For Benedict Selvaratnam, running a convenience store is only one part of the job. At Freshfields Market on Church Street in Croydon, the shop has become a meeting point for a remarkably diverse community and a base for initiatives that reach well beyond the shop floor.
The family-run independent serves customers from Eastern European, Asian, African, Ugandan and local English backgrounds. Its offer reflects that diversity, spanning everyday essentials, fresh fruit and vegetables, world foods and specialist grocery, alongside a growing premium range.
Craft beer and wines from France, Italy, Australia, New Zealand, the US and elsewhere have also become popular with shoppers looking for something different.
But Selvaratnam's wider community role is what gives Freshfields its distinctive character. He is co-founder of Croydon Smile Hub and founder of the Croydon Business Association, using those platforms to connect local businesses, residents, charities, educators and public services.
The resulting programme is wide-ranging. Through Croydon Smile Hub, initiatives have included a Digital Inclusion Programme, Croydon AI Summit, Health & Wellbeing Summit, House & Property Summit, ASB Police Surgery events, Croydon Hustings, Therapoetry, HerZone, Women into Entrepreneurship, Networking Like a Pro, Croydon Means Business and the Broad Green Community Heroes Awards.
The aim is not simply to stage events, but to create practical opportunities for people to build skills, confidence and connections. Selvaratnam has worked with London South Bank University, Croydon BID, the South East London Chamber of Commerce, local police, community leaders and business owners as part of that effort.
There is also a strong social and environmental strand to the work. Freshfields' partnership with Olio has helped redistribute surplus food to hundreds of households while reducing waste. The business has also contributed around £10,000 to Serendib Children’s Home, supporting vulnerable children and their future development.
That same community-first philosophy runs through the shop itself. Independence gives Freshfields the flexibility to respond quickly to customer needs, introduce new products and maintain personal relationships with shoppers. Many customers have been visiting for years, creating the kind of familiarity that is difficult to replicate in a larger retail environment.
The store is part of a two-store business and has been trading for 25 years.
For Selvaratnam, however, the real measure of the business is what happens beyond the transaction. Freshfields has become a place where people can find food, support, information, connections and opportunities, turning the traditional neighbourhood shop into something considerably bigger.