Alan Titchmarsh and Ellie Harrison join new Waitrose organic campaign
Waitrose is bringing the stories behind its organic producers to life by launching an organic marketing initiative to support the Soil Association¬ís Organic Month.
Waitrose Organic Kitchen will feature content created by gardening expert and Waitrose ambassador Alan Titchmarsh and broadcaster Ellie Harrison. Together, they will explore organic food and how it is grown to help customers understand the origins of their organic products.
As part of Waitrose Organic Kitchen, Harrison will write a weekly column over four weeks in Waitrose Weekend, the supermarket’s newspaper, starting with the 8 September issue. Her columns will focus on organic farms and produce as well as cooking with organic ingredients.
Meanwhile, Titchmarsh has interviewed grower Joe Rolfe who supplies organic broccoli, cauliflower and carrots to Waitrose. The film will be available online for Waitrose TV later in the month and also includes a profile of organic apple and pear grower Nick Moor who owns the 165-acre Nichol Farm in Teynham in Kent.
Waitrose editor-in-chief Ollie Rice said: “We’re delighted to have such respected experts involved in our campaign. We’re looking forward to sharing the stories behind the growers who work with organic produce every day and are incredibly passionate about what they do. As the Soil Association’s Organic Supermarket of the Year, organic food and drink is a hugely important part of the range we offer our customers and September will be an exciting month, packed full of inspirational activities.”
Having first started selling organic food in 1983, Waitrose said its sales of organic products are up 4.6% so far this year. While carrots are the grocer’s top-selling organic vegetable, organic blueberries are also proving popular with sales up 39% this year.
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