Waitrose’s head of fresh produce Simon Moore says the supermarket's Alan Titchmarsh-backed gardening range has been successful since its launch this year: "We introduced the range into 41 stores over two months and already we have a two per cent share of the gardening market.
"It’s where our customers expect us to be and resonates with our established brand values. I’d be disappointed if we don’t have 10 per cent by the time we’ve rolled it out in two years.
He added: "The value of our brand is critical to our customers and the balance of power is moving down the supply chain.
"Growers and suppliers have more options on who they supply now and the values of the Waitrose brand are as important to them as they are to our customers."
Waitrose plans to treble its offer with 150 'pods' selling gardening goods in 2014.