This is about London, the smaller shops, the specialists, artisans, traditional butchers who still have links back to the farmyard, bakers who take the time and trouble to bake sourdough, fish that can come overnight from the boats, vegetables from small holdings. For many it is the family business, for others it may have grown but still probably have family values.

Online opens new routes to market for many small rural business, many of whom might have only sold locally or just wholesale but can now deliver direct. And London being London, the city gets the pick of the best.