Waitrose has signed up broadcaster Alan Titchmarsh to promote its new horticulture and gardening ranges.
The supermarket chain said the gardening expert will emphasise the link between good food production and eating well, with appearances on television adverts and its website.
Waitrose marketing director Rupert Thomas 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 gardening ranges and a very special voice to our communications.”
Titchmarsh said: “Having spent almost my entire life growing everything from fruit and vegetables to flowers and plants I am delighted to have this opportunity.
“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.”