Waitrose Organic Kitchen will feature content created by Waitrose ambassador, Alan Titchmarsh, who will be joined by Countryfile presenter Ellie Harrison. Together, they will "explore organic food and how it’s 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 the work of organic farms and their produce as well as cooking with organic ingredients. She will also introduce features with four Waitrose Duchy Organic producers who are providing products including tea, lemon curd, eggs and quinoa.
Inviting people to share in a behind-the-scenes look at the world of organic produce,Titchmarsh has interviewed grower Joe Rolfe, who manages the 500-acre organic farm, Taylorgrown, in Kings Lynn in Norfolk, and supplies organic broccoli, cauliflower and carrots to Waitrose.
The film will be available online for Waitrose TV and, together with a profile of organic apple and pear grower, Nick Moor, who owns the 165-acre Nichol Farm in Teynham in Kent, will give an insight into the day-to-day practicalities of organic farming. ‘A Day at an Organic Vegetable Farm’ (Joe Rolfe) will go live on Waitrose TV on Thursday 22 September. ‘A Day at an Organic Apple & Pear Farm’ (Nick Moor) will go live on Thursday 29 September, both at www.waitrose.com/tv.
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."
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 sells Waitrose Duchy Organic products and sales of all organic products at the supermarket are up 4.6 per cent so far this year.
Organic fruit, vegetables and salads remain Waitrose customers’ favourite organic buys. In particular, organic blueberries are proving popular with sales up 39 per cent this year.
Carrots are the grocer’s top-selling organic vegetable while spinach sales are up by 16 per cent on last year.