The Caledonian Road Market formally launched on Saturday with the turning on of the Christmas lights by councillor Paul Convery.
Paul O’Brien, who spent 13 years working in Borough Market, hopes to establish the Cally Market as one with “a little something for everyone.” Stalls last weekend were offering products that included: organic chocolates and desserts, artisan bread, jewellery, artwork as well as African and Italian food.
A baker by trade, Mr O’Brien runs the Sunflour Bakery on the Cally Road, just a stone’s throw away from the weekend market situated next to Kennedy’s pub. As part of his plans, he’s aiming to introduce new stalls to include books, music, cheese and vintage clothing.
“My vision is to get it established, and there is the possibility of extending the market into the Bemerton Estate behind, and if we do well we’ll get more stalls and we can pedestrianise the area. I think there is very good potential here if local people get behind it – the residents, the media – it could be a very good market. It’s going to take time but the potential is there.”
Cally Market had attempted to establish itself as a regular community event a year ago but folded after only a few weeks. Now with the backing of Mr Convery at Islington Council, and under the leadership of Mr O’Brien, they intend on replicating the success of London’s other wholesale markets such as Borough in Southwark and Broadway in Hackney.
In addition to his decade long work on Borough Market, Mr O’Brien brings with him a wealth of experience as he was also involved in the relaunch of the now popular Broadway Market in Hackney with his father. James O’Brien, who was described by one fellow stall holder as being able to “talk for Ireland,” is responsible for selling the various breads and cakes his son bakes.
“I once sold a loaf to Prince Charles, you know,” he said. “I’ve worked at all the big food shows including the one at Earls Court. I know all the famous chefs too like Gordon Ramsey, Ainsley Harriott, Gary Rhodes, all the ones you see on the television. We’re trying to put the market at the forefront of people’s minds, foodies and everyone else too.”
Paul O’Brien also spoke about what it took to establish a successful market: “You’ve got to have stall holders there who are very enthusiastic, got to have passion and know their product. They have also got to be hands-on, not just standing there playing on their phones, and do front of house. The stall has to look good with everything clearly labelled and priced.
“It’s got to be professional, to me it’s like a mini shop so you’ve got to take pride in it. If you go see my father, he’s bang on it, he’s chatting all the time, telling people about our breads, he’s very passionate and very enthusiastic, people like that and they spend more money.”
Mr O’Brien and his girlfriend Gabreila Cristea decided to set up Sunflour Bakery earlier this year and spent months trying to find the right location. Wanting to find a versatile premises to do sandwiches, bread, cakes and catering they found the Caledonian site and spent £45,000 on renovating. He said: “We’ve got a lot of possibilities with this place and further down the line I’d like to do baking classes her at some point too. We already do ginger bread men making with local kids here. The Great British Bake Off is so popular that I really do think there is a lot we could do here.”
He said The Cally Road area is on the brink of becoming one of the most popular places in London. “I think The Cally is a sleeping giant and, in the next few years, the whole place is going to see a lift. We’ve got a long lease, for cheap rent, and we’re in it for the long haul.”
