My name is Fred Johnson and I am a qualified chef, traveller and I have run my preserves and delicacies business, Elfreds Of The Peninsula for over twenty years. I’ve been cooking in kitchens all over the world for over 40 years. I am also a qualified Chef and Cooking Trainer.

My love affair with food and markets started long ago as a child. I spent a lot of time going to the markets for mum. At the age of 10, I was sent to markets to go and buy vegetables, chillis, meats and fish. I remember playing in the little village night market, which was on most nights of the week.

My experience as a market and festival trader that I have passed on has helped many new and old traders on their way to a successful career, advising them on how to avoid the pitfalls and saving them time and money. With over thirty years’ experience at festivals and markets, I have seen the ups and downs and ins and outs of how they work. As a Trainer and Assessor, I am qualified to pass on my knowledge to all new beginners to the world of markets.