TV series could boost seed sales

Hopes are high that super chef Jamie Oliver can do for the seed industry what he has done for food in the UK.

Seed companies are bracing themselves for a potential wave of sales sparked by a new TV series featuring Jamie Oliver. The chef brought about a revolution in Britain when his Channel 4 series Jamie’s School Dinners sought to improve children’s diets. His new series looks set to go even further by following a nutritional meal from seed-planting all the way to the dinner plate. Unwins Seeds head of marketing Keith Nicholson said: “If Jamie Oliver can bring only a fraction of the interest to seeds and gardens that he did to school dinners then it can only be great for everyone in horticulture.” Mr Fothergill’s Seeds representative Colin Hambidge said: “I would love to think that he can encourage people to grow their own vegetables. Think of the effect that could have on seed sales and people’s health in general.” The series, filmed at Oliver’s 16th-century farmhouse in Clavering, Essex, is likely to be shown on Channel 4.

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