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UK TV gardening celebrity Alan Titchmarsh has signed with supermarket giant Waitrose for the development of a new gardening and horticulture range.
Rupert Thomas, Waitrose marketing director, said: “Our customers’ two top interests are good food and gardening. As one of Britain’s most loved and trusted experts, Alan will bring his skills to developing our new gardening ranges and a very special voice to our communications.”
Titchmarsh says “Having spent almost my entire life growing everything from fruit and vegetables to flowers and plants I am delighted to have this opportunity of working with Waitrose to help raise the profile of British agriculture and horticulture.
“There is a real need to promote a greater understanding of just what is involved in producing healthy, well-grown produce and transporting it from field to fork so that it arrives with the consumer in the best possible condition.
“In television programmes such as Love Your Garden, at the Chelsea Flower Show and in books, newspapers and magazines, I have the opportunity to pass on my love of growing things; the chance to extend that experience to the retail sector is something I find both exciting and challenging.
“I’ve long admired Waitrose’s responsible approach to food production and their determination in making available to their customers a wide variety of quality produce in first-class condition. I am hugely looking forward to playing my own part in their continuing commitment to offer the very best in home-grown food.”
