyards Chatham. June (date TBC)
• Summer Court Dinner and Gala Dance, RAF Hendon. July 11th
• Imperial War Museum. September 10th
• Master’s Trip to Vienna. September 17th to 21st
• Garden of the Year. October 1st
• Presentation of Fruit, Mansion House. October 16th
• Master and Wardens Dinner, Ironmongers. November 6th
• Fruiterers’ Carol Service, King’s Chapel of the Savoy. December (date TBC)
Other events include, but are not limited to: Royal Opera House Concert and Lunch; St Martin-in-the-Fields Concert; Inter Livery Croquet; New Members’ Events; Peter Cooper Legends Lunch; City Giving Day; Industry Lunch.
George hopes you will agree there is a fun-packed year ahead with something to suit all tastes and interests.
George also expressed his profound gratitude to IPM Matt Hancock for managing the Ski Trip and the current Master Dr Chris Bishop for his ongoing efforts with the International Marmalade Festival. “Being a successful Master requires support and counsel from the Court, IPM, Wardens, Honorary Assistants, MC, Advisory Panels, the sub-committee Chairs and their teams, the Beadle and most importantly Sarah the Learned and Gallant Clerk,” he adds.
“Taking over the role of Master in an organisation that is 700 years old is both an incredible honour and a tremendous responsibility. With such a rich history, the new Master has a unique opportunity to build upon the legacy of centuries of achievements while also navigating the challenges of our modern world.
“While I recognise that innovation is important, preserving the core values, culture, and traditions that have sustained the organisation for 700 years will be a major priority. This will help maintain continuity and strengthen the Company’s identity.”
George will work closely with those who have been in the Company for many years. “It is their knowledge and perspective that offers valuable insights into how the Company has weathered challenges in the past and how to approach the future,” he says. “Our younger members are bringing fresh ideas and perspectives that will take the Company forward for the next 700 years.”
During 2025, the Company will have two types of fundraising and charitable giving to both City Harvest and our Armed Services during this year of remembrance and celebration. George is asking each member to consider how they might be able to contribute more. “Every bit counts, and your unique skills and talents can make a big impact,” he says. “Whether you can offer time, resources, knowledge, or simply share your enthusiasm and encourage others to get involved, it all makes a difference.
“Our military personnel face immense challenges – both during their service and when they return home. Many veterans struggle with issues like PTSD, physical injuries, job placement, and transitioning to civilian life. Military families also face unique hardships, such as long deployments and the emotional toll of service.
“The funds we raise will go directly to SSAFA which helps to address these challenges. With your generosity, we can make a tangible difference to the lives of those who have served or are currently serving. Let’s make this 2025 fundraising campaign a resounding success and give back to those who have given so much for us,” George adds.
“I look forward to meeting all our members during 2025. I hope and pray that as we head into the festive season, the World might become a more peaceful place.
Our Company Musketeers will support our efforts at these three special events, there will be fun and a fund-raising effort at our Summer Court as we dine seated beneath the wings of the famous Avro Lancaster ‘S-for-Sugar’ which flew 137 sorties during the war.
The evening will be a memorable Gala event, with 1940s music during dinner, a charity RAFfle, The Royal Marines Association Dance Band playing swing music and a full mix of popular music for the post dinner dancing and a pay bar.
