Waitrose is bringing the stories behind its organic producers to life by launching an organic marketing initiative to be fronted by gardening expert Alan Titchmarsh and Countryfile co-presenter Ellie Harrison.
Waitrose Organic Kitchen, which will to support the Soil Association’s Organic Month this September, will include content created by Titchmarsh, a Waitrose ambassador, and Harrison, a BBC broadcaster. Together, the pair will help customers understand how organic products are grown.
Titchmarsh will feature in a behind-the-scenes look at the world of organic produce for the supermarket’s online TV channel Waitrose TV later this month.
The film will include interviews with an organic farmer in Norfolk who supplies organic broccoli, cauliflower and carrots to Waitrose, as well as an organic apple and pear grower in Kent.
Harrison, meanwhile, will write a weekly column over four weeks in Waitrose Weekend, the supermarket’s newspaper.
Starting in the 8 September issue, Harrison’s columns will focus on the work of organic farms and their produce, as well as cooking with organic ingredients.
Titchmarsh said: “There's an immense amount of skill and passion involved in growing organic produce and I'm so pleased to play a part in helping people understand not only where our food comes from but also just how it’s grown.”
Waitrose, whose organic range Waitrose Duchy Organic is one of the biggest in the UK, has seen sales of its organic products increase by 4.6 per cent this year.
Carrots are the grocer’s top-selling organic vegetable but shoppers are increasingly going green with broccoli and spinach becoming the pick of the organic crop. Sales of the latter are up by 16 per cent on last year. Organic blueberries are also proving popular with sales up 39 per cent in 2016.