The 10-year contract will see Green & Fortune collaborate with London Museum on four “innovative and creative” new hospitality spaces, ranging from relaxed all-day dining and grab-and-go formats to a curated culinary events programme.
According to Green & Fortune, the collaboration will put London’s food scene at the heart of the museum’s new home in Smithfield, on the western edge of the City.
There will be a focus on locally sourced and sustainably delivered menus that “respond imaginatively to the museum’s unique location” and its changing public programme of co-curated displays, major exhibitions and year-round events.
Green & Fortune will also lead catering for the museum’s venue hire events, which are held in the former Victorian General Market, which was originally used for the sale of fruit, vegetables and general produce.
Spanning 150,000 square feet, it will have capacity to host large-scale private events, including gala dinners, drinks receptions and product launches.
Housed in two landmark buildings in the historic heart of the capital, London Museum is expected to welcome more than two million visitors each year.
“The ambitions and scale that the London Museum project brings, are rare to find,” says Green & Fortune founder and CEO John Nugent.
“The opportunity to deliver a raft of new styles of service that represents the city, past and present, is incredible. As a deep-rooted London business, all at Green & Fortune are looking to shift the dial in what museums and galleries offer to their visitors, as well as to the wider eating and drinking community across the capital and beyond. We will deliver all of this with care and understanding, showcasing all that sets this great city apart.”
Nathan Lamb, director experience and enterprise at London Museum, added: “London’s food scene is part of what makes this one of the best cities in the world. Through our partnership with Green & Fortune, we’ll build on the rich heritage of our local neighbourhood and celebrate London’s vibrant food culture as a core part of the museum’s offer. Whether you’re travelling here as an international visitor, dropping in on your lunch break, meeting up with friends, or arranging a special event, we want to give visitors a real taste of the city.”
The win supports “an exciting chapter of growth” for Green & Fortune, with £20m+ revenue expected for 2026, up from £17.5m+ in 2024.
It also follows last year’s senior leadership team appointments, including Dan Rampart as chef director, Emma Williams into a business development-focused director role, and Sarah Miller as managing director.
Green & Fortune was founded in 2008 by Nugent and Peter Millican and operates solely in London.