How independent agent Craig Goodridge came to rule the airwaves

However, he does stress the need to be diplomatic, and he’s also conscious about telling callers where they can find advice, rather than risk giving out the wrong advice and being held to account for that.

Not so secret Spice Boy

He rather regrets sharing his music tastes with one presenter, who now references his love for the Spice Girls and Girls Aloud on air. “She also tells everyone how gorgeous my skin is, which is a bit cringe,” he laughs.

“But the presenters do tell listeners, ‘Go and see Craig in the market’, which is really nice and so valuable, because the BBC don’t tend to lean towards giving recommendations.”

Sometimes he gets 24 hours’ notice, and other times, very little at all. On one occasion he found at 8.30am that he was on notice for 12 BBC stations to call him between 11am and 1pm, which included a chat with Radio 5 Live’s Naga Munchetty, about rawdogging on flights – where travellers sit silently and without screens for the duration. 

“Usually, the interviews will only take two to three minutes on air,” he explains, “however, that day my mum came in to cover my shop and take enquiries. I had no idea when I woke up it would pan out like that! But it’s handy not to have too much notice or I’d overthink it.”

Customers make the connection between Craig on the radio and Craig the agent, he says, and his on-air profile has led to bookings. Unless he was on holiday somewhere remote and worried about signal, he’s jumped on every opportunity that’s come his way. Now he loves being on the radio and hopes to do more of it: “I’ve got Sundays off – I’m up for having a regular slot. And if Simon Calder ever hangs up his microphone, they know who to call, right,” he winks.