Foodservice Cateys 2023: Event Caterer of the Year – Green & Fortune
Sponsored by Tugo
In Green & Fortune industry stalwart John Nugent has created a business that truly stands out from the crowd with its founder's exuberant hospitality at its heart.
Events make up 60% of Green & Fortune's business, supported by retail and business and industry, and it has carved itself a reputation for quality, innovation, technical savvy and commercial nous. Since it was founded in 2008, the business has grown to four core sites across London: Kings Place Events, which boasts 11 spaces; Sea Containers Events, which has six spaces; Central Hall in Westminster, which offers 25 spaces as well as a concert programme; and its most recent addition Rose Court on the South Bank, a prime wedding location.
The variety – but also the relative proximity – of the sister sites has been strategic, allowing the business to be a one-stop-shop for clients' needs and it has reaped rewards with repeat bookings comprising more than half of total revenue. The team can deliver support across sales, marketing, event management and operational delivery, and their success in retaining and attracting new business has seen them achieve 13% growth on budget in 2022/23 while increasing average spend per event by 14%.
Green & Fortune has also shown a commitment to promoting healthy eating and sustainability through its ‘Food for Thought' menus, with dishes designed to combat food waste and minimise food miles, featuring seasonal ingredients that are sourced locally. Moreover, the business's ‘Gate to Plate' ethos ensures 95% of all produce is made in-house.
Of course, challenges remain for any business and Green & Fortune has taken these on, tackling seasonal fluctuations in spend by introducing a dynamic commission structure to increase bookings in the quieter months. Senior events chefs at each venue are also responsible for conducting quarterly menu training with sales teams to allow them to upsell events packages to include food stalls, wine upgrades and bowl food rather than canapés.
From the outset Nugent has made ballsy decisions and bold investments that have set Green & Fortune apart. He invested in King's Cross early in the area's regeneration and drove the business forward despite it launching on the cusp of one of the worst economic crashes in living memory. More recently as the sector emerged from the pandemic, rather than sitting tight, he expanded with Rose Court, which has had a stellar first year attracting strong Christmas and summer party bookings.
Over the past two years the business has also ventured into international markets, with a significant investment in London & Partners over the last 12 months resulting in exhibitions at IMEX Vegas, IMEX Frankfurt and the west coast of the US.
Our judges praised his commitment to his team and values as well as praising the exemplary hospitality that lies at the heart of Green & Fortune, showcasing his characteristic warmth and generosity – to which anyone who has attended his infamous St Patrick's Day's parties can attest.
What the judges said
"John leads by example and shows he cares for his people by helping the entire workforce with a cost of living bonus. The company hosts numerous events for hospitality charities and has raised thousands of pounds." Ruston Toms
The shortlist
The Clink Events
Green & Fortune
Social Pantry
Past winners
2022 Searcys
2019 Searcys
2018 Sodexo
2017 Tapenade, Eventist Group
2016 ExCel
2015 Global Infusion Group
2014 Kings Place Events
2013 Absolute Taste
